ISLAMABAD, in an effort to address the environmental challenges posed by increasing tourist activity, Muhammad Numan, a local hotel manager in Swat district, Khyber Pakhtunkhwa, has joined forces with the “Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa” (TREK) initiative. The program, supported by the Government of Khyber Pakhtunkhwa, World Bank, and Nestlé Pakistan, aims to promote responsible tourism and sustainable practices in the region.

According to The World Bank, the TREK initiative aligns with Numan’s concerns over the growing impact of tourism on the province’s natural landscapes. Tourism’s contribution to Pakistan’s GDP was 5.9 percent in 2022, with ~US$ 16 billion in visitor spending, signaling a significant economic opportunity that requires sustainable management to preserve the local environment. Khyber Pakhtunkhwa, which saw an influx of over 1.2 million visitors in the past two years, is at the heart of Pakistan’s push for a green tourism industry.

The initiative includes training over 650 individuals from various sectors in waste management and recycling, complementing the Khyber Pakhtunkhwa Integrated Tourism Development Project (KITE), which focuses on heritage preservation and improving tourism infrastructure. Public service messages and social media campaigns, along with the distribution of 10,000 reusable bags, have been central to TREK’s efforts to reduce littering at tourist sites.

In addition to training and awareness campaigns, the International Development Association (IDA)-financed KITE project has provided essential equipment such as waste bins and garbage compactors, and installed informational signboards across Khyber Pakhtunkhwa and parts of Punjab province.

The initiative has not only emphasized environmental sustainability but also inclusivity by involving diverse community members, including women, youth, and the transgender community. Zareen Akhtar, a participant, expressed how the training has empowered her to contribute to her community’s well-being and is indicative of the broader social change TREK seeks to instigate.

Nestlé Pakistan, as a partner in TREK, is working towards creating more sustainable packaging solutions, targeting 100 percent recyclable plastic packaging by 2025. The Government of Khyber Pakhtunkhwa’s commitment to resource allocation further solidifies the support for these inclusive and green practices.

With the forthcoming expansion of TREK to involve more private and financial sector stakeholders, the project is poised to further foster community empowerment and create new job opportunities, ensuring the long-term sustainability of tourism in Pakistan’s north.