Cultural tourism plays a vigorous role in sustainable development, and by employing its cultural heritage as a strategic tool, Pakistan can not only promote it but also generate substantial revenue, says interim Federal Minister for National Heritage and Culture Syed Jamal Shah while talking to WealthPK. Discussing the importance of cultural tourism as a valuable product, he said heritage sites had a strong influence on the promotion of tourism. “All these institutions related to cultural heritage and tourism are interwoven; they complement each other in such a way that they cannot be separated. Museums, heritage institutions and well-kept historic places increase tourist attractions and hence tourist inflow,” he said.

“Pakistan’s first regular national policy for heritage and culture was approved by the federal cabinet in 2018. I also coordinated with the team that was appointed to weave its framework. The foundation of that cultural policy was based on the indigenous cultural narrative of Pakistan. “Our cultural policy covers multiple aspects, i.e., whatever the history our land has seen in ancient times, its preservation, its documentation, its promotion, its publication, and creation of opportunities for promotion of all the described components, whether they are through exhibitions, seminars or the institutions, etc.” Continuing, he said, “Cultural tourism plays a vigorous role in sustainable development. It is an easy-to-go way to adopt as a sustainable income generation practice. The main reason is that culture is not the narrative of a single day.

It is the lore of the ancients, followed in almost all periods with few or more additions. There is a need to present it under a proper policy framework. There is also a dire need to make people aware of its value, so that they may know that their values are not only precious but also income generators.” “The foundation of cultural policy is that we have such resources (in the form of culture) that we can utilize for human development to strengthen our identity because only art and culture hold that capability, which is far less in other mediums. It binds individuals in an intimate relationship with their surroundings. It is such a relation that is both creative and critical at the same time. Because of these, an individual steps the stairs of knowledge and becomes an informed decision-maker,” he added.

“Your cultural narrative informs you about your landmarks, their history, and the history of cultural heritage here. It tells you who came here, what the true potential of this place is, what the weather conditions are, what the customs and languages are, and what the by-products are, and how these by-products can be used for human development and economic prosperity. “My opinion is that the societies that have given art and culture a legitimate place in their policies, and developed by considering it as an opportunity, are all very successful. All such societies are harmonious, united, and progressive as well.” They have also moved away from extremism and intolerance, and art and culture continue to thrive in their economies, added Syed Jamal Shah.

Credit: Independent News Pakistan (INP)