PESHAWAR – Travel Responsibly for Experiencing Ecotourism in KhyberPakhtunkhwa (TREK) – is an initiative between the provincial government,World Bank and Nestlé Pakistan to promote responsible tourism

The tourism sector is all set to experience a boom, as new destinationsopen up for domestic and international tourists in the northern areas.Prime Minister Imran Khan announced this while unveiling the logo of TREK –‘Travel Responsibly for Experiencing Ecotourism in Khyber Pakhtunkhwa’ – aninitiative under the Khyber Pakhtunkhwa Integrated Tourism Development(KITE) project, at a ceremony in the capital.

TREK is a collaboration between World Bank, Nestlé Pakistan and theprovincial government to promote responsible tourism, provide employmentopportunities, develop infrastructure, preserve heritage sites and providebetter waste management for tourists and locals in the region.

During the unveiling, PM Imran emphasized the efforts of the provincialgovernment to create livelihood opportunities in this sector. “This projectI believe was necessary for a really long time and I extend my heartfeltcongratulations to KP government, World Bank and Nestlé for comingtogether,” PM Imran said.

“We are opening up new destinations and ensuring the provision of touristfacilities by inviting the private sector to further develop this importantsector of the provincial economy, this project I believe was necessary fora really long time,” CM Mahmood Khan said, adding that the collaborationwith World Bank, Nestlé and other stakeholders were strengthening theefforts to better manage the destinations and effectively address theissues of waste management.