{"id":250,"date":"2025-06-16T15:43:04","date_gmt":"2025-06-16T14:43:04","guid":{"rendered":"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/?post_type=videos&#038;p=250"},"modified":"2025-08-13T16:03:37","modified_gmt":"2025-08-13T15:03:37","slug":"hina-umer","status":"publish","type":"videos","link":"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/hina-umer\/","title":{"rendered":"Hina Umer"},"content":{"rendered":"<section class=\"hero-wrapper\">\n\n    <div class=\"hero-wrapper_grid\">\n\n        <div class=\"hero-wrapper_grid__background\">\n\n \n\n<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45.jpg 1920w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45-300x169.jpg 300w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45-1024x576.jpg 1024w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45-768x432.jpg 768w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_45-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>\n\n        <\/div>\n\n        <div class=\"overlay\"><\/div>\n        <div class=\"hero-wrapper_grid__content\">\n\n            <span data-aos=\"fade-right\" data-aos-duration=\"600\"><h1 data-start=\"139\" data-end=\"213\">Sustainable tourism in Pakistan: empowering communities through travel<\/h1>\n<\/span>\n            <p>Hina Umer, Co-founder and Business Development Lead, Beyond the Valley<\/p>\n\n        <\/div>\n\n        <div class=\"hero-wrapper_grid__footer\" data-aos=\"fade-up\" data-aos-duration=\"600\" data-aos-delay=\"600\">\n            <div class=\"wrapper\">\n            <img decoding=\"async\" class=\"down-arrow\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/05\/Hero-arrow.svg\">\n            <\/div>\n        <\/div>\n\n    <\/div>\n\n<\/section>\n\n<div class=\"block-wrapper\">\n    <div class=\"block-wrapper_grid video-left-content-right\" data-aos=\"fade-up\" data-aos-anchor-placement=\"top-bottom\">\n\n    <div class=\"block-wrapper_grid__video-title\">\n        <h4><\/h4>\n        \n\n    <\/div>  \n    <div class=\"block-wrapper_grid__video\">\n\n        \n\n    <div class=\"videoWrapper videoWrapper169 js-videoWrapper\">\n\n        \n   \n   <!-- YouTube iframe. -->\n   <!-- note the iframe src is empty by default, the url is in the data-src=\"\" argument -->\n   <!-- also note the arguments on the url, to autoplay video, remove youtube adverts\/dodgy links to other videos, and set the interface language -->\n   <iframe class=\"videoIframe js-videoIframe\" src=\"\" title=\"Youtube embed\" frameborder=\"0\" allowTransparency=\"true\" allowfullscreen data-src=\"https:\/\/www.youtube.com\/embed\/75o9pPm3qM0?autoplay=1&amp;rel=0&amp;controls=1\"><\/iframe>\n   <!-- the poster frame - in the form of a button to make it keyboard accessible -->\n   <button class=\"videoPoster js-videoPoster bg\" style=\"background:linear-gradient(to bottom, rgba(17, 23, 18, 0.3) 0%, rgba(17, 23, 18, 0.3) 100%), url(https:\/\/img.youtube.com\/vi\/75o9pPm3qM0\/maxresdefault.jpg); background-position: center; background-repeat: no-repeat; background-size: 100% 100%; background-size: cover;\">Play video<\/button>\n      \n <script>\n\n   \/\/ poster frame click event\n   $(document).on('click','.js-videoPoster',function(ev) {\n   ev.preventDefault();\n   var $poster = $(this);\n   var $wrapper = $poster.closest('.js-videoWrapper');\n   videoPlay($wrapper);\n   });\n\n   \/\/ play the targeted video (and hide the poster frame)\n   function videoPlay($wrapper) {\n   var $iframe = $wrapper.find('.js-videoIframe');\n   var src = $iframe.data('src');\n   \/\/ hide poster\n   $wrapper.addClass('videoWrapperActive');\n   \/\/ add iframe src in, starting the video\n   $iframe.attr('src',src);\n   }\n\n   \/\/ stop the targeted\/all videos (and re-instate the poster frames)\n   function videoStop($wrapper) {\n   \/\/ if we're stopping all videos on page\n   if (!$wrapper) {\n   var $wrapper = $('.js-videoWrapper');\n   var $iframe = $('.js-videoIframe');\n   \/\/ if we're stopping a particular video\n   } else {\n   var $iframe = $wrapper.find('.js-videoIframe');\n   }\n   \/\/ reveal poster\n   $wrapper.removeClass('videoWrapperActive');\n   \/\/ remove youtube link, stopping the video from playing in the background\n   $iframe.attr('src','');\n   }\n\n   <\/script> \n\n  \n\n    <\/div>\n\n     \n    <\/div>\n    <div class=\"block-wrapper_grid__video-content\">\n        <h5>\u201cWe need to give something back to the communities from which we make our business.\u201d<\/h5>\n<p class=\"monday-block-7\" data-monday-block-type=\"7\" data-monday-block-content=\"[{&quot;insert&quot;:&quot;\u2014&quot;}]\" data-inline-monday=\"true\">\u2014 Hina Umer<\/p>\n\n    <\/div>\n\n    <\/div>\n<\/div>\n\n<div class=\"block-wrapper\">\n    <div class=\"block-wrapper_grid content-left-images-right\" data-aos=\"fade-up\" data-aos-anchor-placement=\"top-bottom\">\n\n        <div class=\"block-wrapper_grid__left-content\">\n\n            <h3>Empowering communities through sustainable exploration<\/h3>\n<p>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 <a href=\"https:\/\/btvadventures.com\/\" target=\"_blank\" rel=\"noopener\">Beyond the Valley<\/a>, 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.<\/p>\n<p>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\u2019s natural beauty \u2014 from the towering K2 to the vibrant traditions of the Hunza Valley.<\/p>\n<p>Half the company\u2019s 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.<\/p>\n<p>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. \u201cShe represents her destination better than anyone else could,\u201d says Hina. The response to these tours, especially from women in the UK and US, has been overwhelmingly positive.<\/p>\n\n        <\/div>\n\n        <div class=\"block-wrapper_grid__right-images\">\n        <div>\n            <img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-usastudio-27151258.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-usastudio-27151258.jpg 960w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-usastudio-27151258-300x200.jpg 300w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-usastudio-27151258-768x512.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/>        <\/div>\n        <div>\n            <img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-faysal9-27873664.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-faysal9-27873664.jpg 960w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-faysal9-27873664-300x200.jpg 300w, https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/pexels-faysal9-27873664-768x512.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/>        <\/div>\n        <\/div>\n\n    \n\n    <\/div>\n<\/div>\n\n<div class=\"block-wrapper\">\n    <div class=\"block-wrapper_grid\" data-aos=\"fade-up\" data-aos-anchor-placement=\"top-bottom\">\n\n        <div class=\"partner-cards\">\n        <h2 class=\"section-title\">More expert interviews<\/h2>\n\n             \n     <div class=\"partner-cards-wrapper\">\n\n\n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/agathe-daudibon\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_1118.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Agathe Daudibon<\/h5>\n            <p>Tourism of two wheels<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/deborah-rothe\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_388-1.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Deborah Rothe<\/h5>\n            <p>A global conversation<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/guy-bigwood\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_447.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Guy Bigwood<\/h5>\n            <p>Regenerative destinations<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/mich-goh\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_928.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Mich Goh<\/h5>\n            <p>Pushing for sustainable stays<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/peter-semone\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_1683.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Peter Semone<\/h5>\n            <p>Changing the growth mindset<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/professor-hasan-ali-karasar\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_41.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Professor Hasan Ali Karasar<\/h5>\n            <p>A masterplan for T\u00fcrkiye<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/professor-stefan-gossling\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_1752.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Professor Stefan G\u00f6ssling<\/h5>\n            <p>Aviation: the elephant in the room<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/randy-durband\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/06\/frame_501-1.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Randy Durband<\/h5>\n            <p>Setting Global Standards<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n        \n\n        <div class=\"card\">\n\n        <div class=\"card-header\">\n\n        <a href=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/videos\/robert-thompson\/\"><img decoding=\"async\" src=\"https:\/\/contentwithpurpose.co.uk\/gstc\/travelredefined\/wp-content\/uploads\/2025\/07\/frame_1071.jpg\" ><\/a>\n        <\/div>\n        \n\n        <div class=\"card-content\">\n            <h5>Robert Thompson<\/h5>\n            <p>Value over volume<\/p>\n\n            <\/a> \n        <\/div>\n\n        <\/div>\n            <\/div>\n\n\n        <\/div>\n\n    <\/div>\n\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Empowering women through tourism<\/p>\n","protected":false},"featured_media":538,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false},"categories":[4],"tags":[],"class_list":["post-250","videos","type-videos","status-publish","format-standard","has-post-thumbnail","hentry","category-live"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainable tourism in Pakistan: empowering communities through travel<\/title>\n<meta name=\"description\" content=\"Learn how Beyond the Valley is empowering women in Pakistan through sustainable tourism, job creation, and community-led adventure travel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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