Cultural Tourism in Pakistan

Afaf Noor

Pakistan is a country rich in culture and history, featuring many significant sites. The ancient sites of Mohenjo Daro and the majestic city of Taxila hold great historical value while the vibrant customs of the Kalash people and the stunning Mughal architecture in Lahore and splendor of Andron e Pindi highlight the nation’s cultural wealth. When we think about the rich culture of Pakistan, the Lok Virsa Museum in Islamabad comes to mind. It displays the country’s lively and colorful traditions. Alongside, Faisal Mosque is a wonderful example of modern Islamic architecture. Saidpur Village is another important site; it provides an authentic look into traditional Pakistani life. These places together showcase the rich and diverse heritage of our nation.

Pakistan’s cultural tourism can transform its soft power by showcasing diversity, tolerance, and creativity.

Additionally, the diverse geographical landscape of Pakistan is home to some of the world’s oldest civilizations. The Indus Valley Civilization, thrived in the fertile Indus River Valley, with key cities like Harappa and Mohenjo Daro located in today’s Punjab and Sindh provinces. Despite their significance, these sites often lack the attention given to their Greek and Egyptian counterparts. Additionally, the remnants of the Gandhara civilization in Taxila and the Swat Valley are noteworthy, featuring Greco-Buddhist art and architecture. If properly promoted and preserved, these sites could attract tourists globally, enhancing their recognition and appreciation.

Pakistan is famous for its historical sites, but it also offers a wonderful mix of cultures. Each region has its own distinct identity, with unique traditions, fashions, foods, music, languages, and admirable crafts. For example, the Sufi shrines in Sindh and Punjab are ethereal and vibrant centers of cultural expression while Chitral’s festivals like Shadur Polo Festival is colorful and full of life. Sindh is also renowned for its intricate embroidery and the traditional Ajrak fabric which are more than just regional highlights; they represent stories that the world should hear.

Countries such as Pakistan are sometimes viewed mainly through the lens of conflict, but they have so much more to offer. Cultural tourism is a wonderful way to introduce a different side of Pakistan, a soft image to the world. The country is home to ancient civilizations, rich history, and diverse cultures. In my view as a student of international relations, Pakistan’s cultural tourism holds huge potential. It can boost the economy and uplift the country’s global reputation.

Despite contributing 5.9% to GDP in 2022, Pakistan’s tourism sector remains underutilized and under-promoted.

By highlighting cultural tourism, Pakistan can showcase its rich diversity and counter misconceptions, showing itself as a nation of peace, tolerance, and creativity. Many foreign travelers are impressed by Pakistan’s unique blend of natural beauty, delicious food, and the warm, generous spirit of its people. Travel bloggers like Eva Zu Beck, Mac Candee, Jay Palfrey and Luke Damant have been deeply moved by their experiences in Pakistan and helped change foreign perspectives on Pakistan.

The stunning northern landscapes, the ancient history and the grand architecture of Lahore all leave lasting impact. Cultural tourism not only helps build a better understanding but
also strengthens relationships between visitors and locals. When tourists meet and talk with local people, they often gain a deeper insight into Pakistani traditions and way of life. In 2022, the travel and tourism industry contributed 5.9 percent to Pakistan’s GDP and created 4.2 million jobs. Despite these contributions, the potential is not fully realized, considering the variety of tourist attractions all over the country. In that year, tourists spent around US$ 16 billion, with expectations that spending will rise to approximately US$ 30 billion by 2033. This suggests a promising growth in the sector, indicating that there are more opportunities for development and investment in tourism in Pakistan.

Even though Pakistan has made many improvements lately, security is still a big concern for people both inside and outside the country. Many people living in Pakistan often choose to travel abroad instead of exploring their own country. This is because there are not enough good roads, hotels, and other facilities. Tourist spots lack necessary services, making them less attractive. Additionally, there is not enough online marketing to draw in tourists. Another major issue is the poor maintenance of historical sites. These valuable places are often neglected, left to suffer from weather and time without proper care. This neglect makes them lose their charm and importance. Some people believe Pakistan isn’t ready for mass tourism because it lacks enough tourist-friendly policies and infrastructure.

This concern is real, but it shouldn’t be a reason to do nothing. Instead, it should encourage the government, businesses, and community groups to join forces to build a tourism system that welcomes everyone and is sustainable. Countries like Morocco and Turkey have turned their rich cultures into growing tourism sectors without losing their security or cultural values. Pakistan has the potential to achieve the same success.

Focusing on the long term is crucial. To transform Pakistan into a cultural destination, the government needs to prioritize preserving heritage, involve local communities in tourism planning, and launch international campaigns. Educational institutions should support cultural studies and heritage management programs to prepare individuals for careers in this sector. Moreover, digital platforms and social media play a vital role in telling Pakistan’s story to a global audience. For instance, Uzair Mansoor’s visual series, “Karachi’s Lost Communities,” highlights the role media plays in preserving and showcasing Pakistan’s cultural history. By photographing neglected old buildings and sharing their stories online, he encourages people to discover Karachi’s hidden past. His work invites everyone to see the potential for enriching cultural tourism in the city.

Strategic investment in infrastructure, heritage preservation, and digital outreach can unlock Pakistan’s cultural tourism potential.

For Pakistan, this is a valuable strategic resource that has not been fully used yet. By tapping into this resource, Pakistan has the opportunity to reshape how the world views it. This can help in improving its global reputation. Additionally, Pakistan can increase its influence on the world stage through soft power, which involves using cultural appeal and diplomacy rather than force. By doing these things, Pakistan can also develop stronger ties with other nations. These relationships can be built on the foundations of shared history and human connections, which can lead to meaningful partnerships and greater international understanding. Let’s open our doors and let others experience the uniqueness of our culture, let the world see the beauty that is inside to truly change the perceptions of people around the world.

The author is an undergraduate student of International Relations at Fatima Jinnah Women University, recognized for her strong academic record. She has interned with esteemed institutions, including Inter Services Public Relations. A Millennium Fellow (Class of 2024) and Aspire Leaders Program alumna, she has also completed a Global Understanding course in collaboration with East Carolina University (USA) and MUBS (Lebanon). Currently serving as Media Manager at Pakistan Development Movement, Afaf is passionate about social impact, leadership, and global understanding. She has contributed to climate action, community development, and youth empowerment through various platforms, envisioning herself as a catalyst for positive change and cross-cultural understanding.