Pakistan’s tourism pioneer Hina Umer on how persistence always pays off

Today we journey with Hina Umer, co-founder of Beyond the Valley Adventures (BTV), whose bold mission is putting Pakistan’s Karakoram range on the global adventure travel map while championing sustainability, empowerment, and cultural preservation. From launching female-led cultural tours in Hunza to international recognition, Hina is building far more than a tour company, she’s reshaping perceptions of Pakistan and uplifting local communities in the process. Join us as we explore how Hina is turning mountains into movements and changing the narrative, one traveller at a time.

You’re doing a lot now in travel but let’s go back to the beginning – where did this all get started?

I started this business with my husband due to our shared passion for travel. We were avid explorers of the northern areas of Pakistan and during those trips we realised there was a big gap of sustainable tourism in the country. That’s where the idea for BTV came from. We had to start from scratch, building trust and reaching out to the world’s top leading operators and facing a lot of initial rejections. But I believe persistence always pays off and I kept following up and building those relationships and eventually we secured partnerships with some of the world’s leading brands in the industry. 

So before you started this travel company, what were you doing?

I just completed my education and then I got married. I was always a very bright student in business and economics and I wanted to do something that would utilise my degree. When I got married I was just a housewife for the first three years. My husband saw the potential in me and provided me the opportunity to join him at BTV when we started up. I believe our companionship at a personal level, but also at a business level, played a vital role in bringing BTV to the level we’re at today. 

Are there still a lot of cultural challenges in Pakistan regarding the traditional role of a woman? 

In Pakistan there are a lot of problems and challenges that women have to face everyday. For example, the women in Pakistan are not really given a lot of opportunities to come forward and work – especially in the region where we are selling. The tourism industry is quite male-dominated so when we started BTV we had a great focus on women’s empowerment and we wanted to promote that by encouraging them into the industry in a meaningful way. By working closely with local communities we aim to create long-term opportunities where women can play a central role in shaping their tourism experience whilst preserving their own cultural identity,

With BTV we promote female artisans by providing them platforms to showcase their traditional crafts and generate income for themselves. Through handicraft training in carpet weaving in Hunza and woolen fabric productions in Gilgit Valley, we ensure sustainable livelihoods for them.

How did you go from a travel business to all these other businesses?

In each trip we take our clients to these special areas with women-led restaurants or female carpet makers, and we encourage our guests to buy souvenirs from them, to have lunch or eat food from their restaurants. This is how we generate economic benefits for them, and it also provides our clients with an authentic experience of the culture, which is what they want to achieve.

It’s amazing how you’ve taken your business and used it to empower so many other women. Was it always intended to be more than a travel agency?

To be honest, when we started the business it was because we saw the lack of sustainable practice in the local area. We wanted to present Pakistan on the global map as a place that tourists will always love. I don’t think there are any other competing destinations compared to Pakistan when it comes to adventure travel. We became a member of the Global Standards Tourism Council and the Adventure Travel Trade Association, which means we must follow certain criteria of sustainable and responsible conscious tourism. We are proudly the only company at the moment in Pakistan who is a member of GSTC.

You’ve done all of this and you’re so young. That is incredible. What would you say has been your biggest challenge in creating this business?

Honestly speaking, when we started we faced a lot of challenges, One of the biggest was changing the global perception of Pakistan as a travel destination. International media doesn’t always show the positive side, so convincing global clients to trust us was not easy at all. I still remember the first time I pitched Pakistan to a global brand and got a “no” in reply. Instead of giving up, we focused on consistency and showcasing the beauty of the country through content and client experiences, and when we started getting clients with our exceptional team on the ground, they were the ones who acted as word of mouth for us by writing reviews.

If you wanted to convince me to visit Pakistan, what would you say to me?

Travel to Pakistan has evolved significantly over time. It was once considered a niche adventure tourism and has now received international recognition. Infrastructure has improved, more flight connections exist, and there is increased awareness of Pakistan as a destination. In 2024 we became the first Pakistani company to win Company of the Year Award with the Stevie Awards, which is an international award. Now, Pakistan is more connected and more reachable to a larger global audience.

Let’s talk about you as a woman. How have you felt on this journey, going straight from university into the business. What joys and challenges have you faced?

When I started BTV and took the position of Business Development Head, the initial challenges were to convince international brands to work with us. I had to send them thousands of emails. I set a regular alarm on my phone to remind me to send an email to a certain company every Tuesday, for example, until I got a reply. I used to have that consistency and persistence which played a vital role and is really important when you start a business. Passion is also very important. That motivated me at all times. My husband was always a great motivator and supported me during this and I think that wherever I’m standing today, it’s due to his support and guidance.

Have you had any other key figures in your life who have supported you in your journey?

The ladies from the destination who are very much hard-working and are trying their best to make their mark in a male-dominated industry, are the ones I wanted to do something for. I wanted to offer them an opportunity to come forward and offer them a platform where they can proudly say they are a part of the BTV team and will showcase Pakistan on a global level.

Looking ahead, what are some of the dreams you have for the future of the business?

My dream is to see our brand recognised globally – not just for creating beautiful travel experiences, but for promoting inclusivity and sustainability. I want to support young entrepreneurs, especially women, and share the importance of sustainable practices in tourism. Our vision is to make BTV a name which is synonymous with meaningful, ethical and unforgettable travel. 

How else can we support what you do through our global network?

Travel is something which is highly appreciated. Usually what happens is that females from different countries are scared to come to Pakistan if they are travelling solo. For them, I’d like to say that we have trained female guides and women-only trips and a lot of solo female travellers from across the world who have left positive reviews for us. They have lived one of their dreams by travelling to Pakistan. Pakistan is far more stunning, far more positive, and the people of Pakistan are far more hospitable and caring and welcoming than the media portray. If you have any questions or queries please contact us to make sure that all your questions are being answered.

Thank you to everyone listening and to all the women out there – live your dreams, do not give up. You are equally powerful, skillful and intelligent as anyone else out there. I think everyone is equal when it comes to intelligence and their own potential. If you have a true passion for what you do, you will always succeed, you just need to find the right path and the right time.