(Sports Correspondent: Imran Sohail)
PM Shehbaz Appoints Sheikha Asma Al Thani as Brand Ambassador for Pakistan’s Mountains and Tourism
Prime Minister Shehbaz Sharif has appointed Sheikha Asma Al Thani, a renowned Qatari mountaineer and royal family member, as the Brand Ambassador for Pakistan’s Mountains and Tourism. The announcement follows her recent successful summit of Nanga Parbat, the world’s ninth-highest peak, located in the Gilgit-Baltistan region of Pakistan.
🏔️ A Historic Climb on the “Killer Mountain”
Known as the “Killer Mountain,” Nanga Parbat stands at 8,126 meters and is widely considered one of the most treacherous and technically challenging climbs on Earth due to its unpredictable weather and steep terrain.
Sheikha Asma made history by becoming the first Qatari woman to scale the mountain, further cementing her reputation as a global mountaineering icon.
📣 Prime Minister’s Message of Congratulations
In a post on X (formerly Twitter), Prime Minister Shehbaz Sharif congratulated Sheikha Asma on her incredible achievement and announced her new ambassadorial role:
“I am pleased to appoint Her Highness Sheikha Asma Al Thani as the Brand Ambassador for Pakistan’s mountains and tourism. My heartfelt felicitations on her recent feat of scaling Nanga Parbat—it is truly inspiring.
Her achievement sends a powerful message of courage and determination and stands as a testament to the enduring friendship between Pakistan and Qatar.”
💬 Sheikha Asma Reflects on Her Climb
In an emotional Instagram post, Sheikha Asma described her journey as one of the toughest of her life:
“My ninth 8000er and one of the toughest climbs I’ve faced. This mountain tested me in ways I didn’t expect—from black ice beneath my feet to rockfall every few seconds. A constant reminder of how fragile life truly is.
But even in that danger, there was growth. There was surrender, and there was strength I didn’t know I still had. I climb not just to reach summits but to return to what matters.”
She also shared how the experience helped her reconnect with herself on a deeper level and vowed to carry the lessons of Nanga Parbat with her forever.
🏴☠️ A Symbol of International Unity and Adventure
Sheikha Asma proudly hoisted Qatar’s national flag at the summit, marking a powerful moment of national pride and international friendship. Her past summits include legendary peaks such as Mount Everest, K2, and Makalu, placing her among the elite global mountaineers.
📸 Why This Matters for Pakistan’s Tourism
Her new role as Brand Ambassador comes at a crucial time when Pakistan is actively promoting adventure tourism, especially in Gilgit-Baltistan, which is home to some of the world’s tallest and most scenic mountains.
With Sheikha Asma’s global following and passion for high-altitude exploration, her appointment is expected to boost international awareness and encourage more travelers to explore Pakistan’s natural beauty and mountaineering destinations.
🌍 A Win for Tourism, Diplomacy & Empowerment
This initiative not only highlights Pakistan’s tourism potential but also strengthens diplomatic and cultural ties between Pakistan and Qatar. More importantly, Sheikha Asma’s achievement serves as an inspiration to women and young adventurers around the world, promoting resilience, courage, and cross-cultural unity through exploration.
