Nature has endowed the valley of Swat with numerous charms and attractions, the bounties of nature are visible in all forms and manifestations. Tourism has bright prospects as the Valley of Swat Offers positive and pleasant environment, basic facilities and can cater to the needs and demand of healthy adventures. Swat is in no way inferior to Switzerland.  Switzerland may have a strong and well established infrastructure. But with regard to the natural beauty and moderate climatic condition, the valley of Swat has an edge over Switzerland. It has a unique place and status in the northern areas of Pakistan. This valley boasts of several snow capped peaks such as Mankyal 20,000 feet, and Falakser 19,000 feet above sea level. There are countless waterfalls, glaciers, water springs and pastures, streams and rivulets, vast grassy tracts, thick wood, glades and glens, natural parks, lakes and dark forests. These have a strong attraction for visitors.
The people of Swat have a name and fame for their traditional hospitality. They are soft spoken, cultured and well manners, simple minded, kind hearted and considerate. They are people of character, vast sympathies and spend more on guests then they can afford. They have not yet lost their moral values in this materialistic period of human history. They offer selfless services and encouragement to visitors and tourists irrespective of their color, race and religion. They are large hearted and open minded like the large natural landscape of Swat.