Asadsho Zoolshoev is an Executive Director of the Pamir Eco-Cultural Tourism Association (PECTA). Asadsho has been actively engaged in the tourism development of Tajikistan, particularly along the Pamir Highway, for the last 13 years. Before coming to PECTA, Asadsho worked with the Aga Khan Foundation on Mountain Societies Development Support Program where he was successful in implementing a number of activities and helping local people to benefit from managing small businesses in tourism. Asadsho is also a member of the Secretariat of Consultative Council on Improvement of Investment Climate under the President of Tajikistan. With the support of the government represented by Tourism Committee of Tajikistan and international organizations, Asadsho was able to make his contribution to development of a strategical plan of domestic tourism, to strengthen collaboration with neighbor countries on cross-border issues, and organize capacity building trainings for tourism stakeholders of the Pamir Highway.