Restoration and Rehabilitation of Traditional Heritage for Sustainable Tourism Development: A Case Study of Tehjian Heritage Market, Neelum Valley, Azad Jammu and Kashmir

Abstract

Cultural heritage is the property comprising monuments, buildings, and art specimens. It also includes intangible assets like language, religion, skills, and tradition. Heritage sites need to be preserved in the present day so that they can benefit future generations. But being exposed to both natural threats and human vandalism, many important heritage sites have disappeared from different parts of the world, including the Azad Jamun & Kashmir (AJ&K). The AJ&K region of Pakistan is blessed with an eye-catching landscape and rich cultural heritage. The region attracts millions of tourists from across the country and abroad due to its pleasant weather and scenic beauty. But this flow of tourists can only be seen during the summer. The flow can be sustained throughout the year if other sources, especially heritage sites, are promoted for cultural tourism. The Tehjian Heritage Market, located in the Nelum Valley, comprises 37 traditional wooden shops. This traditional market has been losing its value due to negligence and lack of management; thus needs to be revived for the promotion of sustainable cultural tourism. This paper presents a comprehensive rehabilitation plan for the restoration and revival of the Tehjian Heritage Market for sustainable tourism development.