As the skiing season nears its conclusion, the breathtaking beauty of Malam Jabba, blanketed in snow, signals the transition to spring in Swat Valley. Following another round of snowfall last month, the region remains a top destination for winter sports enthusiasts and nature lovers.
Surrounded by towering pine forests and rich wildlife, Malam Jabba offers a perfect setting for adventure seekers, with skiing and other snow sports attracting visitors. As the morning sun illuminates the Koh-e-Handukash mountain range, the valley comes alive with excitement, as families, tourists, and skiing enthusiasts take to the slopes, making the most of the remaining snow.
Malam Jabba, along with Miandam, Matiltan, Utror, Gabral, and Loye Sar, continues to draw visitors from across Pakistan. Standing at an elevation of 2,804 meters, Malam Jabba is renowned for its extensive skiing slopes, ice hockey, snowboarding, and curling. With two ski tracks spanning over 800 meters, it boasts the largest skiing area in Pakistan.
Beyond winter sports, the region offers a variety of adventure activities, including river rafting, trekking, and exploring stunning snow-covered peaks. Malam Jabba is also home to ancient Buddhist archaeological sites, presenting visitors with a unique blend of history and natural beauty.
The development of the Swat Motorway has further improved accessibility, making Malam Jabba an increasingly popular destination for adventure tourism. Former ambassador Manzoorul Haq praised the region’s unmatched charm, noting its pollution-free environment, diverse attractions, and easy accessibility.
“I have traveled to many countries, but I have never found a place that offers the same combination of scenic beauty and tourism potential as Malam Jabba,” Haq said. “This is the perfect time to utilize digital platforms to showcase these hidden gems to the world.”
Visitors from across the country continue to be captivated by Malam Jabba’s winter allure. Waris Khattak, a traveler from Karak district, shared his experience, emphasizing the thrill of skiing and the region’s snowfall, which he found even more exhilarating than that of Murree and Chitral. He also highlighted the joy of savoring fresh trout fish with his family while exploring Malam Jabba, Kalam, and Mahudhand Lake.
Beyond its natural attractions, Swat’s historical significance also draws visitors. Assistant Director of Archaeology and Museums, Saqib Raza, emphasized Swat’s role in Buddhist history, noting that sites such as the Saidu Sharif Museum and Butkhara Buddhist Monastery attract tourists, monks, and scholars worldwide. He stressed the importance of leveraging digital platforms to promote these historical sites, which could help strengthen the local economy and uplift rural communities.
Economic experts highlight the growing contribution of tourism to Pakistan’s economy. Economist Dr. Naeem Khattak reported that tourism revenue reached $1.3 billion in 2023—more than double the previous year. Projections indicate that revenue could rise to $4.26 billion in 2024, with an annual growth rate of 6.75% from 2025 to 2029, potentially reaching $5.53 billion by 2029.
“To achieve these ambitious goals, we must actively promote destinations like Malam Jabba through digital and social media platforms to attract international tourists,” Khattak suggested.
To further boost tourism, the Culture and Tourism Authority is working on various projects aimed at transforming Swat into a premier winter tourism hub. Spokesman Shad Khan highlighted ongoing initiatives, including the introduction of ecotourism walking tracks and the development of new tourist sites in Sola Tanar, Puchar, and Jargo valleys. Additionally, camping pods are being set up at various locations to ease congestion at popular spots like Malam Jabba and Kalam.
Efforts to improve connectivity are also underway. Omar Khattak, General Manager of the KP Tourism and Culture Authority, revealed plans to link Malam Jabba, Bahrain, and Kalam with the Swat Expressway. He added that the World Bank-backed Integrated Tourism Project at Mankyal Swat would contribute to sustainable tourism growth in the region.
To ensure a seamless experience for visitors, the Tourism Police has been deployed at key locations, particularly in Kalam and Malam Jabba. Additionally, the Host Tourism Project has been launched in Khyber Pakhtunkhwa, providing loans of up to Rs. 3 million to locals to establish safe and comfortable accommodations for tourists.
As Malam Jabba cements its position as one of Pakistan’s premier winter tourism destinations, experts emphasize the importance of global promotion to enhance the country’s tourism profile and generate economic benefits.
