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SWAT, Jul 27 (APP):The monson beauty of picturesque Malam Jabba in Swat Valley here Sunday attracted paragliding and adventure enthusiasts, enjoying its serene environment following rainfalls turning weather pleasant.
The breathtaking landscape, accompanied by the chirping of birds amidst the pine forests and wildlife, sets the perfect stage for adventure sports enthusiasts enjoying the thrill of paragliding.
As the sun rises over the snowy peaks of Malam Jabba at Koh-e- Handukash range, the valley comes alive with the sound of excitement, as families and tourists besides adventure sports lovers.
Malam Jabba, Miandam, Matiltan, Utror, Gabral, and Loye Sar resorts in Swat are drawing adventure sports lovers from across the country, including visitors from Peshawar, Nowshera, Mardan, Charsadda, Lahore, Rawalpindi, and Islamabad amid blossom of seasonal flowers in Malam Jabba.
At an altitude of 2,804 meters, Malam Jabba is renowned for its skiing runs, ice hockey, snowboarding, and curling on its two tracks, which stretch over 800 meters.
The region’s winter sports, combined with the picturesque scenery, make it a unique destination for adventure sports enthusiasts. The tourists come to experience the snowfall, trekking, and to enjoy the famous brown trout fish with families and loved ones on honeymoon.
At an altitude of 2,804 meters, Malam Jabba is renowned for its skiing runs, ice hockey, snowboarding, and curling on its two tracks, which stretch over 800 meters making it the largest skiing slop of Pakistan.
In addition to skiing and snowboarding, the region is also known for river rafting, trekking, and the magnificent snow-clad mountain peaks besides scores of archeological Buddhists sites offering great opportunities for tourists to explore.
Swat motorway has further increased the accessibility of Malam Jabba, making it an ideal destination for adventure tourism and adventure sports in Pakistan.
Nasir Khan, property dealer of Wapda Town Peshawar said that he had visited many countries but could not find such distinctive tourism features together as being found in Swat especially at Malam Jabba.
“Malam Jabba is my favorite hilly station due to its diverse features, easy accessibility, pollution free cool weather and trout fish amid snowfall with high velocity. No hill station carries more natural and mountainous beauty in the world than this valley”, he said, adding it was right time to take advantage of digital technology and showcase these hidden treasures before world through short videos on social media platforms.
Ehtisham Qaiser, a visitor from Nowshera district, highly praised the Malam Jabba monson beauty especially its snowfall, skiing and paragliding sports, which he found to be even more intense than that of Murree and Chitral.
He enthusiastically described the experience of enjoying fresh trout fish with his family while taking in the charm of Malam Jabba, Kalam and Mahudhand lake.
Beyond the natural attractions, Malam Jabba and Swat as a whole also attract those interested in the region’s historical and archaeological significance.
Bakhtzada Khan, Assistant Director of the Archeology and Museums Department, highlighted Swat’s importance in Buddhist history, with key sites such as the Saidu Sharif Museum and the Buthkara Buddhist Monastery, attracting tourists, monks and scholars from around the world.
He emphasized that these historical landmarks should be promoted on digital platforms to draw more international visitors imperative to bolster economy and alleviate poverty in rural areas of northern KP.
Dr Muhammad Naeem , former chairman Economics Department at University of Peshawar said Pakistan tourism’s revenue was increasing with each passing year due to Govt pro tourism policies.
He said that Pakistan’s tourism revenue remained $1.3 billion in 2023, which was a 2.15 times increase from the previous year. Similarly, Pakistan’s tourism revenue is projected to reach $4.26 billion this year while from 2025 to 2029, the tourism revenue is expected to grow at an annual rate of 6.75% and by 2029 it is forecasted to reach $5.53 billion.
To achieve these ambitious targets, he suggested use of digital and social media tools to highlight Malam Jabba treasures to attract foreign tourists.
To further enhance Malam Jabba’s tourism appeal, Shad Khan, Spokesman of the Culture and Tourism Authority, revealed that various projects are being developed to make Swat a winter capital of Pakistan due to its seven unique features including paragliding, river rafting, trout fish, swat expressway and snowfall.
New tourist spots in areas like Sola Tanar, Puchar, and Jargo valleys, alongside initiatives like ecotourism walking tracks are being developed in Swat.
Additionally, new camping pods at different tourist destinations are being established to minimize load on existing tourists zones especially in Kalam and Malama Jabba.
A significant portion of funding is also dedicated to infrastructure projects, such as new roads to connect these new attractions with the Swat motorway.
Omar Khattak, General Manager of the KP Tourism and Culture Authority, said that different plans were chalked out for linking Malam Jabba, Bahrain and Kalam with the Swat Expressway.
The development of an Integrated Tourism Zone at Mankyal Swat under World Bank’s Integrated Tourism Project would help promote sustainable tourism.
The ongoing KP Integrated Tourism Project, supported by the World Bank, is set to bring boost to sustainable tourism and adventure sports in Swat.
Tourism Police has been deployed at key spots across Swat especially in Kalam and Malam Jabba, ensuring that visitors have a smooth and enjoyable experience.
To provide affordable accommodation to tourists and ice skinning lovers, he said a host tourism project was launched in KP, offering loans up to Rs three million to locals to create safe and comfortable lodging for tourists.
Malam Jabba continues to evolve into one of the top tourism destinations for adventure tourism in Pakistan, with its combination of skiing, snowboarding, trekking, trout fishing, and stunning monson beauty.
The experts underscored the need for proper projection of these tourism destinations on social media platforms to promote soft image of Pakistan.