
I Am Muhammad Arif Urfi Journalist & Peace Maker
Humman Rights Activist , Peace Keeper And TV Reporter
Beyond my journalism and filmmaking endeavors, I’ve joined forces with a group of like-minded green journalists to establish an inspiring community-based eco-tourism initiative known as “Seemari Valley.” This project draws inspiration from Ireland’s successful model of ex-combatants’ rehabilitation. Seemari Valley’s success story revolves around the transformation of 14 communities in the conflict-affected areas of District Muzaffarabad, Pakistan Administered Jammu and Kashmir.
As a journalist and human rights advocate, I have collaborated closely with civil rights activists in Azad Jammu and Kashmir (AJK) in recent past. During the civil rights movement, I have thoroughly examined the grievances of the local population and carefully considered the counterarguments presented by government institutions and power centers.
Seemari Eco Tourism

The Seemari Eco Tourism project is a community-driven initiative in Muzaffarabad, Azad Jammu and Kashmir, designed to promote peace, environmental conservation, and sustainable livelihoods in a region affected by conflict. Conceived by journalist and peace activist Muhammad Arif Urfi, the project offers eco-tourism activities while providing employment opportunities for local youth, fostering inter-community dialogue, and contributing to the preservation of the region’s natural beauty.
Sustainable Eco-Tourism
With activities such as hiking, birdwatching, and cultural tours, the project focuses on promoting sustainable tourism while preserving the natural and cultural heritage of Azad Jammu and Kashmir, including the endangered snow leopard.