A six-day “Passu Cherry Exhibition” concluded on Saturday in Passu, a scenic tourist destination in Upper Hunza valley, generating over Rs2 million in economic activity and drawing significant attention from domestic and international visitors, organizers reported.
The exhibition provided local farmers, entrepreneurs, and artisans with a direct platform to showcase and sell their products to diverse audiences, promoting these goods to national and international markets. “Our primary goal was to offer local people an opportunity to market their products, strengthen their brands, and connect directly with customers from across Pakistan and abroad,” said Junain Akhtar from the Passu Youth and Support Organisation.
Passu, renowned for its breathtaking landscapes and iconic Passu Cones, has emerged as a key tourism hub. Recent festivals in the region have stimulated local entrepreneurship by providing visibility to potential buyers. “Passu is a tourism hub, and local entrepreneurs are now building brands that can compete in wider markets,” Akhtar added.
Dozens of stalls featured fresh cherries, organic food products, traditional handicrafts, dried apricots, high-altitude herbs, gemstones, and locally produced herbal teas.
Women were prominently featured, with their participation exceeding that of men. Both young and elderly women managed stalls, crafted handmade goods, and actively promoted their products. “We usually have limited access to markets,” stall owner Shaista Salman told Dawn. “This exhibition brought customers together under one roof and gave us the opportunity to earn directly.”
Bibi Heleema, a 22-year-old graduate student, launched a stall showcasing gemstones and handicrafts during her summer break. She noted that the income from the festival will help fund her educational pursuits.
Local community leader Asif Sakhi highlighted the limited income options available to residents and urged community organizations to continue hosting similar events. He emphasized that such initiatives drive economic activity and support local businesses.
Foreign visitors also praised the experience. “I enjoyed the local cuisine and tea amidst the stunning natural scenery,” said Khatrina, a tourist from Poland.
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