Picturesque Malam Jabba Ski resort marked the revival of tourism in the scenic valley of Swat that was once termed the ‘Switzerland of Pakistan’ but fell into the hands of militants, thus damaging its trade and travel activity for a couple of years.

Tourism constitutes a significant source of income for Swat and its residents. Prior to activities being interrupted by militancy, Swat and its environs attracted a good number of visitors from across the world as well as other parts of Pakistan. The area was in particular favoured by trekkers and mountaineers.