This article will focus on the potential of tourism in Khyber Pakhtunkhwa. To some extent, that potential has already been correctly identified and work is also underway; however, that can be best described as baby steps to a whole new dimension of development and security.

As a military person, one gets a chance to see places otherwise difficult to manage and visit, but it always struck my mind that if these places were open to tourism, they have the capability to transform the destiny of that area. Khyber Pakhtunkhwa (KP) is synonymous to tourism. KP has been immensely blessed with diverse geographical features and landscapes from glaciers of Broghil to plains of Dera Ismail Khan, from forests of Tirah and Dir to barren and uninhabited rocky lands in North and South Waziristan, from green and blue rivers running in the entire KP to ‘Khars’ and canyons
in Bannu and Lakki Marwat.
I also think that we don’t really know what potential KP has to offer, although there have been some efforts and some work has been done, but we are a long way to go. People are more conversant with Kaghan and Naran in Hazara, but the rest of the KP remains mostly unexplored. KP’s rich history coupled with diversity of culture and gifted beauty  makes it at par with other spots or even far superior destination for tourists.

Honestly, we call it an industry in Pakistan, but in reality, it is just a copied buzzword for use. Over the years, tourism has increased globally by 500 percent. Before COVID-19, tourism brought around 9.6 trillion USD to global economy and even post-COVID, tourism is rising again and has contributed 5.81 trillion USD in 2021. However, we have not been able to attract local tourists, what to talk about foreign tourists and that too in KP. Currently we rank 83rd in the World Economic Forum's Tourism and Competitive Ranking. Let’s have a word about tourism and what KP has to offer. 
Tourism is classified into six major categories according to the purpose of travel including recreational /leisure tourism, religious /historical/cultural tourism, sports/adventure tourism, health tourism, convention tourism and incentive tourism. 
Tourism requires our focus as it contributes to regional value addition and development of the developing countries. We can safely say that tourism is an essential pillar of the economy. It essentially serves as a huge service industry, creating jobs locally for people with different qualifications, genders and communities, but most importantly, it raises the happiness index of that area. Tourism has stakes in many other industries such as hoteling, food and beverage industry, transport and trade industries along with other linked service providers for events such as exhibitions, conferences, sports and leisure activities. Moreover, tourism tax revenues contribute towards public budgets and investment in local infrastructure. In December 2020, Pakistan's tourism revenue was 765 million USD, down from 992 million USD the year before. Pakistan, due to its huge population, 60% of whom are under 35 years, is a market for roughly 50 million potential domestic visitors; however, the potential of international tourists remains untapped. Pakistan has made tourist visas more accessible and has allowed visa free entry to visitors from 30 nations. We have also started tourist initiatives like ‘Emerging Pakistan’ and ‘Amazing Pakistan’ to help Pakistan’s destination brand image. 
What KP Has to Offer
KP is Pakistan’s tourism treasure chest and is fast becoming a destination of choice for international and domestic tourists. KP used to welcome 50,000 international visitors per year prior to the year 2002; however, beginning in 2015, the number of domestic arrivals have led to a mushrooming of tourism ventures and activities. Around 1.2 million domestic tourists and around 2,000 international tourists have visited last year and generated over 120 million USD in direct revenue. On Eid-ul-Fitr, last year alone, tourists spent approximately Rs. 56 billion.
If we talk about heritage tourism, KP has many ancient heritage sites linking to early people of the region–the Vedic people known as the Pakthas; now identified with the modern day Pakhtun people. The Vedic culture reached its peak between the 6th and 1st centuries BC under the Gandhara Civilization and was identified as a center of Hindu and Buddhist learning and scholarship. Ancient Gandhara has often been called a ‘Melting Pot of Cultures’ and offers heritage sites for Sufism, Buddhism, Sikhism and Hinduism. Various ‘tourist routes’ have been planned and are being implemented for the ease of tourists, covering all sites that have been now inscribed as UNESCO World Heritage Sites such as Dharmarajika Stupa, Jaulian Monastery, Bhamala, Gurdwara Panja Sahib in Taxila and Hassan Abdal area, Takht-i-Bahi, Ashoka Rock edicts, Jamal Garhi, Baziri Barikot, Amluk Dara Stupa and Ghaznavi Mosque in Mardan and Swat area. These tourist routes will be linked to Kartarpur Corridor as well. There have been recent discoveries in Mohmand District including pre-historic caves, rock carvings, Buddhist and Hindu Shahi archaeological sites. These heritage sites are already attracting Buddhists from Japan, Sri Lanka, Thailand and Korea and many international monks hope for Pakistan to become the hub of religious tourism.
If we talk about adventure tourism, KP has so much to offer that we cannot imagine. Apart from the zipline in Swat, there is another one opening in Mansehra which is termed as the biggest in South Asia. Malam Jabba Ski Resort is no less than the famous resorts in France or Switzerland and there are others opening soon such as Gabin Jabba Ski Resort. It is a delight to see that the locals of Malam Jabba have mastered skiing through the patronage of foreign trainers and should make Pakistan proud. The mountains of Upper Chitral offer opportunities to mountain climbers and expeditions. Tirich Mir is the highest mountain outside Karakoram-Himalayas range and offers a challenging climb and work has already begun on the concept of a mountaineering training institute in Chitral. There are bright prospects for paragliding in Orakzai, Chitral, Dir and Malakand and is already being offered in Abbottabad and Khanpur with another paragliding club opening up in Orakzai. Rafting has already begun in Swat and Kunhar River through a private enterprise. 
KP has immense potential for medical tourism, which is ever increasing, primarily due to the lack of good health facilities in Afghanistan. It is estimated that 90 percent of Afghans who travel abroad for medical treatment come to Pakistan and almost one-third of all visas issued to Afghan nationals by the Ministry of Foreign Affairs Pakistan pertain to medical reasons. Trade tourism is also very pertinent and important for KP due to its historical significance in trade routes from Central Asia towards South. Torkham, Kharlachi, Angoor Adda, Zarmilan, Nawapas and Ghulam Khan are some of the important passes and crossing points that have great potential for trade tourism.
The biggest tourist attraction in the north of KP is the nomadic Kalash tribe located in Lower Chitral. Tourists pour in throughout the year to witness three main festivals that are Chilam Joshi (Spring Festival), Chiomus (Winter Festival) and Uchal (Summer Festival). Shandur Polo Festival is yet another epic event that captures the attention of international and local tourists. Shandur pass is also important because it connects Northern Areas with KP. Kumrat Valley in Upper Dir District is the latest spot that has opened up to tourists from all around the country providing breathtaking views, serenity and beautiful waterfalls. With the accessibility to Kumrat gradually getting better and the infrastructure building up, it will soon become one of the top tourist spots in the country.
The historic Khyber Pass, an integral part of the ancient Silk Road, connects the town of Landi Kotal to the valley of Peshawar at Jamrud by traversing from the Spin Ghar mountains. ‘Khyber Trail’ which connects Peshawar to Torkham is being developed for tourists to visit Balahisar Fort, Jamrud Fort which is located besides Bab-e-Khyber and an important destination for Sikh tourists being the epitome of the Sikh Empire where the famous Sardar General Hari Singh Nalwa died, Shagai Fort, Ali Masjid, Landi Kotal, Saphola Stupa and Michni Post. It is being developed under a special program of Rs. 190 million where all the destinations will be converted into top class sight-seeing resorts.  
Peshawar, the capital and the largest city in KP, is an ancient marvel with history dating back to at least 539 BCE, which makes it the oldest city in South Asia. The capital itself has so much to offer to tourists! The historic Gor Khatri, Masjid Mahabat Khan, Burj at Dabgari Gardens, Ali Mardan Villa, and Sethi House are just some of the places. Peshawar Museum is housing one of the biggest Gandhara art collections in the world. The building itself is a monument converted into a museum in 1906. Peshawar not only offers historical and heritage places, but the food in Peshawar is famous all over the world with the modern and oriental mix in eateries making it unique. The copper and brass ornaments and handicrafts of Qissa Khwani Bazar are also one of its kind and famous all around the world.
Knowing the Unknown: Tribal Districts of KP
The enchanted forests of Dir and Rajgal in Khyber, Nanavar Caves, and Samana Fort in Orakzai, lofty mountains and meadows of Kurram, Deep Canyons of Bannu, scenic views and water sports at Gomal Zam Dam, picturesque spots along snow-covered mountains in Razmak (also known as ‘mini London’) and Shawal are a few places–unknown to even the locals–that are potential tourist destinations in KP. The tribal areas used to be a ‘No Go Area’ and have not been affected by the outer world. Its pre-Pakistan tribal identity is even now maintained in the shape of unique culture and social way of life–riwaj. Exodus due to War on Terror gave exposure to the locals of outer world and an opportunity of opening up to them. The people of NMDs. while retaining their identity, have been able to bring back ideas. 

The fear of unknown–peace, better environment and hospitality in culture are advantages newly merged tribal districts have to offer. Exponential tourism activities in Swat after what it suffered at the hands of terrorists is a model which needs to be followed. Swat, at present, has a tourism related economy of approximately Rupees 48 billion. Similarly, Pash Ziarat in South Waziristan attracted around 200,000 local and domestic tourists with over 35,000 cars. Pine nut forests of Shawal and Shakarwara are unique in the world that, apart from the pine nut business, also provide great tourism potential. Samana Top in Orakzai District is being transformed into a heritage tourist resort (including Fort Lockhart, Saragarhi Monument and a recreational park). On the recent Eid-ul-Azha, over 85,000 tourists visited Orakzai, 140,000 visited Razmak, over 200,000 visited Dir, Swat and Chitral.  

Focus of KP Government on Tourism
It is pertinent to note that tourism-related responsibilities are shared between the federal and provincial governments. The 18th amendment expanded powers and devolved delivery of key services to the provinces. KP government has been focused on the tourism sector over the period, especially in the last 7-8 years. It has restructured its tourism and culture department by making it an exclusive department under a dedicated Provincial Secretary. In the year 2019, KP Government was able to secure a loan of 70 million USD with World Bank for KP Integrated Tourism Development (KITE) Project. Although a lot is desired, the initiatives of making authorities (Galiyat, Kaghan), reviving Gandhara civilization heritage, infrastructure development in the far-flung areas, opening of new tourist destinations (Kumrat and Orakzai), introduction of tourism police, establishment of facilitation centers, tourists’ helpline 1422 and sign postings through public-private partnership and foreign funding, have given KP tourism the required impetus. Currently there are four 5-star hotels in KP with one in Malam Jabba as well. Although new 5-star hotels are coming up in Chitral and Kalam, but local tourists prefer 3-star hotels which are available at many popular tourist resorts. 
Integrated Tourism Zones (ITZs) is a maiden concept in Pakistan that is characterized by the development of planned and well-managed tourist destinations for national and international tourists. The major components of the ITZs project include roads, pathways, tracks and, WASH (Water, Sanitation and Hygiene), stable supply of electricity and other utilities and eco-restoration. KP plans to establish state-of-the-art theme-based ITZs in Thandiani and Ganool in Mansehra (envisaged covered area of 59.6 acres and total development cost of Rs. 5.5 billion), Gabbin Jabba and Mankiyal in Swat (envisaged covered area of 29.5 acres and total development cost of Rs. 2.9 nillion), and Madhklasht in Chitral (envisaged covered area of 69.4 acres and total development cost of Rs. 3.8 billion). These ITZs are planned to be developed by a single developer or a consortium of developers. ITZs are likely to add 10 billion USD to the national economy. In the future, ITZs are also planned in Kurram, Orakzai and Rajgal in Khyber. 
KP Government has also taken steps to improve the accessibility and road network to the tourist sites. Numerous new routes have been planned for development; however, they are currently mired in the economic condition and lack of funds. The alignment of planned Motorway between Peshawar and Dera Ismail Khan, funded by KP Government, will not only provide a much shorter and faster route, but will also improve the connectivity of Dara Adam Khel, Kohat, Hangu, Thall, Bannu and Lakki Marwat. It will also improve the access to Mir Ali, Miranshah and onwards till Ghulam Khan. The existing Swat Motorway is planned to be extended up to Madyan for which land acquisition has already been done and construction is underway through public-private partnership. Hazara Motorway has already provided  reliable and fast connectivity of CPEC till Mansehra. The dualization of road from Abbottabad to Thandiani is already underway and almost near completion. The road connecting Chitral with Gilgit is also planned to be expanded and improved. Railway connectivity of Afghanistan with CPEC route, through Kharlachi in Kurram District, is also in the pipeline with initial survey already underway. The focus on road network in Newly Merged Districts, under special funding scheme, is certainly improving the interconnectivity and will see an exponential rise in tourism in these areas.
Impediments for Tourism in KP
The challenges for tourism in KP need our immediate attention as they restrict and obstruct KP in providing the ideal tourist destinations:
▪ The security and law-and-order situation has improved manifold for the tourists, especially in the tribal districts, and locals of those areas have rebuked terrorism and its facilitation with Swat as a case in point. Where criminal activities have increased in KP, especially NMDs such as extortion, Hundi and Hawala or kidnapping, the danger to tourists remains minimal. We can safely say that opening up of these erstwhile ‘no-go areas’ certainly provides an opportunity as a game changer for the security in KP.
▪ Quality infrastructure like airports, roads, hotels and tourist destinations are critical to tourism. With the ongoing fight against terrorism and lack of due attention, a very few good standard hotels exist. Poor road accessibility, tourist routes and visitor services also remain wanting. A number of air landing strips and helipads exist in KP, but are not effectively utilized especially linking them to tourism, for example, the landing strips in Saidu Sharif, Razmak, Wana, Chitral, Bannu, Parachinar and Miranshah. The hospitality sector is also underdeveloped with hotel industry and food and retail outlets not being at par with international standards. Some historical and religious sites, that have immense potential for tourism, are undeveloped and exist without any infrastructure to accommodate any visitors. This also provides an opportunity for small enterprises and private investors to open budget-friendly hotels.
▪ Pashtun cultural sensitivities and limitations like that of ‘parda, chadar and chardevari’ is a barrier in the way of tourism prospects of KP. Despite the locals being very hospitable, the compatibility with foreign and local urban tourists remains an issue, especially the female tourists. Nonetheless, the tribal areas are slowly and gradually opening up. Moreover, the approach of tribal people to hygiene and general areas’ cleanliness coupled with the ineffective role of local municipalities remains a huge challenge in attracting visitors. A case in point is Kumrat Valley in Dir, which has a very few facilities for tourists despite tourist families pouring in from across Pakistan and abroad.
▪ No concrete steps have so far been taken for the promotion of professional acumen and competitiveness in the field of tourism. There are no specialized institutes or organizations working for the promotion of tourism industry. The tourism authorities have capability issues to formulate new policies as per the changing environment and then consequently in its implementation. There is a dearth of qualified and competent local guides. The relatively new set up KP Culture and Tourism Authority is a good initiative, but currently is not suitably equipped to cater for the needs of tourism sector and the implementation of its mandate. 
▪ Private sector investment is also insufficient and rare to be seen due to negligible incentivization. This problem is further aggravated by insufficient regulations and policies–building laws, environment, traffic, overcrowding and acceptance of local cultural/societal norms. The construction on tourist sites is mostly in a haphazard and unregulated manner creating difficulties for their administration.
▪ The local media and correspondingly the international media generates too much negativity that scares away the local as well as foreign tourists. People even think twice before undertaking a visit to accessible tourist spots, let alone the remote tourist spots. Insufficient advertisement, marketing and media projection has also created lack of awareness amongst the tourists regarding the tourism potential of KP. 
▪ KP forests started to decline over the years due to incessant deforestation. The primary reason is cutting of trees by locals due to non-availability of alternative sources of income. People in KP also burn wood worth Rs. 75 billion annually. Encroachment of forest land for agricultural purposes is another reason. However, initiatives like Billion Tree Tsunami Program are helping to restore and grow new forests all over KP. 

▪ Land disputes in tribal areas have a huge contribution in the lack of infrastructure and investments. Development of tourist spots in some areas has been stalled due to the impending resolution of land disputes.
The Way Forward
A few corrective measures are suggested below in this writing to stimulate the true tourism potential of KP: 
▪ Opening of tribal districts to tourists will not only unleash employment opportunities and development, but ultimately restore the security. Local civil administration must implement a security mechanism of tourist zones with incorporation of the stakes of locals. Theme-based tourism specific to these areas needs to be planned and targeted. Sports and cultural festivals will provide awareness and confidence to tourists. Initially, it is required to develop these areas as Integrated Tourism Compounds with a potential to convert into ITZs.

▪ KP Tourism Department needs to be rejuvenated. The current tourism act and the policies must be reviewed and updated in consultation with international subject experts and consultants. Training of managerial and field staff of the department, as per international standards, is also essential for enforcing and implementation of policies. Better coordination with other provincial departments along with liaison with tourism authorities of other provinces must be focused on. The monitoring mechanism of tourists (especially foreign tourists) in KP needs to be rehashed and improved. Laws are required to be institutionalized for all policy matters including building and construction in tourist zones, creation of tax-free zones, controlling deforestation, garbage collection mechanism and tourist policing.
▪ There is a need to create interest as well as training opportunities for tour operators to carry out their operations in NMDs and newly developed tourist spots. Visits of renowned tour operators are already being conducted in order to create awareness and familiarization. KP Government should also increase interaction with operators and facilitate them in giving NOCs.
▪  International religious tourism be specifically focused upon to increase the international inbound tourism. The influx of international tourists on Sikh and Buddhist sites should be linked together through dedicated tour operators providing tours from Kartarpur till Jamrud Fort incorporating Buddhists sites too. We also need to generate awareness for Buddhists and Sikhs all across the world and attract them to these historical and religious sites of Gandhara Civilization and Sikh era heritage. 
▪ KP government needs to devise policies which can mitigate the risks of investors and developers. Incentives such as tax-free investment in the initial phases of development along with public-private partnership and joint ventures will pay huge dividends. For ITZs, instead of attracting larger investor groups to develop complete ITZ, which may be difficult, smaller investors may be attracted through JVs or even collaboration with government. The more government invests on the development of depleted infrastructures and security in the area for promoting tourism, the more investment through private sector will be attracted. 
▪ Instead of reinventing the wheel, the World Travel and Tourism Council’s (WTTC) compiled quantifiable best practices be adopted to enable both public and private sector, to learn from the successful experiences of other countries as they develop, review and implement travel and tourism-related policies. We have a successful model of Galyat Development Authority in Galyat Hazara Division, which needs to be implemented in Dir, Swat and NMDs. Development is needed in line with environmental and sociocultural criteria.
▪ We need to promote sustained, inclusive employment and decent policies for locals through a professional approach. Availability of work policies and opportunities in tourism, particularly for youth and women can enhance the socioeconomic impact. Local government needs to increase stakes of locals through employment in security apparatus and as tour guides and travel operators. Moreover, they will have to take on a lead role in maintaining and upkeep of sites.

▪ Tourism industry across the globe throughout the entire customer journey (planning, travelling, boarding, lodging, shopping, and payment) has been digitized. Digital platform giants such as Airbnb, TripAdvisor, Agoda or Booking.com have turned around the rules of tourism sector. That makes it imperative to adapt to take advantages it offers. Growth can be achieved through digital communication, advertisement and marketing. Electronic and social media platforms are required to be used to aptly present the tourism product.
▪ Seminars, road shows and symposiums to be regularly held to attract tourists and investors. There is also a requirement to make people aware of environmental issues and pollution, which can be done in the Corporate Social Responsibility (CSR) programme of the investors and developers.
▪ Small and Medium Enterprises should be integrated into the tourism ecosystem as regionalizing tourism in our case is a challenge since tourism sector is based on small and medium enterprises (SMEs). Development of SMEs from neighboring sectors such as agriculture and crafts will help grow the local economy.
▪ The importance and need of forest resources and forest-based industries as an admitted fact for our economic development. We need to preserve what is left of the forests in KP and carry on and follow up on projects like Ten Billion Trees Tsunami Program. Instead of constructing massive infrastructure at tourist spots in natural parks and forests, camping pods be set up in consultation with local forest department office having the provision of basic facilities including toilets, drinking water and cooking place, etc.
We have come a long way to promote tourism in KP and many steps have already been taken in the right direction. What retards us is the perception of security, our tourist habits, lack of awareness and accessibility, hospitality and cultural sensitivities. I strongly feel that tourism can change the fate of KP and Pakistan, only if we bring it in focus.

(To be continued…)

The author has a vast experience of serving in erstwhile FATA during the War on Terror. He commanded a Brigade in South Waziristan, a Division in North Waziristan and is Commanding Peshawar Corps at the moment. He has also been Pakistan’s Defence Attaché to China.