PESHAWAR – The arduous journey from Pakistan’s plain districts to the northern highlands of Khyber Pakhtunkhwa is instantly rewarded as the travelers encounter the breathtaking beauty of the famous Saiful Malook Lake. This renowned lake, nestled amidst snow-capped peaks of the Malika Parbat range in Mansehra’s Kaghan Valley, captivates the visitors with its fairytale-like charm. Spanning 1.06 square miles with a depth of 113 feet and sitting at an elevation of 3,224 meters above sea level, Saiful Malook’s oval shape with crystal-clear and greenish-blue waters leave an indelible mark on the hearts of millions of tourists each year. Revered as a lake of legends and princes, Saiful Malook is enveloped by the serene mountains of Malika Parbat in upper Kaghan, offering a peaceful retreat to tourists from the hustle and bustle of everyday life. Named after the Persian Prince Saiful Malook, the lake attracts both international and local tourists, particularly during the summer months when its pleasant climate and cascading waterfalls from nearby glaciers add to its allure. The lake is immortalized in Sufi poet Mian Muhammad Bakhsh’s epic, “Fairytale of Saiful Malook,” which recounts the prince Saiful Malook quest for the fairy princess Badriul Jamala, a journey marked by enchanting stories and unfulfilled longing. Though Pakistan boasts numerous stunning lakes like Ansoo, Lalusar, Dudipastar, and Sheosar, Saiful Malook stands out for its unique blend of fairytales, striking beauty, and pristine waters. Manzoorul Haq, a former Pakistani ambassador, attested to the lake’s exceptional charm, citing its lasting impression compared to other global lakes destinations. In the today’s digital age, there is a growing recognition of the potential for leveraging social media to enhance mountains and eco-tourism as well as archeology for economic development. Abu Zafar Sadiq, President of the Alpine Club of Pakistan, highlighted how the growing digital and social media can transform the tourism landscape in
Pakistan. “Saiful Malook and similar breathtaking tourism sites offer stunning vistas and significant economic promise for Pakistan subject to government patronage. Despite its immense potential, he said Pakistan’s tourism sector had struggled to reach its full economic potential mainly due to natural calamities, terrorism and COVID-19. In 2017, tourism contributed only $8.8 billion, or 2.9% of GDP, a stark contrast to the $15 billion, or 5.7% of GDP, in 2019. The COVID-19 pandemic and security issues exacerbated these challenges, with a notable decline in tourism revenue and employment in Pakistan. Abu Zafar emphasized the importance of embracing digital innovations, such as virtual tours and social media campaigns, to attract more visitors.
Source: https://www.nation.com.pk/12-Aug-2024/saiful-malook-a-lake-of-fairytale-needs-digital-media-projection-to-attract-tourists
