Identification of Alternate Tourism Potential and Problems in Murree

A naturally rich hill station, Murree is not only abundant in fauna and flora, but also in history, culture, and hospitality. This richness makes it an extremely favorable destination for people of many interests like those who come to see the natural beauty, or those who want to experience the colonial remnants, or those who just come to relax. However, Murree is quite famous, even at an international level, which is why it is now experiencing the consequences of mass tourism. The tourist spots in Murree are becoming concentrated, causing strain on its historical infrastructure, degradation of the environment and life, and erasure of its rich cultural heritage. This research identifies overlooked and ignored tourist spots like the Historical Gulu Track, a route for the British troops in the colonial era. This study emphasizes decentralizing tourist activity and diluting it by rediscovering old sites and introducing them as new tourist spots for the tourists. It also documents the region’s decaying soft culture, including traditional games, folktales, and myths, as well as its tangible colonial heritage. It further proposes recommendations to conserve both the natural and cultural essence of the region. This study highlights how underutilized resources, if properly managed, could revitalize Murree and sustain it for the future.