The Azad Jammu and Kashmir (AJK) government has unveiled plans to promote eco-tourism through a private-public partnership, focusing on areas abundant in tourist attractions, particularly the picturesque Neelum Valley in the northeast of the state capital. Dr. Khalid Mahmood Chauhan, the recently appointed Secretary of Tourism and Archaeology in AJK, discussed these initiatives during his first meeting with government officials and representatives from the tourism industry in Athmuqam, the headquarters of Neelum district.
Dr. Chauhan emphasized the need to preserve the rich tourism potential of Neelum Valley while ensuring the well-being of its people through various public-private partnership initiatives. He called for both short-term and long-term planning to revitalize the tourism industry and urged the enforcement of decisions related to the ban on haphazard constructions at tourist sites, particularly along the Neelum River and other water channels.
Furthermore, he stressed the importance of ensuring that any allowed construction adheres to relevant standard operating procedures (SOPs) and building codes.
The secretary called on civic bodies in Neelum to provide essential civic amenities to visitors, including proper sanitation arrangements and an effective waste disposal system in collaboration with the Private Tourism Association.
Dr. Chauhan also encouraged awareness campaigns against the use of plastic bottles, shopping bags, and other polythene-made items to protect the natural environment of the area.
The meeting delved into topics such as tax collection from tourists, the construction of hiking trails, completion of camping facilities, road maintenance, water supply schemes, sewerage systems, soft loans for tourism promotion, and the regularization of guesthouse construction.
Additionally, the secretary suggested compiling and computerizing data on guesthouses in Neelum to facilitate tourist access to information. He proposed setting up an information desk at the valley’s entry point and implementing an effective checking regime for visitors’ convenience. Local volunteers were encouraged to actively participate in awareness campaigns to protect the natural environment, recognizing tourism as a vital source of employment in the valley.