LAHORE: PC Hospitality, a pioneer in hospitality with a legacy spanning over 50 years, on Friday announced the soft opening of its 10th luxury destination, Pearl-Continental Attabad Lake.
Developed in partnership with Road and Story, the milestone property was officially unveiled during an exclusive launch event at Pearl-Continental Lahore, marking a transformative moment for high-end tourism in northern Pakistan.
Nestled along the pristine banks of Attabad Lake in the Hunza Valley, the hotel offers a rare convergence of untouched natural beauty and refined sophistication. Surrounded by towering peaks and the lake’s iconic turquoise waters, the property features dramatic panoramic views from all guest rooms, dining venues, and public spaces, instantly positioning it among the region’s most exclusive hospitality destinations.
Upon full completion, Pearl-Continental Attabad Lake will expand to feature 117 rooms, multiple premium dining concepts, and versatile banquet and event spaces tailored for both elite leisure travellers and corporate retreats. The architectural design seamlessly blends contemporary luxury with the rugged Gilgit-Baltistan landscape, pairing five-star international standards with immersive cultural experiences. Speaking on the occasion, PC Hospitality CEO Bastien Blanc said that the addition of Pearl-Continental Attabad Lake to their portfolio reinforces their commitment to expanding premium hospitality experiences in regions where both the Pearl-Continental hote ls and resorts brand and their boutique PC signature hotels serve as the foundation of luxury tourism. “This remarkable property transcends the traditional hotel model, positioning itself as a premier destination where guests can seamlessly connect with nature while enjoying the world-class service, refined comfort, and distinct elegance that define our brands.”
Road and Story CEO Yasar Rashid said that saying Pearl-Continental Attabad Lake represents far more than a hotel project; it reflects a belief in the future of Pakistan’s tourism potential and the global appeal of Gilgit-Balti stan. “Devel oping a world-class hospitality destination in one of the most breathtaking yet logistically challenging regions of the country required resilience, long-term commitment, and an unwavering vision.”
“We are proud to partner with PC Hospitality in bringing an internationally benchmarked luxury experience to Attabad Lake, Hunza, while ensuring the project remains environmentally responsible by installing advanced, environmentally sustainable wastewater treatment systems and is deeply connected to the natural beauty of the region. As the newest jewel in the PC Hospitality portfolio, the property stands as a testament to sustainable luxury, exceptional service, and the creation of unforgettable guest journeys.”
Copyright Business Recorder, 2026