MUZAFFARABAD: The Azad Jammu and Kashmir (AJK) government has decided to encourage and facilitate private investment in tourism through public-private partnerships and development of larger projects offering multiple facilities at a single location.

Speaking at a departmental briefing on Friday, Minister for Tourism, Industries, Trade, Labour and Mineral Resources Chaudhry Abdul Rehman Arain said the government would create a conducive environment for investors and promote investment in the sector.

Tourism, Sports, Youth and Culture Secretary Ansar Yaqoob briefed the minister on the department’s affairs, ongoing projects, performance and future priorities. Director General Tourism Chaudhry Shaukat Ali and other officials also attended.

“I want comprehensive and result-oriented measures to give a new direction to tourism and develop the state as an attractive destination. We must focus on practical measures capable of producing positive and lasting results instead of dwelling on past performance,” Mr Arain said.

He maintained that AJK could be made an attractive tourism destination by providing basic facilities and establishing quality tourism centres at its famous and less explored tourist destinations.

“Instead of establishing small and limited guesthouses, large, comprehensive and integrated tourism projects should be launched, with the public and private sectors made partners in such ventures,” he said.

“Projects offering accommodation, recreation, food, parking and other essential facilities at a single location would be more attractive to tourists and help attract larger numbers of visitors,” he added.

The minister said all relevant institutions would have to work in coordination to facilitate investors and remove unnecessary hurdles from the investment process.

He said major tourism initiatives were being incorporated into the government’s 100-day plan and practical work on them would begin soon.

Mr Arain also called for timely completion of development projects, saying prolonged delays in implementing schemes affected the pace of development.

“Unnecessary delays in the completion of development projects will not be tolerated under any circumstances,” he warned.

He directed the Tourism Department to prepare viable proposals, regularly review progress on ongoing schemes and streamline procedures to ensure better utilisation of available resources.

The minister said a comprehensive strategy would also be prepared to promote AJK’s natural beauty, historical and cultural heritage and lesser-known tourist destinations among domestic and foreign visitors, while ensuring basic facilities for tourists.

He said the government was committed to moving forward on the basis of practical work and results and called upon relevant departments and institutions to coordinate their efforts to develop the tourism sector.

Published in Dawn, September 19th, 2026