IT took a video by British vlogger George Buckley to jolt the Gilgit-Baltistan government into action and expose what the hospitality industry is doing to our mountain region. Swift action by GB`s Environmental Protection Agency (EPA) led to the authorities partially sealing the Luxus Resort at Attabad and fining it for dumping wastewater into the lake which the resort denies. The issue of illegal expansion remains.

It`s time to hold the government accountable and ask it some tough questions. Why are hotels able to violate regulations so easily? Why don`t the authorities intervene the moment the first spade hits the ground? Why is action taken only after massive structures are in place and only when outsiders expose violations? In the case of Luxus and the string of hotels lining the lakeside why was monitoring so lax? If the sewage treatment plant was missing or malfunctioning, why did it escape the authorities` notice? The EPA may be severely understaffed reportedly, just 15 personnel are responsible for the entire GB region but what about the lake magistrate, deputed by the district administration? No lessons seem to have been drawn from the 2022 floods, when a multistorey hotel, built in violation of riverbank safety regulations, was swept away by the Swat River in Kalam. If not for timely evacuation, lives could have been lost. These aren`t just policy failures; they`re existential threats to people and the ecosystem.

This wasn`t the first incident, and won`t be the last. Regulatory failure is part of the problem, but so are consumer expectations. We all crave luxury: endless hot showers, fresh linen, bottled water and climate control (air conditioning and heating) around the clock. The hotel industry is simply meeting that demand, but often at nature`s expense.

Can luxury tourism truly coexist with sustainability? After all, when we think of stunning landscapes and lavish comforts, ecoconscious planning isn`t the first thing on our minds. But that`s beginning to change, especially among younger travellers from the Gen Z cohort. They`re asking for more from their staysnot just comfort and style, but also environmental accountability.

Governments are beginning to respond with tougher rules for energy use, emissions and the way hotels manage their waste.

A mix of customer pressure, social awareness and regulatory enforcement is forcing the global hotel industry to change even if altruism isn`t always the motive.

Many also see that going green isn`t just good for the planet; it makes for smart business too. Pakistan`s hoteliers must under-stand that sustainability is smart business.

Changes like water-saving fixtures, leak detection, dual-flush toilets, rainwater harvesting and energy-efficient lighting can lead to major savings.

Hotels here can start small. For example, they can cut food waste by using bulk breakfast items, instead of individually packed servings, compost kitchen scraps for gardens and donate leftovers to local charities. In addition, they can cut waste by using reusable mugs, refillable bottles and water stations. Shared shuttle services to tourist sites can reduce both emissions and congestion. Adding towel racks that encourage reuse can save water and energy.

However, it must be understood that hospitality and environmental responsibility go hand in hand, notjustforindustry but for travellers as well. That`s where the concept of destination stewardship comes in.

Karachi-based environmental scientist Dr Fozia Parveen, a native of Khyber village in Hunza`s Gojal Valley, explains this concept. `It`s about visitors taking responsibil-ity for shared, limited natural resources, like land, water and forests, and choosing to travel more mindfully,` she says. Italso means adopting eco-friendly habits and supporting hospitality models that are equitable, affordable, and centred on local communities the ones that are gentle on the planet without sacrificing comfort or style, she explains.

A member of the World Economic Forum`s Young Global Leaders Class of 2025, Dr Parveen has consistently raised awareness about the environmental and social costs of unchecked tourism and the damage caused by profit-driven ventures and careless travellers who give back little, leave waste behind and disrupt the peace of the region she calls home.

While people must be made aware of their share of responsibility, until that awareness takes root, the government must act with urgency and enforce stricter rules. It should consider developing standardised tourism guidelines and a green certification system for hotels timely and essential in today`s environmental context. If we lose our pristine mountains to unchecked development, it won`t just be the loss of heritage; it would mean the collapse of tourism itself, including the hotel industry. • The wnter is a Karachi-based independent joumalist.