The Role of Local Community and Women Empowerment in Tourism Development in Murree

Abstract

This article investigates the critical role of the local community, particularly women's empowerment, in promoting sustainable tourism development in Murree, Pakistan. Residents must actively participate to ensure that tourism growth corresponds with the region's socio-cultural and economic values. Women are increasingly recognized as important contributors in this context, particularly in the fields of hospitality, handicrafts, and cultural tourism. Their participation improves community well-being, promotes gender equality, and strengthens Murree's image as a culturally diverse and welcoming tourist destination. Despite these efforts, barriers such as restrictive gender norms, limited availability of assets, and low decision-making power continue to prevent women from fully participating. The significance of strengthening local women via training, education, and inclusive strategies is emphasized in the article. The positive view of women's participation in tourism held by the entire local community also reflects a rising understanding of the tourism sector's ability to promote inclusive growth, preserve regional heritage, and promote economic development. One of the most significant methods to promote sustainable tourism in Murree is to encourage women-owned enterprises and promote community-based tourism projects.