Safia Ramzan
Pakistan’s cultural wealth is one of its most underutilised assets — a treasure trove of heritage, history, and civilisation that can serve not only as a foundation for tourism but also as a tool for international diplomacy. The country, located at the crossroads of South Asia, Central Asia, and the Middle East, has for millennia been home to diverse civilisations whose legacies still shape our collective identity. From the prehistoric site of Mehrgarh to the sophisticated Indus Valley civilisation, from Gandhara’s Buddhist heritage to Mughal artistry, Pakistan offers cultural riches that remain unmatched in the region. Yet, these treasures remain largely neglected, smuggled abroad, or poorly preserved.
The upcoming exhibition in Beijing, titled “Respecting Diverse Civilisations, Pursuing Common Development,” hosted under the Shanghai Cooperation Organisation (SCO), is an opportunity for Pakistan to present this forgotten wealth. As one of the nine SCO member states, Pakistan is sending ten artefacts representing a broad historical span. These include a female terracotta figurine from 3500–3000 BCE, a painted pot from 2800–2700 BCE, a horse statue from 1800–1600 BCE, a Buddha head, and a Jain ritual tank from 600–200 BCE. Among these treasures, the 5000 BCE steatite Indus seal stands as the oldest relic, while the Apalala Jataka stone panel — depicting the Buddha ordering the Naga Apalala to halt the overflowing Swat River — represents a unique masterpiece of third-to-fourth century art. This collection encapsulates Pakistan’s cultural timeline and symbolises the country’s rightful place as a custodian of ancient civilisations.
However, despite its potential, Pakistan has failed to translate its cultural legacy into a sustainable tourism economy. Successive governments have prioritised short-term financial fixes over long-term cultural investment. Vast reserves of cultural assets have been lost to smuggling, theft, and natural decay. Experts consistently highlight that organised smuggling networks often operate with the protection of influential quarters. Moreover, many rural communities, due to a lack of awareness or education, remain disconnected from the value of these relics. Hostilities in tribal areas and conflict zones have further endangered archaeological sites. Even within urban centres, museums are poorly managed, underfunded, and in disrepair — a tragedy for a country with such immense civilisational heritage.
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Heritage, if properly preserved, can become a cornerstone of Pakistan’s economy. Cultural tourism is among the fastest-growing industries globally, and countries such as Turkey, Egypt, and Cambodia have shown how heritage can fuel economic development. Turkey’s annual tourism earnings exceed $40 billion, with sites like Hagia Sophia and Cappadocia attracting millions of visitors. Similarly, Cambodia has built an entire economic pillar around Angkor Wat, with cultural tourism contributing over 30% of its GDP. Pakistan, despite having sites of comparable — if not greater — historical value, lags behind. UNESCO-listed locations such as Mohenjodaro, Taxila, and the Lahore Fort should be international tourism magnets, yet visitor numbers remain abysmally low due to poor infrastructure, weak marketing, and security concerns.
The benefits of unlocking cultural heritage are multidimensional. First, it would diversify Pakistan’s struggling economy. Heritage tourism can generate billions in revenue, create jobs, and empower local communities. When properly managed, it also encourages investment in transport, hospitality, and security infrastructure, thereby uplifting entire regions. Second, cultural diplomacy provides Pakistan with soft power — the ability to shape narratives globally through history and art rather than solely relying on geopolitics. Exhibitions such as the one in Beijing open new channels of dialogue, presenting Pakistan not as a conflict-ridden state but as the inheritor of one of humanity’s most enduring civilisations. Third, preservation of heritage also protects society against darker consequences. Experts warn that smuggling of artefacts does not merely enrich racketeers but often funds terror networks. Guarding heritage is, therefore, also an act of national security.
Yet, meaningful progress requires comprehensive reforms. Pakistan must move beyond token exhibitions and develop a systematic policy for heritage preservation and tourism. This involves investment in infrastructure — roads, airports, accommodations, tour guides, and visitor centres. It also requires digitisation of archives and documentation of relics to prevent theft. Partnerships with international museums and institutions should be encouraged, allowing temporary exhibitions abroad while keeping ownership and recognition intact. Local communities must also be engaged; heritage sites cannot be preserved without the cooperation of those who live near them. By providing education, employment, and incentives, local populations can be made guardians rather than bystanders in cultural preservation.
The role of marketing is equally critical. Pakistan has not succeeded in building a global brand around its cultural wealth. Countries like India, which also draw heavily from ancient civilisations, have invested heavily in cultural branding, positioning themselves as global tourism destinations. Pakistan must invest in professional campaigns showcasing Mohenjodaro, Harappa, Taxila, Makli Necropolis, Rohtas Fort, and other heritage gems. Targeting international audiences through film, documentaries, and cultural diplomacy can help attract tourists and scholars alike. A strategic partnership with platforms like UNESCO and the World Tourism Organisation can also elevate Pakistan’s image as a global heritage hub.
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Furthermore, heritage preservation must be tied to national identity. Too often, Pakistan’s cultural discourse remains limited to religious or political narratives, leaving pre-Islamic and early Islamic legacies unacknowledged. This selective approach weakens the sense of national unity. Embracing the full spectrum of our cultural history — from Mehrgarh to Gandhara, from Buddhist relics to Mughal architecture — creates a more inclusive and cohesive national identity. It reminds citizens that Pakistan is not just a political entity born in 1947, but also the heir to millennia of human civilisation. Such inclusivity can strengthen diversity and unity at home while inspiring respect abroad.
Pakistan’s cultural wealth is not merely about relics in museums or ruins in the desert; it is a living, breathing resource that can fuel economic recovery, strengthen diplomacy, and reshape global perceptions. Exhibitions like the one in Beijing should be seen as catalysts, not isolated events. Pakistan must wake up to the lethal consequences of neglect — smuggling, terrorism financing, and cultural amnesia. But equally, it must seize the transformative power of heritage to create employment, boost tourism, and project itself as a civilisational powerhouse. The path to development does not always run through debt and aid; sometimes, it runs through the stones of Mohenjodaro, the carvings of Taxila, and the timeless narrative of Pakistan’s cultural inheritance.
