DefinePK

Abstract

This study explores the impact of tourism development on local employment, economy, and infrastructure in Azad Jammu and Kashmir (AJK), with an emphasis on the perceived benefits and challenges among community members. Using a structured questionnaire administered to a sample of 100 tourists from Toli peer and Banjousa tourist spots, the research identifies key areas where tourism has positively influenced AJK, such as job creation, revenue growth for local businesses, and infrastructure improvements. However, findings also highlight concerns about the unequal distribution of economic benefits and the need for sustainable practices. The results indicate a broad consensus on tourism's potential to preserve cultural heritage, enhance local crafts, and foster economic resilience. Respondents expressed strong support for initiatives that promote eco-friendly practices and advocate for increased community involvement in tourism planning to ensure that local voices shape development efforts. Additionally, most respondents agreed on the importance of improved marketing, capacity building for local businesses, and government support to sustain and expand tourism growth. Tourism has contributed significantly to AJK's socio-economic development, challenges remain in achieving equitable benefit distribution and sustainable growth. This study recommends enhancing partnerships between local businesses and tourism agencies, promoting eco-friendly infrastructure, and involving the community in decision-making processes. These actions aim to create a more inclusive, environmentally conscious, and economically beneficial tourism sector that supports long-term growth for AJK.