Pamir Eco-Cultural Tourism Association (PECTA) was established in 2008 with the support of the Mountain Societies Development Support Programme (MSDSP), a project of the Aga Khan Foundation. It aims to help alleviate poverty in a way that is not only effective, but also sustainable. It is doing this by promoting the region as a new tourism destination. It is also supporting local people in the remote mountain villages of Gorno-Badakhshan Autonomous Oblast (GBAO) by helping them develop skill sets that are building the tourism sector. Currently, PECTA has 22 members: 14 tour operators and 8 service providers. Additionally, PECTA is working with other tour-operators, service providers, homestays owners, drivers, guides, porters and other relevant sectors in GBAO. Of the +150 homestays that are operating in GBAO today, about 90% of owners are women, all of whom are generating additional income for their families from this new type of business.
The Pamir Mountains of Tajikistan won 1st place for the ITB Berlin 2018 Sustainable Top 100 Destination Awards, Best of Asia-Pacific category.