Khyber Pakhtunkhwa (KP) is a province that is abundant in both natural and cultural resources. The landscape in KP varies greatly, including the majestic peaks of the Himalayas and the fertile plains of the Indus River. Despite its potential as a popular tourist destination, the tourism industry in KP has yet to reach its full potential. This is partly due to the need to adopt sustainable tourism practices.

Sustainable tourism involves the responsible development and management of tourist activities so that they have a minimal negative impact on the environment and local communities, while also generating economic benefits. In KP, this is especially crucial since the resources that attract tourists are also at risk of degradation and destruction.

To address this issue, the government of Pakistan has launched a new tourism policy in 2020 that focuses on responsible and sustainable tourism practices. The policy includes measures to protect the country's natural and cultural heritage, promote responsible waste management, and support local communities through the development of sustainable tourism initiatives.

The World Bank Group is supporting the government of KP in maximizing its tourism potential through a technical and financial support program. The objective of this program is to enhance infrastructure and destination management for sustainable tourism development. To achieve this, the government published a Request for Proposals for consulting services to prepare Destination Investment and Management Plans and Visitor Management Plans for selected tourist destinations. The consultancy was awarded to a joint venture through Khyber Pakhtunkhwa Integrated Tourism Development Project (KITE).

The consultant adopted a strategic approach that included a detailed situational analysis, supply and market analysis, and stakeholder engagement. A primary and secondary research was also conducted to understand the current state of the tourism industry and to explore successful sustainable tourism models from around the world. The research involved surveying 1311 key stakeholders in the industry, including tourists, accommodation operators, and local communities.

The findings of the research revealed that the current tourism industry in Chitral is dominated by mass tourism, leading to negative impacts on the natural ecosystem and inadequate benefits for local communities. Based on the research, the consultant has provided recommendations for promoting sustainable tourism in Chitral, which have been organized into three main sections: the Destination Management Plan (DMP),  Visitor Management Plan (VMP) and Destination Investment Plan (DIP).

The Destination Management Plan provides recommendations for effective management of the touristic destination, which are to be implemented by special purpose development authorities (DMOs). The recommendations cover areas such as organizational structure, performance management, monitoring and evaluation mechanism, financial sustainability, building bye-laws and coordination among various departments.

The Visitor Management Plan focuses on enhancing the visitors' experience by recommending various initiatives and investments, such as information collection systems, road signage, tourist information centers, emergency response mechanisms, site interpretations and signage.

The Destination Investment Plan identifies various investment opportunities for both public and private investors, with a strong emphasis on mobilizing private investment through public-private partnerships.