SIFC’s Green Tourism is transforming Pakistan’s scenic treasures into must-visit eco-friendly destinations. With upgraded infrastructure and a commitment to sustainability, it’s setting the stage for an unprecedented tourism boom.

Since June 2023, when the Special Investment Facilitation Council (SIFC) was established, the council has undergone substantial changes. SIFC has solidified its role in the national development process, helping set the country on a path toward prosperity and economic success. Initially, it was merely a council comprising a handful of officers from the Pakistan Army and the Board of Investment (BOI). However, it has now evolved into a division operating directly under the Prime Minister of Pakistan. The hierarchy of SIFC has expanded both horizontally and vertically, incorporating separate regional and country desks for Foreign Direct Investment (FDI). Additionally, several sectors have been added to SIFC’s scope of responsibilities. Here, I would like to focus on tourism, as we recently conducted a detailed visit to the resorts renovated by Green Tourism Private Limited (GTPL) in Pakistan’s northern areas.

Through the efforts of GTPL, tourism revenue in Pakistan is expected to reach USD 30 billion by 2030, provided the sector is nurtured effectively. 

After the creation of SIFC, all elements of national power were consulted to provide valuable input aimed at enhancing the council’s functionality and effectiveness. During one of the meetings between foreign ambassadors and SIFC, the Malaysian Ambassador to Pakistan suggested that Pakistan’s rich heritage, if properly preserved, could become a significant attraction for both local and international tourists. This, in turn, could provide an immediate boost to the economy, being a readily accessible opportunity. As a result, focus shifted to the tourism sector, leading to the establishment of Green Tourism Private Limited (GTPL) under the aegis of the Green Pakistan Initiative (GPI). The Green Tourism Company, under the leadership of Lieutenant General Hassan Azhar Hayat, HI (M) (R), conducted a detailed survey and, in a short time, identified numerous government resorts under the Pakistan Tourism Development Corporation (PTDC) and its subsidiaries. Some of these resorts, which hold historical significance, had unfortunately been neglected for years.
The company conducted detailed planning and worked out the modalities for acquiring these facilities, renovating them, and ultimately making them available for public use at affordable rates, while offering state-of-the-art amenities to tourists. After finalizing the legal and other official formalities, the company successfully acquired more than a dozen such sites from the relevant federal and provincial governments. Within just six to seven months, the company managed to renovate three of these sites in the Gilgit-Baltistan (GB) region—one each in Naltar, Hunza, and Skardu—while renovation work on other sites is ongoing.

During one of the meetings between foreign ambassadors and SIFC, the Malaysian Ambassador to Pakistan suggested that Pakistan’s rich heritage, if properly preserved, could become a significant attraction for both local and international tourists. 

Through the efforts of GTPL, tourism revenue in Pakistan is expected to reach USD 30 billion by 2030, provided the sector is nurtured effectively. In the past, the industry faced challenges due to limited government support, the absence of a regulatory framework, and inadequate infrastructure. Additionally, efforts to bring about improvements were often viewed as anti-social by local interest groups. This perception was addressed through the persistent and coordinated efforts of SIFC, GPI, and GTPL. When GTPL assumed responsibility, assets worth more than PKR 10 billion had been non-operational since 2019, with annual operational expenditure liabilities exceeding PKR one billion.
The aim to make Pakistan tourism-friendly is being pursued through a collaborative approach, focusing on providing adequate service infrastructure in the short term and establishing a substantial eco-friendly framework in the long term, involving all provinces. Among the sites identified for improvement under GTPL, five are in the Gilgit-Baltistan (GB) region, where an investment of three billion rupees has been made for their renovation.
The business model is designed to allocate a substantial portion of the profits toward the development of tourism in the area, while retaining only a minimal profit margin for the company. This initiative is expected to create over one thousand direct jobs in every region, with indirect employment opportunities in linked sectors and allied facilities reaching tens of thousands nationwide.

Among the sites identified for improvement under GTPL, five are in the Gilgit-Baltistan (GB) region, where an investment of three billion rupees has been made for their renovation.

An essential aspect of green tourism development is the company’s emphasis on creating environmentally friendly resorts. Special attention is given to the preservation and growth of alpine forests, alongside the promotion of local culture through regional cuisine, traditional artifacts, and natural resources such as gemstones, flora, and fauna.
The development of tourism is undoubtedly a promising initiative, especially given Pakistan's unique and breathtaking natural beauty. However, there are certain concerns that need to be addressed at the national level. The measures I propose require a unified approach involving the entire government and active participation from the public.
I firmly believe that unless we tackle these core and pressing issues, we will be unable to fully capitalize on the massive campaign that has been launched. Travelers currently face several challenges which, if resolved promptly, can unlock the full potential of this sector, serving as a catalyst for economic growth.
Below, I have outlined the key issues and proposed solutions, which are self-explanatory:
• Road/Air Communication. The resorts of Pakistan are a paradise on earth; however, tourists face numerous challenges in reaching these destinations. These challenges include poor communication networks and the unreliability of alternative means of transport to access the desired locations. In some areas where plans exist to develop infrastructure, local mafias create obstacles to their implementation. Instead of embracing change, we, as a society, tend to cling to our traditional methods, which we find more comfortable.
There is a need to develop improved routes to the resorts and provide reliable alternative communication options, such as helicopters and gliders. Additionally, road maintenance is in a poor state and should be given high priority—not only to attract tourists but also to ensure the safety and security of the local population.
• Internet and Telecommunication Connectivity. In the modern day, imagining any place without internet and telecommunication connectivity is a nightmare. Our resorts seriously lack in this aspect. Though, at the serene places like our northern areas, it is important to disconnect with the rest of the world and connect with the nature, it is nevertheless very important to have uninterrupted internet and telecommunication connectivity. This aspect is in poor shape in our resorts. 
Uninterrupted internet and telecommunication connectivity must be made available to the tourists and locals in the area, which will substantially enhance the tourist footprint in the areas. 
Medical Facilities. During the visit, one of our media personnel fell ill due to a lack of oxygen at high altitude, and there were no medical facilities in the area, creating an emergency-like situation. The reporter was immediately brought down to a lower altitude to help him feel better. 
Establishing health facilities at the resorts would create a safer and more reassuring environment for tourists, ensuring that their health and safety are prioritized.
• Guidance and Allied Facilities on the Resorts. The resorts and motels generally lack guidance and allied facilities, which causes difficulties for tourists during their visits and results in missed business opportunities. If hosts had the necessary guidance and transport options available, they could better facilitate tourists and capitalize on these opportunities.

When GTPL assumed responsibility, assets worth more than PKR 10 billion had been non-operational since 2019, with annual operational expenditure liabilities exceeding PKR one billion.

A resort or motel should serve as a 'one-stop destination' for tourists, offering essential facilities such as guidance on routes and weather conditions, information on worthwhile places to visit nearby, and a reliable transport system—both road and air.
• Measures for Waste Disposal. Although we visited the northern areas during what seemed to be the off-season, we still noticed a significant amount of litter on the roads and in the resorts. This was primarily due to the lack of proper waste disposal facilities at the resorts. Not only does this leave a negative impression on tourists, but it also reflects poor manners and poses a hazard to wildlife and the environment.
Proper committees should be established at each destination to ensure cleanliness and the provision of waste disposal options, such as dustbins and waste bags, at resorts and motels.
• Cultural Aspects. While tourism can significantly boost the economic condition of a resort, it also presents cultural challenges. The mingling of different cultures within a society can alter its original customs and traditions. This transformation can be seen in both positive and negative lights. The pure form of Pakistani culture is rooted in hospitality, humility, simplicity, and chastity—traits that exemplify a progressive and forward-looking nation, serving as a role model for others.
Policy measures should be implemented to preserve our rich cultural heritage while promoting the spread of our traditions in a way that respects and enhances other societies.
• Policy Initiatives. At the policy level, Pakistan currently lacks a comprehensive tourism development strategy. Even if such policies exist, they remain largely unknown due to the lack of practical implementation. This issue extends beyond tourism, as effective implementation of policies is often lacking across various sectors of government.
It is essential to develop and enforce policies related to tourism that will empower the government, local communities, businesses, and tourists. These policies should include guidelines to maintain quality standards, promote business development, ensure sustainability, provide safety and security for tourists, and regulate pricing for various services.
In short, we require a systematic approach to ensure we reap the maximum benefits from this low-hanging fruit. By improving quality, providing facilities, creating a tourist-friendly atmosphere, and ensuring policy implementation, we can make our resorts the jewels of the world.

The author is a PhD scholar in Management Sciences with extensive experience in Project Management.