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.
