Gandhara Cultural Festival Inaugurated to Promote Heritage and Sustainable Tourism
Islamabad (29 January 2025)
Islamabad, January 29, 2025: The much-anticipated Gandhara Cultural Festival was officially inaugurated at the Pakistan National Council of Arts (PNCA), marking the launch of the Promoting Gandhara’s Civilization & Heritage for Sustainable Eco-Tourism project. The event was attended by Minister for Information, Broadcasting, National Heritage and Culture Division Atta Ullah Tarar and Governor Khyber Pakhtunkhwa Faisal Kareem Kundi, alongside key government officials and development sector leaders. The festival highlights the importance of cultural preservation and sustainable tourism in Pakistan.
A significant milestone of the event was the signing of a Memorandum of Understanding (MoU) between the Pakistan Poverty Alleviation Fund (PPAF) and key stakeholders, including PPAF CEO Nadir Gul Barech, Muhammad Ayoub Jamali PNCA, Managing Director Rana Aftab-ur-Rehman PTDC, and CEO Kurram Welfare Home Muhammad Kamran. The agreement formalizes a PKR 60 million initiative dedicated to preserving Gandhara’s cultural heritage through eco-tourism, artisan skill development, and economic empowerment. The project aligns with the Prime Minister’s vision and UNESCO’s global principles for heritage conservation, ensuring the protection of historical sites, fostering sustainable religious tourism, and uplifting local communities in Taxila, a UNESCO World Heritage Site.
Speaking at the ceremony, PPAF CEO Nadir Gul Barech emphasized the initiative’s dual impact on heritage preservation and economic development. He stated, “This project is a milestone not just in preserving our rich cultural identity but also in creating tangible economic opportunities for the people of Taxila and the surrounding communities. By combining heritage conservation with sustainable livelihoods, we are opening new avenues for local artisans, empowering women entrepreneurs, and fostering responsible eco-tourism. Through this initiative, we are not just protecting our past, but we are also creating a future that benefits both the local economy and global tourism. This project truly reflects the Prime Minister’s vision of inclusivity, sustainable growth, and the empowerment of our local communities, while at the same time reinforcing UNESCO’s global commitment to heritage conservation."
Parliamentary Secretary Farah Naz highlighted the project’s role in promoting interfaith harmony and preserving Pakistan’s Buddhist heritage. She stated, “Pakistan is home to some of the world’s most significant Buddhist sites. This initiative will not only protect these historical treasures but also promote religious harmony and international tourism.”
PTDC Managing Director Rana Aftab emphasized the immense potential of Pakistan’s tourism sector in positioning the country as a prime cultural tourism destination. He noted, “This project is a step forward in preserving our heritage while attracting global visitors, ultimately driving employment and economic growth.”
Advisor for Culture and Heritage Kashif Irshad projected that Pakistan’s heritage tourism industry could contribute $18 billion annually by 2030 if similar initiatives continue. He underscored the need for cultural festivals that provide artisans with platforms to showcase their craft.
The Promoting Gandhara’s Civilization & Heritage for Sustainable Eco-Tourism project, implemented over 24 months with Kurram Welfare Home and the National Heritage and Culture Division, aims to generate employment, boost cultural tourism, and enhance Pakistan’s global cultural presence. The project will focus on artisan skill development, digital marketing, and eco-tourism training, alongside women’s economic empowerment and public awareness campaigns on cultural conservation.