Qatari Princess named as Pakistan’s tourism ambassador

Pakistan Prime Minister Shehbaz Sharif has named Qatari royal and elite mountaineer Sheikha Asma Al Thani as Pakistan’s Brand Ambassador for Mountains and Tourism, following her historic summit of Nanga Parbat, one of the world’s most dangerous peaks.

The announcement came shortly after Sheikha Asma became the first Qatari woman to scale the 8,126-metre peak known as “Killer Mountain”, located in Pakistan’s Gilgit-Baltistan region, Gulf News reported.

Her appointment as Pakistan’s tourism ambassador is being seen as both a diplomatic gesture and a strategic move to promote Pakistan’s vast mountain ranges as a global destination for high-altitude adventure.

In a statement posted on social media platform X, Prime Minister Sharif praised Sheikha Asma's feat as a “powerful message of courage and determination” and a symbol of the enduring ties between Pakistan and Qatar.

He wrote: “I am pleased to appoint Her Highness Sheikha Asma Al Thani as the Brand Ambassador for Pakistan’s Mountains and Tourism.

“Her recent achievement of summiting Nanga Parbat is truly inspiring. It stands as a testament to resilience and showcases the immense potential of Pakistan's mountain tourism.”

A deadly peak

Known for its treacherous conditions and deadly climbing history, Nanga Parbat has long held the ominous nickname of “Killer Mountain.” Last week, Czech mountaineer Klára Kolouchová, 46, tragically died during an expedition on the same peak.

For Sheikha Asma, this summit marked her ninth successful ascent of the world’s 14 “eight-thousanders” -- peaks over 8,000 meters -- as part of her quest to become one of the few climbers, and even fewer women, to conquer them all.

Alhamdulillah, Nanga Parbat. My ninth 8000er and one of the toughest climbs I’ve faced,” she wrote on Instagram. “This mountain tested me in ways I didn’t expect… a constant reminder of how fragile life truly is.”

She added: “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.”

At the summit, Sheikha Asma raised the Qatari flag, a symbolic act that resonated far beyond mountaineering circles. Her success has been hailed as a milestone for women’s empowerment in the Arab world and a bold statement on gender equality in extreme sports.

With previous summits of Mount Everest, K2, and Makalu under her belt, Sheikha Asma continues to break barriers and inspire climbers globally, particularly women from traditionally underrepresented regions.