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An Afghan social media account has revealed a tourism pitch unlike any other in a bid to court Western travellers, reshape the nation's global image and revive its shattered economy.
The slick marketing video, shared across social media by Afghanistan in Arabic (@afghanarabc), opened with what at first glance resembled a scene from a horrific Islamist terror-style execution video.
Five heavily armed men are seen standing over three prisoners whose heads are covered by black bags.
We have one message for America', the leader declares menacingly.
He promptly tears the bag off the head of the hostage kneeling below him - only to reveal a man flashing a cheesy grin and a thumbs-up before exclaiming in an enthusiastic American drawl: 'Welcome to Afghanistan!'
The video proceeds to show a group of American holidaymakers arm in arm with Afghan guides, indulging in various activities in stunning locations.
They are seen swinging from the barrels of ruined tanks, diving into lakes, gorging on banquet-sized food platters and posing for pictures with a horde of curious children.
One part of the clip showed an American gleefully clutching a US Army-issue M4A1 carbine - the principal weapon of many American soldiers in Iraq and Afghanistan.
Unsurprisingly, no women were visible anywhere in the video.
The slick marketing video, shared across social media by Afghanistan in Arabic (@afghanarabc), opened with what at first glance resembled a scene from a horrific Islamist terror-style execution video
A man flashing a cheesy grin and a thumbs-up exclaims in an enthusiastic American drawl: 'Welcome to Afghanistan!'
t is unclear whether the account that posted the video has any connection to official Afghani institutions.
But the Taliban have made a concerted effort to attract adventurers and tourists as they seek to gain international legitimacy and normalise relations with Western countries.
No country is yet to formally recognise the Taliban's government since the hardline Islamist group swept back to power amid the calamitous withdrawal of US and allied forces from Afghanistan in August 2021.
But now, more and more solo travellers and small groups of tourists, including Westerners, are visiting the nation which is enjoying a period of relative stability after decades of conflict.
Afghanistan's new rulers, whose economy remains crippled by sanctions, are all too happy to welcome them.
The Taliban's tourism drive began in earnest in spring 2024, when they opened a tourism and hotel management school which sought to train a large, albeit all-male, cohort of hospitality professionals to promote the wonders of the war ravaged-country.
Various social media channels have boasted of Afghanistan's rich history, stunning landscapes and array of ancient archaeological sites.
In an interview last month with the Associated Press, Afghanistan's Deputy Minister of Tourism Qudratullah Jamal said: 'The Afghan people are warm and welcoming and wish to host tourists from other countries and engage with them.
'Tourism brings many benefits to a country. We have considered those benefits and aim for our nation to take full advantage of them.
'We are optimistic this sector will evolve into a large economy, bringing significant benefits. It plays an important role in strengthening our national economy.'
Nearly 9,000 foreign tourists visited Afghanistan last year, while nearly 3,000 people visited in the first three months of this year, Jamal said.
That figure is almost a 20% increase on 2023's total of just over 7,000 visitors.
In the interview with AP, Jamal refused to answer questions about the Taliban's treatment of women, other than to say that both male and female visitors were welcome in Afghanistan.
'Those who respect our laws and traditions have already come and can continue to come,' he said.
While most restrictions are strictly enforced on Afghan women, they are reportedly more relaxed for foreigners, provided they observe typical customs and wear headscarves in public.
'When foreigners come here, Afghans also learn a lot from them. In addition to expanding commerce, tourism also helps foster mutual understanding, cultural exchange and strengthens talents as people learn from one another,' Jamal said.
A man bathes in a lake and fires a Kalashnikov in the wild video
Snaps from the tourism video showed beautiful scenery in Afghanistan
The slick marketing video, shared across social media by Afghanistan in Arabic (@afghanarabc), opened with what at first glance resembled a scene from a horrific Islamist terror-style execution video.
Five heavily armed men are seen standing over three prisoners whose heads are covered by black bags.
We have one message for America', the leader declares menacingly.
He promptly tears the bag off the head of the hostage kneeling below him - only to reveal a man flashing a cheesy grin and a thumbs-up before exclaiming in an enthusiastic American drawl: 'Welcome to Afghanistan!'
The video proceeds to show a group of American holidaymakers arm in arm with Afghan guides, indulging in various activities in stunning locations.
They are seen swinging from the barrels of ruined tanks, diving into lakes, gorging on banquet-sized food platters and posing for pictures with a horde of curious children.
One part of the clip showed an American gleefully clutching a US Army-issue M4A1 carbine - the principal weapon of many American soldiers in Iraq and Afghanistan.
Unsurprisingly, no women were visible anywhere in the video.
The slick marketing video, shared across social media by Afghanistan in Arabic (@afghanarabc), opened with what at first glance resembled a scene from a horrific Islamist terror-style execution video
A man flashing a cheesy grin and a thumbs-up exclaims in an enthusiastic American drawl: 'Welcome to Afghanistan!'
t is unclear whether the account that posted the video has any connection to official Afghani institutions.
But the Taliban have made a concerted effort to attract adventurers and tourists as they seek to gain international legitimacy and normalise relations with Western countries.
No country is yet to formally recognise the Taliban's government since the hardline Islamist group swept back to power amid the calamitous withdrawal of US and allied forces from Afghanistan in August 2021.
But now, more and more solo travellers and small groups of tourists, including Westerners, are visiting the nation which is enjoying a period of relative stability after decades of conflict.
Afghanistan's new rulers, whose economy remains crippled by sanctions, are all too happy to welcome them.
The Taliban's tourism drive began in earnest in spring 2024, when they opened a tourism and hotel management school which sought to train a large, albeit all-male, cohort of hospitality professionals to promote the wonders of the war ravaged-country.
Various social media channels have boasted of Afghanistan's rich history, stunning landscapes and array of ancient archaeological sites.
In an interview last month with the Associated Press, Afghanistan's Deputy Minister of Tourism Qudratullah Jamal said: 'The Afghan people are warm and welcoming and wish to host tourists from other countries and engage with them.
'Tourism brings many benefits to a country. We have considered those benefits and aim for our nation to take full advantage of them.
'We are optimistic this sector will evolve into a large economy, bringing significant benefits. It plays an important role in strengthening our national economy.'
Nearly 9,000 foreign tourists visited Afghanistan last year, while nearly 3,000 people visited in the first three months of this year, Jamal said.
That figure is almost a 20% increase on 2023's total of just over 7,000 visitors.
In the interview with AP, Jamal refused to answer questions about the Taliban's treatment of women, other than to say that both male and female visitors were welcome in Afghanistan.
'Those who respect our laws and traditions have already come and can continue to come,' he said.
While most restrictions are strictly enforced on Afghan women, they are reportedly more relaxed for foreigners, provided they observe typical customs and wear headscarves in public.
'When foreigners come here, Afghans also learn a lot from them. In addition to expanding commerce, tourism also helps foster mutual understanding, cultural exchange and strengthens talents as people learn from one another,' Jamal said.
A man bathes in a lake and fires a Kalashnikov in the wild video
Snaps from the tourism video showed beautiful scenery in Afghanistan
But honestly, I thought Piers virtue-signaled too much.
