PC Hospitality, a pioneer in hospitality with a legacy spanning over 50 years, proudly announces the soft opening of its tenth luxury destination, Pearl-Continental Attabad Lake. Developed in partnership with Road & 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.
The hotel has elegantly appointed rooms and a signature Marco Polo by Pearl Continental restaurant, offering guests an intimate, highly personalized experience of comfort and cuisine. 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 travelers 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.
Bastien Blanc, CEO of PC Hospitality, said, “The addition of Pearl-Continental Attabad Lake to our portfolio reinforces our commitment to expanding premium hospitality experiences in regions where both the Pearl-Continental Hotels & Resorts brand and our 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.”
Yasar Rashid, CEO of Road & Story, added, “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-Baltistan. Developing 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 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.
About Road & Story
Road & Story is a destination development company focused on creating transformative tourism, hospitality, and mixed-use experiences across Pakistan. The company specializes in developing environmentally responsible, globally benchmarked tourism infrastructure that connects Pakistan’s unique landscapes with international hospitality standards. Road & Story is currently developing additional destination-led tourism and mixed-use hospitality projects.
About PC Hospitality
PC Hospitality, Hashoo Group’s hospitality division, is one of Asia’s leading conglomerates, with a diverse portfolio spanning hotels, restaurants, education, and travel services. With over 60 operating and upcoming hotels, its brands include the luxury PC Signature, Pearl-Continental Hotels & Resorts, and PC Residences; the premium PC Legacy; and midscale to budget options such as Hotel One, Hotel One Vogue, and Roomph. The PC Connoisseur Collection features over 50 renowned dining destinations, including DumPukht, Sakura, Bukhara, Marco Polo, and Tai Pan. Complementing its hospitality offerings, Pearl Tours & Travel delivers seamless car rental and travel solutions and holds the Destination of the World franchise. With its five campuses, the Hashoo School of Hospitality is dedicated to nurturing future industry leaders through comprehensive graduate and diploma programs.
