Promotion through Art Events

Since their inception in 2013, the notfor-profit Lahore Biennale Foundation seeks to provide critical sites for experimentation in the visual arts. LBF focuses on the many stages of production, display and reception of contemporary art in diverse forms. It understands inclusivity, collaboration, and public engagement as being central to its vision and is committed to developing the potential of art as an agent of social transformation. While talking to Profit, LBF Executive Director Qudsia Rahim said, “LBF’s core objective is to facilitate the envisioning and realisation of a more public-centric art sphere. Economic growth is a consequential outcome, not our primary goal. Our aim is to establish an art infrastructure that catalyses the activation of local socio-economic institutions.”

With events like LBF, the display of international art at heritage sites creates a captivating blend of cultural experiences that can attract a renewed influx of tourism. This integration offers visitors a unique and dynamic experience that appeals to a diverse range of interests. The infusion of contemporary creativity and fresh perspectives adds value to heritage sites, making them more appealing and likely to attract a larger number of visitors seeking an immersive cultural experience.

LBF’s initiatives like the Youth Forum and Green School Certification Program promote inclusivity and environmental consciousness, creating a more informed and engaged community. Qudsia further told us about these initiatives stating that grants and awards validate artists’ contributions, leading to increased visibility and potential collaborations. International exchanges foster creativity and cultural understanding, aligning with the foundation’s mission to support artistic development and cultural exchange. The broader economic impact of these programs is substantial, driving growth in the art industry, attracting corporate and institutional investment, and positively impacting various sectors of the economy.

“LB01 and LB02 served as vital platforms uniting local and international artists, fostering cross-cultural dialogues on diverse themes. These events had a multi-fold impact on the economy,” Qudsia maintained.

Both Biennale drew domestic and international visitors, elevating tourism revenue, benefiting local businesses, hotels, and transportation. Moreover, this exposure to global art collectors and curators created new opportunities for Pakistani artists, boosting sales and recognition. Thus, enhancing the city’s image as a cultural hotspot and bolstering its attraction for tourism, thereby contributing to economic growth.

Through initiatives that promote cultural exchange and artistic collaboration, such as Dastaangoi’s artist residencies, the goal is to transform negative perceptions and emphasise the inherent beauty and cultural richness of Pakistan. According to Amad, these residency programs for artists which can be “instrumental in promoting tourism and benefiting local artists to gain exposure and recognition on an international scale”. These contribute to economic growth by creating jobs, boosting artisan crafts, and generating revenue from art sales.

According to Rashid Rana, contemporary art has seen significant growth and recognition globally over the past two decades. His work at Dubai Expo 2020 was a major example of how there is untapped potential for leveraging art tourism for a broader positive impact. “Pakistan’s participation in interna- tional events like the Expo shows missed opportunities for enhancing the country’s brand perception,” he told Profit.

Moreso, Qudsia stated that LBF’s significant economic impact is evident in diverse sectors. Participating artists in previous editions of the Lahore Biennale have seen substantial price increases, reflecting global demand for Pakistani art. The event has boosted local emerging artists’ visibility and prospects. New galleries, including virtual ones, contribute to a thriving art ecosystem.

The Biennale’s influence extends to corporate and institutional investments like HBL’s Art Department and the State of the Arts Museum by the State Bank of Pakistan. Prestigious institutions seek Pakistani art due to international interest. Art’s presence on TV and in publications benefits sectors like hospitality, crafts, and restaurants.

Government’s role in promoting tourism

Art’s power to bring people together, address critical issues, and promote dialogue is undeniable. Thus, the government’s role in promoting tourism is crucial, primarily through ensuring stability, safety, and infrastructure. Stability and a positive geopolitical image are essential to attract international visitors, artists and investors to the country. A lack of vision and investment from the government limits the impact that art and culture could have on the country’s image and economy. To fully realise these benefits, consistent efforts are required to overcome the aforementioned challenges by enhancing infrastructure, and ensuring stability. By doing so, a country can tap into its rich cultural heritage, attract global interest, and create a lasting positive impact. When managed sustainably, art tourism can be a win-win for both visitors and the local communities. n