Faiza Tehseen

Enhanced global exposure of the Naltar Valley of Gilgit-Baltistan can help increase the footfall of both national and international tourists, contributing to the development of the area.

“Naltar Valley, often referred to as the ‘Switzerland of Pakistan’, has long been a tourist hotspot. Though foreign tourists also visit the place, their numbers are far below the potential. So, it is high time the region’s tourism potential is tapped strategically,” stressed Aftabur Rahman Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC).

Speaking to WealthPK, he said the ecotourism potential of Naltar Valley remains largely untapped. “The valley is also a conservation sanctuary for diverse flora and fauna, offering a perfect balance for nature, ecotourism, trekking, hiking, skiing, and wildlife observation.” Rahman said: “The rich cultural heritage and traditional lifestyle of local communities offer an authentic cultural experience for visitors.

Despite these attractions, a lack of international promotion is a great obstacle to attracting visitors to the region. Seamless communication and infrastructure facilities are the pillars of quality tourism. Sufficient marketing at all levels is also necessary.” He said that tourism in Naltar currently depends mainly on local visitors.

“The region’s global promotion as a tourist hotspot, the launch of direct flights to the area, and better roads can play a great role in tapping the area’s tourism potential.” The PTDC managing director also underscored steps to ensure sustainable tourism practices and environmental conservation. “Without community involvement, eco-friendly accommodation, conservation programmes, and destination management, sustainable tourism cannot be ensured,” added Rahman.

Meanwhile, Sahib Noor, chief executive officer of a tour operating company, Concordia Expedition Pakistan, said: “Naltar Valley is no doubt a premier tourist destination, especially for nature lovers and adventure tourism seekers. Different media channels and other communication means should be used to promote the region internationally. Tour operators should be incentivised to manage itineraries and other relevant facilities at low costs.”

He said that Naltar Bazaar, Naltar Valley ski resort, Naltar forest, Naltar viewpoint and the trio of lakes, including Satrangi (seven coloured), Pari (fairy), and Firoza (turquoise coloured), were some of the top attractions. Noor called for putting in place a mechanism to strike a balance between responsible tourism practices and eco-conservation. “Naltar Valley can be turned into one of the leading ecotourism destinations through international visibility.”

Credit: INP-WealthPk