Spring tourism and social media drive visitor surge in KP highlands

PESHAWAR: Tourism in Khyber-Pakhtunkhwa’s mountain regions is seeing renewed activity with the arrival of spring, as visitors return to snow-fringed hills and increasingly document their trips on social media, giving wider visibility to destinations across the province, as per a report by The Express Tribune.

In Thandyani, families have started returning to pine-covered tracks after the colder months, with children gathering around swings and tourists stopping during walks to take in views of Mukeshpuri and Miranjani. Across areas including Nathiagali and Ayubia National Park, spring has brought back horse rides, chairlifts and walking trails linked to the colonial period.

Faraz Fayaz, a visitor from Nowshera, described the trend as a new phase of travel shaped by online sharing, adding that even a short video could showcase the region’s tourism potential to people around the world.

With travellers posting images and videos online, places such as Kumrat Valley, Kalam, Malam Jabba, Murree and Thandyani are drawing greater attention. At the same time, the increase in visitors has also brought concerns over the cost of accommodation in some of the most frequented areas.

Another regular visitor warned that expensive hotel rates in Nathiagali and Thandyani could lead tourists to choose comparatively cheaper destinations such as Swat.

The rise in tourism has supported livelihoods in Galiyat, where photographers, guides and horse handlers are working along the trails during the busy season. The provincial government has also introduced interest-free loans for local residents to construct rental rooms, while low-cost camping pods have been set up in places including Sharan and Gabeen Jabba to improve affordability and reduce pressure on hotels during peak periods.

These eco-friendly pods provide basic facilities at lower rates. Technology is also being used to support visitors through a tourist safety application that allows quick contact with tourist police, while better roads and a stronger security presence have helped improve confidence among travellers.

Spring scenery draws visitors

Beyond Galiyat, Babusar Top and Chitral are also attracting tourists looking for alpine scenery, culture and less crowded locations. In Nathiagali and Ayubia, alternating rain and sunshine have turned the landscape into a spring display, with low clouds moving across the Himalayan range and rainbows appearing over snow-dusted hills.

Tourists from different parts of Khyber-Pakhtunkhwa and Punjab have travelled to these destinations in several districts, drawn by cool weather, trout streams and the chance to spend time in nature after winter. Horse rides on the historic Ayubia-Nathiagali trail remain among the area’s most popular activities.

Visitors are also taking part in snow games, horse riding, eating trout and using chairlifts that pass over dense pine forests with views towards Mukeshpuri Top and nearby valleys.

The increase in tourist traffic has also raised demand for professional photography services.

Ayubia National Park continues to appeal to nature enthusiasts because of its birdlife, plant species and wildlife, adding to its attraction as a tourism site.

Swat among key destinations

Further north, recent rainfall in Swat has changed areas such as Kalam and Mahudand Lake into vibrant spring settings, where fresh greenery has appeared while snow remains visible on distant peaks. Families, adventure seekers and nature lovers have travelled from within the province and other areas to experience blooming flowers, drifting clouds and cool mountain weather.

In Malam Jabba, visitors described the scenery as dreamlike, where snow-covered slopes meet new greenery. Others gathered along the Swat River to eat freshly caught trout cooked over open flames.

As evening sets in over Thandyani, many tourists continue reviewing photos, uploading videos and tagging locations on their phones. Across Khyber-Pakhtunkhwa’s mountains, tourism is increasingly being shaped not only by travel itself but also by the way each visit is recorded and shared online.