Six-day festival attracts domestic and foreign visitors while creating new opportunities for farmers, artisans and women entrepreneurs
PASSU: A six-day Passu Cherry Exhibition concluded on Saturday in Upper Hunza, generating more than Rs2 million in economic activity while drawing large numbers of domestic and international tourists, organisers said.
The event provided a platform for local farmers, entrepreneurs and artisans to display and sell their products directly to visitors, helping them expand their reach into national and international markets. Organisers said the exhibition aimed to strengthen local brands, encourage entrepreneurship and create sustainable income opportunities for the community.
Junain Akhtar of the Passu Youth and Support Organisation said the festival enabled residents to connect directly with customers from across Pakistan and abroad. He added that Passu, renowned for its breathtaking scenery and the iconic Passu Cones, continues to attract hundreds of tourists every season, making it an ideal venue for promoting local businesses.
Local products and women entrepreneurs take centre stage
Dozens of stalls featured fresh cherries, organic food, dried apricots, traditional handicrafts, herbal teas, high-altitude herbs and locally sourced gemstones. Vendors showcased handmade products while wearing traditional attire, offering visitors an authentic cultural experience.
Women played a leading role throughout the exhibition, with participation exceeding that of men. Young and elderly women managed stalls, displayed handcrafted items and marketed their products directly to customers. Stall owner Shaista Salman said such events provide rare access to buyers and allow women to earn income without relying on middlemen.
Meanwhile, graduate student Bibi Heleema displayed gemstones and handicrafts during her summer break. She said the earnings from the exhibition would help finance her education.
Community leaders seek more festivals
Local community leader Asif Sakhi urged organisations to continue hosting similar events, saying they stimulate economic activity and strengthen small businesses in the region. He noted that residents have limited income opportunities and benefit significantly from tourism-driven initiatives.
The exhibition also attracted numerous foreign visitors. Khatrina, a tourist from Poland, praised the local cuisine, traditional tea and the spectacular mountain scenery, describing the experience as memorable and welcoming.
