A Delicate Balance: Sustainable Tourism in Northern Pakistan

Nestled amidst the towering peaks of the Karakoram and the Himalayas, northern Pakistan is often described as a paradise on earth. With World Clean Up Day falling on September 20th, Pakistan must take a moment to focus on the effects of waste on the natural and ecological wonderland that has attracted tourists, both domestic and international, to this region for decades. With its crystal-clear rivers, lush valleys, and the promise of adventure, it’s no wonder that places like Hunza, Skardu, and Gilgit have been hotspots for travelers seeking both solace and thrill.

According to a World Bank report from last year, ‘The travel and tourism sector’s total contribution to Pakistan’s GDP was 5.9 percent in 2022 and 4.2 million jobs. Pakistan attracted ~US$ 16 billion in visitor spending in 2022 which is projected to touch ~US$ 30 billion in 2033.

In the globalized economy, tourism has emerged as a major industry. Continually gaining momentum, this sector’s strengthening also contributes to allied industries such as hospitality, transport, aviation, and even agriculture. For Pakistan, at the national and sub-national level, tourism not only has the potential to bring socioeconomic dividends but also improve the country’s image.

While tourism in Pakistan, and in particular in its Northern Areas, has seen an upsurge in recent times, the country still ranks at a not-so-impressive 101st out of 119 countries on the Travel and Tourism Development Index 2024 of the World Economic Forum. One of the major reasons for the country’s abysmal ranking is the lack of infrastructure and weak systems to sustain and make popular destinations more hospitable.

As the numbers of visitors grow, so does the challenge of preserving ecological balance and natural beauty. Outfalls of climate change, natural disasters, disrupted access, energy shortfalls, and safety and security remain big challenges for the tourism industry, preventing it from reaching its maximum potential.

For decades, the northern areas of Pakistan have struggled with limited economic opportunities, relying mainly on agriculture and livestock. The rise of tourism can open new avenues for income and development; local businesses—such as hotels, guesthouses, restaurants, and shops selling handicrafts can thrive. “Tourism breathes life into these communities,” said Zain Ali, a tour guide based in Hunza.

He added: “It gives us a chance to showcase our culture, our way of life, and our beautiful landscapes to the world. It also provides a steady source of income that was hard to come by before.” But there’s a flip side to this narrative. As visitors continue to pour, they unknowingly—or perhaps indifferently—leave behind a trail of environmental degradation. Such unscrupulous behavior adds to the severity of the very same challenges. Plastics, bottles, wrappers, and waste are often common sights along hiking trails, riverbanks, and large and small towns of Northern Areas. “Tourism is proving to be both a blessing and a curse for us,” says Noor Bano, a local environmental activist from Skardu. “While it has brought economic benefits, it has also brought a lot of waste. The natural beauty that draws people here is being compromised, and our environment is threatened.”

Of the 14 peaks above 8,000 meters, five are in Pakistan: K-2 (8,611m), Nanga Parbat (8,126m), Broad Peak (8,047m), Gasherbrum-I (8,068m), and Gasherbrum-II (8,035m). According to the Pakistan Tourism Development Corporation, Pakistan is home to 108 peaks above 7,000 meters and an equal number above 6,000 meters.

These peaks are also home to the world’s largest glaciers – waste, pollution, and ensuing climate change is threatening the ecological balance that has been maintained for centuries. Unprecedented glacial melts, temperature peaks during summer months, landslides caused by unchecked deforestation, and erratic weather patterns are becoming precariously commonplace.

In many parts of the world, sustainable tourism initiatives have successfully achieved a balance between economic development and environmental conservation. Northern Pakistan, too, is beginning to see such efforts take shape. “Gilgit-Baltistan’s economy depends on the millions of tourists we receive every year, and waste management has been a serious concern,” says Capt. (R.) Mushtaq Ahmad, Additional Chief Secretary of Gilgit-Baltistan.

While businesses are taking advantage of the upsurge in tourism, it is but logical that they also invest back in the region through environmental sustainability initiatives. The Government of Gilgit-Baltistan recently launched the Waste-Free Gilgit-Baltistan Program in partnership with the Coca-Cola Company.

Under the program, the beverage company established a baling and crushing unit, is going to run an awareness campaign on sustainable tourism, and has also arranged cleaning drives, including at the recently held Karakoram Extreme Triathlon in Hunza. Coca-Cola also partnered with the Mountain and Glacier Protection Organization (MGPO) in 2017 to improve access to water for mountain communities, demonstrating a tangible impact in preserving this fragile ecosystem and playing its role in the sustainable development of communities where it operates. The Government of Gilgit-Baltistan has also partnered with Nestle Pakistan previously for its Clean Gilgit Baltistan Project.

Countries, governments, and communities must demand that businesses adhere to the environmental, social, and governance (ESG) standards, ensuring that goods are produced sustainably and that people are held in higher regard while profits are pursued. These models of public-private partnerships can ensure that businesses that benefit from golden spots, such as tourism in Northern Pakistan, are active contributors to the well-being of the environment and the development of local communities. People, profits and planet can all benefit from achieving this delicate balance after all.

This article is written by Beenish Majid.