Abstract
Thousands of local and foreign tourists visit Gilgit-Baltistan (GB) which has huge tourist potential due to its unique beauty, but for being countryside area and new province, this region is facing different type of challenges and barriers towards its travel & tourism development. The current study intends to identifying and evaluate multiple varriers barriers to the development of GB's travel & tourism industry. Primary data was collected from Pakistani youth. The opinion of both men and women were sought. Later, the Grey Rational Analysis (GRA) model was used to analyse data and rank the barriers. The results showed that, absence of tourist information centres, limited and expensive flights and inability to regulate tourism & lack of effective tourism policy are key barriers hindering the development of GB. The results are important for GB's cultural & tourism department and for policy makers. Also, the results are important for the tour operators and the general public who want to visit GB.
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