It’s a disturbing reminder of a real hostage video.
A tourist agency in Afghanistan has released disturbing videos promoting the country as a travel destination. In one, three men appear with black bags over their heads, flanked by armed men in a simulated hostage situation. The scene shifts when one of the men gives a thumbs-up after his cover is removed and says, “Welcome to Afghanistan.” The video then cuts to a montage of Taliban fighters with guns and sweeping shots of Afghanistan’s landscapes.
The video, subtitled “Message to America,” is a troubling echo of a clip uploaded by ISIS following the kidnapping of journalist James Foley, who was later killed in Syria.
These videos are produced by Raza Afghanistan, a travel agency promoting tourism in the country. Its founder, Yosaf Aryubi, appears in the videos. In one, he mocks the West by pretending to hold a group of men hostage. Following Western media coverage, Aryubi celebrated the videos’ virality, thanked the media, and confirmed that he is an American citizen living in Afghanistan.
Aryubi claims the videos are designed to challenge stereotypes and show the realities of visiting Afghanistan. Those featured are American and Canadian guests.
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One element is consistent throughout: no women appear in any of the videos. The Taliban has erased women from public life—banning them from schools and colleges, barring them from jobs, prohibiting them from speaking in public, restricting them from going outside without a male relative, and shutting down beauty salons. Despite this, Aryubi’s company asserts on its website that it is safe for women to visit.
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Since the Taliban seized power, travel influencers and adventurers have begun visiting Afghanistan, surprising critics who fear that this trend will legitimize the regime and soften its global image. The number of foreign tourists has risen from 691 in 2021 to more than 9,000 in 2024. Ironically, while Afghan women face severe restrictions, some women travelers have experienced more freedom—visiting attractions without needing to cover their faces, though a headscarf is usually expected. Meanwhile, American citizens are traveling to Afghanistan at a time when President Donald Trump’s travel ban prohibits Afghan nationals, among others from 12 countries, from entering the United States.
The Taliban is also encouraging tourism for economic reasons, even running hospitality classes. “We are optimistic this sector will evolve into a large economy, bringing significant benefits. It plays an important role in strengthening our national economy,” Deputy Minister of Tourism Qudratullah Jamal told the Associated Press.
Dark tourism has gained momentum in recent years, with thrill-seekers flocking to conflict zones and war-torn areas for adventure and bragging rights. Videos circulating on social media show travel influencers—including women—visiting Afghanistan and interacting with Taliban fighters. American adult star Whitney Wright even posed with a rifle during a visit earlier this year. But these adventures are not without risk. Last year, three Spanish tourists were shot dead in Bamiyan, four others were injured, and an Afghan national was killed and injured in the same attack. An American tourist was released this month and reunited with his family after two years’ detention in Afghanistan.
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The U.S. Department of State has issued a Level 4: Do Not Travel advisory for Afghanistan, citing “civil unrest, crime, terrorism, risk of wrongful detention, kidnapping, and limited health facilities.” Since 2021, the U.S. embassy has suspended operations in Kabul and the State Department warns that it cannot offer consular support to American citizens in Afghanistan.