Etihad has already announced 30 other new routes in 2025 alone, building on its record profits of $476 million for 2024 by continuing to invest in strategic markets across the Middle East and South Asia.

For Afghanistan, meanwhile, the move comes as part of improving relations with some nations. This year, the Associated Press notes, the United Arab Emirates (UAE) has accepted a Taliban ambassador, Russia has officially recognised the Taliban government, and India has announced it is establishing a full diplomatic mission in Kabul.

Now, the Afghan sector is set to be further bolstered by the direct Etihad service scheduled to fly three times per week and boosting, the carrier says, “trade, travel, and community ties”. The route will operate on board an Airbus A320. The best-selling narrowbody jet is configured to offer eight Business Class and 150 Economy seats.

Kabul is next on our map – get ready for takeoff!

Starting 18 December 2025, we’re launching flights to Afghanistan’s vibrant capital, connecting Kabul with Abu Dhabi and beyond. Fly direct on board our Etihad A320, featuring Business and Economy cabins designed for comfort,… pic.twitter.com/YPPvD7imLR

— Etihad Airways (@etihad) October 10, 2025

Noting that there are “around 300,000 Afghans living and working in the country, according to the Afghan Business Council,” the airline said in a statement that “the new flights will further strengthen these economic and social ties while enhancing connectivity through Abu Dhabi.”

Despite the Taliban’s political isolation from many countries due to its human rights record, especially restrictions on the rights of women and girls, its tourism industry is growing, and stakeholders are even exhibiting a sense of humour about the country’s reputation, controversially joking about jihadist kidnaps and beheadings and comparing those fears to a changing reality on the ground.

In July 2025, Qudratullah Jamal, the Deputy Minister of Tourism, explained the government’s strategy of training squads of Afghan men to work in tourism and deal with cultural differences, especially when it comes to attitudes toward women travellers. “The Afghan people are warm and welcoming and wish to host tourists from other countries and engage with them,” he stated. “Tourism brings many benefits to a country. We have considered those benefits and aim for our nation to take full advantage of them.”

Jamal, Afghanistan, and Etihad are betting on further growth in an industry that has far-reaching societal impacts. “We are optimistic this sector will evolve into a large economy, bringing significant benefits. It plays an important role in strengthening our national economy,” he said.

L’article Etihad set to launch three weekly flights to Afghanistan est apparu en premier sur Travel Tomorrow.

“We have one message for America,” says one of three sinister-looking men standing behind three people with bags over their head, in an intro that deliberately resembles a terrorist video. But instead of violence, the clip then shows the speaker removing his “hostage’s” hood to reveal a smiling man who delivers a thumbs up and a cheery “Welcome to Afghanistan” to camera.

The advert’s creator, Yosaf Aryubi, of tour agency Raza Afghanistan, grew up in the US, according to reporting in The Independent, which quotes him defending the video by explaining that it “mocks how most of the West sees Afghanistan and then shows a bit of the reality that our guests experience.” Aryubi says his guests are taken to visit families and schools, and he emphasizes the “cultural, historic and adventure packages” on offer as well as Afghanistan’s “ancient markets” and “castles.” 

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A post shared by أفغانستان بالعربي (@afghanarabc)

However, public reactions to the video have been mixed to say the least, with many pointing out the insensitivity of turning hostage-taking and gruesome killings into a joke. In 2002, jihadist fundamentalists in Pakistan executed Wall Street Journal reporter Daniel Pearl, recording and releasing the beheading on film. Other similar kidnaps and murders were filmed during the rise of the Islamic State during the 2010s. Criticism points out that family and friends of those killed would likely be deeply distressed by the film’s initial tone, and that many decent people around the world, will find the framing device in extremely poor taste.

Still, Aryubi’s American background has given him an eye for dark humour that cuts both ways. The “terrorists” in his advert go on to film Afghan landscapes and waterfalls, swim holding automatic weapons above their head and joke about American attitudes to gun culture, referencing rifles left behind by US forces that are “not even on safety.”

The advert has been approved and shared by accounts associated with the Taliban regime and has certainly succeeded in drawing worldwide attention to Afghanistan. Whether it portrays a non-violent, welcoming culture, or backfires in reminding potential visitors that the country is still under a US State Department Do Not Travel advisory, due to the risk of insurgent violence, kidnapping, and a lack of diplomatic ties, remains to be seen.

L’article Afghan tourism ad causes controversy with references to jihadist kidnaps and beheadings est apparu en premier sur Travel Tomorrow.

Speaking to the Associated Press, Qudratullah Jamal, the Deputy Minister of Tourism explained the government’s strategy and the welcome available in Afghanistan: “The Afghan people are warm and welcoming and wish to host tourists from other countries and engage with them,” he stated. “Tourism brings many benefits to a country. We have considered those benefits and aim for our nation to take full advantage of them.”

[Tourism Alert]

Afghanistan saw many foreign tourists in a remarkable development, rising from 691 in 2021 to more than 5,200 in 2023.

Decades of conflict made tourism in Afghanistan rare but now the region has become a favourite destination. pic.twitter.com/HqjLUNmLGL

— Pak Asia Youth Forum (@payf_official) May 15, 2024

Some of those positives include “interaction between the people of different countries” which Jamal said “helps build international relations and is also beneficial for trade. “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.”

Describing the revenues generated by the travel and tourism sector as “considerable” Jamal expressed hope for further growth in an industry that has far-reaching societal impacts. “We are optimistic this sector will evolve into a large economy, bringing significant benefits. It plays an important role in strengthening our national economy,” he said.

Having set up a training course for Afghan men who want to work into tourism, eased visa routes, and improved connectivity with major international hubs, the central south Asian nation managed to attract 9,000 tourists in 2024, up from 7,000 in 2023. That figure is set to increase that by 25% in 2025 if first quarter figures are an indicator for the rest of the year.

The Trump administration has banned Afghans from entering the US, labelling them a country where security procedures are “deficient.” The US State Department and the UK’s Foreign and Commonwealth Development Office advises against all travel to Afghanistan due to  improper detentions and the risk of kidnappings and violence. 

But despite the insurgent attacks that still occur, Jamal sought to reassure would-be visitors that risk levels are falling. Emphasising what he called “comprehensive security across Afghanistan,” Jamal said: “Afghanistan has gone through many years of war and hardship. Now, we want tourists to come and see the true traditions and customs of Afghans, to understand Afghan life, creativity and resilience.”

Women live under gender apartheid rules in Afghanistan, banned from education after primary age, forbidden from most places of work, prohibited from visiting gardens, gyms, and parks, and forced to cover their faces in public places.

Pushed on the issue, Jamal insisted that “Those who respect our laws and traditions have already come and can continue to come.” He also pointed out that women visitors are welcome and that the rules for women travellers are not as strict. They do need to wear headscarves when out and about but have more access to parks for example. However, many tourists are staying away still, as they do not want to be seen to endorse the Taliban policies.

L’article Afghan tourism continues to grow slowly but surely, driven by Taliban efforts est apparu en premier sur Travel Tomorrow.

1. Hotel with a history of attacks

The Serena Hotel, set amidst landscaped gardens overlooking Kabul’s Zarnegar Park, was originally established in 1945 as the Kabul Hotel. After suffering extensive damage during decades of war, it was rebuilt and reopened in 2005 by the Aga Khan Development Network. The five-star property was designed by Canadian architect Ramesh Khosla, who preserved its classical Islamic architectural style.

The hotel has a history of violent attacks, having been targeted multiple times by the Taliban. The first major attack in 2008 resulted in the death of eight people. In 2014, another assault left nine people dead. The last attack occurred in 2021, just before the Taliban regained control of Afghanistan.

My last day at the Serena was on Aug 16, 2021, when the Taliban took over the entire hotel around 3 AM and checked all the rooms searching for government officials and ANDSF soldiers. I shot these photos sitting at the reception area. Rest is history. https://t.co/mSO5IVCXls pic.twitter.com/lt3BNERgRQ

— Nayanima Basu (@NayanimaBasu) February 1, 2025

On 1 February 2025, the hotel was officially handed over to the Hotel State Owned Corporation (HSOC), a government-run entity overseen by the Taliban’s Finance Ministry that operates three other hotels in Afghanistan. The Serena confirmed the closure, stating that their contract had been terminated five years ahead of schedule. However, neither the company nor the Afghan authorities provided details on the terms of the transition.

“After nearly two decades of dedicated services to Afghanistan and its citizens … Kabul Serena Hotel shall be closing its operations effective February 01, 2025,” the hotel said in a statement on Friday, 31 January. “The operations of the hotel will, as from now on, be taken over by Hotel State Owned Corporation.”

The Kabul Serena Hotel has announced its closure, effective February 1, 2025, after nearly 20 years of operation. Management of the five-star hotel will be transferred to the Hotel State-Owned Corporation (HSOC).

Previously operated by the Serena Hotels network, the hotel was… pic.twitter.com/p0Ra3GQO51

— Pak Afghan Youth Forum (@payf_eng) February 1, 2025

2. No difference for locals

While many people are seeing the closure of the hotel as a tragedy, for locals, the establishment was nothing more than a symbol of exclusivity, offering high-end accommodations and fine dining at rates unaffordable to most Afghans. Although it was regarded as a safe haven for international guests and government officials, it was never a place frequented by the local population.

“There’s really only a select group of highly privileged people who have these fond memories of hours spent at the Serena. The average Afghan simply has no experience of it,” Ali Latifi, an Afghan-American journalist based in Kabul, told Arab News. “It took a real level of privilege to even walk through the door there … It was an elite place for privileged people.”

Similarly, Mirwais Agha, a Kabul taxi driver, recalled seeing the hotel’s towering walls and luxury vehicles entering its premises but never stepping foot inside. “It was not for common people like us. It was for foreigners and some rich people. You had to pay in dollars to get a meal there,” he explained.

3. Can the Taliban develop tourism?

The takeover of the Serena Hotel seems to be part of the wider plan of developing a tourism industry in Afghanistan, with the Taliban having previously expressed their vision of turning the country into a tourist destination.

However, the strict policies enforced by the regime—such as bans on women’s education, public spaces and beauty salons—stand in stark contrast to the open, international image required for a thriving hospitality sector.

The Serena Hotel had briefly reopened its women’s spa and salon for foreign guests, only to close it again under government pressure. This move, along with restrictions on foreign visitors, casts more than a shadow of doubt over Afghanistan’s ability to attract international tourists in the near future.

L’article The Taliban take control of Afghanistan’s only luxury hotel est apparu en premier sur Travel Tomorrow.

30 male trainees

Following decades of war and ongoing international condemnation and sanctions due to the Taliban’s removal of the basic human rights for women and girls, Afghanistan’s militia government is now looking to boost the country’s economy by growing its tourism sector.

To this aim, a group of 30 trainees has been recruited – all men, due to the Taliban’s apartheid policies which mean no schooling opportunities for girls after sixth grade and no travel without a male guardian or mahram.

The men will learn about the tourism and hospitality sector, and Afghanistan’s beauty spots, traditions, handicrafts. They are also receiving lessons on how to interact with women who do not conform to the Taliban’s rules.

Is there a tourist sector in Afghanistan?

Tourist arrivals in Afghanistan are growing exponentially, but from a minuscule base. There were just 691 foreign tourists during the whole of 2021, the year US and UK troops pulled out and left the country in chaos with an incoming militia government. But by only a year later in 2022, that number had more than tripled, to 2,300 visitors. By 2023, international arrivals had grown again to 7,000.

Even so, the Islamic Emirate of Afghanistan has a serious challenge ahead to make its hospitality and tourism sector the “powerhouse” it envisages. While Kabul has recently increased connections to Dubai, no airport in the country has direct routes with any major Chinese, European or Indian hubs and most airlines avoid Afghan airspace.

What’s more, the poverty-stricken country’s poor infrastructure makes it difficult to get around once there and facilities are often not what foreign guests expect. Despite a drop in violence which, according to Kabul’s tourism director Mohameed Saeed, means many visitors now prefer Afghanistan to Pakistan, the country is still synonymous with repressive Islamic rule.

Visa on arrival?

Even if visitors are attracted – and some are drawn in by the perceived kudos of a trip to such an unvisited place – they must navigate the process of getting a visa, not easy given no other nation recognises the Taliban as a legitimate government and many have severed diplomatic ties.

Nonetheless, Saeed insists the development of the sector is a priority for the regime and that he is working with ministries to find solutions to the visa issue, which may include an eventual “visa-on-arrival” scheme.

L’article The Taliban want you to visit Afghanistan est apparu en premier sur Travel Tomorrow.