The Taliban seeks to attract increasing numbers of foreign tourists to Afghanistan each year

In a bid to promote a different side of Afghanistan, the Taliban have launched a tourism training institute in Kabul, with around 30 men making up the debut student cohort. Despite the country’s pariah status on the global stage due to restrictions on women and girls, the number of foreign tourists has been steadily increasing.

In 2021, there were 691 foreign tourists, which rose to 2,300 in 2022 and 7,000 last year. The biggest foreign visitor market is China, with travelers avoiding neighboring Pakistan due to safety concerns. However, obtaining visas remains difficult and expensive, with many countries cutting ties with Afghanistan after the Taliban’s return to power.

Despite the challenges, Mohammad Saeed, head of the Tourism Directorate in Kabul, is determined to develop Afghan tourism. The students at the institute, including a model and a business school graduate, aspire to showcase Afghanistan’s rich history and picturesque spots to the world.

Classes at the institute cover Afghan handicrafts, anthropology basics, and even how to interact with foreign women in accordance with local customs and edicts. The Taliban’s restrictions on Afghan women have impacted travel companies, who aim to support responsible tourism practices while fostering mutual respect and understanding.

As the country prepares for more overseas visitors, the reopening of the Serena Hotel’s women’s spa and salon for foreign females signals a shift towards catering to international tourists. Despite the absence of women at the institute, the official at the Tourism Directorate acknowledges the heartbreaking situation for Afghan women who are unable to pursue education due to the change in government policies.