Haripur:
In a striking demonstration of the growing ecotourism potential of Pakistan, thousands of tourists from across the country flocked to Jab Valley in Haripur during the Eid holidays, transforming the local parameters formerly obstacles into the most sought -after destinations of Khyber Pakhtunkhwa.
Located about 80 kilometers from Islamabad and 170 kilometers from Peshawar, Jab Valley is quietly evolved into a love paradise in nature, which houses a chain of eight waterfalls that cascade succeeds through wooded cliffs. The valley is a few minutes by car from the Khanpur dam, making it a practical addition to the traditional tourist routes.
The waterfalls, some diving of heights up to 200 meters, were discovered and documented for the first time in 2021 by Hassan Nisar, a YouTuber and founder of Metrix Pakistan. His efforts not only put the natural beauty of Jab Valley in the foreground, but also helped to promote the region nationally and international through digital media. The viral videos and the generalized coverage that followed played a central role in the establishment of Jab Valley as a new hub for ecotourism.
“I still remember hiking in the valley for the first time and to hear the roar of the waterfalls resonating through the cliffs. I instantly knew that the world needed to see this,” said Nisar, looking at the families pose for photos near cascade waters. “Today, see so many people here to appreciate the natural beauty of this place fills me with pride. This is exactly what I dreamed of – tourism that raises communities and brings people closer to nature.”
He added that Jab Valley now needs targeted government investment and infrastructure development. “With official support, this place can become a site signature of Pakistani tourism in the new era – a sustainable travel model, led by the community and environmentally friendly.”
“I came here with my friends from Lahore after seeing an online video. It doesn’t look like Murrier or usual tourist spots. It’s peaceful and intact,” said Aeeba Malik, visitor to Punjab.
The charm of Jab Valley lies in its resistance to external commercial signs. Without mega resort stations, plastic waste or urban noise, it offers a rare sensory retreat: the gushing of waterfalls, the call of native birds and the murmur of the wind through imposing pines and wild olive-olive trees or centuries, known locally under the name of Zaitoon.
The ecological diversity of the region is remarkable. Migratory birds, porcly and foxes wander freely, while the local flora includes medicinal plants long used by the villagers for traditional healing. The discovery of the valley has not only enriched the natural tourism map of Pakistan. He also relaunched the local economy.
Shoukat, an owner of Daba on the roadside in the region, has attributed the influx of tourists for a triple increase in his daily income since 2021. “Before, I was doing about RS400 per day. Now, during the high season or Eid, I can win to Rs1200.
Despite the growing frequency, the infrastructure remains minimal. The access roads are not paved in the sections, and there are no facilities for official visitors beyond a few local tea stands and wealth rooms. Although this lack of development adds to the rustic appeal of the valley, it also raises questions about sustainability.
Ecologists warn that without regulated tourism, the fragile ecosystem could suffer. “We need tourism concerned with eco-consciousness, guided hikes, appropriate waste elimination and limited human interference,” said a Hazara University in the site in the site.
For the moment, Jab Valley remains a rare window on what tourism in Pakistan could be: rooted in nature, supported by communities and appreciated for respect.
