The logo of TREK – ‘Travel Responsibly for Experiencing Ecotourism in Khyber Pakhtunkhwa’ – an initiative under the Khyber Pakhtunkhwa Integrated Tourism Development (KITE) project, was unveiled by Prime Minister Imran Khan at a ceremony held in Islamabad.

TREK is a mutual initiative between Nestlé Pakistan, World Bank and the KPK government to support responsible tourism, create employment opportunities, provide infrastructure, secure heritage sites and strive for better waste management for tourists and locals in the region.

While speaking at the event, Imran Khan emphasized the efforts of the provincial government to create livelihood opportunities in this sector.

“This project I believe was necessary for a really long time and I extend my heartfelt congratulations to KP government, World Bank and Nestlé for coming together,”

Chief Minister of Khyber Pakhtunkwha appreciated the collaboration with World Bank, Nestlé and other stakeholders which he believes will strengthen the efforts to better manage the destinations and effectively address the issues of waste management. He further said:

“We are opening up new destinations and ensuring the provision of tourist facilities by inviting the private sector to further develop this important sector of the provincial economy, this project I believe was necessary for a really long time,”

Moreover, Provincial Secretary Sports and Tourism, Abid Majeed said that TREK will focus on the preservation of heritage, development of tourism infrastructure while sticking to the fundamentals of responsible tourism. He also highlighted the KP tourism department’s role in facilitating tourists by improving accessibility through roads, rescue services, and planning of tourism zones.

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