PESHAWAR: It’s been a dry season so far at Nathiagali. The wind is raw and tourist numbers diminishing as a biting winter sets in. The forecast is for “abundant sunshine”. The snow excavators inside a Galliyat Development Authority precinct at the Upper Nathiagali Road stand idle. For now, the hydraulic loaders and diggers stay inanimate as AccuWeather, the company providing weather forecasts, says “There are no active snow events at this location.”

But if the 2022 snowstorm that killed 23 tourists is anything to go by, the forecast can turn nasty any moment, at the drop of the mercury. And the yellow heavy machinery at Nathiagali -- Transformers awaiting summons from Optimus Prime, the leader of the autobots -- are a measure to forestall a repeat of that tragedy.

That fateful night, thousands of tourists had flocked to Murree, the high altitude resort, to enjoy the seasonal snowfall. “The 1422 helpline that connect the Tourist Facilitation Hub with points of contact at the community level were abuzz with warnings for the tourist traffic to be stopped and diverted”, said Mr Hashmat Ali, a team member with Khyber Pakhtunkhwa Integrated Tourism Enterprise (KITE). “Thanks to timely communication, we were able to mobilise local hotels to take in tourists without fee to ensure their safety.”

Funded by the World Bank, KITE is a Khyber Pakhtunkhwa government project aimed at transforming the province, according to its website, into a “preferred and responsible tourism destination.” At a three-day orientation for journalists from the province, held at Nathiagali from Dec 3 to 5, 2024, the KITE staff apprised participants about the contributions of the provincial Department of Tourism, towards promoting sustainable tourism in the province.

Participants were given detailed presentations on legal frameworks such as the Environmental and Social Management Framework (ESMF) and the Resettlement Policy Framework (RPF), along with highlights of the project’s contributions. These included technical support, feasibility studies, and master planning for four Integrated Tourism Zones (ITZs).

KITE adopts a multi-dimensional approach towards sustainability of tourism. While aiming to open up new planned tourism zones, it also works to to safeguard the existing tourist destinations by ensuring structural reform, upgradation of existing tourism assets and infrastructure. KITE’s Integrated Tourism Zones (ITZs) is a maiden concept in Pakistan, characterized by the development of planned and well-managed tourist destinations for national and international tourists. ITZs are envisioned to be an integrated approach to tourism development connecting key tourism nodes to enhance the tourism sector in Khyber Pakhtunkhwa.

Under the project, KITE has completed studies for three key tourism sites -- Upper Swat, Chitral, and Kumrat -- for the relevant special purpose development authorities in this regard. KITE’s other achievements include such installations as 73 prefabricated washrooms, the conservation of key archaeological sites under KITE’s environmental and social compliance efforts, and the provision of heavy snow excavation machinery as seen at Nathiagali.

Among other initiatives, one significant focus of the project is the collaboration with the Khyber Pakhtunkhwa Directorate of Archaeology and Museums (DoAM) to conserving, preserving, and developing the region’s rich cultural heritage. It has successfully completed conservation and improvement work at six heritage sites, including three historical mosques (Pishmal, Main Kalam, and Udigram in Swat) and two stupas (Shapula in Khyber and Bhamala in Haripur). Additionally, three museums (Mardan Museum, Hund Museum in Swabi, and Chakdara Museum in Lower Dir) have been restored and enhanced.

A panel discussion at the end of the orientation session, titled “The future of sustainable tourism in KP and the role of media”, brought together KITE experts, tourism stakeholders, and ecotourism advocates. The discussion revolved around ecotourism, the preservation of natural resources, and the role of responsible reporting in shaping sustainable tourism narratives. Journalists actively participated in the discourse, with the panel emphasizing KITE’s initiatives to engage local communities and its environmental conservation efforts to minimize the ecological impact of tourism.

“Media plays a vital role in shaping public perceptions, advocating sustainability of development initiatives and highlighting innovative and best practices adoption,” said Mr Ali, a social development expert with KITE. “Through this partnership, we aim to raise awareness about Khyber Pakhtunkhwa’s tourism potential and our commitment to preserving the region’s natural and cultural heritage.”

He further added that KITE, being a subsidiary of Department of Culture and Tourism Khyber Pakhtunkhwa, will continue supporting public and private sectors contributing to tourism promotion in the province and helpful in transforming the tourism sector as medium of revenue generation for national and provincial economy.

Published in Dawn, December 9th, 2024