The overloaded vehicle travelling from Balakot to Sangar plunged into a ditch when the driver lost control of the speeding jeep, police said.
10 people, including six women belonging to the same family were killed while three others sustained injuries, they said.
Police and rescue teams rushed to the accident site immediately and began a rescue operation to extract the victims and shifted them to the hospital, Dawn reported.
According to police, the fatal incident took place as the family was on its way back after receiving a relative from the airport who had just returned from Umrah.