Approximately 30 men, with diverse backgrounds ranging from model to 17-year-olds without job experience, are crowded into a classroom in Kabul, all part of the inaugural group at a Taliban-operated institute aimed at training tourism and hospitality professionals.
The group’s composition is unique as it includes only male students — Afghan women are prohibited from pursuing education beyond sixth grade — and none have prior knowledge of the tourism or hospitality sectors. Nevertheless, they share a common enthusiasm for showcasing a different aspect of Afghanistan, and the Taliban supports this initiative.
Afghanistan’s current administration is often isolated internationally due to its policies towards women and girls. The country faces economic challenges, inadequate infrastructure, and widespread poverty. Despite these issues, there has been an increase in foreign visitors to Afghanistan, drawn by decreased violence, more flights to places like Dubai, and the allure of visiting a less conventional destination. Tourist numbers have grown significantly, from 691 in 2021 to 7,000 last year.
Afghanistan’s tourism potential highlighted amid regional concerns
Mohammad Saeed, head of Kabul’s Tourism Directorate, notes that the largest group of foreign visitors comes from China, citing geographical and demographic reasons. He mentioned, “They’ve told me they don’t want to go to Pakistan because it’s dangerous and they get attacked. The Japanese have said this to me also,” highlighting a comparative advantage for Afghanistan.
However, there are notable hurdles as well. Visa acquisition is often a difficult and costly process. Following the Taliban’s ascent to power, many countries cut diplomatic ties with Afghanistan, and its legitimacy as a nation remains unrecognized internationally.
Afghan embassies are largely dysfunctional or operate under severe restrictions, split between staff loyal to the former government and those aligned with the Taliban.
Despite these challenges, Saeed is working towards making Afghanistan more accessible to tourists, including the long-term goal of introducing visa upon arrival. Yet, significant issues like inadequate road infrastructure and the avoidance of Afghan airspace by airlines remain. Kabul, though hosting the most international flights, lacks direct connections with key tourist markets such as China, Europe, and India.
Saeed remains optimistic about transforming Afghanistan into a major tourist destination, a vision that appears to have the backing of the Taliban leadership, as he noted, “I have been sent to this department on the instructions of the elders (ministers). They must trust me because they’ve sent me to this important place.”
Upcoming professionals seek to reshape Afghanistan’s image through tourism
The students at the institute also harbor big dreams. Ahmed Massoud Talash, the model student, aims to explore scenic locations for Instagram and delve into the country’s history for media engagements. Business school graduate Samir Ahmadzai plans to open a hotel and feels a strong understanding of tourism and hospitality is essential. Ahmadzai pointed out, “They hear that Afghanistan is backward, poverty and all about war,” emphasizing, “We have 5,000 years of history. There should be a new page of Afghanistan.”
The curriculum includes courses on Afghan handicrafts and basic anthropology. An informal topic of discussion is how to interact with foreign women, given the potential cultural clashes due to Taliban-imposed norms on women’s behavior and dress.
The restrictions on local women are extensive, affecting their ability to engage publicly in various activities. Meanwhile, the country’s sole five-star hotel, the Serena, has reopened its women’s spa and salon specifically for foreign women after being closed for several months.