Swat: In the tranquil winter wonderland of Oshu Valley in Upper Kalam, Faraz Khan, a 32-year-old tourist from Peshawar, is overjoyed in the serenity of the region's deodar forest and the mesmerizing views of the Mahudhand lake amid snowfall.
With moderate snowfall painting the landscape white and birds chirping in the background, Faraz is captured in the moment, taking selfies and videos to share his adventure with the world.
Dressed in a black overcoat, a traditional Chitrali woolen cap, and an umbrella in hand, Faraz represents a new wave of tourists who, armed with smartphones, are bringing Pakistan's breathtaking landscapes to the global stage through social media.
From the freezed waters of Mahudhand lake to the snow-capped peaks surrounding Oshu Valley, the beauty of this hidden gem is being broadcasted far and wide, thanks to digital platforms.
Faraz, his wife, and daughter, brimming with excitement, are seen sharing their experiences through photos and videos, connecting with friends, relatives, and an ever-growing audience online.
As they enjoy the wonders of nature-snowfall, skiing, and trout fishing-Faraz's posts not only capture memories but also act as an invitation to others to explore the beauty of Swat.
"I've already shared five photos with my relatives in Peshawar, and they're planning to join us soon. We'll enjoy the snowfall together and maybe try some skiing and trout fishing," says Faraz, his enthusiasm evident in his voice.
His posts have sparked curiosity and anticipation among his family and friends, who are now eager to experience the magic of Kalam firsthand.
'The impact of digital sharing goes beyond just showcasing a beautiful spot. Social media platforms like Facebook, Twitter, TikTok, and WhatsApp have become powerful tools in promoting snow sports and heritage tourism in Khyber Pakthunkhwa,' said Bakhtzada Muhammad, Assistant Director, Archeology and Museums while talking to reporter.
'Through the lens of digital media, the picturesque lakes and snow covered mountains are not just a serene getaway but a burgeoning symbol of the potential for tourism-driven economic growth in Pakistan," he remarked.
He said this trend is a boon for the local hospitality, food, hotel and transport industries, creating new opportunities for the youth and supporting the broader economic landscape besides unlocking tourism potential.
Pakistan is blessed with six world heritage sites and second highest mountain peak of K-2 that required proper projection on digital, social and electronic media to increase tourism's revenue.
Moenjodaro in Sindh, Buddhist Ruins at Takht Bhai and neighbouring city remains at Sahri Bahlol in Mardan and Taxila, ancient Indus and Gandhara civilizations, five highest mountains peaks of above 8,000 meters including the second highest K-2 (8611m), 108 highest peaks of above 7000 meters in globe, Kalash culture in Chitral and numerous historical monuments can bring economic turnaround.
Advancements in digital technology have given rise to virtual tourism. Tourists can easily take virtual tours from their homes and the 360-degree videos as well as virtual reality experiences allow potential visitors to explore destinations like Saiful Malook and Mahudhand lakes, Kalam snowfall, Malam Jabba skiing and Lahore's Badshahi Mosque, Karimabad Bazaar in Hunza, Takht Bhai world heritage site and Shangrila Resort in Skardu before booking flights.
Abu Zafar Sadiq, President, Alpine Club of Pakistan said that in today's digital era, the convergence of scenic beauty and social media has set the stage for digital tourism in the country.
He said the breathtaking beauty of Mahudhand, Saiful Malook, Dudipath and Anso lakes are just one example of how the digital age is reshaping the travel and transport industry in world including Pakistan, offering both stunning vistas and promising economic benefits.
Zafar said Pakistan had earned only $8.8 billion from tourism sector in 2017 which was extremely low compare to SAARC countries. The world travel and tourism council report 2021 revealed that the travel and tourism sector contributed only $8.8 billion, approximately 2.9% of total GDP of Pakistan in 2017 against $15 billion, which accounts for 5.7% of total GDP in 2019.
Alike in 2020, the tourism growth had decreased by nearly 25%, falling to $11.6 billion or 4.4% of GDP while jobs in the tourism industry also fell 11.1% from 3.45 million in 2019 against 3.63 million in 2020 mainly due to COVID-19 and security challenges.
Underscoring the need of appointing digital professionals, bloggers and social media experts, he said that uploading small videos of these tourists destinations will help promote adventure and mountain sports in Pakistan.
'Today is an era of digital tourism. Technological advancements are transforming the travel and hospitality industry fast in developing countries including Pakistan, and that negative perceptions and opinions could be changed through effective and responsible digital media strategies and policies besides special programs, videos and features through social and electronic media to explore Pakistan's tourism treasures before world,' said former ambassador Manzoorul Haq.
In developed countries like USA, UK, China, he said the culture of publicity of tourism destinations through brochures, booklets and pamphlets were replaced by digital tourism and Pakistan could fully exploit its tourism sites by using global positioning system (GPS), and artificial intelligence.
Manzoor said 'one belt and one road initiative (OBOR) had proved a game changer for China, adding CPEC being a major component of OBOR was aimed to improve infrastructure and transportation networks besides help promote tourism in Pakistan especially in GB and Khyber Pakthunkhwa.
Besides online booking platforms and digital marketing campaign, he said tourism departments need to hire services of reputed tourism firms and international v loggers to attract foreign tour groups
Saad Khan, spokesman of KP Culture and Tourism Authority said that digital tourism was being promoted in KP through small videos packages, adding the recent Kalam snow sports and car rally was shared on digital media.
The spokesman said that host tourism project was being launched to provide upto Rs3 million interest free loans to people of tourism areas in Upper KP by financially empowering them to construct or renovate at least two rooms for affordable accommodation of tourists.
In today's digital age, social media is playing a crucial role in promoting Pakistan's lesser-known travel destinations. Tourists like Faraz are no longer just visitors but digital ambassadors, showcasing the diverse landscapes and untapped beauty of the country to a wider audience.
Whether it's the snow-covered peaks of the north or the vibrant green valleys, these digital explorers are helping to shape a new image of Pakistan as a prime tourist destination.
As more people like Faraz share their adventures, the allure of places like Kalam and Malam Jabba continues to grow, attracting more visitors eager to experience these natural wonders.
In turn, experts said this digital sharing culture is not only fostering a sense of global community but also boosting local economies and promoting sustainable tourism. With every post, Pakistan's mesmerizing beauty becomes more accessible to the world.
