AKISTAN`S recent triumph at the New York Travel and Adventure Show 2025, winning the Best Partner Pavilion Award, marks a significant milestone for our tourism sector.

This recognition not only validates Gilgit-Baltistan`s extraordinary appeal but also positions Pakistan prominently on the global tourism map. The enthusiastic response from international visitors, particularly those interested in mountaineering and adventure tourism, suggests promising prospects for a region blessed with five peaks exceeding 8,000m. However, this success brings with it a profound responsibility. The rising influx of tourists to GB presents several problems. Among the most concerning issues is environmental degradation. Popular destinations like Hunza, Skardu, and Fairy Meadows have seen a surge in littering, deforestation, and water pollution. Similarly, reckless construction of hotels and guesthouses is altering the landscape without due regard for environmental impact. Equally troubling is the cultural erosion. Locals report increasing incidents of disrespect towards their traditions and personal spaces. Domestic tourists, in particular, have been observed violating social norms, and even harassing local women. The habit of inscribing names on ancient forts and monuments, playing loud music, and intruding into private homes further points to the lack of manners.

Infrastructure is another area of concern. The Karakoram Highway and mountain roads face mounting pressure from tourist traffic, while hospitals, and water and electricity supplies are also burdened. Economic benefits remain skewed, with outsiders owning most hotels and tour companies, while locals battle rising living costs. The government must act decisively: implementing environmental regulations, waste management systems, and sustainable development plans. Educational initiatives on cultural respect are essential. Most critically, policies must ensure tourism revenue benefits local communities rather than external investors.

While global recognition deserves celebration, it should catalyse action. Otherwise, GB risks becoming a victim of its own success.

That would be a market failure of Himalayan proportions.