Pakistan’s heritage is a mosaic of civilizations, each layer telling a story of conquest, faith, and resilience—yet time and neglect threaten to erase these narratives forever.

There may be no country on earth that rivals Pakistan in its sheer diversity, uniqueness, and the magnitude of its historical heritage sites scattered across its land. The country boasts exquisite examples of architecture, grandeur, and opulence, ranging from the early traces of human civilization in Mohenjo-Daro, Harappa, and Mehrgarh to the Gandhara and Buddhist civilizations that flourished into the Kushan Empire, leading to the Hindu Shahi period. This rich historical trajectory ultimately culminated in the firm establishment of Islamic rule in the region following the extraordinary conquests of Al-Muhallab ibn Abi Sufra in 664 AD and later by Muhammad bin Qasim in 711 AD under the Umayyad Caliphate.
In light of this intricate tapestry of civilizations and empires, Pakistan is also home to several United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage sites, including the Lahore Fort Complex, Rohtas Fort, the Takht-i-Bahi Buddhist Monastery, the ancient city of Mohenjo-Daro, the ruins of Taxila, and the Makli Necropolis.
Having provided this glimpse into the rich cultural and architectural treasure trove of our country, I would like to take this opportunity to emphasize the urgent need for the adequate and sustainable preservation of Pakistan's heritage sites. This effort should be complemented by making these sites both accessible and financially viable through the implementation of modern best practices and global standards in the tourism industry. Above all, I will strive to introduce you to the uncharted and unexplored yet equally fascinating historical gems scattered across Pakistan.
Global Best Practices for Preserving and Promoting Heritage Sites
Notwithstanding numerous challenges, emerging nations like Pakistan have the potential to achieve social and economic progress while simultaneously enhancing their regional and cultural tourism. The delicate balance between sustainable tourism, historical conservation, and the management of heritage sites is crucial to ensuring their long-term viability and profitability. Effective collaboration among stakeholders is essential, emphasizing responsible travel practices, cultural awareness, and community empowerment. While sustainable tourism offers opportunities for equitable growth, challenges such as unequal benefit distribution and environmental degradation demand targeted solutions. Addressing these issues requires the implementation of fair trade practices, support for local enterprises, and the enforcement of sustainable policies. The historical separation of sustainable planning and heritage conservation calls for integrated policies and objectives. Bridging these domains is essential for a cohesive strategy that harmonizes historical preservation with sustainable urban development. Certain authors, however, recognize these issues while underscoring the accountability of the conservation sector.¹

Community engagement and empowerment are crucial for the sustainability and legitimacy of tourism at a cultural site. They can guarantee that the local populace has a voice and an investment in the decision-making and management of the property and its tourism endeavours. 

Therefore, to ensure that a long-term durable balance is achieved between the sustainability and profitability of heritage sites in Pakistan, the following best practices must be followed and implemented at the federal and provincial legislative juncture²: 

Islamabad's heritage tourism strategy must be founded on sustainable and community-oriented principles for enduring success. Environmental activities, including alleviating vehicular congestion in historic districts and advocating for sustainable tourism practices, will preserve the city's natural allure. 

Evaluating the Effects of Tourism Before Developing or Expanding Tourism Activities at a Heritage Site. Before initiating the development or expansion of tourism activities at a heritage site, it is crucial to assess their potential impact on the site and its surroundings. This evaluation may involve conducting research, surveys, audits, or consultations with relevant stakeholders, including local communities, experts, authorities, and tourists. The assessment should encompass the environmental, social, cultural, and economic dimensions of tourism, as well as the site's carrying capacity and vulnerability. Furthermore, it should identify opportunities and challenges for tourism development and provide recommendations to mitigate adverse effects while maximizing positive outcomes.
Formulate a Management Strategy. A management plan is a document that outlines the vision, objectives, strategies, and activities for conserving and enhancing a heritage site. It should be based on impact assessment findings and the principles of responsible tourism. A management plan must be participatory, involving and consulting all stakeholders with an interest or responsibility in the site. It should be regularly reviewed, evaluated, and updated to ensure its effectiveness and relevance. Additionally, it must align with national and international policies and standards for heritage conservation and tourism development.
Providing a Narrative and Employing Marketing and Exhibition Strategies to Promote a Heritage Site to Potential Visitors³. Interpretation and presentation are the means through which a heritage site communicates its values, meanings, and narratives to visitors and the public. These methods may include signage, guided tours, brochures, audiovisual materials, exhibitions, videography, documentaries, or events. Effective interpretation and presentation should be accurate, informative, engaging, and respectful of the site's diversity and authenticity. They should aim to enhance understanding and appreciation of heritage while encouraging responsible behavior and meaningful engagement among visitors. Additionally, they must incorporate the perspectives and voices of local communities and historical custodians, fostering a sense of ownership and pride among the locals.⁴
Encouraging Community Engagement and Participation. Community engagement and empowerment are crucial for the sustainability and legitimacy of tourism at a cultural site. They can guarantee that the local populace has a voice and an investment in the decision-making and management of the property and its tourism endeavours. They can cultivate a sense of ownership and pride among the local populace, alongside fostering respect and hospitality among visitors. Community engagement and empowerment can yield social and economic advantages for residents, including employment opportunities, increased income, educational advancement, and capacity development. Local engagement and empowerment can be realized through diverse methods, including consultation, collaboration, training, or co-creation.

Promoting Sustainable and Ethical Standards. Eco-friendly and ethical activities reduce tourism's environmental and social effects on the cultural site and its vicinity. They may encompass diverse measures and initiatives, including waste reduction, decreased water and energy usage, utilization of renewable or low-carbon energy sources, endorsement of sustainable transportation and lodging alternatives, support for local goods and services, adherence to human rights and cultural diversity, or contributions to conservation or community projects. Sustainable and ethical practices can improve the quality and reputation of the tourism product, enhancing visitor satisfaction and loyalty. Sustainable and ethical practices can motivate other tourist companies and destinations to adopt similar approaches.
Transforming Islamabad into a Heritage Tourism Hub: Adapting the Istanbul Model⁵
Istanbul's heritage tourism model seamlessly integrates cultural experiences, historical preservation, and modern tourism infrastructure. Implementing a similar approach in Islamabad requires adapting to the city's unique cultural, historical, and geographical context. The following steps outline the execution process: 
Identification and Preservation of Heritage Sites. The first step in establishing a heritage tourism framework in Islamabad is identifying and conserving key historical and cultural landmarks. These include:

Mughal Gardens (located in Wah, just outside Islamabad’s territory)
Effective restoration and conservation efforts are crucial to maintaining the authenticity of these sites while enhancing their appeal to tourists. Additionally, pursuing UNESCO designation for historically significant monuments could elevate their global recognition and attract international visitors.

Infrastructure Advancement. A well-developed infrastructure is crucial for a thriving historical tourism industry. Establishing dedicated heritage walking pathways, hiking trails, and roads connecting significant historical sites can encourage pedestrian exploration, similar to the Istanbul model.
Following this approach, a network of roads and hiking trails can be developed from Shah Allah Ditta through the Margalla Hills, linking to the Piplan and Jaulian Buddhist Stupa and Monastery sites near the Taxila Museum and ruins. Notably, this tourist trail, following ancient routes, would also connect various lesser-known heritage sites in Islamabad, including:

Kenthla Baoli-Sher Shah Suri Stepwall
Ban Faqiran Masjid and Ban Faqiran Buddhist Stupa Remains
Giri Fort and Giri Buddhist Remains
Emperor Ghauri Era Giri Masjid
The Mohra Muradu Buddhist Stupa and Remains (concluding at the Indo-Greek Sirkap City and Jain Temple remains in Taxila) 
If properly developed, this trail could encapsulate the rich and diverse history and cultural experiences that Islamabad has to offer to tourists from around the world. 

Cultural Tourism and Experiences. Cultural tourism is a vital component of historical tourism, allowing visitors to engage deeply with a location's traditions and lifestyle. Islamabad can host cultural events featuring folk music, traditional crafts, and culinary fairs to highlight Pakistan’s rich heritage. Gastronomy tourism can be enhanced by developing food streets or organizing culinary festivals showcasing local cuisine. Additionally, expanding the city's museum network with thematic exhibitions on the Mughal era, Gandhara civilization, and contemporary history would offer valuable educational experiences for tourists. Improving public transportation with tourist-friendly shuttle buses or trams could enhance accessibility. Moreover, integrating smart signage, QR codes, and digital tour guides using AR/VR technology would enrich visitor engagement and provide interactive narratives about Islamabad’s extensive history. 
Promotion and Marketing. An effective branding and marketing approach is essential to establish Islamabad as a heritage tourism destination. Like Istanbul, which promotes itself as a metropolis connecting the East and West, Islamabad may highlight its blend of modernity and diverse cultural and historical significance. Digital advertisements, partnerships with travel influencers, and virtual tours can enhance visibility and draw tourists. Moreover, collaborations with global travel agencies and airlines might facilitate the provision of heritage-themed trip packages, enhancing the influx of domestic and international tourists.

Sustainable and Community-Oriented Tourism. Islamabad's heritage tourism strategy must be founded on sustainable and community-oriented principles for enduring success. Environmental activities, including alleviating vehicular congestion in historic districts and advocating for sustainable tourism practices, will preserve the city's natural allure. Local communities must engage actively, with artists, historians, and tour guides assuming a pivotal role in crafting authentic experiences. Moreover, public-private partnerships can stimulate investments that foster historic tourist development while guaranteeing economic advantages for local enterprises and inhabitants.

Bahawalpur’s Heritage Hotel Model: Revitalizing Royal Legacy for Tourism
The successful transformation of historic palaces, forts, and havelis into luxury accommodations has demonstrated the potential of heritage tourism worldwide. Bahawalpur, with its rich royal heritage and stunning architectural landmarks, is well-suited to adopt this model. The implementation strategy should include:
The heritage hotel model has successfully transformed historic palaces, forts, and havelis into luxurious accommodations, blending royal legacy with modern tourism. Bahawalpur, with its rich regal heritage and magnificent architectural landmarks, is well-positioned to adopt this approach. The implementation strategy should include:
Identification and Restoration of Heritage Properties. Bahawalpur houses remarkable ancient palaces, including:
Noor Mahal
Darbar Mahal
Sadiq Garh Palace
Gulzar Mahal
Nishat Mahal
Farukh Mahal
These palaces and havelis can be restored and transformed into luxury heritage hotels, preserving their architectural authenticity while upgrading facilities to meet high-end hospitality standards. Support from the government, private investment, and partnerships with renowned hotel brands can facilitate this transition.
Infrastructure Advancement for High-End Tourism. Bahawalpur must improve its supporting infrastructure to attract affluent tourists, including upgraded roads, airports, and premium transit services. Heritage hotels should offer top-tier amenities such as gourmet dining, spa services, and curated historical tours to enhance the guest experience. Additionally, integrating environmentally sustainable practices, such as solar energy, rainwater harvesting, and efficient waste management, would further elevate the appeal of these establishments.

Advancing Cultural and Experiential Tourism. A defining feature of heritage hotels is their ability to offer authentic cultural experiences. In Bahawalpur, these hotels can provide guests with traditional royal experiences, including live folk music performances, camel safaris, artisan workshops, and authentic Bahawalpuri cuisine. Curating themed events, such as royal dinners and historical reenactments, can further enhance their appeal to travelers seeking unique and immersive experiences.
Branding and Global Marketing. To ensure the success of this model, Bahawalpur's heritage hotels must be marketed effectively to both domestic and international tourists. Digital campaigns, partnerships with luxury travel influencers, and collaborations with global tourism platforms can enhance visibility. Heritage tourism packages can be developed, allowing visitors to explore various historical sites while staying in opulent accommodations. Converting heritage buildings into hotels requires strong public-private partnerships. To encourage investment, the government can offer incentives such as tax benefits, low-interest rehabilitation loans, and heritage tourism initiatives. Partnering with esteemed hospitality brands or local boutique chains can further ensure high-quality service while preserving historical authenticity.

EU's "Be.CULTOUR" Project: Revitalizing Cultural and Peripheral Destinations
The European Union’s “Be.CULTOUR” project focuses on remote, peripheral, and deindustrialized areas, cultural ecosystems, and over-exploited destinations.6
This methodology aims to transform cultural tourism through a circular economic framework. Circular tourism seeks to reduce environmental impact while enhancing overall sustainability by emphasizing waste minimization, resource conservation, sustainable transportation, and the promotion of local products. 
The Be.CULTOUR project has brought together a consortium of innovators, including public institutions, civil society organizations, and enterprises, to collaboratively develop strategies, tools, and solutions for integrating a human-centered circular economy into cultural tourism. The initiative aims to restore and enhance cultural heritage, empower local communities by creating sustainable employment, and strengthen entrepreneurial capabilities.

Examples of remote, rural, and lesser-known destinations where this model could be successfully implemented include:
Muhammad Bin Qasim Mosque, Aror, Sukkur
Jamia Masjid and Fort Complex Bhambore, Thatta 
Mahmud Ghaznavi Mosque, Swat 
Masjid Wali Muhammad, Multan
Shahi Eid Gah Masjid, Multan
Lodhi-Era Mosque, Gujranwala 
Similarly, Balochistan Province is home to unique and uncharted heritage sites, including:
Three Omani Sultanate Era Forts in Gwadar 
Tomb of Muhammad Bin Haroon, Bela
Moti Gohram Tomb, Gandava, Jhal Magsi
Tomb of Iltaz Khan 
Bhag Nari Tomb
Jam of Lasbela Graveyard
Bhawani Sarai Graveyard
Graves of Muhammad Bin Qasim’s Soldiers, Hangol 

Preserving Pakistan's historical sites is not just about safeguarding the past; it is about unlocking the immense cultural, social, and economic potential these landmarks hold for the future. By adopting global best practices, Pakistan can revitalize its neglected heritage, transforming it into thriving centers of sustainable tourism that contribute to national development while preserving and strengthening its historical and national identity.

A well-balanced approach—incorporating impact assessments, strategic management, compelling storytelling, community engagement, and eco-friendly practices—is essential to achieving this vision. Implementing these measures requires collaboration at multiple levels: government institutions must establish clear policies, private stakeholders should invest in responsible tourism, and local communities must be empowered to take ownership of their heritage.
By integrating conservation efforts with sustainable urban development and ethical tourism models, Pakistan can ensure that its historical sites not only endure but also inspire future generations. If executed effectively, these initiatives will elevate Pakistan's global cultural standing and transform its unparalleled historical wealth into a key driver of economic growth and national pride. 

The writer is an Advocate of the High Court, holding an LL.M. in International and Maritime Law. He is currently employed at the Global 100 TAHOTA Law Firm in China.
E-mail: [email protected]

1.  Ayesha Agha Shah and Lubaina Soni, Sustainable Development employing Cultural Tourism via insight from the South Asian Forts, Journal of Xi’an Shiyou University, Natural Science Edition, URL: https://www.xisdxjxsu.asia/V20I08-58.pdf
2. UNESCO World Heritage Convention, Recommendations of the international workshop on Advancing Sustainable Tourism at Natural and Cultural Heritage Sites Policy orientations: defining the relationship between World Heritage and tourism, URL: https://whc.unesco.org/en/decisions/4240/.
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6. Revitalizing European cultural tourism, Beyond CULtural TOURism: human-centred innovations for sustainable and circular cultural tourism, European Commission, URL: https://cordis.europa.eu/article/id/449500-revitalising-european-cultural-tourism