KARIMABAD, Pakistan - After a slump in foreign visitors triggered by a deadly attack last year, a new wave of local sightseers has saved tourism in Pakistan's idyllic northern Hunza Valley - but not everyone is happy.
Though there are no official figures, hotel owners say large numbers of domestic tourists are visiting in unprecedented numbers, heading north to escape the sizzling heat of summer that lasts well into October.
In the Valley's main town of Karimabad, they snap pictures at the ancient Baltit Fort, a resplendent 1st century redoubt from where they can take in breathtaking views of lush forests and snow-capped peaks that have attracted the best climbers from around the world.
International tourism once helped shape the Gilgit-Baltistan region but it has slowed to a trickle after the killing of 10 foreign climbers at the base camp of Nanga Parbat mountain last year ended a post 9/11 revival.
In their place have come visitors from eastern Punjab, and the city of Karachi, thanks mainly to a well-publicised TV campaign.
Though their business is both welcome and vital, cultural differences also highlight the growing gap between the religiously conservative south and traditionally secular north, according to observers.
Some complain the local guests can be disrespectful toward the liberal traditions that have long set the area apart from the rest of the country, and are prone to spoiling the region's natural beauty by littering.
Others say they don't spend as much as foreign tourists.
"This year there are no foreigners, only Pakistanis and the Pakistanis don't buy things from here as they don't need it," said Saddar Karim, who owns a forlorn-looking trekking shop, adding Pakistanis usually aren't interested in climbing.
Bewitched by the region's splendour, as well as the famed hospitality of its mainly Ismaili Muslim inhabitants, foreign visitors in the late 20th century helped create around a dozen schools and have invested heavily in hundreds of others that dot the villages of the countryside.
One such is Hasegawa Memorial Public School established in 1995 to commemorate renowned Japanese mountaineer Tuseno Hasegawa who is buried in the lap of the mountain, as per his will.
Schools like Hasegawa introduced English as the medium of instruction and played a major role in boosting the region, say locals.
"International tourism has made a tremendous contribution in the socio-economic uplift of Hunza and we should be thankful for that," said Imtiaz Ali, owner of Hunza Holidays, a leading tour operator.
"After visiting Hunza they would return to serve as volunteer teachers in schools or carry out other philanthropy," he continued.