KABUL, Afghanistan: Afghanistan, long associated with war and instability, is quietly trying to rebrand itself as a destination for adventurous travellers.

Despite lacking international recognition, the Taliban government is making an active push to revive the country's tourism industry, even as critics question the ethics of holidaying in a nation with harsh restrictions on women and fragile security.

"We want tourists to come and see the true traditions and customs of Afghans," said Qudratullah Jamal, Deputy Minister of Tourism, in an interview with the Associated Press. "Tourism brings many benefits to a country."

While still far from a tourism hotspot, the numbers are climbing. Nearly 9,000 foreign tourists visited Afghanistan in 2023. In the first three months of this year alone, almost 3,000 have already made the trip. Visas are reportedly easy to obtain, and flights from hubs like Dubai and Istanbul operate multiple times a week.

The Taliban-run government has launched a training institute — currently open only to men — to prepare locals for work in hospitality. Jamal believes tourism can reach more layers of Afghan society than other sectors. "We are optimistic this sector will evolve into a large economy," he said.

Afghanistan's tourism appeal lies in its dramatic landscapes, historical sites, and warm hospitality. But decades of violence kept visitors away. The Taliban's return to power in 2021 brought new uncertainty, even as the end of insurgency reduced bombings and street violence.

Attacks still happen. In May 2024, gunmen killed six people, including three Spanish tourists, in Bamiyan — home to the ancient Buddhas destroyed by the Taliban in 2001. An Islamic State affiliate remains active in the country. Western governments continue to advise against all travel to Afghanistan.

The Taliban insists the country is safe for tourists. "There is comprehensive security across Afghanistan," Jamal said.

But safety isn't the only concern. Rights groups argue that travel to Afghanistan risks legitimising a regime that has severely curtailed women's freedoms. Girls are barred from education beyond primary school. Women face restrictions on work, movement, dress, and access to public spaces. Beauty salons are banned. Even parks are off-limits.

Jamal declined to comment on the treatment of women, only saying that all visitors — male and female — are welcome as long as they respect local laws.

For some tourists, the ethical question looms large. French-Peruvian Illary Gomez and her British partner, James Liddiard, spent a year debating whether to pass through Afghanistan in their UK-to-Japan road trip. "Some things didn't feel morally right," Gomez said.

Ultimately, they decided to go. "You put money in the hands of the people, not the government," Liddiard said.

Jamal echoed that sentiment. "Tourism helps foster mutual understanding, cultural exchange, and strengthens talents as people learn from one another," he said. "It is not just about economic development; it brings spiritual and political benefits too."