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Nestled in the serene Seraj region of Himachal, Jibhi valley has long remained a hidden gem for travellers seeking unspoilt natural beauty. However, the steady rise in tourist footfall has also brought mounting challenges, including poor waste management, unruly behaviour, deteriorating infrastructure and growing insensitivity towards local culture. Amid these concerns, the Jibhi Valley Tourism Development Association (JVTDA) has emerged as a shining example of how local communities can take the lead in promoting sustainable and responsible tourism.