Beginning the second phase of the TREK programme, Nestlé Pakistan, the World Bank, the GDA, and the Khyber-Pakhtunkhwa government started a communication campaign earlier this week in Nathiagali to raise awareness about responsible tourism for a waste-free future.
Prime Minister Imran Khan and the KP government presented the TREK (Travel Responsibly for Experiencing Ecotourism in KP) logo in December. It is one of the federal government’s important objectives for 2020 and is a component of the Khyber Pakhtunkhwa Integrated Tourism Development (KITE) project, which supports the prime minister’s vision of promoting tourism in the northern districts.
The event included a walk to raise awareness about the importance and necessity of protecting the ecosystem, preserving cultural heritage, and promoting sustainable tourism. Reusable bags were provided to dignitaries, who also unveiled new signboards with public service messages aimed at increasing awareness in the region.
Raza Ali Habib, Director General of the Galiyat Development Authority, stated on the occasion, “The GDA, in collaboration with Nestle, the KITE World Bank, and the Tourism Department, is making every effort to promote responsible and sustainable tourism in Galiyat through the TREK initiative.” This involves a huge tree planting programme, a fight against littering, the distribution of reusable cotton bags, and a statewide awareness campaign.”
Meanwhile, Samer Chedid, CEO of Nestlé Pakistan, stated, “Our vision at Nestlé is for none of our packaging, including plastics, to end up in landfills or rivers.” To do this, we have committed to making 100 percent of our packaging reusable or recyclable by 2025.”
“We are thrilled to be collaborating on responsible tourism: together, we will shape a waste-free future by fostering new behaviours that contribute to a cleaner environment.”
“TREK is a project of the Khyber Pakhtunkhwa Integrated Tourism Development (KITE) project, which is being implemented in collaboration with the World Bank Group and Nestlé Pakistan,” said Tauseef Khalid, Project Director, KITE.
“Among the activities under TREK are the provision of solid waste management equipment, the launch of tourism awareness campaigns, the installation of information boards, and training of local communities on waste minimization and collection, in addition to the provision of restrooms for tourists under KITE,” he explained.
Kiran Afzal, Senior Private Sector Specialist at the World Bank Group, stated that the occasion marks a watershed moment in TREK’s implementation, and “we anticipate increased private sector contributions to responsible tourism.”
The commitment of Nestlé Pakistan to TREK is built on two pillars: Massive Sensitization
A campaign emphasising Reduce, Reuse, and Recycle, as well as a community engagement strategy that includes activities aimed at combating trash, pollution, and wildlife devastation.