PASSU: A six-day ‘Passu Cherry Exhibition’ concluded on Saturday in the scenic tourist destination of Passu in Upper Hunza, generating over Rs2 million in economic activity and attracting large numbers of domestic and international visitors, organisers claimed.
The show created valuable opportunities for local farmers, entrepreneurs and artisans to showcase and sell their products directly to visitors, promoting them to national andinternational markets.
‘The primary objective of the exhibition was to provide local people with aplatform to market their products, strengthen their brands and connect directly with customersfrom across Pakistan and abroad,’ said Junain Akhtar from the Passu Youth and SupportOrganisation.
Passu is one of the region’s most popular tourist hubs, attracting hun-dreds of visitors every season because of its breathtaking landscapes and iconic Passu Cones, Mr Akhtar added. He noted that recent festivals have encouraged entrepreneurship by providing direct exposure to potential customers. ‘Passu is a tourism hub, and local entrepreneurs are now building brands that can compete in wider markets,’ he said.
Dozens of stalls displayed fresh cherries, organic food, traditional handicrafts, dried apricots, high-altitude herbs, gemstones and locally produced herbal teas.Women played a particularly prominent role in the exhibition, with their participation surpassing that of men. Young and elderly women managed stalls, produced handicrafts and actively marketed their handmade products. ‘We usually have limited access to markets,’ stall owner Shaista Salman told Dawn. ‘This exhibition brought customerstogetherunderoneroof and gave us the opportunity to earn directly.
Bibi Heleema, 22, a graduate student, set up a stall displaying gemstones and handicrafts during hersummer vacation. She said the income earned from the festival will help finance her education.
Asif Sakhi, a local community leader, highlighted the limited income sources for area residents and called on community organisations to keep hosting similar events. He emphasised that such events stimulate economic activity and bolster local businesses.
The exhibition attracted many foreign visitors. ‘I enjoyed the delicious food and tea amid breathtaking landscape,’ said Khatrina, a tourist from Poland.