Tourist Assistance Program - Azad Jammu and Kashmir (TAP-AJK) of which the Neelum Valley Project is a part of, is a joint effort of the Pakistan Poverty Alleviation Fund (PPAF), Akhuwat, Tourism and Archaeology Department AJK, and the Himalayan Wildlife Foundation (HWF). Consistent with core values of the partnering organizations, the project aims to:
- Generate self-employment opportunities for the poor and disadvantaged section of the local communities by involving them directly in tourism services
- To nurture local cultures and build pride and confidence among local communities.
- Enhance visitor experience by providing quality facilities and services, and giving the visitors an opportunity to interact with local communities
- Enhance local capacities for tourism development and sustainable management of environment and natural resources.