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MINGORA, Dec 21 (APP): Ending a prolonged dry spell, Sunday’s rainfall followed by fresh snowfall transformed Upper Swat into a winter wonderland, drawing large crowds of tourists, families, and adventure seekers to Malam Jabba, Kalam, and adjoining valleys.
As snowflakes gently blanketed the peaks of the Koh-e-Hindukush range, Malam Jabba came alive with laughter, excitement of skiing lovers, and the rhythmic swish of skis carving through fresh powder.
Skiing enthusiasts, first-time snowboarders, and families eager to experience snowfall thronged the slopes, capturing moments against the backdrop of snow-covered pine forests and misty mountains.
“The valley feels reborn with the first snowfall,” said a local hotel owner, Sajid Khan watching children tumble joyfully on the slopes while seasoned skiers raced downhill. “This is the season everyone waits for.”
Located at an altitude of 2,804 meters, Malam Jabba is Pakistan’s premier ski resort, renowned for its two ski tracks stretching over 800 meters.
The area offers a rare mix of winter sports including skiing, snowboarding, ice hockey, and curling activities seldom found together elsewhere in the country.
Beyond Malam Jabba, snowfall has also enhanced the winter charm of Miandam, Matiltan, Utror, Gabral, Loye Sar, and Kalam, attracting visitors from Peshawar, Nowshera, Mardan, Charsadda, Lahore, Rawalpindi, and Islamabad.
Many tourists combine snow sports with trekking and savoring Swat’s famous brown trout fish, often enjoyed with family amid falling moderate to heavy snowfall.
Jannisar Khan, Pakistan traveler based at Dubai described Malam Jabba’s winter beauty as unmatched.
“I have traveled to many countries, but I have not seen such distinctive natural features as Swat especially Malam Jabba,” he said. “Its pollution-free environment, easy accessibility, and breathtaking scenery besides snowfall make it my favorite winter hill station of Pakistan.”
Visitors echo similar sentiments. Shahid Ali, who traveled from Charsadda district, said the high speed snowfall and skiing experience of Kalam and Malam Jabba surpassed that of Murree and Chitral.
“Enjoying fresh trout with my family while snow falls around you—there’s nothing like it,” he remarked, recalling visits to Kalam and Mahodand Lake.
Swat’s appeal extends beyond nature and adventure. According to Bakhtzada Khan, Assistant Director at the Archaeology and Museums Department, the region holds immense historical significance as a cradle of Buddhist civilization.
Sites such as the Saidu Sharif Museum and the ancient Butkara Buddhist Monastery continue to attract monks, scholars, and history enthusiasts from around the world.
Tourism experts believe Swat’s growing popularity can significantly contribute to Pakistan’s economy.
Dr. Naeem Khattak, former Chairman of the Economics Department at the University of Peshawar, noted that Pakistan’s tourism revenue reached $1.3 billion in 2023—more than double the previous year and is projected to rise to $5.53 billion by 2029. He emphasized the need to leverage digital and social media platforms to showcase destinations like Malam Jabba to international audiences.
To strengthen Swat’s position as Pakistan’s winter tourism hub, the KP Culture and Tourism Authority is launching new initiatives.
The spokesperson for the Authority, said projects are underway to develop new tourist valleys such as Sola Tanar, Puchar, and Jargo, along with eco-tourism walking tracks and camping pods to reduce pressure on popular spots like Kalam and Malam Jabba.
He said plans are in progress to link Malam Jabba, Bahrain, and Kalam more efficiently with the Swat Expressway. He added that the World Bank-supported Integrated Tourism Zone in Mankyal Swat will promote sustainable tourism and adventure sports.
To ensure visitor safety, Tourism Police have been deployed at key locations, while a host tourism program offering free loans up to Rs3 million is encouraging locals to provide affordable accommodation.
With snowfall, world-class ski slopes, rich history, and expanding infrastructure, Malam Jabba continues to emerge as one of Pakistan’s top winter destinations, offering not just adventure, but warmth, hospitality, and stories etched in snow.