'Welcome to Afghanistan': Viral tourism video sparks debate over Taliban-era travel

Time of India

9 hours ago

"Welcome to Afghanistan!" beams a grinning man, flashing a thumbs-up moments after his hood is pulled off in a scene that mimics a hostage situation. That striking moment sets the tone for a 50-second video making the rounds on social media—created by Yosaf Aryubi, founder of Raza Afghanistan, a Kabul-based tour agency aiming to recast the war-torn country as an offbeat, adventure-packed travel destination.
The video, shared by Taliban-linked accounts, blends grim parody with scenic travel shots, attempting to challenge long-held global perceptions of Afghanistan. It begins with a faux hostage scenario: three people kneeling with bags over their heads, flanked by five armed men. One announces ominously, 'We have one message for America.' Then, abruptly, the narrative flips. A bag is yanked off to reveal a foreign man who cheerily exclaims, 'Welcome to Afghanistan!'
What follows is a whirlwind montage that shows smiling armed men, striking peace signs, tourists doing pull-ups on abandoned military tanks and wading through rivers or diving into lakes with weapons in hand.
One frame zooms in on a weapon marked 'Property of US Government,' prompting someone off-camera to joke, 'Oh, it's not even on safety,' triggering a burst of laughter.
These scenes are juxtaposed with lighter, almost idyllic visuals: tourists in traditional Afghan clothing sampling local cuisine, sipping milkshakes by a riverside, and even a parrot perched on a diner's head. In one symbolic image, a flower peeks out from a gun barrel, offering a surreal blend of hospitality and hard power.
by Taboola
by Taboola
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All of it plays over sweeping shots of Afghanistan's dramatic mountains, lakes, and historical ruins.
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Yosaf, who grew up in the US and now divides his time between California and Kabul, told
The Independent
that the video was intentionally designed to disrupt stereotypes. 'It mocks how most of the West sees Afghanistan and then shows a bit of the reality that our guests experience,' he said.
According to him, the travellers featured, Americans and Canadians, were actual clients who had signed up for his adventure-focused tours.
These packages, he explained, combine cultural immersion, visits to historical sites, and outdoor activities. Tourists experience everything from families living in caves to lush gardens, as well as traditional markets, schools, and ancient castles.
Despite these efforts to polish Afghanistan's global image, Western governments remain unconvinced. The US State Department maintains a Level Four 'Do Not Travel' advisory for the country, citing terrorism, crime, and the high risk of kidnapping.
The US Embassy in Kabul shut down operations in 2021, leaving American citizens without consular support.
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Yet, that hasn't stopped a niche group of thrill-seeking travellers—or even influencers, from venturing in. American adult star Whitney Wright recently visited Afghanistan and shared photos on Instagram in March. She posed in Afghan attire and held a rifle at various tourist spots, according to The Daily Telegraph.
Her posts drew criticism from some Afghan citizens who condemned the Taliban for granting access to foreign women while banning local women from public life.
'This is fundamentally hypocritical,' one critic remarked.
Tourism numbers, although modest, are rising. Following the Taliban's return to power in 2021, arrivals reportedly increased from 691 in that year to 7,000 in 2023, as per the English daily.
Still, many remain sceptical of the glossy rebrand.
UK-based Afghan researcher Nazifa Haqpal told rferl.org that life in the country remains 'dark, bleak and ugly.' Security experts also caution against casual tourism. Ross Thomson of Covac Global stressed that Afghanistan is still a high-risk destination, suitable only for seasoned travellers familiar with its volatile terrain and shifting political landscape.
For now, the viral video serves as both a marketing gimmick and a conversation starter. Behind the smiles and scenic backdrops, it reflects a country in flux—balancing a desire for positive recognition with an undeniable, and deeply complicated, reality.