Abstract
This research study aims to explore and unlock the Azad Kashmir's diverse tourism potential, identify contemporary challenges and unfold impact of tourism development upon the ongoing Kashmir freedom movement across the region. The descriptive research is predominantly based on secondary sources of the data, observations and experiences from personnel field visits in the area, and interactive sections with the tourism professionals, destination managers, community representative and the tourism bodies operating in the area. The study unveiled diversity of tourism enriched with natural splendor, socio-cultural heritage, adventure, spiritual sites, and dark tourism destinations. Study identified challenges in the development of tourism potential include; lack of infrastructure including rudimentary road network, lack of accommodations, nonexistent of entertainment facilities, security concerns and quality of tourism services. The study endorsed that besides offering socio-economic benefits, tourism development in Azad Kashmir positively contributes in fostering international focus on the Kashmir dispute, sympathetic consideration for its solution, and reinforces consciousness and openings for advocacy about the conflict resolution. The study offers recommendations for improvement and policy implications for transforming tourism through sustainable practices. The study suggested stockholders collaboration and public private partnerships to improve tourism infrastructure, security mechanism, and community involvement to enable the existing diversity of tourism attractive and rewarding for all in near future.