As mainstream tourist hotspots in Khyber Pakhtunkhwa (KP) like Swat, Kalam, Malam Jabba, Naran, and Kaghan face rising visitor congestion during peak seasons, the KP Culture and Tourism Authority is now turning attention to lesser-known but equally stunning destinations across northern KP.

With locations like Nathia Gali and Thandiyani in Abbottabad nearing saturation, the government is pivoting toward promoting emerging sites including Gabin Jabba, Shahi Bagh (Swat), Kumrat (Upper Dir), Chitral valleys, Shangla, and Samana (Haripur)—all now being developed with eco-friendly infrastructure and modern amenities.

In 2024, KP hosted over 10 million domestic tourists, driven by its lakes, waterfalls, historical sites like Gandhara ruins, and scenic mountains including Saiful Malook Lake and Tirich Mir, the highest peak in the Hindu Kush range. Capitalizing on this momentum, the government is rolling out new projects to manage tourism flow and enhance visitor experiences.

Integrated Tourism Zones (ITZs) Take Center Stage

According to Omair Khattak, GM Investment at KP Tourism Authority, four Integrated Tourism Zones (ITZs) are under development with World Bank support:

• Ghanool (Mansehra) – Budget: Rs5.5 billion

• Mankiyal (Swat) – Budget: Rs2.9 billion

• Madaklasht (Chitral)

• Thandiyani (Abbottabad)

Modeled after successful tourism hubs in Malaysia and Indonesia, these ITZs aim to reduce pressure on overburdened hill stations and are expected to create 200,000 jobs and attract $2.8 billion in investment.

Enhancing Accessibility and Facilities

New infrastructure—including roads, visitor centers, and camping pods—is being introduced at emerging tourist destinations like Larum Top, Shahin Bin Shahi (Lower Dir), Broghal and Sorlaspur (Upper Chitral), and Sulatanr (Swat).

Camping pods offering budget-friendly stays (Rs3,500–Rs5,000 per night) with beds, washrooms, kitchenettes, and tourism police security are already operational at scenic sites such as Gabin Jabba, Jazz Banda, Sharan, and soon at Jargo, Broghal Valley, and Kalam.

New Attractions in the Pipeline

Plans are underway for:

• Three ski resorts in Kaghan, Chitral, and Swat

• Battakundi-Lalazar chairlift project

• Dir-Chitral cable car

Natural sites like Sajkot, Noori, and Jarogo Waterfalls are also being upgraded, while eco-resorts and trekking routes are being developed in valleys like Broghal, Kumrat, and Sheikh Badin.

Community Empowerment through Host Tourism Project (HTP)

Habib Arif, Director General of KP Tourism and Culture Authority, highlighted the Host Tourism Project, which offers interest-free loans up to Rs3 million through Bank of Khyber. Locals in areas like Upper Kalam, Kumrat, and Chitral can now build or renovate rooms for tourist accommodation.

Special focus is being given to women and educated youth to foster inclusive participation in tourism-led rural development. According to tourism advisor Zahid Chan Zab, initiatives like homestays, craft promotion, and local training aim to transform tourism into a tool for economic empowerment.

Spotlight on Cultural Tourism and Remote Valleys

Improved roads and digital campaigns have revived interest in Kalash Valley, while eco-lodges and guided treks in remote Kohistan are attracting nature enthusiasts.

The year 2025 has been declared Tirich Mir Mountain Year, with Rs180 million allocated for the Kalash Valley road repair, signaling the government’s commitment to mountain tourism.

Despite road and connectivity issues in some areas, tourists continue to praise the unmatched beauty of KP’s northern belt. Noor Khan, a visitor from Peshawar, highlighted issues in Kalam and Kumrat, including high jeep rates and poor mobile networks, while also acknowledging the need for better waste management and healthcare access.

Still, the expansion of ITZs, eco-tourism, and community-based development is positioning KP as Pakistan’s premier sustainable tourism destination, offering not just scenic beauty, but also a meaningful cultural and ecological experience.