PESHAWAR (Nadir Khan): A dynamic panel discussion titled “The Future of Sustainable Tourism in KP and the Role of Media” was recently organized, bringing together experts from the Khyber Pakhtunkhwa Integrated Tourism Development Project (KITE), tourism stakeholders, and ecotourism advocates.
The KITE project, a foreign-funded (IDA Assisted) initiative under the supervision of the Department of Culture, Tourism, Archaeology, and Museums, successfully conducted a three-day orientation workshop for journalists in Nathia Gali from December 3 to 5, 2024. This workshop aimed to inform media representatives about the Department of Tourism’s key contributions to promoting sustainable tourism in Khyber Pakhtunkhwa (KP).
The session, held at a local hotel in Nathia Gali, was attended by 18 prominent journalists, including one female journalist, reflecting KITE’s commitment to gender inclusivity and the representation of women’s voices in line with sustainable development goals.
Participants received detailed presentations on legal frameworks such as the Environmental and Social Management Framework (ESMF) and the Resettlement Policy Framework (RPF). Highlights of the project’s contributions included technical support, feasibility studies, and master planning for four Integrated Tourism Zones (ITZs).
KITE has adopted a multi-dimensional approach towards sustainable tourism development, aiming to open new planned tourism zones to prevent congestion at existing destinations. The project has also implemented Destination Investment and Management Plans (DIMPs) and Visitor’s Management Plans (VMPs) to ensure structural reform and the upgrading of existing tourism assets and infrastructure.
Studies for three key tourism sites—Upper Swat, Chitral, and Kumrat—have been completed and handed over to the relevant special purpose development authorities (SPDAs). Achievements highlighted during the presentations included the installation of 73 prefabricated washrooms and the conservation of key archaeological sites under KITE’s environmental and social compliance efforts.
Mr. Shafqat Ali Khan, Social Development Specialist, presented the project’s objectives, emphasizing the importance of KITE’s role in enhancing tourism while preserving the region’s cultural and natural heritage.
The panel discussion revolved around ecotourism, the preservation of natural resources, and the role of responsible reporting in shaping sustainable tourism narratives. Journalists actively participated, with the panel emphasizing KITE’s initiatives to engage local communities and its environmental conservation efforts to minimize the ecological impact of tourism.
Mr. Hashmat Ali, a KITE representative, stated, “Media play a vital role in shaping public perceptions, advocating sustainability of development initiatives, and highlighting innovative and best practices adoption. Through this partnership, we aim to raise awareness about KP’s tourism potential and our commitment to preserving the region’s natural and cultural heritage.” He further added that the KITE project, as a subsidiary of the Department of Culture and Tourism Khyber Pakhtunkhwa, will continue supporting public and private sectors in promoting tourism and transforming the sector into a revenue generation medium for the national and provincial economy.