Centre for Peace, Development and Reforms (CPDR) in collaboration with the University of Azad Jammu & Kashmir launched a report on “Building Sustainable Tourism in AJK”, on June 21, 2021 in Muzaffarabad, AJ&K.
Name of the Event: Report Launching Ceremony: “Building Sustainable Tourism in AJ&K”
Date of the Event: 21st June, 2021
Location of the Event: City Campus, University of AJ&K, Muzaffarabad, AJ&K.
Number of Participants: 42
Collaboration: University of Azad Jammu & Kashmir
Speakers:
1) Honorable President AJ&K, Sardar Masood Khan
2) Secretary Tourism, Chaudhry Imtiaz Ahmed
3) Registrar University of AJ&K, Prof. Dr. Ayesha Sohail
4) Executive Director CPDR, Mr. Ershad Mahmud
5) Author of Report, Prof. Dr. Shaheen Akhtar
6) HOD Department of Arts and Design, Dr. Rukhsana Khan,
Report Launch Summary
Centre for Peace, Development and Reforms (CPDR) in collaboration with the University of Azad Jammu & Kashmir launched a report on “Building Sustainable Tourism in AJK”, on June 21, 2021 in Muzaffarabad, AJ&K. President AJ&K, Sardar Masood Khan was the Chief Guest on the occasion which was attended by people from academia, civil society activists and media personnel from AJ&K. The speakers greatly applauded the efforts of CPDR and the author in bringing out a comprehensive report on the rich potential of tourism in AJ&K.
The study authored by Prof. Dr. Shaheen Akhtar gives the reader a graphic view of immense tourism resources of the region from the perspective of cultural and heritage tourism; religious tourism; and adventure and recreational tourism. It is an outcome of several discussions and focus group meetings held with the officials of the Government of Azad Jammu and Kashmir, and local shareholders during the last two years.
Speaking on the occasion, President AJ&K, Sardar Masood Khan commended the valuable initiative of CPDR and the author that brings attention to the huge potential of the tourism industry in AJ&K. He said that tourism could not be promoted in AJ&K in the past because most of the areas attractive for tourists were located close to the Line of Control (LoC) and were not safe for tourists due to the Indian shelling. He said, “Now, we are focusing on the construction of three new tourism corridors away from the LoC, and the road network and allied infrastructure are being built to make these corridors accessible for tourists”.
The AJ&K President stressed upon the need of providing facilities of international standards to the tourists and proposed that the AJ&K Tourism Department should hold roadshows in London, Brussels, Gulf and the European countries to highlight and publicize the potential of tourism in Azad Kashmir. He went on to say that a large number of Kashmiri expatriates would gladly invest in the tourism sector, hydropower generation and other areas here in AJ&K.
President highly appreciated the efforts of CPDR and the author Prof. Dr. Shaheen Akhtar to publish a comprehensive report on the potential of tourism in AJ&K. He highlighted that the recommendations presented in the report are doable and can facilitate the flourishing of a sustainable tourism industry in the modern times. He advised CPDR to conduct further studies to unleash the potential of AJ&K in other sectors also.
In her inaugural remarks, Dr. Ayesha Sohail said that if tourism in AJ&K is promoted as an industry through a well-chalked out strategy, it can play a vital role in improving the economy of the State besides raising the standard of the life of the local people.
Secretary Tourism Mr. Chaudhry Imtiaz Ahmed said that the Government is promoting public-private partnerships to provide tourism facilities all across AJ&K. He also said that there is a need to establish a Tourism Development Authority that will approve and look after the quality of new tourism projects.
The author of the Report Prof. Dr. Shaheen Akhtar gave a detailed presentation in which she identified various opportunities and challenges surrounding the Tourism industry in AJ&K. She apprised the participants of her observations and findings regarding the development of tourism infrastructure and the experience of her travel all across AJ&K to gather data for the report. She stressed the need of the branding of tourism destinations of the region based on their unique attributes and competitive identity. She appreciated the support extended by the Department of Tourism and Archaeology, and Secretary Tourism Ms. Midhat Shahzad for this research.
Dr. Rukhsana Khan while addressing the participants said that we need to focus our attention to the challenges and opportunities related to the development of tourism in different areas of AJ&K. She informed the audience that the University of AJ&K has established the Sharda Centre of Learning at the Department of Arts and Design in Muzaffarabad campus and has signed an MoU with the Tourism Department to protect archaeological sites in AJ&K.
Executive Director CPDR, Mr. Ershad Mahmud highlighted the importance of sustainable tourism for the development of AJ&K and its people. He thanked all the speakers and participants for gracing the event with their presence, and vowed to keep working for the development and reforms in AJ&K.
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