The accident occurred at around 11 am when a jeep skidded off the highway and plunged into Neelum River. The deceased included four women and three children.
As soon as the incident was reported, the rescue officials immediately reached the accident site and started the rescue operation.
The rescue teams shifted the bodies to a morgue for medico-legal procedures and the injured to a nearby hospital for medical assistance.
In a similar incident that too happened at Neelum Valley, at least six people, including women and children, had been killed in a road accident in the Taobat area of Neelum Valley district.
A jeep carrying 23 people from Kail to Taobat plunged into the river when the driver lost control of the vehicle, said police.
As a result, all the passengers inside drowned in the river. The bodies were retrieved later by local rescuers, the official added.
Eyewitnesses said that the car was swept away by the river’s strong current, making it difficult for rescue teams to locate it.