Pakistan in general and Khyber Pakhtunkhwa (KPK) in particular, blessed with immense tourism potential, have also been endeavoring to fully capitalize on this potential despite the security challenges faced by the country. While the province of Khyber Pakhtunkhwa has three fourth of the country’s tourism assets, with sites representing archeological, cultural, historical and religious significance and attractive natural and scenic beauty, the province has also been facing severe conflict and security challenges. This calls for a renewed effort on government’s part to come up with innovative solutions to promote tourism in the province and facilitate investment in the sector.