Imagine standing on the border of Atabad Lake in Gilgit-Baltistan, where the dark green waters are framed by towering snow-capped mountains, gleaming in the sun. This breathtaking view attracts thousands of tourists annually to Pakistan’s northern regions.
However, as we write about its beauty, we must also acknowledge the environmental degradation happening before our eyes. Hotel waste, poor waste management, and unregulated commercial activities are gradually eroding this pristine lake.
The story of Atabad Lake mirrors a broader issue affecting tourism hotspots across Pakistan. From Fairy Meadows to Karachi’s beaches, and from Naran to Kumrat valleys, it is crucial to protect these treasures before it’s too late.
Naran, for example, is experiencing a decline due to over-tourism, inadequate infrastructure, and poor waste management, resulting in both the loss of its former charm and environmental degradation. Tourist congestion has exacerbated pollution issues. Similarly, Kumrat Valley faces ecological threats from improper waste disposal linked to rising tourist numbers, jeopardizing its once serene environment.
Despite these challenges, Pakistan’s tourism sector has enormous potential to enhance the economy, create jobs, and conserve heritage. However, for this potential to be realized, we must build a tourism sector that balances growth with environmental conservation. This is where holistic, integrated management of tourism becomes essential.
While provincial authorities are primarily responsible for tourism management, the federal government, through the Tourism Development Corporation, should play a more active role in ensuring that provinces and local authorities adopt well-articulated, uniform policies to protect the environment.
Tourism can be a powerful economic driver in Pakistan, creating jobs, boosting foreign exchange reserves, and helping communities emerge from poverty. Connecting remote areas such as Gilgit-Baltistan, Khyber Pakhtunkhwa, and Balochistan where employment opportunities are scarce tourism can become a vital source of income.
As the number of tourists increases, local communities can engage in various services, including accommodation, transportation, local crafts, and food, providing jobs and boosting local businesses. This could uplift entire regions that have historically been economically disadvantaged.
Tourism also brings significant foreign exchange income, which can contribute greatly to Pakistan’s economy. With its rich history, diverse landscapes, and heritage, Pakistan has the potential to attract international tourists, particularly those from neighboring countries such as Central Asia, the Middle East, and Europe. Foreign tourists bring in valuable currency that can be reinvested into local economies, helping to develop infrastructure and public services.
Additionally, tourism can alleviate poverty, especially in remote regions. By engaging in business ventures related to tourism, local people can improve their living standards. Tourism income can be used to develop local capacities, foster entrepreneurship, and create sustainable livelihoods, leading to improved access to education, healthcare, and other essential services.
Thailand, once primarily an agricultural country with minimal industrial development, leveraged its natural beauty, strong cultural heritage, and welcoming population to create a thriving tourism industry. Today, tourism is one of Thailand’s largest GDP contributors, driving employment and foreign exchange earnings.
Thailand’s success lies in its balance between development and preservation. The government has enforced strict environmental policies while promoting sustainable tourism practices. Thailand’s focus on eco-tourism, community involvement, and maintaining well-preserved tourist destinations has contributed to the country’s national growth, improved employment, and enhanced living standards.
Pakistan, too, has the opportunity to develop sustainable tourism that not only brings in foreign exchange but also creates long-term employment and improves the quality of life for local communities. By focusing on eco-friendly tourism and investing in community involvement, Pakistan can build a robust and sustainable tourism industry.
For too long, tourism expansion has come at the expense of environmental preservation. Pollution in areas such as Atabad Lake, Naran, and the beaches of Karachi results from inadequate waste management systems and insufficient monitoring. Local governments often struggle to enforce environmental regulations, and businesses continue to operate without proper environmental checks. Both local governments and tourism organizations must share responsibility for protecting the natural beauty that attracts visitors in the first place.
A scientifically motivated system of grading or scoring hotels, restaurants, and other tourism-related businesses can be an effective way to ensure environmental compliance. This system would assess businesses on their waste management practices, energy efficiency, and impact on local ecosystems.
High-scoring businesses could charge higher rates, incentivizing others to adopt more sustainable practices. Additionally, this grading system would allow tourists to make environmentally conscious decisions about where to stay and spend money.
The integration of artificial intelligence (AI) into tourism management is another promising field. AI-powered sensors and drones can monitor pollution levels, assess the effectiveness of waste management systems, and predict environmental risks based on historical data. In remote areas like Gilgit-Baltistan, where the terrain makes monitoring difficult, AI could help authorities remotely track the health of ecosystems. AI would enable data-driven decisions, allowing for more efficient environmental management and the promotion of sustainable tourism practices.
Countries like Costa Rica and Ecuador provide excellent models for sustainable tourism. Costa Rica has allocated 25% of its land to national parks and conservation areas, promoting environmentally friendly tourism businesses.
Similarly, the Galapagos Islands in Ecuador restrict the number of tourists allowed each year and use the revenue to support conservation efforts. These examples show that tourism can thrive while preserving the environment, a model that Pakistan could adopt.
The role of local governments in ensuring the success of sustainable tourism cannot be overstated. To implement the environmental regulations established by provincial tourism bodies, local regulators such as tourism officers must be held accountable. They are responsible for monitoring waste management, overseeing the construction of environmentally friendly infrastructure, and ensuring that local businesses comply with environmental laws. If local governments fail to enforce these regulations, they should be held accountable for the degradation of natural resources.
For sustainable tourism infrastructure to develop, public-private partnerships (PPP) must be established. The government can collaborate with private investors to develop eco-friendly infrastructure, including waste management systems, renewable energy sources, and environmentally conscious hotels. These partnerships will create jobs, strengthen communities, and protect the environment, offering a mutually beneficial approach to sustainable development.
Effective PPPs will foster a balanced approach, ensuring that tourism development does not outpace environmental preservation. Involving both the government and private sector in planning and implementing sustainable tourism initiatives can help protect Pakistan’s natural beauty while contributing to economic growth.
To ensure sustainability, tourism infrastructure should be environmentally friendly. Investments in eco-friendly transport, waste management, and green hotels are essential. Waste treatment, recycling, and segregation systems should be developed to minimize the environmental impact of tourism activities. In delicate areas like Fairy Meadows, Atabad Lake, Naran, and Kumrat Valley, tourist traffic should be regulated to prevent overburdening these fragile ecosystems.
Local communities must also be involved in the tourism business. They should share in the economic benefits while also taking responsibility for the environmental impact of tourism. This ownership will foster a culture of sustainability, where the well-being of the environment is as important as economic growth.
Additionally, environmental education should be provided to tourists, local businesses, and tour guides to raise awareness about sustainable practices. Monitoring systems for environmental well-being should be implemented to detect and address potential problems early on.
The tourism industry in Pakistan holds immense potential, but it must be developed in a way that balances economic growth with environmental preservation. Through the implementation of nationwide policies, AI-driven monitoring systems, public-private partnerships, and community involvement, Pakistan can build a sustainable tourism sector that benefits both its economy and its environment.
By embracing these strategies, Pakistan can position itself as a global leader in sustainable tourism, ensuring that future generations can experience its natural beauty and cultural heritage.
Copyright Business Recorder, 2025
The writer is an expert on institutional development, finance and governance