Haripur:
In an amazing exhibition of the growing potential of Pakistan ecotourism, thousands of tourists from all over the country came in the Valley of Jab in Haripur during EID holidays, turning the workplace of work objects into one of Khyber Pakhtunkhwa’s most wanted destinations.
Located approximately 80 kilometers from Islamabad and 170 kilometers from Peshawar, Jab Valley has silently became a refuge for nature lover, home of an eight waterfall chain that in cascade in succession through forested cliffs. The valley is at a short distance from the Khanpur dam, so it is a convenient addition to traditional tourist itineraries.
The waterfalls, some that submerge from heights of up to 200 meters, were discovered for the first time and documented in 2021 by Hassan Nisar, a YouTuber and founder of Metrix Pakistan. Their efforts not only brought the natural beauty of Jab Valley at the forefront, but also helped to promote the region nationally and internationally through digital media. The viral videos and the generalized coverage that followed played a central role in the establishment of Jab Valley as a new center for ecotourism.
“I still remember walking around the valley for the first time and listening to the roar of the waterfalls that echoed through the cliffs. He instantly knew that the world needed to see this,” said Nisar, smiling while seeing families pose for photos near the cascade waters. “Today, seeing so many people here appreciating the natural beauty of this place fills me with pride. This is exactly what I dreamed: tourism that elevates communities and brings people closer to nature.”
He added that Jab Valley now needs a directed government investment and an infrastructure development. “With the official support, this place can become an exclusive place of Pakistan tourism in the new era, a model for sustainable trips, directed by the community and ecological.”
“I came here with my friends from Lahore after watching an online video. He doesn’t look at Murree at all or the usual tourist places. He is peaceful and intact,” said Areba Malik, a Punjab visitor.
The charm of Jab Valley is in its resistance to commercial traps. Without mega resorts, plastic waste or urban noise, it offers a rare sensory retreat: the waterfall outbreak, the call of the native birds and the whisper of the wind through the high pines and the wild waves of yesteryear, known locally as Zaitoon.
The ecological diversity of the region is remarkable. Migratory birds, porcupines and foxes roam freely, while local flora includes medicinal plants used by villagers for traditional healing. The discovery of the Valley has not only enriched the natural tourism map of Pakistan. He has also revived the local economy.
Shoukat, an owner of Día in the area in the area, accredits the influx of tourists for a triple increase in their daily profits since 2021. “Before, he used to do around RS400 per day. Now during the high season or EID, I can win up to RS1,200. That is a big difference for someone like me,” he said, said a grateful smile.
Despite the growing tread, the infrastructure remains minimal. The access roads are not paved in the sections, and there are no formal visitors facilities beyond a few local tea stalls and improvised areas. While this lack of development adds to the rustic attractiveness of the valley, it also raises questions about sustainability.
Environmentalists warn that without regulated tourism, the fragile ecosystem could suffer. “We need ecological tourism, guided walking, proper elimination of waste and limited human interference,” said an environmental science student at the University of Hazara who visited the site.
For now, Jab Valley remains a rare window of what tourism in Pakistan could be: rooted in nature, sustained by communities and appreciated with reverence.
