In a move blending diplomacy, adventure, and cultural exchange, Prime Minister Shehbaz Sharif has officially appointed Sheikha Asma Al Thani of Qatar as Pakistan’s Brand Ambassador for Mountains and Tourism. The announcement comes shortly after the Qatari royal successfully scaled Nanga Parbat, Pakistan’s second-highest and one of the most perilous peaks in the world.
Sharing the news on his official social media account on Tuesday, PM Shehbaz praised Sheikha Asma’s achievement, calling it “an inspiring symbol of courage, resilience, and international friendship.” He said the appointment was not only a tribute to her mountaineering feat but also a reflection of the growing Pakistan-Qatar relations, particularly in people-to-people diplomacy.
“Heartfelt congratulations on your successful ascent of Nanga Parbat,” the prime minister wrote. “This remarkable feat is truly moving and inspiring.”
Known as the “Killer Mountain”, Nanga Parbat stands at 8,126 metres and is infamous for its unpredictable weather, technical climbing challenges, and a high fatality rate. Sheikha Asma described her journey as one of the most difficult of her mountaineering career, recalling harsh conditions such as falling rocks and slippery black ice. It marks her ninth successful summit of a mountain above 8,000 metres.
“This mountain tested me in every imaginable way. But within that fear, there was growth. There was surrender. And there was strength I didn’t know I had,” she said in an emotional post following the summit.
Her new role as Brand Ambassador aims to showcase Pakistan’s vast potential for adventure tourism, particularly in its northern mountainous regions. The appointment is also seen as a soft power gesture by Islamabad, using high-profile figures to elevate the country’s image globally and attract foreign climbers, eco-tourists, and cultural explorers.
Sheikha Asma’s feat not only reinforces the deepening ties between Doha and Islamabad but also positions Pakistan as a top destination for extreme adventure tourism and high-altitude sports.
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