KP steps up efforts to boost tourism and investment in Swat, Adeel Iqbal

SWAT: Special Assistant to the Chief Minister of Khyber Pakhtunkhwa on Tourism and Culture, Malik Adeel Iqbal, has said that the provincial government is undertaking comprehensive and effective measures to promote tourism and attract investment across Khyber Pakhtunkhwa, particularly in the scenic Swat Valley.

Speaking to media representatives at the Commissioner’s Office in Swat, he said the government plans to organize a series of tourism and cultural events to showcase Swat’s natural beauty, rich cultural heritage, and tourism potential on both national and international platforms. These initiatives will include the much-anticipated Kalam Festival and several other major events.

Adeel Iqbal said that domestic and international investors showed keen interest during the pre-bid meeting held for the outsourcing of Swat Hotel (formerly Swat Serena Hotel). He noted that investors actively participated in the session and presented valuable suggestions and recommendations, which were welcomed by the government.

He announced that the auction of Swat Hotel is scheduled for June 22 and assured that the entire process would be conducted with complete transparency, merit, and competitiveness. The selection of investors, he said, will be based on experience, financial capacity, assets, and other technical criteria to ensure that this historic tourism asset is managed by a capable and professional organization.

The Special Assistant emphasized that the Khyber Pakhtunkhwa government is committed to transforming tourism into a key pillar of the provincial economy. By improving infrastructure, accessibility, visitor facilities, and investment opportunities at tourist destinations, the government aims not only to strengthen the tourism sector but also to create new employment and business opportunities for local communities.

He further stated that during the Eid-ul-Adha holidays, Khyber Pakhtunkhwa—particularly Swat Valley—remained one of the top destinations for tourists. The arrival of hundreds of thousands of visitors significantly boosted the local economy, leading to increased business activity in hotels, restaurants, transport services, and other sectors, reflecting the growing importance of tourism in the region.

Also present on the occasion were Secretary Tourism Khyber Pakhtunkhwa Saadat Hassan, Director General of the Upper Swat Development Authority Shozab Abbas, Director of Culture and Tourism Authority Shahryar Khan, Deputy Director of the Upper Swat Development Authority Faheem Ullah, and USDA spokesperson Saeedur Rehman.

Adeel Iqbal and the Tourism Secretary reiterated the provincial government’s commitment to developing Khyber Pakhtunkhwa into a world-class tourist destination for both domestic and international visitors. They pledged to further accelerate efforts aimed at attracting investment and enhancing facilities and services for tourists across the province.