THE inclusion of Gilgit-Baltistan in CNN’s list of top 25 destinations to visit in 2025 is a proud moment for Pakistan. It validates what adventure seekers across the world have long drawn attention to: the region’s breathtaking landscapes that are home to towering eight-thousanders, glaciers, meadows, and crystal-clear lakes. GB truly offers an experience that rivals the world’s leading destinations. CNN’s endorsement comes as visitor numbers have climbed steadily — from 2,100 foreign adventurers in 2023 to 2,380 in 2024. This is a golden opportunity for Pakistan to position itself as a hub for eco-tourism and adventure travel. To truly capitalise on this achievement, the state must address the longstanding challenges that hinder GB’s potential. Accessibility remains a significant hurdle. Unreliable flight schedules and seasonally blocked roads discourage many prospective travellers. Investing in dependable air travel, improved road infrastructure, and alternative routes can make the region more accessible. Additionally, digital connectivity, an essential part of modern tourism, must be prioritised to enhance the visitor experience and facilitate local businesses. Streamlining permit processes and developing a more efficient booking system would enhance accessibility. Furthermore, sustainable tourism must take centre stage. GB’s pristine environment is its biggest asset, and unregulated tourism could lead to irreversible damage. The government should enforce strict environmental policies, promote eco-friendly practices, and educate tourists about minimising their footprint. Pakistan can also learn from Nepal’s structured tourism model, where guided tours are mandatory for certain areas, ensuring both visitor safety and local employment. Initiatives like community-based tourism can empower GB’s residents, ensuring they directly benefit from the industry’s growth. Other regions could gain from similar focused approaches.