Key Indicators:
Number of World Heritage cultural sites, Oral and intangible cultural heritage, Number of large sports stadiums, Cultural and entertainment tourism Digital Demand, Number of UNESCO Creative Cities
Note: This pillar measures the availability of cultural resources such as archaeological sites and entertainment facilities. To an extent, this pillar captures how cultural resources are promoted and developed rather than the actual existing cultural heritage of a country.
Pakistan offers a unique blend of mountain, religious, heritage, and coastal tourism, making it a standout destination.[155]
The T&T Development Index 2024 ranks the country at the Cultural Resources pillar at 53 out of 119 countries, with a score stands at 1.97.[156] This indicates a mixed performance in leveraging and preserving cultural resources.
The Number of World Heritage cultural sites has seen improvement in ranking to 38, but the value remains unchanged at 6.00, resulting in a decreased score of 2.20, suggesting a need for enhanced conservation efforts and promotion of these sites. Pakistan is home to six UNESCO World Heritage Sites: The Archaeological Ruins at Moenjodaro, the Buddhist Ruins of Takht-i-Bahi and the Neighboring City Remains at Sahr-i-Bahlol, Taxila, the Fort and Shalamar Gardens in Lahore, the Historical Monuments at Makli, Thatta, and Rohtas Fort.[157] These sites reflect the country’s rich cultural and historical heritage, enhancing its appeal as a cultural tourism destination.
Furhtermore, the Gandhara Resource Centre, Pakistan (GRCP) and the Climate Hub Forum signed an agreement to advance sustainable tourism and eco-friendly practices in Taxila.
The Climate Change and Environmental Education Training Program, held at Sir Syed Innovative School in Taxila, focused on climate change education, environmental strategies, and the preservation of Buddhist heritage sites. Organized by the Climate Hub Forum and Odyssey, in collaboration with EYLAR (Early Years Learning and Research), the event aimed to promote sustainable tourism while honoring Taxila’s archaeological heritage and boosting community engagement.[158]
Along with cultural tourism, Pakistan’s province has great potential in regards to religious tourism. Known primarily for its Buddhist heritage, KP also houses significant Islamic, Sikh, and Hindu sacred sites. Among the most revered Islamic landmarks are the Ghazi Baba Shrine in Hangu and the historic Bab-e-Khyber (Khyber Pass) in Peshawar. These sites serve as important pilgrimage destinations for Muslims, offering a blend of religious and historical significance.[159] Sindh’s tourism minister has proposed establishing a religious corridor on the Pakistan-India border to facilitate Hindu and Jain pilgrims. The corridor would be located in regions with significant historical sites, including Umarkot and Nagarparkar. The minister also suggested starting weekly flights from India to Sindh to cater to the growing number of religious tourists.[160]
Similarly, the number of oral and intangible cultural heritage has improved in ranking to 70, yet the value remains at 3.00, leading to the same score of 2.20, highlighting the importance of documenting and safeguarding intangible heritage. Pakistan’s UNESCO-recognized intangible cultural heritage includes Falconry,[161] an ancient practice of training and flying birds of prey; Nowruz,[162] a celebration of the new year with rituals that promote cultural diversity and community solidarity; and Suri Jagek,[163] a traditional Kalasha system of observing celestial bodies to guide agricultural and social activities.
The number of large sports stadiums experienced a decrease in ranking to 46, scoring 1.80, which could point to underutilization or inadequate investment in sporting infrastructure. According to the TTDI 2024 data source for this indicator, Pakistan has four major stadiums with a capacity of over 20,000: Jinnah Stadium in Gujranwala (40,000), Faisalabad Hockey Stadium (30,000), Gaddafi Stadium in Lahore (27,000), and Zahoor Elahi Stadium in Gujrat (25,000).[164] However, there are more stadiums in the country with similar capacities that are not listed in the database.
The government must ensure the registration and maintenance of these facilities to improve their global recognition.
The industry needs to be aligned with international standards and enhance transportation for sports tourism. Stakeholders must prioritize sustainable practices, and shareholders should ensure proper financing. The government should focus on developing sports tourism and improving Pakistan’s global image. Local bodies should make communities more attractive, while the public should help create a welcoming environment for visitors.[165]
The Cultural and entertainment tourism digital demand indicator faces challenges, with Pakistan ranking 31 and a score of 2.22 emphasizing the need for improved digital marketing strategies to promote cultural tourism. Lastly, the number of UNESCO Creative Cities shows improvement in ranking to 48, with a value of 1.00 and a corresponding score of 1.67, showcasing Pakistan’s potential as a hub for creative industries.
Overall, the data highlights the need for concerted efforts to preserve, promote, and leverage Pakistan’s rich cultural heritage for sustainable development and tourism growth.
Global travel demand is rising, with tourists increasingly seeking leisure and cultural experiences. Many countries have developed “entertainment cities” that offer a range of attractions in one location, making them popular with visitors.
However, Pakistan lacks such dedicated entertainment hubs. Establishing entertainment cities with amusement parks, sports facilities, shopping, and dining could boost the economy, create jobs, and attract local and international tourists. Partnering with private investors could help Pakistan develop these hubs, enhancing its tourism sector and driving economic growth.[166]