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Nestlé Pakistan is accelerating its actions to tackle packaging waste. We have partnered with the World Bank Group and Khyber Pakhtunkhwa Government to launch “Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa (TREK)” to promote Responsible Tourism. The initiative includes awareness campaigns for tourists, and training of local communities and businesses on waste minimization, collection and recycling.


In December 2020, Prime Minister Imran Khan unveiled the logo of ‘Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa’ (TREK) – The partners vowed to work together for the protection of ecosystem through solid waste management and plastics recycling at the tourism sites across Khyber Pakhtunkhwa.

I would like to give a heartfelt congratulations to, Mehmood Khan, Chief Minister Khyber Pakhtunkhwa for his partnership with World Bank and Nestlé Pakistan for a project that I believe that was necessary for a really long time.

Imran Khan Prime Minister


At Nestlé, our vision is that none of our packaging, including plastics, ends up in landfill or rivers. To achieve this, we have set ourselves the commitment of ensuring 100% of our packaging is reusable or recyclable by 2025.

Samer Chedid CEO Nestlé Pakistan

Responsible Tourism in Galiyat

TREK is an initiative under the Khyber Pakhtunkhwa Integrated Tourism Development (KITE) project. Its activities emphasize heritage preservation, tourism infrastructure development and destination management while adhering to the fundamentals of responsible tourism.

The partnership will assist the role of tourism in job creation and Khyber Pakhtunkhwa’s efforts for facilitating tourists by improving accessibility through roads, rescue services and planning of tourism zones.

As part of Nestlé’s vision for a waste-free future, this initiative, will be driving new behavior and understanding through community engagement, cleanup activities, trainings and connecting waste recycling companies with the local administration.

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TREK Communication Campaign launch

In June 2021, Nestlé Pakistan in collaboration with Khyber Pakhtunkhwa government’s tourism department launched the TREK communication campaign in Nathiagali to promote responsible tourism in the Galiyat region.

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On the launch, 2,000 reusable bags were handed out to Galiyat Development Authority (GDA) for local tourists and hotel association. Radio and social media campaigns have been launched; furthermore, signboards emphasizing the importance of clean Galiyat were also installed across the region.
TREK for Healthier Kids: A nutrition awareness program under TREK

A two-day training titled “TREK for Healthier Kids” was held in collaboration with the Nestlé for Healthier Kids (N4HK) program in August 2021. It concluded with a certificate distribution ceremony for teachers, distribution of 4,000 reusable bags and 2,300 N4HK books to children in Galiyat. N4HK is one of Nestlé’s global Creating Shared Value initiatives that empowers parents, caregivers and educators to foster healthier eating, drinking and lifestyle habits among school age children.


Waste management training in Swat under TREK

Nestlé Pakistan, in collaboration with Khyber Pakhtunkhwa government’s Tourism Department conducted an extensive two-day training on waste management and sustainable tourism in Swat as part of TREK’s community engagement initiatives. The training comprised of sessions on categorizing waste, importance of recycling, learning to conduct waste audits, basic food safety and importance of WASH compliance among others. The event concluded with souvenir distribution for participants by Ghulam Saeed, Director General Directorate of Tourist Services and Touseef Khalid, Project Director KITE. We have also donated 2,000 reusable bags among communities in Swat.

Waste management training in Chitral under TREK
As part of community engagement initiatives under TREK a two-day training was conducted in Chitral by Nestlé Pakistan, in partnership with the Government of Khyber Pakhtunkhwa and the World Bank. The training comprised of sessions on categorizing waste, importance of recycling, learning to conduct waste audits, basic food safety and importance of WASH compliance among others. The event concluded with souvenir distribution for participants by DC Lower Chitral, Mr. Hassan Abid, Deputy Commissioner Lower Chitral, and Touseef Khalid Project Director KITE.

What Our Partners Say

The WBG is keen to continue supporting Khyber Pakhtunkhwa and Punjab in their efforts to provide employment opportunities to the youth in the tourism sector. Today marks the beginning of an important partnership with Khyber Pakhtunkhwa and private sector and we expect to see more corporates stepping forward to contribute towards responsible tourism across the country. The growth and job creation potential of this sector is massive

Najy Benhassine Country Director for World Bank Group (WBG), Pakistan
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Our contribution to the UN SDGs
Our work on acting on Travel Responsibly for Experiencing Eco-tourism contributes to the following SDGs: