Tourism is one the emerging sector of the world which spread peace and improves social conditions of the people (Premodh, 2009). In addition conflict is a social phenomenon which can exist throughout the corner of the world, as tourism is a fragile sector, can be directly and drastically influence by the conflict. On the other hand it is a labor intensive sector and most of the developing countries are focusing to improve and invest more in tourism sector. In this context Pakistan lack behind due to corruption, political instability, insecurity and regional conflicts. A little bet research work has been done in this sector in Pakistan especially regarding violence and tourism. A qualitative research study is conducted in Swat valley, in which forty respondents were taken for semi- structure interview, the data has been thematic analysis. It is concluded that lots of effort have been done in reviving tourism in conflict zone area. Supervisor:- Dr. Zulfiqar Ali Co-supervisor:- Mr. Muhammad Aqeel Anwar