SWAT (MNN): After a prolonged dry spell, rainfall followed by fresh snowfall on Sunday transformed upper Swat into a breathtaking winter landscape, attracting a surge of tourists, families and adventure lovers to Malam Jabba, Kalam and surrounding valleys.
As snow softly covered the peaks of the Koh-e-Hindukush range, Malam Jabba buzzed with excitement as skiing enthusiasts, snowboarders and families enjoyed the seasonās first major snowfall. The sound of skis gliding over fresh snow and cheerful laughter filled the resort.
Visitors, including first-time skiers and seasoned professionals, crowded the slopes, capturing memories against snow-laden pine forests and mist-covered mountains.
Local hotel owner Sajid Khan said the valley seemed to come alive with the first snowfall. He said children could be seen playing on the slopes while experienced skiers raced downhill, adding that winter was the most awaited season for the region.
Situated at an elevation of 2,804 metres, Malam Jabba is Pakistanās leading ski resort, featuring two ski tracks spanning more than 800 metres. It offers a rare combination of winter sports such as skiing, snowboarding, ice hockey and curling.
Snowfall also added to the beauty of Miandam, Matiltan, Utror, Gabral, Loye Sar and Kalam, drawing tourists from Peshawar, Nowshera, Mardan, Charsadda, Lahore, Rawalpindi and Islamabad.
Many visitors combine snow activities with trekking and enjoying Swatās famous brown trout, often shared with family amid moderate to heavy snowfall.
Jannisar Khan, a Dubai-based Pakistani tourist, said Malam Jabbaās winter scenery was unmatched. He remarked that despite travelling to many countries, he had not seen natural beauty comparable to Swat, particularly Malam Jabba, praising its clean environment, easy access and stunning views.
Another tourist, Shahid Ali from Charsadda, said the snowfall and skiing experience in Kalam and Malam Jabba was even better than Murree and Chitral. He described enjoying fresh trout with his family during snowfall as an unforgettable experience.
Beyond natural beauty, Swat also holds historical importance. Assistant Director of Archaeology and Museums Bakhtzada Khan said the region was a major centre of Buddhist civilisation, with sites like the Saidu Sharif Museum and the ancient Butkara Monastery attracting visitors from around the world.
Tourism experts believe Swatās rising popularity can significantly boost Pakistanās economy. Dr Naeem Khattak, former chairman of the Economics Department at the University of Peshawar, said tourism revenue reached $1.3 billion in 2023 and is expected to grow to $5.53 billion by 2029. He stressed the need to promote destinations like Malam Jabba through digital and social media platforms.
To strengthen Swat as a winter tourism hub, the KP Culture and Tourism Authority has launched several initiatives. According to its spokesperson, new tourist valleys including Sola Tanar, Puchar and Jargo are being developed, along with eco-tourism walking tracks and camping pods to reduce pressure on popular destinations.
Plans are also underway to improve road connectivity between Malam Jabba, Bahrain and Kalam via the Swat Expressway. The World Bank-backed Integrated Tourism Zone in Mankyal Swat is expected to promote sustainable tourism and adventure sports.
For visitor safety, Tourism Police have been deployed at key locations, while a host tourism programme offering interest-free loans of up to Rs3 million is encouraging locals to provide affordable lodging.
With snowfall, international-standard ski facilities, rich heritage and improving infrastructure, Malam Jabba continues to establish itself as one of Pakistanās leading winter destinations, offering adventure, hospitality and unforgettable experiences.
