PROVINCE REPORT
PESHAWAR: Muhammad Asif Javed Chaudhry, Chairman of the Simsons Group of Companies, said that his organization is working to present Khyber Pakhtunkhwa to the world as a hub of tourism rather than terrorism.
Speaking at a “Meet the Press” session at the Peshawar Press Club, he said the people of Khyber Pakhtunkhwa are known for their hospitality and good manners, and their efforts have significantly helped improve the province’s image internationally.
He stated that in 2025, more than 9,000 foreign tourists visited Swat and Malam Jabba to enjoy the region’s breathtaking natural beauty and affordable tourism opportunities. Although the number may appear modest, he emphasized that it represents a major achievement because foreign visitors must fulfill various requirements, including obtaining NOCs and travel clearances.
Chaudhry said that tourism plays a significant role in Pakistan’s economy, particularly in Khyber Pakhtunkhwa.
According to him, approximately 12.4 million tourists visited Swat during 2025, including more than 9,000 international visitors.
He highlighted the importance of promoting tourism in the province, describing it as a positive development for both Khyber Pakhtunkhwa and Pakistan. He noted that his group established an international-standard hotel in Malam Jabba and introduced adventure sports activities to attract visitors from around the world.
Responding to a question, he urged the provincial government to play a more active role in promoting tourism by improving road infrastructure and providing better healthcare and tourism-related facilities.
He also called for the establishment of a dedicated tourism zone in Swat to encourage investment in the sector.
Chaudhry said that his organization possesses modern snow-clearing machinery and international-standard healthcare facilities to ensure the safety and comfort of tourists. He stressed that creating employment opportunities for local communities remains one of the group’s key objectives, as economic opportunities in many mountainous areas are limited.
Discussing environmental conservation, he said no trees were cut during the development of tourism projects in Malam Jabba. Instead, project layouts were modified wherever necessary to preserve the area’s natural landscape and scenic beauty.
He further stated that emergency, rescue, and healthcare services, including medical staff and doctors, have been arranged to address tourists’ needs and ensure their safety.
Encouraging investors to explore opportunities in Khyber Pakhtunkhwa, Chaudhry said that investment in tourism would not only promote Pakistan’s positive image internationally but also create jobs and bring economic benefits to local communities.
He urged the government to focus on improving roads and providing clean public washrooms and quality accommodation facilities, noting that such infrastructure is essential for attracting both domestic and international tourists.
At the conclusion of the session, he thanked Peshawar Press Club President M. Riaz, General Secretary Alamgir Khan, members of the club’s cabinet, and journalists for organizing the “Meet the Press” event.
