ISLAMABAD: K-2 is the best brand that Pakistan should market globally to promote tourism. This would strengthen Pakistan’s economy and also promote the country’s soft image.

This was stated by Agostino Da Poenza, a mountaineer and president of Ev-K2-CNR while addressing a press conference.

Ev-K2-CNR is an autonomous association which promotes scientific and technological research in mountain areas.

The press conference was part of the celebrations to mark the 60th anniversary of K-2’s first ascent by an Italian expedition in 1954. Da Poenza said Italians loved the land, people and culture of the Karakorum.

“Reaching K-2’s summit is a mountaineer’s dream, but Pakistan needs to take concrete steps to project its treasure. Ev-K2-CNR will financially support an expedition to attempt scaling K2 peak this summer,” Da Poenza said.

Raffaele Del Cima, Project Director Socio Economic and Environmental Development (Seed), said: “It is high time to promote tourism and expeditions to K-2. The government should ensure security of mountaineers because this will encourage others to visit Pakistan,” he said.