Art tourism: A catalyst for economic growth and cultural exchange in Pakistan

Pakistan’s tourism potential and the economic activity it can generate remains insufficiently explored. Is art the answer?

By Saneela Jawad

Tourism has been a contributing factor in Pakistan’s economy. According to the World Travel & Tourism Council’s Pakistan 2020 Annual Report cited in the International Journal of Engineering Applied Sciences and Technology article (2022), the country’s tourism sector contributes more than 5.9% of GDP. Travel and tourism support a total of 6.2% jobs in the economy, with significantly more opportunities and potential undiscovered. Similarly, art tourism has gained popularity over the years and is still one form of tourism that has potential and needs to be explored further and its impact on the economy can be significant. The cultural industry, including art, film, music, and fashion, represents a trillion-dollar market globally. Pakistani artists, designers, and cultural creators can contribute to this industry, bringing foreign exchange and revenue to the country.

According to an article published in the Journal of Social Sciences Review (JSSR) in 2022, the global tourism industry generated USD 1.7 trillion in exports in 2018, with 1.5 billion visitors (tourists) in 2019. However, the COVID-19 pandemic of 2020 caused a drastic decline, resulting in 700 million fewer visitors and a loss of USD 730 billion in trade earnings by August 2020.

Pakistan, with diverse cultures, historical sites, and natural attractions, had over two million foreign visitors before the pandemic, particularly in the northern regions. In December 2020, tourism revenue decreased to USD 765 million from the previous year’s USD 992 million (JSSR, 2022). The pandemic led to a 75% drop in overseas travel, causing a significant negative impact on employment and GDP. In 2019, 5 million tourists visited KPK alone, whereas the overall number of foreign tourists in the country was 1.225 million (JSSR, 2022).

What is Art Tourism?

Art tourism, as explained by Amad Mian of Dastaangoi Gallery, is traveling to a particular destination not just for the place, but the artists. It is the travel and exploration of various art forms, cultural heritage, museums, galleries, and other creative experiences in different destinations. From showing them the beautiful landscapes of Gilgit-Baltistan to the history of textiles, understanding the artists and the place will get the tourists to engage the most.

“It involves attracting artists from around the world to explore a destination’s culture, heritage, and landscapes, thereby creating a bridge between artists and the place,” he told Profit.

This kind of tourism brings a lot of opportunities for the country including increased revenue from the infusion of money into the local economy benefiting various businesses and supporting jobs and livelihoods in the tourism and hospitality sectors which in turn leads to increased employment. It also allows the government to put in more effort to preserve cultural heritage and pay more attention to infrastructure development. According to the JSS article, tourism is crucial for Pakistan’s economy, contributing 5.9% of GDP and supporting 4 million jobs in 2019.

Role of Art Tourism and its Impact on the Economy

Art tourism plays a vital role in promoting shared culture and heritage by fostering cross-cultural engagement and understanding. The residency program offered by Dastaangoi bring international artists to countries like Pakistan enable them to experience the local culture, leading to the discovery of similarities and differences that enrich artistic perspectives. The resulting conversations and relationships break down barriers and stereotypes, contributing to unity and appreciation of diverse cultures.

The economic benefits of investing in heritage and culture for art tourism are multifaceted. Firstly, art tourism stimulates the tourism industry, attracting a diverse range of visitors, both domestic and international. These tourists contribute to local economies by spending on accommodation, food, transportation, and souvenirs, thereby fostering local business growth and generating employment opportunities. Secondly, investing in cultural heritage enhances the overall image of a destination, attracting more visitors and encouraging longer stays. Cultural events and art exhibitions often become popular on social media, further amplifying the destination’s appeal. Over time, sustained interest in the cultural and artistic offerings of a location can lead to long-term economic growth and sustainable development within the community.

It is no secret that art itself is a universal language that transcends linguistic and cultural barriers. Visual language is particularly powerful, as it can convey complex ideas and emotions effectively, similar to the saying “a picture is worth a thousand words”. This has been especially evident during the pandemic, where visual communication, including ani- mations and memes, played a crucial role in conveying information and ideas to diverse audiences.

Art plays a crucial role in bridging divisions in an increasingly polarised world, providing a secure and inclusive platform for dialogue and exchange. Through diverse artistic expressions, a deeper comprehension of various perspectives is fostered, promoting mutual respect and stronger global unity. Additionally, artistic mediums like poetry serve as accomplishments in cultivating understanding and connection. They facilitate the creation of secure environments for meaningful discussions, enabling genuine intersections of ideas and perspectives, further contributing to the enrichment of human connections and achievements.

Having said that, investing in heritage and culture offers significant economic benefits. Drawing parallels with India, Amad said, “Heritage sites can be transformed into revenue-generating tourist attractions, boosting the tourism industry. Promoting and conserving heritage and culture not only benefit local communities and expatriates but also attract global interest and curiosity, thus stimulating the economy.”

Furthermore, while talking to Profit, contemporary artist and Dean at Beaconhouse National University (BNU) Visual Arts & Design Department, Rashid Rana reiterated the point and said that just like countries and corporations have brand images, improving Pakistan’s image is an essential part of promoting art tourism in the country.

“It is essential for attracting investment, tourism, and positive sentiment. Visual elements and cultural expressions play a significant role in shaping this perception,” he stated.

In addition to that, artist Rabeya Jalil, an art professor at National College of Arts (NCA), one of the oldest and most prestigious art schools of the country based in Lahore said, “Just as people visit iconic museums like the Louvre or the Metropolitan Museum of Art to learn about the history and culture of a region, showcasing local artists and heritage sites allows visitors to gain insights into Pakistan’s rich history and contemporary identity.”

Thus, hosting events like LBF, and establishing cultural centres, museums, and institutions that showcase Pakistan’s art, history, and heritage is crucial.

“These centres serve as gateways for international visitors to learn about the country’s identity, fostering global connections and economic benefits,” Rabeya said.