Haripur:
In a striking view of Pakistan’s growing eco-tourism potential, thousands of tourists flocked from all over the country to Jab Valley in Haripur in Eid holidays, making it once the obscure site one of Khyber Pakhtunkhwa’s most sought-after destinations.
Located about 80 kilometers from Islamabad and 170 kilometers from Peshawar, Jab Valley has quietly evolved into a nature lover garden, home to a chain with eight waterfalls that cascade in order through wooded cliffs. The valley is only a short drive from the Khanpur dam, making it a practical addition to traditional tourist journey.
The waterfalls, some threw from heights up to 200 meters, were first discovered and documented by 2021 by Hassan Nisar, a YouTuber and founder of Metrix Pakistan. His efforts not only brought the natural beauty of the Jab Valley at the forefront, but also helped promote the region nationally and internationally through digital media. The viral videos and widespread coverage that followed played a key role in the establishment of the Jab Valley as a new hub for eco-tourism.
“I still remember I walking into the valley for the first time and hearing the roar of the waterfall that repeated through the rocks. I knew immediately that the world needed to see this,” said Nisar, smiling when he saw families posing for photos near the cascading waters. “Today, to see so many people here appreciate the natural beauty of this place, fills me with pride. This is exactly what I dreamed of – tourism that lifts society and brings people closer to nature.”
He added that Jab Valley now needs targeted government investments and infrastructure development. “With official support, this place can become a signature site for Pakistan’s tourism in the new era-a model of sustainable, societal and environmentally friendly journey.”
“I came here with my friends from Lahore after watching a video online. It’s nothing like Murree or the usual tourist places. It’s peaceful and untouched,” said Areeba Malik, a visitor from Punjab.
Jab Valley’s charm lies in its resistance to commercial prisons. Without mega-resorts, plastic waste or urban noise, it offers a rare sensory retreat: shuddering of the waterfall, native birds and whispers of the wind through towering pine trees and centuries-old wild olive groves, known locally as Zaitoon.
The organic diversity of the region is remarkable. Migrating birds, pigs and foxes roam freely, while local flora includes medicinal plants that are long used by villagers for traditional healing. The dollar’s discovery has not only enriched Pakistan’s natural tourist card. It has also revived the local economy.
Shoukat, a DABA owner by the roads in the area, credit the influx of tourists to a triple increase in his daily earnings since 2021. “Before I did around the RS400 a day. Now during the high season or Eid I can earn up to RS1.200. That’s a big difference to someone like me,” he said, blinking a grat.
Despite the growing foot drop, the infrastructure remains minimal. Access roads are not paved in sections, and there are no formal visiting facilities beyond a few local tea pods and provisional seating. While this lack of development adds to the valley’s rustic appeal, it also raises questions about sustainability.
Environmentalists warn that the fragile ecosystem without regulated tourism liked. “We need environmentally conscious tourism, guided hiking, proper disposal of waste and limited human interference,” said an environmental scientific student from Hazara University who visits the place.
For the time being, Jab Valley remains a rare window into what tourism in Pakistan could be: rooted in nature, maintained by society and valued with reverence.
