Exploring the Role of Ecotourism in Advancing Sustainable Tourism Development in Murree, Pakistan

Abstract

This qualitative study examines the potential of ecotourism to advance sustainable tourism development in Pakistan, with a particular focus on the environmentally sensitive and culturally significant region of Murree. By conducting a thematic literature review across economic, environmental, and socio-cultural dimensions, the research synthesizes insights into how community-based ecotourism initiatives can contribute to conservation efforts, livelihood diversification, and the preservation of local heritage. The findings reveal that well-managed ecotourism in Murree and comparable areas such as Gilgit-Baltistan and the Swat Valley can create alternative income streams, strengthen conservation practices, and foster cultural resilience. The study emphasizes the importance of active community participation, environmental education, and responsible visitor management to ensure long-term sustainability. Overall, the research offers a nuanced understanding of ecotourism’s practical role in balancing development goals with the protection of fragile mountain ecosystems and cultural assets in Murree and beyond.

 Keywords: Ecotourism, Murree, sustainable tourism, community-based tourism, conservation, Pakistan.