How KP Is Turning Remote Valleys into Tourist Havens
Fakhar-e-Alam
Swat: As the summer sun draws millions toward Pakistan’s cooler climes, Khyber Pakhtunkhwa’s (KP) famous tourist hotspots—Swat, Kalam, Malam Jabba, Naran and Kaghan—are brimming with visitors. But behind this seasonal hustle lies a growing concern: over-tourism, environmental strain, and diminishing returns for both tourists and locals.
To counter this, the KP government is taking a bold step forward—by spotlighting lesser-known, equally breathtaking destinations in the province’s north. With serene valleys, alpine lakes, hidden waterfalls, and vibrant cultures waiting to be discovered, KP is diversifying its tourism portfolio to promote sustainable, inclusive growth.
Beyond the Beaten Path
With traditional destinations like Nathiagali and Thandyani nearing saturation during the peak season, the KP Culture and Tourism Authority (KPCTA) is unlocking new gems. These include the pristine valleys of Chitral, the lush meadows of Gabin Jabba and Shahi Bagh in Swat, and the majestic Kumrat Valley in Upper Dir—once accessible only to trekkers and adventurers.
What was once the domain of seasoned mountaineers is now being made more accessible. Eco-friendly infrastructure, improved roads, and visitor facilities are being developed to welcome both domestic and foreign tourists.
In 2024 alone, KP recorded more than 10 million domestic visitors—driven by its natural beauty, historical landmarks like the Gandhara ruins, and iconic sites such as Lake Saif-ul-Malook and Trich Mir, the Hindu Kush’s highest peak.
A New Model for Development
Building on this tourism surge, the KP government is rolling out large-scale development initiatives to manage visitor flow and spread economic benefits to underdeveloped areas.
At the heart of this plan are four Integrated Tourism Zones (ITZs) in Ghanool (Mansehra), Mankiyal (Swat), Madaklasht (Chitral), and Thandiyani (Abbottabad), developed in collaboration with the World Bank. These zones, modeled on international standards from Malaysia and Indonesia, aim to decentralize tourism and ease pressure on already overburdened hill stations.
“Ghanool and Mankiyal are being prioritized as pilot projects with investments of Rs5.5 billion and Rs2.9 billion respectively,” said Omair Khattak, General Manager Investment at KPCTA. “We expect these zones to create around 200,000 direct and indirect jobs and attract up to $2.8 billion in investment.”
New Destinations on the Rise
Emerging tourism hotspots are gaining attention across KP. From Larum Top and Shahin Bin Shahi in Lower Dir to Broghal and Sorlaspur in Upper Chitral, new roads and visitor centers are opening up access to remote beauty. In Swat, Shangla, Samana (Haripur), and Sulatharn are also being developed to handle increasing tourist demand.
To cater to budget travelers and families, camping pods have been introduced in locations like Gabeen Jabba, Jazz Banda and Sharan. Equipped with basic amenities—beds, kitchenette, washroom and security—these pods cost between Rs3,500 and Rs5,000 per night, significantly cheaper than hotels in Naran or Galiyat. Ten new pods are scheduled to open at Jargo, Sulatanr (Swat), Broghal Valley and Kalam, with more in the pipeline.
The government’s vision goes beyond summer travel. Plans for three new ski resorts in Kaghan, Chitral and Swat, as well as the much-anticipated Battakundi-Lalazar chairlift and Dir-Chitral cable car projects, are in the works. Popular waterfalls such as Sajkot, Noori and Jarogo are also being developed for tourism.
Eco-resorts, trekking trails, and mountain lodges are part of this comprehensive plan, particularly in regions like Broghal, Kumrat and Sheikh Badin.
Tourism for Economic Empowerment
For KP, tourism isn’t just about scenic views—it’s a vehicle for economic transformation.
“Tourism can rejuvenate rural economies and stabilize prices in saturated regions,” said Dr. Muhammad Naeem, former Chair of Economics at the University of Peshawar.
In a major move toward inclusive development, the Host Tourism Project (HTP) enables locals to benefit directly from tourism. The program offers interest-free loans of up to Rs3 million through the Bank of Khyber to help residents build or renovate guest accommodations in areas like Upper Kalam, Kumrat and Chitral.
“Special incentives are being given to women and youth to ensure broad participation,” said Habib Arif, Director General of KPCTA.
Zahid Chan Zab, the province’s tourism advisor, emphasized that the vision extends beyond infrastructure: “Through homestays, craft promotion, and community training, we’re using tourism as a tool for sustainable rural development.”
Culture at the Core
Improved roads and better digital marketing are breathing new life into Kalash Valley, where indigenous culture, traditional festivals, and local crafts are gaining traction among culture-loving tourists. In remote Kohistan, eco-lodges and guided treks are now attracting nature enthusiasts, showcasing the potential of cultural tourism.
In a symbolic gesture, the KP government has declared 2025 as Tirich Mir Mountain Year and allocated Rs180 million to repair the road to Kalash Valley—underscoring its commitment to preserving and promoting mountain tourism.
Infrastructure Still a Challenge
Despite these initiatives, challenges persist. “Kalam’s fresh air and Mahudand Lake’s tranquility are unmatched,” said Noor Khan, a tourist from Peshawar. “But poor road conditions and rising hotel prices need urgent attention.”
Before visiting Kalam, Noor traveled to Kumrat Valley. “The road was in a terrible state. Tourists were forced to either hike long distances or pay up to Rs1,000 per kilometer for a jeep ride,” he said. “Waste disposal is poor, there’s no healthcare support, and mobile networks barely work in many areas.”
A New Tourism Vision for Pakistan
As KP positions itself as a premier destination for eco-tourism and adventure travel, its success will hinge on responsible development, community participation, and environmental stewardship. With a growing network of local stakeholders, private investors and international donors, KP is laying the foundation for a tourism model that not only entertains, but empowers.
From mountain peaks to hidden valleys, KP’s evolving tourism strategy offers more than scenic beauty it offers a vision for sustainable growth, cultural celebration, and local resilience.
The feature story was released by APP. All information provided in this report is the sole responsibility of the organization.
