People buy the guide before the destination

You may be wondering, how a tech professional like me left a career in technology to build a company around my passion for adventure travel. Here’s a little story as to what led me towards making this leap of faith.

I’ve always loved the outdoors, whether hiking, biking, or just traveling to remote destinations. I’ve been privileged to travel all around the world, and was able to see the full spectrum: remote places where hardly any tourism infrastructure exists to ones where mass tourism has totally destroyed the place. And then, there have been those rare places where they got it right and established, what we call, sustainable tourism. My travel to remote places as well as my connection with Pakistan got me involved with non-profits, as well as forming friendships with local guides and community leaders. Truly meaningful as it was, the idea of doing this full time remained a dream in the back of my mind that my practical side would dismiss as being too crazy.

Then came 2026 that flipped my life upside down. My mother suddenly passed away, and one month later, I lost my job. Amid the shock and the grief, there was a moment where I realized that one by one, the reasons I had held onto for delaying this dream of mine are disappearing. I looked up at the heavens and said: thank you, I think I get it! With just some ideas in my head and no knowledge of what lies ahead, I packed my bags and my bike and headed to Shimshal, a charming remote valley/village in upper Hunza. Part of what happened next is captured in the short film, “Long Road to Shimshal”.

It became the journey that changed the direction of my life. The solo bicycle journey, tough as it was, provided the healing and the mental clarity. The people who welcomed me into Shimshal didn’t just show me their mountains—they shared their homes, stories, and traditions and welcomed me into their extended family. I realized this was the Pakistan I wanted others to experience. I knew my life would never be the same again. I was finally able to bring together my two passions: adventure travel, and uplifting remote communities. I formed Duur Expeditions to help travelers experience the same warmth, wonder, and authenticity that changed my life—while helping open up opportunities for the remote communities that make those journeys possible.