Dr. Muhammad Akram Zaheer
The roads that lead to Pakistan’s northern mountains have a curious way of changing the traveller. Long before the valleys appear, the crowded towns begin to give way to open plains, the air grows lighter and the mind gradually sheds the weight of routine. It was with this anticipation that five friends Abdul Rehman Chishti, Khan Shahbaz Ahmad, Malik Sabir Hussain, Burhan Chishti and I set out on the morning of July 10, 2026, on a journey that would take us through some of the country’s most celebrated landscapes. What began as a recreational trip eventually became an opportunity to reflect on Pakistan’s immense natural wealth, its rich traditions of hospitality and the persistent challenges confronting domestic tourism.
Our first destination was the Khewra Salt Mine. Hidden beneath the Salt Range, the mine remains one of Pakistan’s remarkable natural and industrial landmarks. Descending into its vast chambers, where walls shimmer under carefully placed lights, one is reminded that nature often conceals extraordinary beauty beneath ordinary ground. The underground tunnels, the cool air and the centuries-old history of salt extraction offered a fascinating introduction to our journey. The mine has long been recognised as both an economic asset and a tourist attraction and its careful preservation demonstrates how heritage and tourism can complement one another. From Khewra we travelled towards Attock, where we spent the night. Few places in Pakistan carry the historical symbolism of Attock. Standing near the mighty Indus, one cannot help but think of the countless armies, traders and travellers who crossed this region over the centuries. The meeting of geography and history gives the city a character unlike any other. Our brief stay provided a welcome pause before we began the longer drive towards Swat the following morning.
The road to Mingora unfolded like a changing landscape painting. Wheat fields gradually disappeared behind rolling hills, streams accompanied the highways and forests began to dominate the horizon. Every turn seemed to reveal another picture worthy of admiration. Such journeys remind us that Pakistan’s natural diversity is one of its greatest strengths. Within a single day’s drive, one can travel from the plains of Punjab to the cool valleys of Khyber Pakhtunkhwa. By evening we reached Mingora, where we were warmly received by Khan Riaz Ahmad Khan. Hospitality is often described as a defining feature of Pakhtun culture, but descriptions rarely capture its genuine warmth. Our host welcomed us not as visitors but as members of his extended family. Traditional tribal cuisine was served with remarkable generosity and every conversation reflected sincerity rather than formality. The experience reminded us that while scenic beauty attracts travellers, it is often the kindness of local people that leaves the deepest impression.
The following day Khan Riaz Ahmad Khan accompanied us to Shangla Top. The winding mountain road tested both patience and driving skills, yet every kilometre rewarded us with breathtaking scenery. Dense forests covered the slopes while clouds drifted lazily across the peaks. At Shangla Top we were welcomed by Mr Sultan Ahmad Khan, whose gracious reception reflected the same generous spirit we had experienced throughout the valley. A traditional lunch, prepared with great care, transformed an already memorable visit into an unforgettable one. Standing at Shangla Top, surrounded by mountains stretching endlessly into the distance, it was impossible not to feel a profound sense of pride. Nature has blessed Pakistan with landscapes capable of competing with any tourist destination in the world. Yet these blessings also impose responsibility. Such places deserve careful preservation, thoughtful planning and responsible tourism if future generations are to experience the same beauty.
Our journey continued towards Malam Jabba, one of Pakistan’s best-known hill resorts. On the way we stopped at Jahanabad, where the giant rock carving of the Buddha stands as silent testimony to the region’s Buddhist heritage. The sculpture reminds visitors that Swat has, for centuries, been a meeting point of different civilisations and faiths. Preserving such archaeological treasures is not merely an academic exercise; it strengthens our understanding of the country’s plural historical legacy. Malam Jabba itself offered magnificent views. The forests, cool mountain breeze and panoramic landscape fully justified its popularity. Visitors crowded the chairlift station while families enjoyed the pleasant weather. Yet alongside these attractions emerged a troubling reality that deserves serious attention.
The operation of local transport and recreational facilities has increasingly fallen into the hands of groups that appear more interested in short-term profits than in promoting tourism. Jeep operators demanded excessive fares with little transparency, while chairlift charges seemed disconnected from the quality of services offered. Visitors unfamiliar with local conditions often found themselves with little choice but to accept unreasonable prices. Tourism flourishes where visitors feel respected and fairly treated; it suffers where they feel exploited. This issue extends beyond individual complaints. Domestic tourism is becoming an important contributor to local economies, but its long-term success depends upon regulation. Provincial authorities should establish clear fare structures for jeep services, recreational rides and parking facilities. Publicly displayed rate lists, regular inspections and accessible complaint mechanisms would go a long way towards restoring visitors’ confidence.
From Malam Jabba we travelled onwards to Kalam, perhaps one of the most picturesque valleys in Pakistan. During the summer season the town appears to host visitors from every corner of the country. Hotels remain fully occupied, markets bustle with activity and vehicles crowd the narrow roads. Such popularity demonstrates the enormous potential of Pakistan’s tourism sector. Unfortunately, Kalam also revealed familiar shortcomings. Hotel tariffs frequently bore little relation to the quality of accommodation provided. Food prices remained unusually high while standards often failed to justify the expense. Some service providers responded discourteously when customers questioned charges or attempted reasonable bargaining. Such behaviour damages the reputation of destinations that otherwise possess extraordinary appeal.
It is important, however, to distinguish between commercial practices and the conduct of ordinary residents. Throughout our journey we encountered villagers whose warmth, honesty and willingness to help reflected the finest traditions of Pakistani society. Whether offering directions, sharing local knowledge or simply exchanging greetings, rural communities consistently demonstrated generosity that no commercial establishment could replicate. The following morning we travelled to Mahodand Lake and Saifullah Lake. Few experiences compare with witnessing the crystal-clear waters surrounded by towering mountains and dense forests. Families enjoyed boating while younger visitors eagerly crossed zip lines suspended above the landscape. The cool breeze, flowing streams and quiet beauty created an atmosphere that photographs alone can never capture.
Yet even these remarkable locations were not free from problems. Litter scattered across certain areas, inadequate waste management, traffic congestion and poor crowd control all pointed towards weak administrative planning. Tourism cannot thrive where cleanliness and discipline receive insufficient attention. Environmental neglect not only diminishes the visitor experience but also threatens fragile ecosystems that require careful protection. Responsibility does not rest solely with government institutions. Visitors themselves must recognise that tourism carries civic obligations. Throwing plastic bottles into rivers, leaving food waste behind and damaging natural surroundings reflect attitudes that ultimately harm everyone. Clean tourist destinations are built through shared responsibility between authorities, businesses and visitors alike.
Pakistan frequently celebrates its natural beauty and rightly so. From the Salt Range to the valleys of Swat, our landscapes possess extraordinary appeal. Yet beautiful scenery alone cannot sustain a successful tourism industry. Efficient management, transparent pricing, environmental protection and respectful treatment of visitors are equally essential. Countries that have transformed tourism into a major source of national income did so through consistent planning rather than relying solely on natural advantages. As our journey drew to a close, the memories that remained strongest were not confined to mountains, lakes or forests. They included the generosity of our hosts, the conversations shared over traditional meals, the pride inspired by Pakistan’s landscapes and the disappointment caused by avoidable administrative failures. The contrast between unmatched natural beauty and persistent mismanagement was impossible to ignore.
Pakistan does not need to search for paradise elsewhere; much of it already exists within its borders. The challenge is not discovering these treasures but preserving them with wisdom and presenting them with dignity. If public authorities enforce fair regulations, businesses recognise that satisfied visitors are their greatest asset, and tourists themselves respect the places they visit, then the country’s tourism potential can become a lasting source of prosperity and national pride. The mountains have already done their part. It is now for us to prove that we are worthy custodians of the extraordinary homeland we proudly call our own.
