Fog, smog or a clear sunny day, traffic accidents have sadly become a daily occurrence across Pakistan. According to the World Health Organization, 35,000 to 40,000 people die annually on Pakistan’s roads. This makes an average of 100 lives a day. No matter whether the road is fenced like a motorway or potholed, accidents are routine. Among the most devastating are those occurring in mountainous areas, where challenging terrain and speeding often lead to fatal outcomes. A tragic incident in Gilgit-Baltistan’s Diamer district should have stirred a discussion on the ongoing crisis but accident news stories often take inside page display. The Diamer accident involved a wedding bus carrying 26 passengers which plunged into the Indus River. The bus was part of a wedding procession travelling from Astore in Gilgit-Baltistan to Chakwal in Punjab. The driver reportedly lost control due to excessive speed around the Talchi Bridge, sending the vehicle and its occupants into the river below. Out of the 27 passengers onboard, rescue workers managed to fish out 18 bodies. The bride, initially rescued with severe injuries, later succumbed to her wounds at a Gilgit hospital. Efforts continued the following day to locate the remaining victims, with local authorities even requesting navy divers to assist. This tragedy reminds us of a similar accident just last month when a passenger bus travelling from Gilgit to Rawalpindi veered off course in Upper Kohistan. The end toll was two and 26 injured. Speeding, combined with the treacherous conditions of mountainous roads, has been a common factor in such accidents. Disregarding essential safety regulations runs in our blood. Mountain roads demand skilful driving and strict adherence to traffic laws, yet a lack of enforcement often encourages unsafe practices, endangering lives and leaving families devastated. The nature of these accidents calls for immediate action. The government must enforce stricter regulations and prioritize safety measures on mountainous routes. Speed limits, which are routinely ignored, should be reinforced with zero tolerance for violations, especially on routes notorious for dangerous curves and steep inclines. Furthermore, educating drivers on the unique demands of mountainous driving could reduce the risk of accidents, saving countless lives. With traffic accidents claiming more lives in Pakistan each day, authorities must ensure that regulations are not just on paper but actively upheld. *