Subheading: Siblings Maria and Junaid Ul Mulk Lead Sustainable Tourism Efforts in Pakistan's Hindu Kush
Nestled in Chitral's Hindu Kush mountain range, Villa Ayun, a boutique heritage resort, has gained international acclaim for its eco-tourism and cultural preservation efforts, as highlighted in a Forbes report. Established in 2021 by siblings Maria and Junaid Ul Mulk on their ancestral property, the resort combines modern luxury with a mission to protect the environment and promote sustainable tourism. Powered by renewable energy and employing organic farming, the resort has planted over 5,000 trees and introduced rainwater harvesting to enhance biodiversity and reduce its ecological footprint.
Beyond tourism, Villa Ayun uplifts local communities by training and employing Chitrali staff and promoting indigenous crafts through its lifestyle brand, Meržuri. This initiative not only showcases handcrafted luxury goods but also empowers female artisans. Inspired by their environmentally conscious grandfather, Khush Ahmad Ul Mulk, Maria and Junaid view their work as a way to preserve Chitral's heritage while ensuring sustainable development. They call for a unified eco-tourism policy in Pakistan, emphasizing better waste management and environmental safeguards for tourist destinations.
This year, Villa Ayun received the Tourism Excellence Award from the Khyber Pakhtunkhwa Government, cementing its reputation as a model for sustainable tourism. Maria and Junaid remain committed to fostering a balance between heritage preservation and economic growth, envisioning a brighter future for the valley and its people. Their efforts underscore the transformative power of eco-tourism in ecologically sensitive regions.
