Using tourism as a vehicle of cultural diplomacy
World Tourism Day 2018 is a unique opportunity to raise awareness on the potential contribution of digital technologies to sustainable tourism development, while providing a platform for investment, partnerships and collaboration towards a more responsible and inclusive tourism sector This was told by Dr. Nadeem Omar Tarar, Executive Director, C2D while addressing the seminar on the world Tourism Day here Thursday.
He said that It provides a unique opportunity to raise awareness among the government, civil society and media, on tourism’s actual and potential contribution to sustainable development of Pakistan.
This year, the Day’s official celebrations are being held in Budapest, Hungary, a country enjoying steady growth of tourism backed by consistent policy support and a commitment to the digital future. The celebrations in Pakistan aims to protect and promote Pakistan’s plural past.
In introducing the seminar on World Tourism Day, Dr. Nadeem Omar Tarar, Executive Director, C2D said that there is dire need to bring all the stakeholders on the platform to work together to develop Pakistan into a number one travel destination of the world.
Addressing to the seminar, Dr. Nadeem Omer Tarar introduced the theme of the Day for 2018, selected by World Tourism Organization, which is “Tourism and the Digital Transformation” .
Veteran educationist Nasreen Iqbal, stressed that the need to educate youth, the school and college children to explore Pakistan’s rich cultural and architectural past. She argued that tourism can help promote peace and social cohesion among the culturally diversified regions of Pakistan, while using tourism as a vehicle of cultural diplomacy.
In the seminar, Zubair Quershi, advisor to C2D, overviewed the development of tourism industry, after independence in 1947 which saw its heydays in the 60s.
After the glorious period, where Pakistan was number one travel destination, the decline set in and the situation was marred by the onslaught of terrorism in the country, putting Pakistan on the international map of tourism, not terrorism!! Habib Mirza, Board member, International Council of Museum (ICOM) highlighted the untapped potential of tourism in Pakistan. He cited the examples of relics of Lord Bhudha in Pakistani museums, which are not allowed to be exhibited publicly due to security threats. In contrast, Sri Lanka, and Japan, who shared the similar relics, such as teeth of Bhudda, (which Pakistan has too) have attracted billion dollar tourism industry in their respective countries. He stressed the role Pakistani museum can play in promoting tourism in Pakistan and invited the media to play their role in showcasing Pakistani heritage to the world.
Rana Aftab, Chairman, Sustainable Tourism Foundation, appreciated the current drive for PTI to promote tourism in the country, but argued that it has to factor in the lack of adequate management framework and systems to sustain the huge demand for domestic tourism, which is causing huge environmental degradation. The plight of tourist resorts like Murree hills and valleys of Swat is deplorable example of the failure of the tourism management in Pakistan.
The President of the Rotary Club Islamabad reinforced the need for effective management of heritage sites to promote sustainable tourism in the country. She gave numerous examples of how community led initiatives can help save environment and wildlife to promote eco-tourism.
In concluding the discussion, Dr Tarar thanked Lok Virsa for hosting the discussion on the potential and pitfalls of domestic and international tourism in Pakistan.
He said that C2D hopes that in the coming years PTI government will live up to its promises to promote Tourism.
By Sadia Abbas
