ISLAMABAD: The Pakistan National Council of Arts (PNCA) hosted a vibrant Gandhara Cultural Festival on Wednesday, marking the grand launch of an initiative that aims to promote Gandhara civilisation and heritage for sustainable eco-tourism in Pakistan.

The event brought together dignitaries, cultural enthusiasts and policymakers to celebrate and preserve the rich legacy of the ancient Gandhara civilisation including Nadir Gul Barech, CEO of the Pakistan Poverty Alleviation Fund (PPAF); Parliamentary Secretary Farah Naz, Managing Director of Pakistan Tourism Development Corporation (PTDC) Rana Aftab, Adviser for Culture and Heritage Kashif Irshad and CEO Kurram Welfare Home (KWH) Mohammad Kamran.

Speaking at the inaugural ceremony, Nadir Gul Barech emphasised the significance of the project, both in terms of cultural preservation and economic empowerment.

“This initiative marks a milestone in preserving our heritage while simultaneously creating sustainable livelihoods for local communities. By empowering artisans, women entrepreneurs and developing eco-tourism skills, we are ensuring that our rich history becomes a driver of economic development and global tourism,” Mr Barech said.

An overview of the comprehensive project followed, which outlined key strategies to promote Gandhara heritage sites and integrate eco-tourism into Pakistan’s tourism landscape.

Experts highlighted the significance of sustainable development in conserving archaeological sites while creating economic opportunities for local communities.

A compelling documentary screening captivated the audience, offering a visual journey through the ancient Gandhara civilisation, renowned for its Buddhist art, stupas and historical sites. The documentary shed light on the region’s historical significance and underscored the urgency of preserving its unique heritage.

A key highlight of the festival was the Memorandum of Understanding (MoU) signing between government bodies and cultural organisations, solidifying collaborative efforts for heritage conservation and tourism development. The agreement aimed to implement preservation projects, promote research and attract both local and international tourists to Gandhara sites.

Cultural performances added to the festival’s grandeur, with a mesmerising Gandhara-themed dance performance bringing ancient traditions to life. An instrumental performance followed, featuring traditional music that resonated with the spirit of Gandhara’s past.

Adviser for Culture and Heritage at PNCA Kashif Irshad shared that Pakistan had a vast and untapped potential in heritage tourism.

“By 2030, we aim to contribute $18 billion annually to the national economy,” he said, adding that, “we will continue to organise such festivals, providing artisans and communities a platform to share their heritage.

Mr Irshad said these events not only highlight the rich cultural identity of Pakistan but also strengthen national economy and unity among people of different faiths.

Published in Dawn, January 30th, 2025