Cultural tourism

In a world marked by rising hatred and increasing conflicts, the role of cultural diplomacy has become more important than ever. President Alvi’s recent address at the Gandhara Symposium 2023 highlighted the rich cultural heritage of Pakistan, particularly its connection to the ancient Gandhara civilisation and the profound teachings of Buddha. This emphasis on our rich culture and the revival of historical sites underscores the vast untapped tourism potential that lies within Pakistan’s borders.

Pakistan boasts a diverse range of attractions that captivate the imaginations of travellers from across the world. The Gandhara civilisation, which once thrived in what is now modern-day Pakistan, presents a unique perspective into history. The exquisite Buddhist sites, with their intricate carvings and monuments, hold a special allure for tourists seeking to explore ancient civilisations. Despite these remarkable offerings, Pakistan’s tourism potential remains largely untapped. Negative perceptions fueled by security concerns have overshadowed the country’s true essence and deterred potential tourists. However, the government’s recent efforts, exemplified by the Gandhara Symposium, demonstrate a commitment to changing this narrative. By focusing on cultural diplomacy, preserving historical sites and creating an enabling environment for tourism, Pakistan has a tremendous opportunity to unlock its true potential as a popular tourist destination. A boost in tourism will not just encourage local communities but also help strengthen our weak economy by forging strong relations with other countries.

To fully capitalise on this, concerted efforts and strong commitments are needed. Strengthening security measures to ensure the safety of tourists is paramount. Furthermore, investing in infrastructure development, including transportation, accommodation and tourist facilities, is essential to enhance accessibility. Effective marketing campaigns and collaborations with international tourism organisations can also help raise awareness about Pakistan’s hidden treasures.

Published in The Express Tribune, July 15^th, 2023.

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