By Ch. Faisal Mahmood
In a digital era where misinformation spreads rapidly, tourism in Pakistan’s pristine northern regions recently faced an unwarranted blow due to a viral social media video falsely alleging environmental misconduct by one of the region’s most prominent eco-resorts — Luxus Grand Attabad.
The video, shared widely by foreign vlogger George Buckle, accused Luxus Grand Attabad of discharging sewage water directly into the picturesque Lake Attabad, a crown jewel of Gilgit-Baltistan and a vital symbol of Pakistan’s natural beauty. The footage sparked outrage online and posed a serious threat to the current tourism season, which is already in full swing with thousands of domestic and international tourists flocking to the northern highlands.
However, swift action was taken by local authorities. On the directions of Worthy Home Secretary an investigation team was formed headed by Dumpty commissioner Hunza and other members were Director EPA, Assistant Commissioner Gojal, SDO C&W, Sub-Engineer, District Council, Halqa Patwari and Representatives of Luxus Resort.
According to the information of Holiday Weekly the investigation team wrote in the report very clearly that the video footage was recorded between 29-31 May, making it over two weeks old and there was no visible or active discharge of sewerage into the lake was observed. However certain technical deficiencies were noted but none conclusively indicated ongoing contamination.
The turbid water seen in the video is likely caused by overflow from a nearby nullah (tributary coming from the mountain), which carries silt and mud during summer.
Fact of the matter is 5/6 days before a massive mudflash that occurred on the opposite side of the nallah (mountain stream) and force of the mudslide was so immense that it altered the course of the water flow, redirecting it toward the car parking area of Luxus Grand Attabad.
Thanks to the grace of Almighty Allah, no loss of life or injury occurred. All hotel guests and property remained safe. However, the access to the hotel’s car parking was completely blocked under heaps of mud and debris, making it impossible to remove any vehicles by conventional means.
Demonstrating exemplary crisis management, the hotel administration swiftly shifted guests via boats to their sister property. Simultaneously, the management deployed heavy machinery and launched a 24/7 operation to clear the debris. Their dedicated efforts led to the successful reopening of parking access in a remarkably short time, allowing guests to retrieve their vehicles and continue their journeys safely.
Luxus Grand Attabad has long stood as a pioneer in sustainable tourism in Pakistan. Designed with minimal environmental impact in mind, the resort integrates eco-conscious architecture and green technologies. Waste management at the resort is strictly monitored through modern septic systems and filtration units to ensure no pollutants enter the lake ecosystem. Furthermore, the resort actively promotes local environmental awareness, supports community-led conservation efforts, and employs staff from the surrounding villages — contributing to both the ecology and economy of the region.
While freedom of expression and responsible reporting are cornerstones of a healthy society, the circulation of unverified and sensational content can cause real damage. In this case, the viral video created undue panic among potential travelers, tarnished the image of a reputed hospitality brand, and threatened to derail the flow of eco-tourism — a sector that significantly supports livelihoods across Gilgit-Baltistan.
Tourism stakeholders and local communities alike expressed disappointment over the video’s misleading content. “Such misinformation not only hurts businesses but also damages Pakistan’s global image as an emerging destination for nature and adventure tourism,” said a local tour operator in Hunza.
In the wake of the investigation’s findings, it is crucial for content creators and influencers — particularly those with global audiences — to exercise greater responsibility when reporting on sensitive issues, especially in developing regions.
Pakistan’s northern areas — from Hunza to Skardu, Naran to Swat — rely heavily on seasonal tourism. Misleading reports not only jeopardize visitor numbers but can also discourage investors, hurt community initiatives, and set back years of work done to promote eco-tourism.
As for Luxus Grand Attabad, it continues to serve as a model for responsible tourism, offering visitors both luxury and sustainability against the breathtaking backdrop of Attabad Lake. The resort management has reaffirmed its commitment to environmental protection and called on travelers and media professionals alike to visit, explore, and experience the truth on the ground.
The incident serves as a reminder of the power — and peril — of social media. In a region as fragile and valuable as Pakistan’s north, the need for factual reporting, environmental sensitivity, and responsible tourism has never been greater. Luxus Grand Attabad, despite the storm of misinformation, stands tall as a guardian of eco-luxury and a proud ambassador of Pakistan’s natural treasures.
