To promote and develop sustainable tourism in the Northern Areas of Pakistan, Zindigi, powered by JS Bank, and the Government of Azad Kashmir signed into a strategic collaboration on April 5, 2023. The establishment of a Tourist Facilitation Centre (TFC) at the entrance to Neelum Valley, Pakistan’s most well-known tourist destination, is the initial stage of this collaboration.

Dignitaries from all major partners, including Imran H. Shaikh, Chief Operating Officer of JS Bank, Noman Azhar, Chief Operating Officer of Zindigi, Masood-ur-Rehman, Senior Special Secretary Prime Minister Secretariat of AJK, Adnan Khurshid, Commissioner of Muzaffarabad Division, Tahir Mumtaz, Deputy Commissioner of Muzaffarabad, Inspector-General of Police (IGP) of AJK, Tahir Mahmood Qureshi- Additional IGP AJK, Yasin Qureshi- DIG Reserves/Rangers Police, Irfan Masood Kashfi- DIG Region Muzaffarabad, Sajjad Hussain-DIG Traffic, Jameel Ahmed Jameel-DIG Special Branch, and Zahid Mirza- SSP Muzaffarabad.

Through the provision of knowledge, direction, and assistance regarding regional attractions, lodging options, and travel options, this TFC will make it easier for foreign tourists to experience Pakistan’s many diverse aspects, including its breath-taking landscapes, vibrant culture, delicious cuisines, joyful festivals, and treasured heritage. This collaboration demonstrates Zindigi’s ongoing dedication to fostering local economies and assisting local communities.

Commenting on the collaboration, Noman Azhar stated, “We understand the importance of tourism in Pakistan and believe that this collaboration will not only benefit the local community but also contribute to the overall development of the country’s tourism industry.”

“We are delighted to partner with Zindigi, powered by JS Bank, in the development of this center,” said Amir Ahmed Sheikh, the Inspector-General of Police (IGP) AJK. “This collaboration will help us provide better services to tourists visiting Azad Jammu and Kashmir, and we are confident that it will contribute to the growth of tourism in the region.”

The construction of the tourist facilitation center is anticipated to be finished in the next months, and Zindigi is eager to play a significant part in fostering the expansion of Pakistan’s tourism sector.

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