SWAT: Once again, Swat proved to be one of the Pakistan’s most popular tourist destinations, as more than 200,000 visitors flocked to the region during Eidul Fitr holidays, according to the district administration.

The breathtaking landscapes, serene weather and improved infrastructure played a significant role in attracting tourists from all over the country to Swat.

Swat, often referred to as ‘Switzerland of Pakistan’, saw about 35,000 tourist vehicles entering the valley during the festive season. Tourists visited Malam Jabba, Gabin Jabba, Madyan, Bahrain, Kalam, Mahodand Lake and other scenic resorts. The local administration, along with police, had made arrangements to ensure a seamless experience for visitors.

Families, adventure seekers and nature lovers explored the lush green mountains, gushing rivers and snow-capped peaks that Swat is known for. Tourists were seen capturing their moments in photographs, hiking through picturesque valleys and enjoying traditional Swati cuisine. The cold and refreshing air of Swat provided a perfect retreat from the scorching summer temperatures in other parts of Pakistan.

Environmentalists raise concerns about effects on ecosystem

“We came all the way from Karachi to experience Swat’s natural beauty. It is absolutely worth it. The lush green valleys, snow-covered peaks and the soothing river make it a dream destination,” said Ahsan Ali, a tourist from Karachi.

Maria Khan, a visitor from Lahore, praised the efforts of administration. “The arrangements made by the district administration and police are commendable. Traffic flow is well-managed, security is reassuring, and cleanliness is maintained throughout the main tourist spots,” she added.

Bilal Ahmed from Islamabad said that Swat was truly a paradise on earth. “The cool breeze, breathtaking views and friendly locals made our trip an unforgettable experience. It’s heartwarming to see such positive tourism growth in our country,” he said.

Given the massive influx of tourists, managing traffic was a major challenge. According to official reports, approximately 35,000 vehicles entered Swat during Eid holidays. To ensure smooth traffic flow, additional traffic personnel were deployed and a special traffic management plan was implemented. Checkpoints were set up at key locations to prevent congestion and ensure safety of visitors.

“More than 200,000 tourists arrived in Swat over three days, travelling in 35,000 vehicles. The highest number of visitors headed to Kalam and Malam Jabba. During this period, 71 foreign tourists from Afghanistan, Jordan, Somalia and Kenya arrived in Swat, travelling in 16 different vehicles to explore various tourist attractions,” said Saeedur Rehman, spokesperson for Upper Swat Development Authority.

Tourism police personnel are deployed at different locations to ensure security and assistance to tourists, according to the department’s spokesperson.

Meanwhile, in Kalam, heavy machinery and field staff are on high alert to deal with any emergency situation.

Police and district administration worked around the clock to facilitate tourists, addressing any concern promptly. Police patrols were increased in high-density areas, and help desks were set up to assist visitors.

The district police officer, Nasir Mehmood, told journalists that their team worked tirelessly to manage traffic and security. “We made sure that tourists could enjoy their holidays without any safety concern. We also ensured that all major tourist destinations remained accessible and free from any disruptions,” he added.

The surge in tourism provided a significant boost to local economy, benefiting hoteliers, owners of restaurants, transporters and local vendors. Many traders reported record earnings during Eid holidays. Hotels in Kalam, Bahrain and Malam Jabba were fully booked, with some visitors having to seek accommodation in nearby towns.

Zubair Khan, who runs a handicrafts store in Mingora, said that Eid holidays always brought good business, but in the current year, the number of tourists was incredible. Many visitors bought traditional Swati handicrafts, shawls and jewellery, which helped to sustain livelihood of local traders, he added.

Similarly, restaurant owners witnessed high demand for traditional Swati dishes, including Chapli kebab, Dum Pukht and trout fish, which were immensely popular among tourists.

The surge in tourism is a positive sign for local economy, however, environmentalists have raised concerns about the impact of increased footfall on Swat’s fragile ecosystem. Reports of littering, plastic waste and pollution in some areas have sparked discussions on the need for responsible tourism.

Environmental activist Dr Farhan Ali said that Swat’s beauty was a national treasure and they must ensure its preservation. “Tourists should be educated on eco-friendly practices and authorities must enforce strict regulations to prevent environmental damage,” he said.

The administration has taken steps to address this concern by deploying cleanliness teams and placing awareness signboards at major tourist sites, urging visitors to dispose of waste properly.

Swat’s tourism industry has been flourishing in recent years, thanks to improved security and better infrastructure. The district administration has announced plans to enhance tourist facilities including new resorts, eco-tourism initiatives and better road networks.

With its breathtaking beauty, rich culture and welcoming locals, Swat continues to be a dream destination for tourists across Pakistan. The successful management of Eidul Fitr tourism rush sets a positive precedent for future holiday seasons. However, sustainable tourism practices must be prioritised to ensure that Swat’s natural beauty remains intact for generations to come.

Published in Dawn, April 4th, 2025