Villa Ayun Resort, a heritage boutique resort located in the Hindu Kush mountain range in Chitral, has received international recognition for its eco-tourism and heritage conservation efforts.
Led by siblings Maria and Junaid Al-Mulk, the resort was launched in 2021 on their 100-year-old ancestral property with the aim of promoting sustainable tourism while preserving local culture.
The resort combines modern luxury with commitment to the environment. Its sprawling 30-acre estate features fruit orchards and botanical gardens, powered by renewable energy from small hydro generators and solar panels.
Villa Oyoun also uses rainwater harvesting and organic farming practices, reflecting the siblings’ deep commitment to sustainability. Their efforts include planting more than 5,000 trees in the area and promoting biodiversity.
In addition to tourism, Villa Aeon supports local communities by training and employing staff from Chitral and launching initiatives such as Mirzuri, a lifestyle brand that promotes indigenous craftsmanship in Chitral.
Meržuri showcased luxury handcrafted goods nationally and supported women craftswomen in the region.
Maria and Junaid’s vision draws inspiration from their grandfather, Khush Ahmed Al Mulk, a forward-thinking environmental activist and advocate for sustainable living.
“Our grandfather transformed this land from a barren land into a thriving oasis. He instilled in us the value of living in harmony with nature.
The resort’s mission goes beyond just hospitality; It seeks to preserve the rich heritage of Chitral.
“We see ourselves as custodians of this land, ensuring that its history and community are respected,” Junaid said.
While the brothers acknowledge the huge potential of Pakistan’s tourism sector, they stress the need for a unified eco-tourism policy.
“Pakistan lacks proper waste management and recycling facilities in tourist destinations, including Chitral. We need zoning laws, environmental impact assessments, and certifications to encourage responsible tourism,” Maria emphasized.
This year, Villa Aeon received the Tourism Excellence Award from the Government of Khyber Pakhtunkhwa, adding to the accolades it has received. However, Maria and Junaid remain focused on long-term goals.
“Seeing our work have a tangible impact on the community is very rewarding. Our goal is to grow with the valley and its residents,” Maria noted.
The Villa Ayoun tour highlights the transformative potential of sustainable tourism, offering a model for heritage conservation while promoting economic growth in environmentally sensitive areas.
