Saqib Tariq
The tourism industry in Khyber Pakhtunkhwa is gradually recovering due to improved security conditions, particularly in Malakand Division. During the conflict, the shadow of militancy not only directly impacted areas but also peaceful tourist regions of KPK.
This improved stability has increased tourist flows, generated revenue, enhanced the livelihoods of local communities, and helped reshape the region’s negative security perception. However, the rise of Tehreek Taliban Pakistan terrorist activities could pose a serious threat to sustainable tourism development. Additionally, fake or misleading media content can negatively shape public perception.
Pakistan gained international recognition as an attractive tourist destination. Condé Nast Travel Magazine placed it among the top tourist destinations. The magazine mentioned that Pakistan has higher peaks than China and Nepal combined. Most of these mesmerizing attractions lie in Khyber Pakhtunkhwa, known for its exceptional beauty, high mountains, lush green valleys, rich culture, and long history, which makes the province uniquely and attractively 20 million strong.
Tourism contributes 5.9% to Pakistan’s GDP and supports over 4 million jobs nationwide. Khyber Pakhtunkhwa alone receives more tourists, both domestic and foreign, significantly adding to the country’s economy.
Militancy in Pakistan escalated after the 9/11 incident, when the United States initiated war against Afghanistan. President Pervez Musharraf decided to join the war on terror, which had grave implications for the country, particularly for Khyber Pakhtunkhwa. Since 2007, TTP has openly challenged the state of Pakistan. The tribal areas bordering Afghanistan became the battleground.
Emerging terror and fear greatly devastated the tourism industry, which is the essence of economic and social development of the province. Due to the low presence of visitors and threats from terrorists, shops and hotels closed or operated at very low capacity, livelihoods of locals declined, which led to overall instability and uncertainty.
The Pakistan Armed Forces conducted several military operations to mitigate the terrorist influence. Alongside these operations, stakeholders such as hotel owners invited tourists and offered free accommodation and food. Local hospitality also won the hearts of tourists as they provided guest rooms to visitors. Moreover, vloggers and social media influencers played a more effective role in promoting a positive image of the tourist places.
The Afghan Taliban’s return to power gave a major boost to Tehreek Taliban Pakistan. Kabul assisted and provided safe shelter to the TTP leadership and militants. Since 2021, TTP-accelerated attacks have raised serious concerns for authorities and the population living in this region.
Source: PIPS Security Reports (2022–2025)
Pakistan launched Operation Azm-e-Istehkam and declared open war against Afghanistan, striking several strategic locations, including militant hideouts. A recent diplomatic engagement, mediated by China, helped contain the escalation. The Afghan government agreed that its land would not be used against Pakistan, but Pakistan wants a clear, actionable stance against TTP. Hence, long-term peace assurance is still fragile and unclear.
The foundational growth of tourism depends upon sustainable peace. A stable environment fosters a sense of satisfaction and trust. Even an isolated terrorist incident can damage a destination’s image. The risk of terrorism can strongly influence people’s perceptions and destination choices.
Perception often matters more than reality. A destination may be peaceful, but if it is perceived as dangerous, tourism will suffer. Often, exaggerated or fake news spread on social media creates fear in people’s minds, reducing the flow of tourists to that area.
As news reports reveal, terrorists cross from neighbouring Afghanistan through unpopular routes via the porous border. Peshawar, Tank, Lakki Marwat, Swat, Shangla, Dera Ismail Khan, Bannu, and the merged districts show their presence; some of these are considered famous tourist destinations.
Although strong security arrangements and better surveillance have prevented any major incidents in the main tourist spots, the TTP’s fake videos, in which they claimed strikes against forces and public support, circulated on social media, spreading mistrust and fear among visitors.
For sustainable tourism, the government, in coordination with tourism stakeholders, should actively promote safe tourist zones, highlighting Swat, Malam Jaba, Kumrat Valley, and other popular spots through security branding.
Community-based tourist activities should enhance locals’ participation through training, small-business schemes, and awareness, thereby strengthening local ownership and resilience.
A dedicated media monitoring unit with a rapid response capability should be established for countering fake information and media campaigns.
Furthermore, strong border management, such as monitoring, intelligence coordination, and surveillance, is crucial for containing the movement of militants.
Khyber Pakhtunkhwa’s tourism potential can substantially support the social and economic development of the region. Current strong security measures have marked a profound improvement in the tourism sector; however, intensifying militancy and its associated fear can destroy this momentum, even in peaceful destinations.
A coordinated effort between the state, media, and local communities is now essential to secure both the reality and perception of peace, which could sustain tourism.
