Imagine standing before valleys carpeted in emerald, where snow-capped peaks brush the clouds and tranquil lakes reflect the heavens. This is Azad Kashmir, a land of breathtaking beauty long unseen by the world, now re-emerging as a symbol of resilience and hope.
For decades, the people of Kashmir watched their paradise remain closed off, their mountains echoing with untold stories. Today, that is changing. At Kashmir Welfare Foundation, we are helping to open the doors — not for profit, but for purpose: to create livelihoods, empower communities, and preserve the region’s unmatched natural beauty.
The Dawn of a New Era
The numbers tell their own story.
In 2019, just 660,000 visitors explored Azad Kashmir. By 2023, that figure had soared to 2.48 million — a nearly fourfold rise. With better roads (over 19,000 km, 11,000 metalled), improved transport, and new hospitality projects, the region is experiencing a renaissance.
But this revival is about more than tourism. It’s about dignity.
“For a family in Kashmir, tourism means a source of income they would otherwise not have,” says Abdul Basit, Trustee of the Kashmir Welfare Foundation. “It transforms homes and restores hope.”
💷 Gift Aid adds 25% extra at no cost to you.
Dispelling Myths and Building Trust
Despite its serenity, Kashmir often struggles against stereotypes. Western headlines too often paint it as unsafe. The reality could not be further from the truth.
Crime rates are lower than in many global tourist destinations, and communities here are known for their warmth and hospitality.
“We want visitors to see what we see every day — peace, beauty, and humanity,” Abdul Basit explains.
To make travellers feel even safer, we’ve built a Volunteer Travel Support Network — a friendly local system offering advice, guiding, and regular check-ins. Think of it as having a Kashmiri friend by your side throughout your journey.
Personalised Journeys, Heartfelt Connections
At Kashmir Welfare Foundation, we believe in travel that connects hearts. Whether you’re seeking adventure in Neelum Valley, reflection by the lakes of Banjosa, or culture in Mirpur, our community tourism model ensures that visitors’ money stays within local villages.
We assist travellers directly through our website, offering everything from accommodation guidance to cultural introductions. “You tell us how you’d like to experience Kashmir,” Abdul Basit explains, “and we’ll make it happen — safely, ethically, and warmly.”
This model ensures that every trip leaves a positive footprint — economically, socially, and spiritually.
💷 Gift Aid adds 25% extra at no cost to you.
Empowering Communities Through Tourism
Tourism now contributes to over half of local employment through the services sector. With a literacy rate of 77.5 percent — among the highest in Pakistan — Kashmiri youth are ready to lead.
That’s why Kashmir Welfare Foundation trains locals as certified tour guides and eco-ambassadors. They learn history, geography, and safety standards, turning education into empowerment.
A graduate from our pilot training in Muzaffarabad said, “I used to dream of leaving Kashmir to find work. Now people come here to learn from me.”
The Tourism Transformation
| Statistic | Verified 2023 Data (AJK Bureau of Statistics) |
|---|---|
| Visitors per year | 2.48 million |
| Local jobs supported by tourism | Over 50 % of service sector |
| Forest cover | 42.6 % of total land |
| Roads network | 19,383 km |
| Literacy rate | 77.5 % (87.8 % men / 68.2 % women) |
| Electrification coverage | 96 % of population |
| Piped water access | 67 % rural, 48 % urban |
These figures show the promise — but also the responsibility — of a region awakening to global attention.
Preserving Paradise: The Green Kashmir Project
Beauty is fragile. As more travellers arrive, so does the need for sustainable management. Through our Green Kashmir Project, we are replanting lost forests, protecting rivers, and promoting eco-friendly construction.
More than 0.5 million hectares of forest already fall under official protection. With your support, we’re expanding this through community tree-planting drives, fruit-tree orchards, and waste-management workshops.
“Tourism should never come at the cost of nature,” says Abdul Basit. “We plant fruit trees so that both people and wildlife can thrive.”
This project isn’t only environmental — it’s economic sustainability in action. Every tree planted provides oxygen, shade, and eventually fruit or income.
Why Give Now
Every visitor who discovers Kashmir’s beauty owes something to those protecting it. Your donation today can help a farmer become a guide, a student become a conservationist, and a community sustain its paradise.
✅ Plant Trees – Reduce Impacts from Global Warming on kashmir’s Eco-System
✅ Give Sadaqah – Acts of Ongoing Reward
✅ Start Regular Giving – Sustain Hope Every Month
Bridging the World Through Digital Storytelling
Kashmir’s story is reaching new audiences through blogs, documentaries, and social media. Influencers and photographers from the UK and beyond are partnering with us to showcase real Kashmir — not filtered through politics but framed through peace and purpose.
Digital storytelling is more than promotion; it’s perception change. With every image of Muzaffarabad’s rivers or Kotli’s terraced fields, the world begins to see Kashmir not as a conflict zone, but as a land of culture, hospitality, and faith.
The Human Touch Behind the Transformation
The impact of tourism reaches the smallest villages. A family in Neelum rents rooms to hikers. A young graduate in Bagh guides visitors through mountain trails. Women in Sudhnoti sell handcrafted shawls online through digital marketplaces.
Tourism becomes a bridge between livelihoods and learning. And behind every success story stands a donor from the UK — someone who believed that a small act of giving could create lasting change.
Education and Empowerment Go Hand in Hand
With over 4,000 schools and more than 185,000 primary-level students, education in AJK is thriving. Yet rural employment remains a challenge. Tourism fills this gap, offering youth new career paths in guiding, marketing, hospitality, and crafts.
Your Zakat and Sadaqah help us fund skill programmes that link education with opportunity — the true essence of empowerment.
A Vision for Tomorrow
Our vision is clear: a Kashmir that thrives on self-sufficiency, sustainability, and peace.
“We envision a Kashmir where natural beauty is preserved and every household can sustain itself,” Abdul Basit says.
With strategic projects — from eco-tourism to renewable energy — we aim to turn visitors into ambassadors and donors into partners in progress.
UK Donor Empowerment and Gift Aid Reminder
If you’re a UK taxpayer, remember to tick the Gift Aid box when you donate. It adds 25 percent more to your donation at no extra cost, extending your mercy even further and helping us plant more trees, train more guides, and support more families.
Transparency is central to our mission — every donation supports the very people and projects you read about.
✅ Help A Family Survive, generate a source of halal Income and stop their reliance on handouts.
✅ Plant Trees – Reduce Impacts from Global Warming on kashmir’s Eco-System
💷 Gift Aid adds 25% extra at no cost to you.
Frequently Asked Questions
1. Is Azad Kashmir safe for tourists?
Yes. The region is peaceful, with low crime rates and a strong local hospitality culture. Our volunteer network provides additional guidance and support for visitors.
2. How does tourism help local families?
It creates jobs in guiding, transport, accommodation, and crafts. Families earn sustainable incomes, reducing migration and empowering communities.
3. What is the Green Kashmir Project?
It’s our environmental initiative that combines tree-planting, eco-tourism training, and waste-management to preserve Kashmir’s natural beauty for generations.
4. Can UK donors visit the projects they support?
Absolutely. We encourage donor visits under our guided itineraries, allowing you to witness the impact your generosity creates.
5. How can I make my donation go further?
Tick the Gift Aid box if you’re a UK taxpayer. This adds 25 percent to your donation without costing you more — a simple step with huge impact.
The Hidden Paradise Awakes
Azad Kashmir is no longer a secret waiting to be discovered. It’s a story unfolding — one of resilience, unity, and renewal. With every visitor, every donor, and every tree planted, the region moves closer to a sustainable, hopeful future.
Join us. Visit, give, and grow with us as we turn Kashmir’s potential into prosperity.
✅ Help A Family Survive, generate a source of halal Income and stop their reliance on handouts.
✅ Plant Trees – Reduce Impacts from Global Warming on kashmir’s Eco-System
✅ Give Sadaqah – Acts of Ongoing Reward
✅ Start Regular Giving – Sustain Hope Every Month
