Sustainable tourism in Pakistan: empowering communities through travel

Empowering communities through sustainable exploration

From snow-capped peaks to centuries-old traditions, Pakistan is a country of breathtaking landscapes and rich cultural heritage. But as Hina Umer, co-founder of Beyond the Valley, explains, it has long gone under-recognised in global tourism with communities missing out on the economic benefits it can bring. Her mission is to change that.

Beyond the Valley (GSTC Member since 2022) is an inbound tour operator offering hiking and cultural adventures across Northern Pakistan. With a focus on sustainability, safety, and authenticity, Hina and her team are committed to preserving local culture, empowering marginalised communities, and showcasing the region’s natural beauty — from the towering K2 to the vibrant traditions of the Hunza Valley.

Half the company’s workforce is female, including office staff, permanent guides, and business development assistants. In a country where most guides work as freelancers, Beyond the Valley offers full-time roles, providing job security, steady income, and access to training and educational opportunities.

Among their standout initiatives is a women-only adventure to Hunza Valley, led by a local female guide who knows the terrain, culture, and customs inside out. “She represents her destination better than anyone else could,” says Hina. The response to these tours, especially from women in the UK and US, has been overwhelmingly positive.