SWAT: Following fresh snowfall on Sunday, Swat has transformed into a winter wonderland, drawing large crowds of tourists, families and adventure seekers to Malam Jabba, Kalam and adjoining valleys, APP reported.
As snowflakes gently blanketed the peaks of the Koh-e-Hindukush range, Malam Jabba came alive with laughter, the excitement of skiing enthusiasts and the rhythmic swish of skis carving through fresh powder.
Skiers, 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 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 metres, Malam Jabba is Pakistan’s premier ski resort, renowned for its two ski tracks stretching over 800 metres. 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 across the country. Many tourists combine snow sports with trekking and savouring Swat’s famous brown trout, often enjoyed with family amid moderate to heavy snowfall.
Dubai-based Pakistani traveller Jannisar Khan described Malam Jabba’s winter beauty as unmatched.
“I have travelled 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, along with snowfall, make it my favourite winter hill station in Pakistan.”
Similar sentiments were echoed by other visitors. Shahid Ali, who travelled from Charsadda district, said the snowfall and skiing experience in 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.
According to Bakhtzada Khan, assistant director at the Archaeology and Museums Department, the region holds immense historical significance as a cradle of Buddhist civilisation. 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.
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 $5.53bn by 2029.
To strengthen Swat’s position as Pakistan’s winter tourism hub, the Khyber Pakhtunkhwa Culture and Tourism Authority has launched several initiatives. A spokesperson said projects were underway to develop new tourist valleys such as Sola Tanar, Puchar and Jargo, along with eco-tourism walking tracks and camping pods to ease pressure on popular destinations like Kalam and Malam Jabba.
Plans are also in progress to improve connectivity between Malam Jabba, Bahrain and Kalam via the Swat Expressway. Additionally, the World Bank-supported Integrated Tourism Zone in Mankyal Swat aims to promote sustainable tourism and adventure sports.
To ensure 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 accommodation.
With snowfall, world-class ski slopes, rich history and expanding infrastructure, Malam Jabba continues to emerge as one of Pakistan’s leading winter destinations, offering not just adventure but warmth, hospitality and stories etched in snow.
Also read: A 12-years-old student drowns in Swat River
