Fatima Javed
AJK is heaven on Earth, and Allah has blessed this heaven with hilly, towering mountains, lakes, valleys, and waterfalls. Despite its immense tourism resources, AJK has not fully capitalized on its tremendous tourism potential due to various reasons.There are several factors for the declined tourism rate in AJK. Tourism rate has always fluctuated since the outset.
However, tourism had been at its acme during 2017-19. Political instability has played a major role in this regard. One problematic factor is the neighbourhood dispute, from recurrent firing near Neelum Valley road, which results in frequent closure of routes to a series of armed clashes consisting of cross-border airstrikes and exchanges of gunfire between India and Pakistan during different times, such as 26 Feb 2019 at Balakot.
While mentioning reasons for declined tourism in AJK, the Covid-19 Pandemic has also had a detrimental impact on tourism due to lockdowns and travel restrictions. Inadequate infrastructure and lack of connectivity have deterred tourists from visiting many places in AJK. Previous road accidents have instilled fear and hesitation among people about visiting the region’s beautiful locations. Additionally, there is a lack of proper tourism management and guidance, with no dedicated websites or organizations providing information and assistance to tourists, and no proper setup or guidelines for tourists. Limited service facilities such as guesthouses or restaurants further discourage tourists from visiting AJK. There is no proper tourism training and educational programs to involve local people in tourism promotion as well, which can contribute to improving their attitude towards tourists.
Natural disasters such as heavy rainfall trigger landslides, which disrupt transportation and pose risks to both locals and tourists. Due to unpredictable rainfall and floods, tourists do not visit these beautiful areas to protect themselves from any unforeseen incident. To enhance tourism in AJK, several steps can be taken: infrastructure development, safety and security, promotion and marketing, diversification of attractions, community involvement, preservation of natural and cultural heritage, government support, and tourism training and education. Steps should be taken for infrastructure development to improve roads, transportation, accommodation facilities, and basic amenities to make it easier for tourists to visit and explore the region. Ensure a safe environment for tourists through effective security measures and initiatives to prevent any security threats.
Launch targeted marketing campaigns domestically and internationally to showcase the unique attractions and experiences offered in AJK. Travel bloggers/YouTubers should be invited to visit these places and do promotions. Moreover, they can give their points of view, reviews, and suggestions. Develop a diverse range of tourist attractions, including cultural sites, adventure tourism opportunities (such as hiking, mountaineering, and water sports), and eco-tourism initiatives.
Involve local communities in tourism development projects to empower them economically and ensure sustainable tourism practices. Preservation of natural culture and heritage implement conservation efforts to preserve the natural beauty and cultural heritage of AJK, ensuring that future generations can also enjoy these assets. Government support provides financial incentives, tax breaks, and regulatory support to encourage private sector investment in tourism infrastructure and services.
Tourism training and education offer training programs for residents to enhance their skills in hospitality, tourism management, and customer service to improve the overall tourist experience. By addressing these areas, AJK can attract more tourists and become a thriving tourism destination in Pakistan and in the world.
