ECONOMIC AND SOCIAL COMMISSION FOR ASIA AND THE PACIFIC

UNITED NATIONS New York, 1994 A study on the cultural impact of international tourism in Pakistan was undertaken in response to the request of the Government of Pakistan with financial assistance from the Government of Japan. The report was prepared by Mr. Shah Alam Khan and Mr. Farooq Ata, Consultants.

The views expressed in the report are those of the authors. They do not necessarily reflect those of the United Nations or of the Governments of any of the countries or areas mentioned in the report.

The designations employed and the presentation of the material do not imply the expression of any opinion whatsoever on the part of the Secretariat of the United Nations concerning the legal status of any country, territory, city or area, or of its authorities, or concerning the delimitation of its frontiers or boundaries.

Mention of any firm or licensed process does not imply endorsement by the United Nations.

This document has been issued without formal editing.

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About the Report

This Report is an attempt at an assessment of the cultural impact of foreign tourism in Pakistan through the use of factor analysis technique with special emph,asis on measures to control the negative impact of foreign tourism flows. It i$ part of the ESCAP project for assessing the socio- cultural role of tourism sector and has been undertaken in accordance with Its guidelines and finance support.

This Report is organized into seven Chapters. The problem and its setting has been introduced in Chapter I which also defines the general contours of culture, and the main forces governing Pakistani culture. The Chapter ends with the conclusion that Pakistan has its own cultural identity, determined by its history, geography, culture, religion, social values and the state of economic and physical development etc. It is concluded that the country is so vast that it cannot claim to be having complete uniformity in its cultural manifestations. Within Pakistan, cultural variations of fairly strong degree have led to the creation of cultural regions and patterns. Further, pockets of unique cultural values in remote areas are still available and are of interest for foreign tourists. Chapter II of the Report undertakes to lay down the methodological framework of this Study, highlighting its main objectives as laid down by the ESCAP, defining the scope of work to be undertaken and pin-pointing the approach and methodology followed for undertaking this work. The Study undertakes to analyse both micro and macro aspects and tries to answer questions such as the power of the foreign tourism in exerting changes on the cultural patterns of the Pakistani society, the usefulness of these changes the extent of erosion of cultural values due to foreign tourists arrivals vis-a-vis other forces and speed of cultural erosion due to foreign tourism as compared to the impact of other influences. For the micro analysis a questionnaire was used to obtain opinion of experts on the impact of foreign tourism on physical, economic, social, moral and cultural factors of the selected areas. In Chapter III of the Report, a bird eye view of the nature of Pakistani tourism products and its used pattern is presented. The Chapter comes up with the conclusion that despite one of the world's touristic jewels having such a wide diversity of scenery, adventure, sports activities, history, culture, religion and wildlife, Pakistan is still in its infancy in so far as the exploitation of its tourism potential is concerned. Whatever little tourism we receive mainly consists of the V.F.R. market, with share of holiday-makers being fairly low. These conclusions, have implications for interaction of foreign tourism with cultural aspects which are the subject matters of Chapters of the Study. Chapters IV and V begin with a classification of cultural pattern of the country into three main parts: rural, urban, and special cultures. The foreign tourist arrivals in each of these cultural zones have been quantified and a picture of interaction has been presented. Within the urban culture three sub-cultures, consisting of the cultures of 'upper elite', 'middle class', and poor masses have been selected to show the impact of foreign tourism. The distinctively separate cultural areas included in this Study are: Chitral, Thar desert, Hunza and Skardu and the interaction of foreign tour has been studied in Chapter V. In Chapter VI of the Report, an assessment of the cultural impact of foreign tourism at micro level based on the results of the application of factor analysis is presented. This Chapter shows the extent of impact on various factors by their main indicators, sub-indicators and areas etc. This Chapter comes out with the conclusion that foreign tourism has generated an impact of lower magnitude as indicated by scores earned by various factors and indicators. Nevertheless, policy measures are needed for containing the ill-effects of foreign tourism flows which is outlined in Chapter VII. These measures include: conducting proper research on problem-preventive actions and informative measures etc. The Chapter concludes with suggestions on preservation of architectural and historical finds of the country.

vii Chapter I The Problem and Its Setting

.1 INTRODUCTION

In pursuance of its programme of studies for assessing the socio-cultural impact of international tourism, ESCAP entered into an agreement with the consultants for conducting a research study on this issue in the context of Pakistan.

There are two important types of relationships between international tourism and socio-cultural fabric of a society:-

(a) International tourism and socio-cultural aspects may enjoy a mutually supportive relationship when they are organized in such a way that each benefits from the other; (b) Tourism and socio-cultural aspects can be in conflict particularly when tourism imposes detrimental effects.

The beneficent impact of international tourism on the local and national econor:nies through enhanced incomes, employment generation, balance of payment, higher public sector revenues, redistribution of incomes towards relatively neglected areas is now well documented. Direct beneficial contribution of international tourism to cultural preservation is the economic means by which it can befinanced. Again, the spill-over benefits of international tourism in the form of concern for protection of prime cultural resources for perpetuating tourism flows especially, the contribution towards makingthese known and rendering them accessible are of no less significance.

However, tourism especially its international version is not all that benign. Innumerable instances of negative effects of this activity damaging the cultural ethos are available. It is argued that foreign visitors lead to commoditisation, commercialization and even bastardization of local arts and crafts. The simplicity, antiquity and originality vanishes as hosts start copying their guests. It is contended that other forces including mass media, education and urbanization are not as powerful as the presence of foreigners amidst locals in bringing about quick conversions because hosts, due to demonstration effect, react more quickly. This leads to faster changes in the centuries old cultural patterns, which critics contend are for the worst. It is, therefore, essential to analyse the socio-culture impact of international tourism to see as to how far it is symbiotic and to what extent in conflict at a given place and time?

In what follows is a Report analysing the impact of international tourism on socio-cultural fabric of Pakistan. In this Report, attempt has been made at assessing the relationship of international tourism with Pakistani culture.

1.2 CULTURE

The problem of adequately defining the term 'culture' is very complex and complicated as a minimum of about 82 formal definitions and about 120 explanatory notes are in currency in the literature. Despite the existence of such a large number of definitions, it basically refers to man's entire social heritage, all the knowledge, beliefs, customs and skills he acquires as a member of asociety. The culture or social heritage of any society is always specific, it is the 'distinctive way of life of a group of people, and their complete design for living', Culture presumes the existence of society and provides the necessary skills for making human society work. Culture is not restricted to certain special fields of knowledge; it includes ways of behaving derived from the whole range of humanactivity. Culture includes not only the techniques and methods of art, music and literature, but also those used to make pottery, sew clothing or build houses.

The positive accepting approach is to study other cultures or the culture of sub-groups such that the standards of a particular culture are not judged by men of other cultures according to theirnorms. Nevertheless, while carrying out impact studies, some comparison gets made particularly within a given society. If culture includes a set of 'designs' for carrying on the life of society, then there must be cultural ideals. Ideals involve standards of perfection, whether in the skills of the artist or other professionals. Although a culture is a 'complete design for living', no one fully masters all of the knowledge and skills nor is motivated by all of the values of any culture, however, simple. The learning of culture is always selective. The individual learns some aspects of his culture because of his sex, his age, the group into which he is born and the locality in which "he lives.

There is difference between culture and a social organization. The social organization is made up of inter-personal and group relations, e.g., family which is a unit of social organization but the form of the family and the familial behaviour are prescribed by the culture. One culture may value a kind of family in which the father is dominant; another may relegate him to a lesser position. Culture is a design and the prescription, the composite of guiding values and ideals. Culture and social organizations are inter-dependent. No aspect of man's life is left untouched by culture. Even his biological needs, such as eating, drinking, sleeping and sex behaviour bear the mark of his culture. These underlying impulses are hedged in, controlled and defined by ethical and aesthetic norms.

It would be a mistake to think of the differences among cultures as nothing but amusing variations on a theme. The values of a culture influence and redirect the expression of deeply motivated behaviours and even the form of individual mal-adjustment. Complex societies contain not one homogeneous but a multitude of ethnic, regional and occupational sub-cultures with which people are identified or from which they derive many distinctive values and norms. Sub-cultures should distinguish from one another and from the dominant culture forms by such manifest characteristics as language, clothing, genitor and etiquette, etc.

Another feature of a mode of action to be considered as an ingredient of culture not pertaining to individual is that it must be regularly found in the groups and classes of a society. Again things and action universally found cannot be called expressions of culture because mankind as a whole does it.

Within the broad spectrum of Culture we may visualize cultural pattern as an objective expression of way of doing or believing that is common to a number of people which may range from the very simple to the very complex. Cultural pattern means the ways of behaviour and the word behaviour refers to thinking as well as doing. Thus, we can conclude that culture is an ever changing system of learned behaviour shared and transmitted amongst the members of a group. We may achieve a combination of various cultural patterns called cultural complex or cultural adhesion which is a combination of naturally attached cultural patterns. In this context, we may come across the terminology such as "cultural area" which is a region wherein a specific cultural pattern or complex may be found.

Cultural change may occur firstly because society may borrow certain cultural elements from another or have such elements forced upon them.

Again a cultural area is the region wherein a specific cultural pattern or culture complex may be found. It is the regional base of way of acting or believing which may be called the smallest unit of culture or the cultural trait. The term cultural pattern suggests that human behaviour does not just happen but exhibits the structure or a configuration giving prominence to one or another of its distinctive cultural themes. The broad form of culture may be characterized by competitiveness orcooperativeness, aggressiveness or peacefulness, democracy or authoritarianism.

No culture has ever developed in complete isolation, unruffled by the winds and storms of alien doctrines and practices. The diffusion and cross-fertilization have affected them all. Cultural diffusion is the spreading of a culture pattern from one group of people to another and from one culture to another. Culture patterns spread in two ways, either incidentally or by direction. The cultural pattern is in itself lifeless and must be carried by persons. Whenever a person migrates from one cultural area to another, he carries cultural pattern with him.

.3 PAKISTANI CULTURE AND ITS GOVERNING FORCES

Here we wish to set forth factors determining the identity of Pakistani culture. These determine our ways of thinking and acting and shape our mental environment. The formative forces determining the shape of Pakistani culture include:

2 Religion and Regions

First is that Pakistan contains all the elements which help to make the culture of a particular area vibrant with life. The majority of its people have a common religion Islam which is dear to them more than their lives and plays a very important role in their national identity. There is one common language which is understood and spoken in all the regions of the country. However, regional languages serve as mother tongue. Regional cultures have many things common with the national culture and differences are mostly of the nature of only folkways. It is quite genuine to accept that people who live in deserts have different folkways compared to those who live in mountainous areas. Nevertheless, these differences besides religion is the most important element in determining the cultural identity of Pakistan.

History

Second is the nature of Pakistani history. On the one hand, it is a history based on geography according to which it includes the five thousand years old civilization of Moenjodaro and the Budhist remains at Harappa, Taxila and Gandhara. On the other hand, it has a history whose traditions span thousand years of Muslim rule and culture in India and also the two hundred years of British rule. This duality of our history has given birth to a psychological contradiction in us. An important problem that confronted Pakistan after 14 August, 1947 was how to introduce a new-born country to the outside world. Since we had broken off from a land mass having centuries old civilization, social system, philosophy and ways of life, we attempted to trace our civilization to ancient times. But alongwith partitioning of Indian sub-continent we have divided our intellectual and spiritual heritage and our cultural and historical traditions. We are heirs to the Indo-Muslim culture which during the thousand years of Muslim rule, flourished in this sub-continent under the influence of its natural setting, climate and ethos. In that culture were blended the religious enthusiasm and idealism of the Arabs with temperament and spirit of Afghans, the Iranians, the Turkamans and the Moghuls. Not only this, but its spirit, assimilating with the spirit of the sub-continent, gave birth to a culture which is the foundation of today's living culture of the whole sub-continent. In it are present both those elements which were a logical outcome of the historical association. Whatever we are today is a product of the culture whose healthy process continued for a thousand years.

The two hundred years of subjugation by the British is the third phase in our hi~tory. In the initial phases of British domination, the Muslims of sub-continent nursed hatred against any and everything coming from western countries because the pinch of being dethroned from the pedestal of glory and power was most severely felt by them. Thus, a conscious effort was made to shun away all that was British bordering on the verge of hatred. The religious differences between the former rulers and now the ruled kept both of them at bay. This resulted in the socio-economic and cultural backwardness of Muslims in all spheres of life, especially in the face of patronage extended to Hindu majority by the British. The Muslims felt aggrieved and deprived. However, this phase came to an end with the realization that useless enmity to dominant classes would further add to their miseries. This resulted into desire to learn the English language, modern arts and crafts and sciences. Despite these attempts assimilation at desired pace and direction could not take place and both the British and Muslim ways went side by side with a built in antipathy towards each other despite the former assuming the role of the defenders of the Crown in ever-increasing numbers during the great world wars.

In 1947, Pakistan started with two parts; East and West Pakistan separated by 1,200 miles having only sea and air communication between them. The eastern part was populated by Bangalis who spoke the Bangia language. Under the influence of their natural environments they had their own peculiar dress, habits and culture and also had a history of their own which was shaped by various forces spread over thousand of years. The western part of the country, the present day Pakistan, consists of four cultural units with as many languages. People have their own peculiarities in their various regions with different regional and geographical environments. In addition to this, are immigrants from different parts of India. These sub-cultural forms, in the process of being amalgamated, now face the problems of ethnic and linguistic division due to politico-economic forces.

3 Economic Factors

Cultural pattern among other forces, is woven most intricately by economic factors. Pakistan has (mid-1993) population of about 122 million with a per capita income of US$ 410, inhabiting an area about the size of Spain and Italy (800,000 square kilometres). Population density of 141 per square kilometre is almost double the 1988 average for low-income economies, and about 30 per cent of the population lives in urban areas. Population growth is estimated at 3.1 per cent a year. Social development indicators are poor, reflecting long-standing problems in providing basic health and education services. Participation rates in primary education have increased slowly in the past two decades to about 62 per cent of the age group in 1990, and remain well below the average for low income countries.

Pakistan's production and export bases are undiversified; agriculture contributes about 25 per cent of GDP, employs half the labour force and provides 60 per cent of exports, mainly cotton and rice. Cotton processing, steel, cement, fertilizer, textiles, petroleum refining and food processing are the most important industries. The narrow industrial base and inefficiencies in industrial production reflect distortions in the industrial incentives and production systems, and a financial sector that is still over-regulated and inefficient. Despite ongoing reform, it achieved economic growth averaging over 5 per cent a year and has seen its per capita income more than double in constant rupee terms between 1950 and 1985. However, this growth performance has been uneven, with periods of rapid growth followed by years of economic stagnation. Pakistan's high population growth rate and poor record in social development undermine the pace of development and contribute negatively to improving income distribution. Estimates indicate that 29 per cent of Pakistan's households fall below the poverty line, with poverty more prevalent in rural areas and small towns than in the large cities. The past decade has seen an increase in average incomes and some success in allocating more resources to the social sectors. Nevertheless, Pakistan's literacy rate of 26 per cent ranks among the lowest in the world, and few countries record a poorer literacy rate for rural females than Pakistan's 6 per cent. Infant mortality and life expectancy indicators are similarly poor. Health coverage is limited, heavily focused on urban areas and hospital based curative care.

Availability of Social Services

Inadequate public social services and limited access to productive assets are the main causes of poverty in Pakistan. The Government's planning targets for social services have not been matched by detailed programming and adequate local involvement, especially in the development of rural water and sanitation services. Because of rapid population growth, landlessness is increasing, and the average size of farms operated by the poor is declining.

Other structural weaknesses inhibiting Pakistan's prospects for sustained growth include low savings and investment rates, of about 13 and 17 per cent of GNP, respectively. The share of public investment has also remained low. Direct and indirect price controls, subsidy programmes, and regulatory policies continue to affect resource allocation. Even after a major policy shift in 1991 towards trade liberalization, the trade regime continues to have a significant anti-export bias. Moreover, the concentration of exports in rice and cotton, where price prospects are uncertain and in cotton where price prospects are uncertain and in cotton textiles subject to protectionist pressures from industrialized countries, and declining worker's remittances, leave Pakistan's balance of payments fragile and vulnerable to external shocks.

.3.5 Infrastructural Facilities

Physical infrastructure bottlenecks also constitute important obstacles to economic growth. Public investment has been low at 6-7 per cent of GDP, reflecting inadequate revenue generation and the need for strengthening overall macro-balances. Continued high levels of spending on defence which in recent years exceeded development expenditure have further constrained efforts to expand public sector development spending. Public sector management constraints and project implementation bottlenecks have also slowed public investment efforts. As a consequence, large public investments in electric power upgrading highways, and railway modernization are needed.

4 an aging irrigation system requires investments in drainage' and salinity control as well as replacement and repair of irrigation networks,

Pakistan is likely to face increasing unemployment in the future if the foundation for sustained economic growth and employment opportunities is not strengthened. With Pakistan's high past population growth rate, labour force growth is expected to continue to exceed 3 per cent a year for at least 20 years, even if fertility rates were to fall rapidly. The need to more rapidly expand employment opportunities is further complicated by changes in the Middle East, which is unlikely to continue to absorb the number of Pakistani workers it did through the early 1980s.

On the one hand, these economic features are daunting which keep persistently in the mind of the society; on the other hand, there is grave contradiction between the resources and desires of the society. Our resources are those of agricultural society and our desires are of an industrial one. Thus, Pakistan like many other developing countries is a land of unfulfilled desires. Discrepancy and clash between resources and wants is drying up the well-spring of our activity at every level of existence.

1.3.6 Cultural Forces

On the cultural plane there is no system of values and morals on which a strong new edifice of life can be built. We are daily observing the spectacle of old sources of value losing their significance and becoming defunct. The spectrum of ideas and beliefs by which we lived for centuries is now appearing meaningless and futile to us. There is a cultural vacuum; what is visible is not original and what was original is not visible any more. In the case of upper classes and in matters like dress, social norms, architecture, fine arts, material progress etc; the West is surpassing us. On the other hand, people belonging to the lower strata of the society are entrapped in thick veils of the mist ofbackwardness.

Pakistani culture is not immune to modern day influences. Technological revolution. and mass communications have exerted profound impact on literature, drama and other activities. The part played by home remittances of expatriate workers in the Middle East, Europe, America and Japan has resulted into deep transformation of socio-cultural ethos of the society over which now is superimposed the culture of drug money and illegal traffic in arms increasing manifold as a result of Afghan war.

Politics

Politics plays a very deep role in the lives of Pakistanis. The political culture is although based on and the result of parliamentary democracy of British type, yet the country had to experience suspension of the regular system in favour of martial law regimes. The resultant discontent, intrigue, legpulling, graft and accusations and counter accusations of the rival politicians has generated a different variety of culture where greed and the lust for ill-gotten wealth reigns supreme. Pakistan's ruling elite is composed of politicians, members of all powerful hierarchy of generalists bureaucrats, the military top brass, feudals, top business who have check-mated the system of merit and topsyturvied the whole package of incentives and concessions within the social fabric.

Cultural Patterns and Sub-cultures

The geographical diversity has also influenced the cultural pattern of the country. On the one hand are inhabitants of mountains in the North and on the other hand are the people of the plains of Pubjab and Sindh. The dry areas of deserts lead to entirely different cultural setting while the irrigated agricultural settlements make a great difference in the approach to life. The settlements of coastal areas have entirely different habits compared to modern city dwellers of Karachi.

Various sub-cultures are also distinguishable from one another and from the dominant culturalforms. On the one hand, we have the local cultures formed by historical and regional traditions and on the other, the western culture like a flood is washing away older and established values especially with

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Moreover, the age of the mass communication. The society is sharply divided into rich and poor classes. The rich people find deeper links with values claiming to belong to western ways of life. On the other hand is the culture of the majority of the poor people. This raises such questions as where are we? Which ways are we going? Are there any values by cultivating which we can resurrect the old respectable social ethos? Can Blind imitation of the West be a harbinger of new life force for us? Is material progress obstructing the social progress? Why is it that we have become prey to narrow provincialism? What is our past and what is our relation to it?

From the above discussion it becomes quite clear that Pakistan has its own cultural identity determined by its history, geography, cultural and social values, economic and physical development, etc. although it is changing. The country is so vast that we cannot claim it to be having complete uniformity in its cultural manifestations. Within Pakistan, cultural variations of fairly strong degree exist which have led to the creation of cultural regions and patterns. Further, pockets of 'unique cultural values' in remote areas are still available and are of interest for foreign tourists.

REFERENCES

"Pakistan Culture, People and Places", Mohammad Shafi Sabir, University Book Agency, Peshawar, 1970.

"Innovation, the Basis of Cultural Change", H.G. Barnett, New York, 1953.

Jonaid Iqbal with Guizar Afaqi "Qaumi Tashakhus AUf Saqafat", Islamabad, Idara Saqafat-e- Pakistan, 1983.

"Historical Continuity in Architecture 1/,a paper by Sajida Haider Vandel, presented in the Seminar on Preservation, Promotion and Perpetuation of the National Cultural Heritage, 10-12 October 1993, Islamabad.

"Prepetuation of National Cultural Heritage", a paper presented by Mr. Fazal Ahmed Ghazi, 10-12 October 1993, Islamabad.

6. "/s Classical Music Dead?" a paper by Saeed Malik, presented in the Seminar onPreservation, Promotion and Perpetuation of National Cultural heritage, 10-12 October 1993,Islamabad.

"Future Shock and Fresh Perspectives", a paper by Salima Hashmi, presented in the Seminar on Preservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993, Islamabad.

"The Culture Survey of Pakistan", a paper by Madam Auzurie, presented in the Seminar onPreservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993, Islamabad.

"Our Cultural Heritage", Thoughts on Restoration Preservation and Promotion, a paper by Ali Imam, presented in the Seminar on Preservation, Promotion and Perpetuation of the National Cultural Heritage, 10-12 October 1993, Islamabad.

10. "Preservation, Promotion and Perpetuation of the National Cultural Heritage", a paper presented by Dr. Fazal Dad Kakar in the Seminar on Preservation, Promotion and Perpetuation of the National Cultural Heritage, 10-12 October 1993, Islamabad.

"The Cultural Patterns of Pakistan", by Syed Abdul Quddus, Ferozsons (Pvt.) Ltd., Lahore,1989.

12. "Islamic Culture in India and Pakistan", by Abdur Rauf, Rawalpindi, 1975.

13. "The Cultural Heritage of Pakistan", Speer, Sir Percival and Ikram, S.M. Karachi, 1955.

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5.2.3.4.8.9.7. "Influence of Islam on Indian Culture", Tara Chand, Allahabad, 1963.

"Social Customs and Practices in Pakistan", A.B. Rajput, Pakistan Branch R.C.D. CulturalInstitute, Islamabad, 1977.

"Pakistan -Way of Life and Culture", Abdul Hameed, Publishers United, Lahore, 1963.

"The Land and People of Pakistan", Feldman, Herbert, London, Black, 1956.

"Pakistan: Its Resources and Potentialities", Pithwalla, M.B. Publishers United, Lahore, 1952.

19. "Sociology and Social Research in Pakistan", Afsaruddin, M., Sociological Association, Dhaka,1963.

20. "Behind the Veil (Social Customs of Women of Pakistan)", Ikramull.ah, Begum Shaista, Pakistan Publications, Karachi, 1955.

21 "Pakistan Society and Culture, Social Life and Customs", Martin, Stanley, Institute of Pacific Relations, New York, 1957.

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15.16.18. Chapter II The Methodological Framework

Having presented the dominant historical, geographic, economic and cultural forces ,governing the 'shape' and 'form' of 'Pakistani culture', we will now unfold the methodological framework adopted in the present Study.

We will start from the following basic hypotheses:

Is foreign tourism a force of any reckoning capable of exerting changes in the cultural patterns of Pakistani society? ii. Does this domination apply universally or foreign tourists affect only the cultural patterns of specific areas, places values, and/or other items of cultural manifestations? How far the cultural values have eroded erodeol due to foreign tourist arrivals vis-a-vis all other forces? iv. Is the speed of cultural erosion due to foreign tourism faster than the impact of other influences?

To find answer to the above questions, a methodological framework needs to be laid down the main elements of which are given below:

11.1 OBJECTIVE OF THE STUDY

The phenomenon of international tourism in Pakistan, its growth, structure, spread and characterisation is different in many ways from other countries. More than half of the total foreign tourism of the country is V.F.R. which almost originates from the same ethnic roots as those of the local population. Of the other remaining half, visitors for holiday-making in the strict sense. of the word are small in number. Despite low volume, foreign tourism has grown rapidly in the past decade and within the current liberal policy for tourism expansion it is expected to undergo a quantum jump in the next few years.

The main tourist products of Pakistan officially are 'adventure' and 'cultural' resources. It indicates that sooner or later culture will require preservation not only for its own sake but also for the consumption of international tourists as an input. Hence, there is a dire need to assess the existing and expected impact of international tourism on cultural setting of the country indicating the damage already inflicted, the prospective areas of conflict and identifying the symbiotic relationship between the two activities.

The purpose of the present Study is to find out the rationale behind our preservation policies. The relevant choices available with us are to capitalise on or to loose commercial opportunities on account of the emphasis on cultural conservation. In other words, the Study would help indicate areas where sensible relaxation of the existing restrictive regime could be pursued.

The Study objectives as laid down by ESCAP are the following:

to analyze the extent, profiles and behaviour of foreign tourism. to identify main socio-cultural systems and products open to foreign tourism. to study the impact of international tourism on these cultural products and systems. to examine existing programmes and policies aimed at achieving preservation of cultural values and assets.

In brief, the main purpose of the Study is to examine the impact of international tourism on the socia-cultural pattern of Pakistan: society.

8 iii. 11.2 SCOPE OF THE STUDY

To achieve the above objectives, its scope was agreed to cover the impact of phenomenon of international tourism within the overall geographical boundaries and in areas of cultural uniqueness. More specifically its scope consists of the following:

a. Profiles and Behaviour of International Tourists 1. Trend of international tourists. 2. Tourist profiles. 3. Tourist expenditure distribution. b. Identification of Cultural Patterns 1. Main Cultural Patterns. 2. Areas of cultural uniqueness. c. Policy Measures For Controlling Impact 1. Planning and Management. 2. Informative and Educative. 3. Administrative.

11.3 METHODOLOGY

Of necessity, the methodology to be adopted for this Study consists of examination of the impact at both the 'macro' and 'micro levels'. At the 'macro' level, it is essential to probe into the problem through the use of aggregative data on a wide canvass of the overall cultural pattern of the country with variations in terms of cultural regions, e.g., urban vis-a-vis rural culture. Within urban cultural, socio-economic distribution of population leads to various shades of cultural variations. On the other hand at the 'micro' level, impact is to be watched at the smaller scale in areas having cultural uniqueness much different from its surroundings and not capable of being fitted within the broad 'macro' cultural patterns. The methodology in respect of both the above approaches is laid down below.

Macro Approach

As the Study progressed, it came to light that the interaction of impact of guests on hosts was conditioned by a number of forces. If the tourists came from a socio-cultural background which was not akin to that of resident population or if the cultural background of guests was stronger than that of their hosts then the host culture would invariable be influenced. It also came to light that the size and the frequency of the contact of the hosts with the guest population was an important variable. If the extent of tourism in a particular area was large in proportion to the local population then its impact was "apriorily" considered to be fairly strong. The impact of foreign tourism on cultural pattern was also conditioned by the speed of tourism in a particular area; if the foreign tourist arrivals grow faster and are concentrated in space and time in a region compared to other developments then the cultural impact obviously is much stronger. The impact is also determined by the diversity between the cultures of the circulatory and stationary population. If the cultural values, ways of life behaviour/ patterns and attitude of the tourists are almost similar to those of the guests then the extent of interaction is minimal. If, the cultural difference between guests and the hosts is stronger then the impact on local population would be much stronger. It was also found that the influence, speed and levels of urbanization, industrialization, education etc. attained by the local population also influences the cultural onslaught of foreign tourists. These forces can be compatible which means that the guest population reinforces their impact.

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11.3.1 A statistical perspective was prepared taking into consideratio'n the para-meters given below:

Nationality

Nationality of tourists provides illuminating insight into their cultural background: Various nationalities can be lumped together to be considered as belonging to one cultural configuration e.g.tourists from western countries as a whole follow a life style much different than the life of the people living in a far off mountain resort of a Pakistani village. Even within the same broad nationality groups, certain cultural traits and habits may generate a more shocking effect while others may not do so.

Data on foreign tourists in Pakistan by their nationality is already available for a period spreading over the last 20 years. This data was ana lysed and main nationalities which generate significant international tourism were identified.

Destinations Visited

Destination visited is an important factor influencing the cultural aspects. It is, therefore, essential to correlate foreign tourism flows with the areas visited so as to determine the extent of interaction between the local cultures and foreigners. In Pakistani context, this aspect is very essential because the flow of tourists is limited to a few areas. Data on places visited by foreign tourists is available in Pakistan through surveys of international tourism; the first such survey was conducted in 1976, followed by foreign tourism surveys of 1982 and 1992. The analysis of these data was carried out to determine the destination based flow charts of foreign tourists.

Motivation

The purpose of visit of foreign tourists exerts profound influences the culture of an area; firstly through the type of activities in which the guests indulge; secondly, the level of availability of these activities at the destination and finally through the length of stay and average spendings. Thus, tourists visiting for business purpose may 'a priori' stay away from destinations usually the home of strange and quaint cultures, therefore, leading to generation of minimum impact on the homogenization process. The motivational analysis, therefore, provides a clue to the assessment of the cultural impact of foreign tours on the targeted cultural groups. Data concerning the motivation of visit of the foreign tourists is available in the afore-mentioned surveys of international tourism that will be analysed in the subsequent pages.

11.3.2 Micro Approach

The generalized analysis, however, does not help in understanding the nature of inter-action between culture and foreign tourism at a smaller scale. Within the national boundaries a few areas of tourist merit get influenced more heavily compared to the general setting because of higher concentration ratio against the host population or where motivation and nationality of foreign tourists creates a stronger impact on the local cultural traditions, artifacts etc. The study of these influences cannot be of necessity become easily a manable to objective measurement of cultural setting. Only subjective assessments can be placed on such phenomenon. The subjective opinions widely vary because of the very nature of the phenomenon under Study,viz. culture. What is, therefore, needed is to adopt a methodology for maximum containment of subjectivity. The 'factor analysis' approach is one such technique the basic premise of which starts from the assumption that some of the most intimately connected influences are common and can be identified separately. Under this approach the commonly identifiable strands of argument can be lumped together as 'opinions' of experts. Subsequently, these subjective opinions can be converted into objective assessments by assigning them numerical weights under a 'pre-conceived' wieghtage scheme. Thereafter the combined scoring of each factor can help to arrive at the objective assessment of the cultural impact. Even in this approach, subjectivity does exist but this can be controlled through averaging out major deviations depending upon how large is the number of observations.

10 Factors

For using the 'factor analysis' approach, the first step is to identify the most relevant factors. Social scientists, anthropologists, experts in sociology, eminent men in cultural studies and tourism related enthusiasts, have compiled a long list of indicators which are employed for the analYsis of the impact or for assessing changes in the socio-culture patterns of a society. In all these researches and studies the emphasis is mostly placed on moral values while socio-cultural interaction per se getsignored. In order to keep the Study within manageable limits and also to employ the most relevantindicators, a list of important factors was compiled consisting of the following:

physical economic social moral cultural

A brief description of the composing elements of each of the above factors is given below:

Physical factor: Within the broad category of physical factors three elements are included. One of these would help to assess the visual manifestation of foreign tourism in the cultural setting mainly through the presence/expansion of hotels, restaurants and other tourist facilities while the other will show the impact of foreign tourists on the use of local roads, streets and other infrastructuralfacilities. Physical factors also include opinion of experts on the change in the shape, designs, originality and quality of local arts and products as a result of foreign visitors.

Economic factor: The economic stimuli leads to profound changes in the cultural setting which may be either through rapid industrialisation or technological revolution. Most expected impact includes changes in the income and prosperity of the people in general and those connected with tourism trades in particular, rapid changes in interpersonal redistribution of wealth, employment increase and change in its pattern, the foreign tourism flows may generate/influence demographic features through change in patterns, thus, leading to increase or decrease in the size of permanent human settlements on regular and or periodic basis. Another connotation of economic impact of international tourism can be in occupational distribution which may alter due to international tourist arrivals. These changes lead to substantial alteration of the existing cultural patterns and behaviours.

Social factor: The selection of relevant social indicators is fairly difficult task. The most important of these includes: effect of flows of international tourism on social fabric such as the role of the father within the family; effect on the style and presentation of local parties, feasts and functions; changes in the attitudes towards foreigners; desire to acquire wealth as contrasted to other worldliness; and impact on relationship within the family such as nucleolus vis-a-vis composite family. All these facets require to be investigated.

Moral factor: It is in the area of morality that mostly researchers have found international tourism bastardizing cultures of their hosts. Usually indicators employed include: visible laxity in moral standards and values of the people; increases in prostitution due to tourism; and finally the degradation of higher moral values of life such as chivalry, magnanimity, generosity, etc. The change in attitudes towards religion due to international tourism is also a favorite topic of studies conducted in this regard. The main elements of morals studied here include an assessment of opinion of experts on the above matters.

Cultural factor: The study of forces such as influence of international tourism on language, clothing, styles and fashions; effect on artifacts; ways of talking and behaving etc. have been lumped together under cultural factors. The study of changes in these elements was also conducted.

11 11.3.3 Questionnaire

To collect the opinion of experts in sociology, anthropology, culture and tourism, a questionnaire was designed which contained the following:

Identification of the respondent. The nature and extent of experience concerning the impact of international tourism on cultural values. Views and opinions concerning changes in socio-cultural indicators. Measures for controlling and preventing the ill-effects of international tourism.

The main thrust of the questionnaire was on opinion seeking in respect of socio-cultural factors.

11.3.4 Frame of the Enquiry

The frame of this enquiry consisted of those experts who could record their opinion on the basis of their personal observations and experiences concerning the impact of international tourism. These experts were selected from departments and autonomous bodies having relationship withculture, sociology, anthropology and tourism. Their opinion was collected through direct mailing of the questionnaire to their respective areas and personal interviews. The details of enquiry frame are given below:

Government administration departments, including local heads and other prominentpersons.

Political and religious leaders of the concerned area(s) under enquiry. Government tourism departments, federal and provincial, including Tourism Division, Culture Division, Archaeological Department, Archives Department, Lok Virsa (Folk Heritage), Pakistan National Council of the Arts, Directorate of Films and Publications, Boards of Film Censors, Administration of Museums, Authority for the Preservation of Ancient Cultures, Muqtadira Quami Zaban (National Language Authority) etc. Government operated tourism corporations, including Pakistan Tourism Development Corporation (PTDC), Tourism Development Corporation of the Punjab (TDCP), Tourism Development Corporation of Sindh, Sarhad Tourism Corporation (STC) etc. Travel agents, tour operators and hoteliers of concerned areas. Foreign and local tourists.

The frame of the enquiry was developed in three stages:

Stage I: In the first stage, those institutions and organizations were listed where experts were believed to be available and who could speak and give opinion on 'factors' and 'elements' shown in questionnaire with some knowledge.

Stage II: It was followed by stage two which consisted of selection of experts which was governed by a host of consideration. Most important of these was the likely yield of information relating to foreign tourism and changes in cultural patterns.

Another guiding principle was the willingness to cooperate in providing the response. After preparation of a complete frame, short listing was done on the basis of their length of relationship with foreign tourism. These having long-term exposure and contact with foreign tourism were selected in descending order of experience.

Stage-III: Selection of the Areas. In order to select areas being suspected of most heavily influenced by the international tourism flows, the important criteria was the number of tourists going to

12 those places vis-a-vis the extent of host population, accessibility, and places of tourist attractions, uniqueness of local cultural patterns as distinct from the overall surrounding patterns.

The questionnaires distributed and response received area and sub-field of activitywise is given on page 14.

The response ratio shows that 26 domestic and 25 foreign tourists returned the filled-in questionnaires. In all 14 hotel/motel operators, out of 26 sent their opinions followed by handicraft shops (13), tour operators (12), local councilors (10), government officials (9) from PTDCITDCP/ STDC, two each in respect of cultural organizations, newspapers columnist and tribal chiefs etc. The overall response ratio in respect of each of the above categories as worked out in the table is about 67 per cent and best in respect of tribal chiefs, tour operators, domestic tourists, handicraft shops, local councilors, government officials, hotel and motel operators etc.

REFERENCES

Erbes, R, "International Tourism and the Economy of Developing Countries", 1973. OECD.

Doxy, G.R.,Canada."The Tourism Industry in Barbados: A socio-economic assessment",

Ron, "Third World Stop Over: The Tourism Debate" , 1982, World Council of Churches,Geneva.

Decartt, Emanual de, "Tourism-Passport to Development?", a joint World Bank-UNESCO study, Oxford University Press, 1976.

a.p.C.I.T., Erbes, R.

Elkan, W., "The Relation Between Tourism and Employment in Kenya and Tanzania", Journal of Development Studies, 1975, Vol. II, No.2.

7 Bryden, M.I., "Tourism and Development -A Case Study of Commonwealth Caribbean", 1973, Combridge University Press.

8. Porteous, J.D., "The Development of Tourism on Easter Island", ITQ, Vol. 68, April 1980.

R. "The Economic and Social Impact of International Tourism in Developing Countries", E.I.U., Special Report No. 60, May 1979.

10. Government of Pakistan, "Tourism Division, Domestic Tourism in Pakistan -A Survey Repol1, Islamabad", 1982.

"Tourism Planning Techniques" , Professor Inskeep.

13

5.3.2.4.6.9.Clevendon,111970,Grady,

111.1.2 Historical

The country has a wide range of historical sites too reflecting the colourful history of the area. These include, the great Moghal cities of Lahore and Multan and the historically important commercial and military centres such as Peshawar, Rawalpindi, Quetta, Thatta, Bahawalpur and Hyderaqad.

Important archaeological sites are located at Moenjodaro and Harappa, demonstrating the Indus Valley civilization of some 2,500-15,000 B.C. The Ghandara, Buddhist civilization (5th century B.C.) is represented amongst others by important sites at Taxila and Takht-i-Bahi in the Islamabad/ Peshawar region. Peshawar itself lies close to the Khyber Pass -an historically important gateway between central and south Asia and the scene of many great battles. Near Thatta there are various ancient sites such as the Chaukundi Tombs (acres of 13th century tombs) and the Mukli Hill necropolis (15th century). Good museums are available in the major tourist cities such as Lahore, Karachi and Peshawar to view the artifacts and precious items found at many of the important sites as well as to demonstrate the varied history of the country.

111.1.3 Cultural and Religious

As already indicated, Pakistan has a very complex history and hence, the country's cultural differences are immense. The northern areas in particular have a mixture of tribes such as the Kalash of Chitral and the inhabitants of the Hunza and Kaghan Valleys which are of particular fascination to general visitors and anthropologists alike.

However, such diversities of background are a feature of the whole country and all areas demonstrate their local colours, customs and festivals. Such examples are the Path an tribes of the north-west and the nomads of the desert areas. Lahore in particular has several important annual festivals such as the Basant folk festival, Mala-a-Chiraghan and an annual livestock show. Other tribal festivals include events at Gilgit, Shandur Pass and at Sibi in Balochistan.

A major feature of the cultural diversity is the handicrafts available to the tourists. -This ranges from superb hand-knotted carpets, jewellery, leatherware, woodwork and beautifully embroided clothes to brass, copper, marble, mosaic, ceramic and onyx items. The goods usually display a high degree of detailed craftsmanship and are offered at prices that are very attractive to visitors from affluent nations reflecting the very low local cost of highly skilled labour.

Cuisine too is varied, although the traditional curries and authentic highly spiced dishes are now of special attraction to western palates following the substantial growth of ethnic restaurants from the sub-continent in the main tourist generating countries.

Religious interests are also very strong. Lahore with its ancient Badshahi Mosque, Islamabad, with the modern Shah Faisal Mosque and Multan are cities of important Islamic appeal. However, other historical cities offer numerous shrines of pilgrimage for devout Muslims. Lahore historically was an important centre for the Indian Sikh community and thus has strong religious appeal for them. South of the country has a number of sites of interest to Hindus. For Buddhists, the ancient Ghandaran civilization -an off-shoot of the mainstream religion -is a major attraction especially to the Japanese.

111.1.4 Adventure and Sports

Pakistan with its immense areas of natural wildernesses is a great attraction for those seeking the outdoor life. The Northern Pakistan is a major area for trekkers and a great variety of trails are available to suit all tastes and experiences. Naturally, the superb range of mountain peaks, attracts numerous amateur and professional mountaineers. However, other exciting pursuits such as white- water rafting, hand-gliding etc., are available. In contrast to the usage of the mountains, camel and jeep safaris across the southern deserts and other wild areas are becoming a popular adventure holiday alternative.

16 There is good potential for sports activities. Gilgit in northern Pakistan is the home of polo (or at least a local variation) and the mountainous streams are a joy for the trout fisherman. Hunting for selected game especially wild boar is widely available. Skiing is shortly to be available at Malam Jabba in the Sweat Valley as well as the Murree Hills. Cricket a popular interest for most English- speaking countries is the 'national' sport being widely played throughout the country. Golf too is available at a number of locations in the major cities. Pakistan is also famous for the prowess of its hockey and squash players. Water sports such as skiing, scuba diving, boating and deep-sea fishing are available at the coastline.

111.1.5 Nature and Other Special Interests

Pakistan's wide geographic area provides ample opportunities for the nature-lover. In particular, the Indus Delta area is an important winter migration centre for birds and, thus, of considerable interest to ornithologists. The Haleji lake near Karachi is thought to be Asia's greatest waterfowl reserve. The beaches also close to Karachi are famous as a breeding ground for turtles and this can be easily observed by tourists at night.

There are a number of wild-life parks around the country providing interest such as the ibex for the specialist naturalist and in the mountainous areas rare animals such as the snow leopard can be found. The wide availability of unspoiled natural habitat provides a wealth of flora and fauna to delight the botanist.

111.1.6

A major element of international tourism is the attraction of visitors primarily interested in enjoying sea-bathing in warm water. Pakistan is blessed with a coastline of approximately 1,000 metres facing the warm Arabian Sea. However, historically its people have not been attracted to this style of relaxation. Hence, the development of beach-related resorts and facilities has not taken place in the country. The local customs of the prohibition of alcohol and the covering-up of wom"en have not been conducive to attracting appropriate 'inward' investment to develop beach facilities and resorts.

In practice the Karachi area has a number of beaches such as Hawks Bay and Sandspit, butthese only enjoy patronage from the occasional foreign visitors and locally based expatriates.

Thus Pakistan is one of the world's touristic jewels with such a wide diversity of scenery, adventure and sports activities, history, human culture and religious shrines and wildlife. It can provide the basis for study tours covering almost any subject matter from steam railway enthusiastic togeologists. Hence, 'special interest' study groups are an important segment of its tourism industry.

Excluding the very large number of VFR (visiting friends and relatives) visitors, the majority of tourists to the country are attracted by:

(a) scenery, KKH highway and trekking possibilities of the north;the (b) historical cities of Lahore and Peshawar; (c) short stop-over tours when transiting Karachi;the (d) wealth of special interest attractions in the country covering architectural, historical,sporting, natural and cultural attributes.

111.2 USED PATTERN OF TOURIST PRODUCT

It has been estimated that some 60-70 per cent of the tourism product is located in the North West Province territory. While a large number of foreign tourists consists of the VFR traffic, an analysis of the used pattern of tourist products of the country is given below.

17

Wildlife,Beachesthe Visitors Trends

The Planning and Research Wing of the Ministry of Tourism publishes comprehensive annual summaries of tourism trends analysing the markets in some detail. The annual recorded visitor arrivals for stays of over 24 hours and less than six months are as follows. The figures include Pakistani abroad holding foreign passports, but not overseas based Pakistani.

Table 1. Annual visitor Arrivals

Year ODDs

1980 299,~ 1985 441 ,~ 1986 432,~ 1987 425,~ 1988 460,~ 1989 495,1 1990 424,1 1991 438,~ 1992 352,~

The growth over the decade 1980-1992 was approximately 3.4 per cent per annum. However, this disguised a more rapid growth rate in the early part of the decade and significant falls in 1990. Results in 1990, 1991, 1992 were also poor due to the impact of the Gulf War, but the trends of more recent months have been more encouraging.

111.2.2 Arrivals by Countries of Origin

Any examination of the structure of international visitation to Pakistan is incomplete without assessing the countries of origin.

Table 2. Main Tourist Generating Countries 1990

Arrivals Percentage (ODDs) Share India 138.6 32.7 United Kingdom 100.2 23.6 United States 33.7 8.0 Bangladesh 15.3 3.6 Japan 11.9 2.6 Germany 11.1 2.6 Afghanistan 9.8 2.3 Islamic Republic of Iran 8.8 2.1 Canada 7.8 1.8 France 7.7 1.8 Saudi Arabia 7.6 1.7 Others 71.5 16.9 Total 424.0

18

111.2.1JOOJOOJOOJOOJOOJOOJOOJOOJOO The main visitor market is India representing one-third of arrivals. However, this is on a decline from 48 per cent in 1986. Other neighbouring countries are also significant contributors, but dll these markets are thought to mainly consist of VFR traffic. European visitors and especially the United Kingdom of Great Britain and Northern Ireland also constitute ov~r one-third of visitors, but a good proportion of these are also ethnic Pakistanis. From the official statistics, visitor arrivais tend to peak during the winter months of December to March although October is also relatively busy. The lowest month is usually June. Discussions with the travel industry in the country indicated that it is estimated that the number of genuine international tourists vis-a.-vis holiday-makers is only about 25,000 per annum at present.

111.2.3 Motivational Analysis

A sample study has been undertaken of the 'motivation' of visitors discriminating between Indians and non-Indians.

Table 3. Motivational Analysis (1990)

Indian Non-Indian Overall

Holiday 0.4 39.2 14. 9 Business 0.2 7.8 3. 1 Family and Friends 97.8 27.5 71. 5 Meetings/Conference 1.3 O. 5 Religion - 1.7 O. 7 Other 1.6 22.5 9.3 Total

The above study indicates that tourists for holidaying in Pakistan were only 14.9 per cent. More than two-third of foreign tourism consisted of VFR traffic. As high as 97.3 per cent of Indiantourists visited Pakistan to meet members of divided families and friends.

111.2.4 Mode and Port of Arrival

Air (69.7 per cent) was the major mode of transport to the country in 1990. However, 30.1 per cent arrived by land (principally from India) and only 0.2 per cent by sea. The main arrival points were Karachi Airport (49.4 per cent), Lahore Railway Station (25.3 per cent) and the Wagha road border crossing with India (3.3 per cent). Only 2,100 arrived at the Chinese border crossing point at Sust. This was a fall of 25 per cent from the previous year.

Historically, almost 50 per cent of the tourist flows into the country came via the Khyber Pass from Afghanistan. However, the problems of that country has completely altered the pattern.

111.2.5 Length of Stay, Expenditure and Characteristics

Based upon a survey of over 476 hotels, the average stay per hotel for foreign tourists is 1.40 nights -a fall from the 1.64 nights of a similar survey in 1987. No formal survey of overall length of stay is available, but it is currently estimated at 30 days by the Government. However, the tradeestimate that it is only 15 days for truly individual tourists (non VFR) and as little as 10-12 nights forgroups.

Foreign exchange receipts from tourism during 1990 amounted to US$ 156.2 million or US$ 369 per visitor. This was small decline from 1989 reflecting an improvement in the quality of visitors as the percentage of the low-value Indian arrival has fallen. The overall average expenditure per day is estimated to be US$12.3 -a level that has persisted for some 5-6 years.

19

100.0 Tourism receipts at Rs 3,356 million are estimated in 1990 to represent 3.2 per cent of the country's overall exports. In the early 1980s, this proportion was estimated at 6.8 per cent and then fell sharply to reach the current level over the past few years.

Foreign visitors are primarily males, 86.5 per cent non-Indians and 69.7 per cent Indians. The age groups of visitors tend to be widely spread but with some bias towards the under 40 level reflecting the 'adventure' destination image as indicated in the following table.

Table 4.

16-30 31-40 41-50 19.510.1 50+

A survey of locations visited indicated that Karachi (42 per cent), Islamabad/Rawalpindi (20 per cent) and Lahore (17 per cent) were the favourite cities. This is not surprising as most trips were made for VFR or business/conference purposes.

111.2.6 Accommodation Facilities

No formal capacity statistics would appear to be re:adily available, although a level of approximately. 35,500 rooms and 72,500 beds has been recorded in WTO statistics for 1988.However, in terms of accommodation availability suitable for international visitors, there appears to be only an extensive provision of 5-star (international 4-star) properties in the major business cities of Islamabad/Rawalpindi, Karachi and Lahore hotel room occupancies also appear to be high for these properties in the 70-80 per cent annual range.

There are plans for further expansion such as a Serena property in Islamabad and a Sheraton in Lahore. Extensions to existing properties such as the Pearl Continental in Lahore and the Islamabad Hotel are also proceeding. There are also several new more touristic properties, but still of a very high standard, such as the recent opening of the Pearl Continental Resort at Bhurban near Murree. Apart from Karachi and Islamabad/Rawalpindi there are hotels (3-star International), which is the level many international visitors are seeking. The Serena Group have several properties such as Swat, Gilgit and Quetta, but other are almost non-existent. The Government through PTDC operate several old-fashioned but well located hotels in city centres such as Rawalpindi, Peshawar, Lahore and Murree.

To sum up, despite being one of the world's touristic jewels with such a wide diversity ofscenery, adventure and sports activities, history, human culture, religions and wildlife, Pakistan is still in its infancy in so far as the exploitation of its tourism potential is concerned. Experts are of the view that we have not even chipped the ice-berg in this regard. Whatever little tourism we receive mainly consists of the VFR. market, with share of holiday makes being fairly low, These conclusions have implications for foreign tourism's cultural inter-action at macro level which will form the subject matter of the Study in the forthcoming chapter.

20

100.036.833.6 REFERENCES

Government of Pakistan; Tourism Division. Tourism Growth in Pakistan, 1992, Islamabad.

Government of Pakistan; Tourism Division, Cultural Tourism in Pakistan, 1992, Islamabad.

Government of Pakistan; Tourism Division, Convention Tourism in Pakistan, 1992, Islamabad.

Government of Pakistan; Tourism Division, Adventure and Sports Tourism in Pakistan, Islamabad.

Government of Pakistan; Tourism Division, IITourist Price Indices 1992, Islamabad.

Government of Pakistan; Tourism Division, "Lodging Industry in Pakistan", 1992, Islamabad.

Government of Pakistan; Tourism Division, "Pakistan Hotel and Restaurant Guide", Islamabad.

Government of Pakistan; Tourism Division, "Pakistan Travel Trade Guide", 1992, Islamabad.

Government of Pakistan; Tourism Division, "Evaluation of Tourism Convention", Islamabad.

10. Government of Pakistan; Tourism Division, "Master Plan Study on the Development of Northern Areas Pakistan with Special Emphasis on Long-term Prospective Development of Tourism Industry", 1992, Islamabad.

Government of Pakistan; Tourism Division, "Environmental Impact of Tourism in the Mountaineous Areas of Pakistan", 1992, Islamabad.

Government of Pakistan; Tourism Division, "Short- and Long-term Development Plans for Tourism and Recreational Facilities at Tarbela, Khanpur and Mangla Dams", 1992, Islamabad.

Government of Pakistan; Tourism Division, "State of Tourism in Pakistan", 1992.

Government of Pakistan; Tourism Division, "Potential and Problems of Tourism Development in the Northern Areas of Pakistan", 1992.

Government of Pakistan; Tourism Division, "Economic and Technical Co-operation within Tourism Sector in Pakistan", 1992.

Government of Pakistan; Tourism Division, "Tourism Product Diversification in South Asia Technical Seminar at Islamabad", 1992.

Government of Pakistan; Tourism Division, 'Tourism Development Policy-May, 1991-1992.

Government of Pakistan; Tourism Division, "Assessment of the Economic Import of International Tourism in Pakistan Through the Application of Input-output Technique" -1992.

19. Government of Pakistan; Tourism Division, "Proposals and Recommendations -Promotion of Cultural Tourism in Pakistan" -1992.

21

6.12.3.4.5.7.8.9.13.14.16.17.1112.15.18. Chapter IV Interaction between Foreign Tourism and Culture at Macro Level

In this Chapter interaction between foreign tourism flows and culture of tne country in the macro context will be presented. "

The starting point is to classify the country into various cultural zones which is very complex as various identifying factors enter into and cut across each others' boundary lines. Of the existing indicators, the experts usually give weight to race, language, provincial boundaries and religion.

Taking social factors first, Pakistan is a country composed of all great races of the world which are in turn divided into clans, tribes, sub-tribes, branches and sub-branches of sub-tribes. All these numerous sub-divisions are not settled in one particular geographical area; they are scattered every where in the country. They speak variety of languages. The result is that each area has a mixture of races who do not live in independent guilds but who during the course of centuries have inter mingled in the real sense of the word. It is, therefore, not possible to identify cultural patterns of the country on social factors basis.

Nor it is possible to carry out an analysis of cultural patterns on linguistic basis because difference besides language or very conspricuious in many parts of the country. Over a period of last fifty years the language pattern has lost its value to determine cultural identity to a considerable extent.

The provincial boundaries are more of the nature of administrative divisions for the purpose of running the affairs of the Government smoothly. Within each province, people of various races, languages, religions, etc. reside, thus, reducing the utility of province as a good indicator of a typical cultural pattern.

Finally over-whelming majority professes the same religion as a consequence of which rituals,ceremonies, behavioristic attitudes, system of beliefs and traditions with minor variations enjoy similarity of pattern.

What to do and where to go from here? If we want to divide Pakistanis from cultural point ofview, we will have to understand their language and to know how they pass their life. How they spend their time, in what manner, and in what environment and, if there is time to know in what historical background? What we plan to do here would somewhat look arbitrary but any classification system would have to begin at somewhere. What is required is to combine and lump together locational, economic, religious, linguistic and literacy factors into simple criteria. From this angle, therefore, the cultural division of the country is presented as follows:

i) Rural culture ii) Urban setting iii) Areas of unique cultures

The arbitrariness of the above system lies in the fact that it too overlaps and duplicates and it is not easy to isolate cultural traits into the above system due to linguistic, and provincial differences. Yet the main benefit of this division is that common factors are more common and they cut across population segments of provinces, races, languages in a systematic and visible manner. The difference in rural setting of all the provinces, languages, races, etc. are minimum while urban-rural difference in the same province, race and religion are relatively more pronounced. A description of each and the extent of the contact of foreign tourists with possibilities of less or more impact is discussed below.

22 RURAL CULTURE

Pakistan is primarily a rural society as two-thirds of its people are engaged in agriculture; economic sustenance is primarily based on food and fibre produced in our rural areas and our industrial complex, in the main is also agro-based. The people in the rural areas have a' very low literacy level especially amongst the females which is probably the lowest in South East Asia. More than 85 per cent of the rural people are villagers whose attitude towards god and society and among themselves is not purely determined by scientific reasoning.

The infrastructural facilities in rural areas are almost similar throughout the country irrespective of the provincial or regional break up. Social amenities are minimum and the majority of the population survives below poverty line without enjoying the basic necessities of life such as potable drinking water, pucca houses and modern living.

The availability of metalled roads, health facilities and electric power in rural areas is far below the international as well as national standards. The difference amongst various rural areas are, however, visible in respect of availability of socio cultural infrastructure and economic opportunities. In certain areas family set-up is quite strong while in many other rural areas it is loosing its grip but still it holds its sway.

Despite variations in the availability of water, power, education and health facilities, the common features of all the rural areas are the same. These features determine the cultural ethos of the rural society. These common features includes slow acceptance of modernization, contentment, ignorance, absence of logic and reasoning in their attitudes. Strong family ties with duly marked place for father as a head of the family is the characteristic feature of rural life style. The family institution is patriarch type the authority vested in the elder male member of the family who is husband or father of the children. Though females are not debarred from inheritance rights but generally males enjoy the loin's share. The opinion of the head of the family is decisive in every matter. The second in command in a family is the wife of the head of the family. There is still joint family system. Sons and children including other near relatives reside in one house. There is endogamy and marriage takes place within one's bradary (clan) and to a large extent within the same class and area. Caring and rearing of the children is one of the functions of the family. The proper socialization and value orientation i.e. the concept of good and bad, is also given by the family institution. All the biases, stereotyped attitudes and ethnocentrism are imparted to the children by the family institution. The selection of the mates or marriage is done by the parents or elder members of the family from within their caste and class. Courtship is never allowed by both the parties. So in matrimonial affairs individuals are not given primary importance, but the family and its socio-economic and ethnic status is given primary importance.

Production, distribution and consumption are controlled by the family. All the members of a family perform their respective duties and pool their income in the common family fund. All types of security is provided by the family to its members. Children also contribute to the family purse by working in fields or grazing animals. The parents send their children for schooling only if they can afford it economically and socially. As regards informal education, the elder member of the family helps the child in the formation of his ideas and attitudes about his environment. The family is also responsible for imparting religious education to the children directly or indirectly through Imam (religious leader) of village mosque. The family of the rural area also makes arrangements for sending the children to school where the education is free upto primary level. Thus, in a rural society the family serves as a social, sociological, economic, political and physical protection unit to its members.

In our rural society the religious leaders which are known as pirs and syeds enjoy a dominating role and their followers are ready to do anything to obey them. The religious and moral order in the rural society are deeply rooted in religious values. Thus, change in the rural areas must be repugnant with religious values and, thus, the religious people are more popular in the villages. There is quietness and less dais-organization in social economic life of the ruralities due to religious teaching. There is also low crime and delinquency. On the other hand, religious control and wasteful customs and traditions retard speed of social change; superstitions and cultural customs and traditions are giving way to new values suited to modern environment.

23

IV.1 Political institutions in rural areas are both formal and informal. Informal leaders are quite important and help the leaders in maintaining law and order. Political institutions try to settle minor conflict at village level. Informal leaders such as elders of bradaries have religious responsibilities. They are more popular and helpful in maintaining law and order. They have not to adopt any tactics or procedure like formal leaders. Villagers due to their conservativeness do not initiate political movements but their support is necessary for their success. Political consciousness is increasing.

In rural areas the economic organization mostly covers the production, consumption and distribution of agricultural produce including the activities regarding rural import and export. The barter system also prevails among the villagers. In rural economic organizations, the villagers are less inter-dependent on one another in comparison to urban economic organizations. Living standard of rural areas is low with more natural calamities. Leading economic ills of rural areas are fatalism; centralization; ignorance, illiteracy, poor infrastructure, vested interest groups inefficient government machineries and poor technology.

The above description of cultural life in Pakistani rural areas is rather disturbing. Yet it is continuing year after year in a state of animated suspense.

It would be interesting to examine the extent of foreign tourism in the rural areas which according to the statistics consisted of only 22.4 of the total arrivals. Their nationality-wise distribution indicates that 8.8 thousand tourists came from India, followed by 4.3 per cent from the United Kingdom, 1.8 per cent from the United States of America and minor quantity of foreign tourism from such countries as Afghanistan, Germany, France, Islamic Republic of Iran, Japan, Saudi Arabia, Canada, Bangladesh, Sri Lanka, Italy, China and the Netherlands. Excluding these categories, all others were only a few thousands in 1991.

Table 5. Tourist Arrivals in Rural Culture Zones by Nationalities

(000 Nos) Country 1976 1982 1. India 0.5 6.22.9 8.8 2. United Kingdom 3.1 4.3 3. United States 1.1 0.70.4 1.8 4. Afghanistan 1.5 0.5 5. Germany 0.7 0.4 0.5 6. France 0.5 0.2 0.3 7. Islamic Republic of Iran 0.4 0.5 0.3 8. Japan 0.4 0.3 0.5 9. Saudi Arabia10. 0.3 0.3 0.4 Canada 0.3 0.3 0.30.4 11. Bangladesh 0.1 0.3 12. Sri Lanka13. 0.2 0.3 0.1 Italy14. 0.2 0.1 0.1 Netherlands15. 0.2 0.2 0.3 China16. 0.1 0.4 Others 3.3 2.8 3.4 Total 16.0 22.4

Considering those low numbers, it can be concluded that the impact of foreign tourist arrivals in rural areas is minimal compared to the size of the stationery population.

24 About half of the foreign tourists originated from India and the United Kingdom who ethnically enjoy the same background as that of their Pakistani counterparts, thus, exerting very little impact on their hosts. Again, pattern of the rural areas is characterized by opposition to change. Foreign tourists in rural areas in this cultural setting, thus, again can make very little dent on rural culture and its values. It can safely be concluded that the impact of foreign tourism on rural cultural settirig is very low.

Urban Cultural Zones

Of recent origin, however, is the impact of those Pakistani families who have migrated to Western Europe, especially in the main generating countries such as the United Kingdom and Germany. They have their own mode of living quite distinct from the pattern and cultural ethos of local ruralities. Contact with them does create changes in behaviour pattern. But it is transient nature. According to the Census definition in Pakistan, localities of not less than 5;000 persons are demarcated as urban area. In some cases, localities less than 5,000 inhabitants are also called urban by virtue of urban characteristics (non-agricultural occupations), availability of government services like post office and radio, television, police, school, transport, communications and administrative characteristics (municipalities, civil lines), cantonments are also regarded as urban areas. According to the 1981 Census, urban population in Pakistan was estimated at 28.30 per cent of the total.

The urban population of Pakistan has considerably changed since 1901. Cities have grown in size and quite a number of new cities showing higher growth rates have been added. Karachi continues to be the biggest and Lahore is next bigger city of Pakistan. The other big cities in descending order are Faisalabad, Hyderabad, Rawalpindi, Multan, Gujranwala and Peshawar.

The rising tendency of urban population is explained by the economic development and structural changes taking place in the country. Concentration in industries in some big cities, better health and educational facilities and better job opportunities in the urban areas have resulted into shift of population from rural areas.

In urban areas, the forms of settlement are distinct from rural areas. Actually, conditions in urban areas are controlled to a great extent. The education level in the urban areas is much better compared to the rural as shown from the literacy level.

The facilities of hospitalization and other medical benefits are better available in urban areas. The infrastructure facilities such as metalled roads, modern houses, electricity, gas, water and sewerage are available much better in urban areas in proportion to the total population.

Considerable cultural variation exists within urban areas. Consequently, no single cultural model can be employed to describe and adequately capture all these variations. In the absence of any other quantifiable criterion to determine the cultural traits of urban areas, income is adopted for formulating cultural groups as given below:

(a) Urban Elite (b) Middle Class (c) Poor Masses

Although no peculiar objective reasons can be given to adopt the above system of classification yet within urban areas distinct differences of form and matter are visible succinctly in the habits and ways of living of rich, middle and lower classes which is described below.

(a) Urban Elite

The urbanite belonging to this class fall in the top few percentile of the residents. Their culture differs from people of the rest of the country. They do not suffer from want or hunger. Their consumption consists of mostly imported items. Their recreation and enjoyment of life is akin to the western ways of life. In outward form to some extent they may appear belonging to their overall social

25 status but basically they move within their own class. The role of religion and its related institutional forms in the lives of people belonging to this class has almost vanished. Moral values are lax and are not strictly adhered to. The institution of family as the main decision making unit is relatively weaker and allows members in many important decisions of their lives such as choice for education, selection of mate etc. They show considerable independence from elderly ones: They speak and 'adopt the English language, fluency in which is considered a sign of modernity. Anything western is easily accepted e.g. western music and instruments, dress and style of apparel, going out for fun and recreation, use of electronic gadgetry, etc. This class is a frequent visitor of Europe, America andJapan. They are heavily influenced by foreign mass media and publicity because of higher literacy levels and greater mobility.

(b) Middle Class

As elsewhere, the middle class of urban areas in Pakistan irrespective of their linguistic, provincial and religious affiliations exhibits universality in their cultural pattern. They are caught by the extremes of two cultures. On the one hand, they try to live in rich man's island which due to lack offinancial where without they cannot afford to do and on the other they perforce to live with vast majority of their own group. The enjoyment of good things of life is beyond the reach of this class. They in their whole life try tirelessly to reach for them. Nevertheless, due to the exclusion from theextremes they are not far away from normal moral, social and cultural values; although opinions varyon these 'norms', too.

The middle-class urban family is mostly patriarchal nucleolus and male dominated. Most of the family decisions are arrived at through the fathers' command although female and children do participate, discuss and occasionally challenge such decisions. The family up-bringing is still heavily dependent on male bread-winner for the whole family with a minimum of four dependencies.

The literacy level is fairly low with quality of education extremely dismal. Opportunities and openings for improvement are limited. The hospitalisation and health facilities on per capita basis are available to the minimum extent which creates turmoil and ill-effects on family health. The general attitude towards life is that of contentment with very strong belief in other-worldliness. By tradition, middle-class urbanite is the up-holder of cultural traditions of the society. Various customs, taboos, beliefs, tradition and rituals are strongly adhered to, especially by females of this class. These manifestations of culture, sometimes go far deeper and militate against logic, reasoning and scientific understanding of natural phenomenon. Mostly they are traditionalists in their outlook and behaviour. The moral standards carved out of religious injunctions and based on centuries old traditions are strictly adhered to. In the traditional urbanite middle class society, the use of scientific discoveries, however, is not shunned and is readily accepted, especially if these are not very revolutionary and within the reach of their incomes. Since opposition to change is mild and since literacy ratios are better, any thing modern or western is not condemned outright. Usually a middle of the road approach is followed in the case of fashions, dresses, living styles, machinery, tools and equipment. The chances of "demonstration effect" of foreign tourism having its impact on the urban middle class cultures is therefore, not very strong because of the desire of this segment of the population to uphold its tradition.

(c) Poor Classes

Within urban areas a huge size of population belongs to poor working classes. These usually survive on the fringes of urban cultures because mostly they trace their origin to the rural areas from where they migrate to the large urban centres in search of job. They are caught between the two cultures; on the one hand they trace their identity to their rural background and on the other they live in cities having their own stresses and strains. They are at the receiving end of these two extremes loosing the good and beneficial aspects of both. Since they do not have a cultural identity of theirown, they have loosen bonds with family, moral, social and cultural values. This class in their mannerism, customs, life styles, housing, etc. is reflective of duality of cultural pattern. They have very limited educational facilities consequently having very low literacy levels.

26 Tourism Interaction

Although it is very naive way of typifying the urban classes as has been done, it would be interesting to find out reaction of foreign tourism.

The flow of tourists to urban areas by their nationality is presented below.

Table 6. Tourist Arrivals in Urban Culture Zones by Nationalities

(000 Nos) Country 1976 1982 1. India 4.7 89.9 128.3 2. United Kingdom 31.9 41.8 61.9 3. United States 11.3 10.0 25.6 4. Afghanistan 15.5 5.8 7.7 5. Germany 7.0 5.0 6.6 6. France 5.1 3.4 4.6 7. Islamic Republic of Iran 4.3 7.0 4.1 8. Japan 4.1 4.9 6.4 9. Saudi Arabia 2.9 4.4 5.8 10. Canada 2.8 4.3 4.8 11. Bangladesh12. 1.5 4.7 5.6 Sri Lanka13. 2.2 4.2 1.3 Italy14. 2.1 1.9 2.5 Netherlands15. 2.2 2.3 4.5 China16. 0.5 1.241.1 5.1 Others 32.1 48.8 Total 130.2 231.8

The above table shows that a total of 323.6 thousand tourists originating from India, the United Kingdom, the United States, Afghanistan, Germany, France, Islamic Republic of Iran, Japan, SaudiArabia, Canada, Bangladesh, Italy, the Netherlands, China and other countries visited our urban areas which comes to about 74 per cent of the total foreign tourists arrivals. It would be interesting to observe that 128.3 thousand tourists originated from India and the United Kingdom. These tourists ethnically belong to the same urban group as that of resident population. The Indian tourists mainly went to Karachi, Peshawar, Lahore, while in the case of United Kingdom they visited Azad Jammu and Kashmir, Faisalabad, Sahiwal etc. These tourists brought with them the same cultural background in all its manifestations which is enjoyed by the local population. There is no conflict or contradiction in their culture and that of the locals except that of wealth in respect of visitors from the United Kingdom and poverty in respect of visitors from India relative to their local guests. This portion of foreign tourism exerts little impact on the cultural pattern of the local families visited by them. Hosts are either friends or relatives and the typical barrier between the guests and the host does not exist. A direct communication is established between the two which generates a quicker understanding. Unfortunately, however, the ethnic kins settled in western Europe bring with them western cultural influences especially in respect of tourists from the United Kingdom who while on home visits to their kiths and kins in Pakistan show off their acquired culture at airport. In case of Pakistani rich urbanhosts, the cultural similarities are greater than dissimilarities. Therefore, they bring with them every little seeds of change, especially when they come from poor background compared to their hosts in Pakistan.

As regards foreign tourist arrivals from other countries, their visit to Pakistan is for holiday or attending to business activities, meetings and conferences, diplomatic and other similar purposes.

27 They bring their cultural background with them but mostly their stays are confined to five- or four-star hotels and much of their time is spent in official duties with very little time left for intermingling with the local population. Their impact on host culture is also very minimal especially, because they visit large urban centres where time available with them does not allow them to roam about in larger groups at various recreational spots of the country.

REFERENCES

"Pakistan Culture, People and Places", Mohammad Shafi Sabir, University Book Agency,Peshawar, 1970.

"Innovation, the Basis of Cultural Change", H.G. Barnett, New York, 1953.

3. Jonaid Iqbal with Guizar Afaqi, "Qaumi Tashakhus AUf Saqafat", Islamabad, Idera Saqafat-e- pakistan, 1983.

"Historical Continuity in Architecture", a paper by Sajida Haider Vandel, presented in the Seminar on Preservation, Promotion, and Perpetuation of the National Cultural Heritage, 10-12 October 1993, Islamabad.

"Perpetuation of National Cultural Heritage", a paper presented by Fazal Ahmed Ghazi 10-12 October 1993, Islamabad.

"Is Classical Music Dead?", a paper by Saeed Malik, presented in the Seminar on Preservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993, Islamabad.

"Future Shock and Fresh Perspectives", a paper by Salima Hashmi, presented in the Seminar on Preservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993, Islamabad.

"The Cultural Survey of Pakistan", a paper by Madam Auzurie, presented in the Seminar onPreservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993,Islamabad.

"Our Cultural Heritage": Thoughts on Restoration Preservation and Promotion, a paper by All Imam Presentedi presented in the Seminar on Preservation, Promotion and Perpetuation of National Cultural Heritage, 10-12 October 1993, Islamabad.

"Preservation, Promotion and Perpetuation of National Cultural Heritage", a paper presented by Fazal Dad Kakar, 10-12 October 1993, Islamabad.

11. "The Cultural Patterns of Pakistan", Syed Abdul Quddus, Ferozsons (Pvt) Ltd., Lahore, 1989.

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14.5.6.7.8.9.10.2. Chapter V Unique Cultural Zones and Interaction with Tourism

It will be very simplistic to lump together people of unique cultures. under one broad heading of special cultures. Nevertheless, their distinctiveness and peculiar characteristics demand that they are segregated from both urban and rural cultures and are discussed separately. While classifying areas having specialised cultural patterns, a number of factors were taken into consideration.

Firstly, in Pakistan quite a few pockets and areas still boast to retain their identity from the rest of the population. These areas have been the subject of research by anthropologists, sociologists, cultural experts, etc. who have developed a number of explanations, theories and statements to prove that such areas are distinct. Keeping this evidence in mind, the selection of unique cultural areas was done.

Second important consideration is the nature and extent of access to these areas. This accessibility can be either physical or mental; the manifestations of the former are the availability of transport infrastructure, and means of communications while that of later are literacy and education levels and availability of other socio infrastructural facilities.

A third consideration was the degree of economic development of a particular area measured in terms of industrialisation, commercialization and modernisation.

The fourth important consideration was the degree of openness of the area underconsideration, comprising such indicators as the extent of commercial links with other areas of the country, the degree of movement of people from and to these areas and the extent of the penetration of mass media both print and electronic.

The first step in the selection of these areas is their compilation based on the information contained in the writings of various experts in social and cultural fields. These were then short-listed on the basis of statistics on availability of transport, telephones in the area, literacy levels of both males and females, the number of industrial units, the availability of electricity, movement of goods and people and information on whether newspapers reached the areas regularly and whether TV/radio programme could be seen or not. The data for these indicators was collected from district census reports, transport research, surveys of establishment conducted by the Statistical Office and studies/ statistics relating to tourism. The combined score of these indicators was evaluated and ultimately the following areas offered themselves as the most desirable choice.

(i) Chitral (ii) That Desert (iii) Hunza and Skardu

A study of special cultural aspect of these areas and the impact of foreign tourism flows are discussed below:

Chitral

The main attraction of Chitrallies in the valley of Kafiristan which is of great touristic value and where special researches have been launched to study the pattern of living of the tribes. Within the Kafiristan areas of Chitral District which is located in the extreme north of the NWFP. Province of Pakistan, the three Kalash Valleys lie in the small corner of the District. These valleys lie towards the South West of Chitral District and are enclosed in the protective pockets sheltered by the mighty ranges of Hindu Kush. There is a long, virtually impermeable border with Afghanistan to the West and also to the North. The Central Asian State of Tajikistan also forms border in the North. The Gilgit is in the North-east which borders China. Other borders are with Swat and Dir areas of the Frontier province of Pakistan.

29 The Kalash claim a separate racial descent for themselves. They speak a separate language and call it Kalashwar. This language is unwritten and without any script. There is only oral literature. Kalash have a religion without any specific appellation attached to it. It is one of hundreds of the religions practiced in the world. It has its own hierarchy of goods with specific functions attached toeach. It has its own mythology and rituals, includjng songs and dances related to the cycles bf season and human existence. They do not have hereditary chiefs or hereditary priests. They have some class distinctions, including functional distinctions between the male and the female. They have their sacred objects, dieties, taboos, strict rules of lineage exogamy, penalties for breaking a settled family, a system of sharing accumulated surplus through feasts of honour. By no means, they can be identified as primitive hunters or food gatherers. There is ploughed agriculture and people struggle with soil and shifty irrigation conditions. Their livestock farming and horticulture are supplementary sources of sustenance in rugged mountaneous environment. The quality of life, however, is fairly low. Insufficient nutrition, unhygienic homes and surroundings, unclean drinking water, allergy to schooling, vulnerability to money lenders and to them economic adventurers from outside the valleys, present a depressing list. Demographically, they have been reduced to less than half of the population in their own valleys.

The decor and style of female dress, with the black robe and the impressive headgear of women working incessantly in the agricultural fields, spurs the fantasy to some Emperor's court or palace in the past which chose to disappear all of a sudden, throwing the mantle of glory with thejewelled crown upon these tireless, below subsistence, manual workers.

The Kalash/Kafirs of Chitral (Pakistan) are amongst the most colourful and romantic minorities left in the world. They now number less than 3,000 men, women and children. This figure instead of rising is steadily but unmistakably shrinking. The causes of their decline are not hard to trace; poverty with its resultant effects of disease and malnutrition, is taking its toll. Far more serious is the religious, social and economic pressure on the Kalash people which they find impossible to resist and to which they are constantly succumbing.

The precise origins of the Kafirs lie hidden in the mists of antiquity though there is a consensus today that they are of the Indo-Aryan stock having migrated to Afghanistan may be a couple of thousand years back. Every successive invading horde from Central Asia has pushed them farther into the mountains till by the twelveth century, they were dominating what is now Chitral and Nooristan. The great majority of the Kafirs, however, were living in what was formerly called Kafiristan and only a small part of the Kafirs were settled in present day Chitral. The Kafirs legend has it that they are the descendants of Alexander the Great and there is evidence to prove some Greek blood in them -remnants of troops that stayed back and married local girls.

In Chitral today, the Kalash live in three parallel valleys called the Kalash Valleys or theKafiristan. In the Birir and the Ramboor Valleys the Kalash outnumber the non-Kalash while in the more picturesque Bamburiat Valley the non-Kalash are in majority. The Kalash culture is based on an excessive production of wealth in order to distribute the surplus among the people to please the super- natural beings and to strengthen the social structure. This cultural phenomena runs through the marriage rules, the funeral traditions, the festivals competition and the family relations ceremonies throughout the area etc.

The flow of foreign tourists to the Kafiristan Valleys during 1991 was 13,000 which is about four times higher than the stationary population of the area. Obviously, the domestic tourists also visited the area and if we assume that domestic tourism is about four times that of foreign tourism, then the total visitors to these Valleys during the year under consideration numbered to 65,000 which is more than 21 times the local population. The problems caused by the heavy influx of domestic and foreign tourists have been further compounded by the Russian-Afghani conflict. The studies conducted by various researchers indicate that it is time to prevent the Kalash identity from vanishing because of the heavy visitors traffic. The ceremonies of the spring (Joshi), summer (Utchao), Autumn (Pul), and winter (Chaumos) were performed before the advent of tourism with deep religious fervor and respect. Now these ceremonies have been bastardized and are performed for entertainment alone. Foreign tourists chase Kalash women, pinching them in the dark, and forcing them to be photographed. The domestic and foreign tourists bring their own musical instruments and play

30 western music in the middle of the dance. Alien disturbance in the religious activities of the Kalash people is on the increase. The Kalash handicrafts are purchased at throwaway prices. Opening of handicrafts shops is bringing Kalash culture to an end because the Kalash have never been handicraftsmen. The Kalash do not need emporiums to sell their women's ornaments; and it is a pity because the women's dress represents the last strong hold of the Kalash identity. Selling it is obviously selling a part of the Kalash soul.

The extent of tourism to the Kalash area of Chitral in the past years is given in table 1

Table 1. Tourist Arrivals by Special Cultural Zones by Nationality

(000 NOS) Gilgit/SkardulHunza Country 1976 1982 1991

1. India 0.1 4.2 6.1 - 0.4 0.4 2. United Kingdom 1.1 1.9 2.8 0.1 0.2 0.3 3. United States 0.3 0.5 1.2 0.1 0.1 0.1 4. Afghanistan 0.5 0.3 0.4 0.1 0.1 5. Germany 0.2 0.3 0.3 0.1 6. France 0.2 0.2 0.3 7. Islamic Republic of Iran 0.1 0.3 0.1 8. Japan 0.1 0.3 0.3 9. Saudi Arabia 0.1 0.3 0.3 10. Canada 0.1 0.3 0.3 11. Bangladesh 0.1 0.2 0.1 12. Sri Lanka 0.1 0.2 0.1 13. Italy 0.1 0.1 0.1 14. Netherlands 0.1 0.1 0.3 15. China 0.1 0.3 - - - 16. Others 0.9 1.7 2.2 0.3 0.3 0.2 Total 4.1 11.0 15.4 0.6 1.0 1.3

The study of the above table indicates that during 1991, excluding India, foreign tourists mainly came from the United Kingdom, the United States, Afghanistan, Germany and Japan. During 1976, foreign tourists mostly came from western European countries. During 1982, Indian tourists were 0.4 thousand while from all other countries 9,600 tourists visited this place. The nationality-wise study indicates that western tourists were the dominant group. Their culture and numbers led to rapid changes in Kalash traditional ways of life.

Thar Culture

The Thar is more than a desert. A traveller will find here only wild cactus and bramble bushes, sand dunes, gorges and hillocks. Here and there he will notice little bleak-looking villages with their peculiar type of conical thatched huts. But if one happens to be in the Thar area during the Monsoon season which begins in the last week of May and lasts till the end of August, and if there are good showers, one will feel as if one is in a dreamland. The entire area, which is otherwise sunbaked, cracked and crumbling into dust in the hot wind, becomes suddenly carpeted with green. The vast range of sandhi lis is covered with green grass overnight and even little flowers of many colours dot the landscape like stars. Mithi, Diplo, Nagarparkar and Chhachhro Talukas (or Tehsils) of Thar District, which are a part of the Sind Province, comprise the Thar in Pakistan, but it extends across the border into India. It covers an enormous land mass touching the borders of Kutch, Jodhpur and Jaisalmere in

31

0.1 India. Besides six important towns, there are about 50 big villages and over 1,000 small villages, orhamlets, which are spread allover the area. These villages are connected by tracks and dusty roads.

Almost all the houses in the villages of Thar are of the same bee-hive type, a cylinder topped by a conical thatched roof. The walls are made of mud, dry grass, and cotton plant sticks. ; The doors and the beams of the roof are made of local wood. All the houses are mud-plastered but very neat and clean, and so are the spacious courtyards which are attached to each hut and enclosed with a fence of dry bushes. This vast chunk of land is normally unfit for any cultivation because of the sandy soil. All the agricultural activity is carried out during the rainy season but only in the low-lying areas in between the sand dunes where the rain water is retained and soaked up. Cattle forms the only wealth of the Thari people and they treat these animals as their friends, bestowing loving care on them. Camels are the only means of transport on long journeys, and naturally they are bred in large numbers.

A village in the Thar Valley is composed of a few huts ordinarily not exceeding 50 in number. A big village, however, has about 200 huts. The huts are ordinarily arranged in small rows of four to six each, and sometimes in a circle if the inmates of these houses are relatives. For water supply, there are at least three to four wells on the outskirts of each village. Water is fetched in big earthen jars by womenfolk and grown-up children. The village headman, called "patel" locally, plays an important role in the day-to-day life of the villagers. He solves the petty problems of the villagers and decides their disputes. Thar is populated by muslim population and an overwhelming majority is popularly known as the Hurs. All types of people ranging from the docile and meek labouring Kolhis and Bhils to the warlike Baluchis flourish here on the pieces of land in their possession, either as landlords or as tenants, The dominant class of Hindw Thakurs also lives here and retain their age old culture and character as proud and hot tempered people. There are people in the Thar area who have not seen even a railway train, not to speak of an aeroplane. Roads are altogether unknown in this area. The people of Thar wear a very simple dress. They use long robes made of wool, which they obtain from their sheep. They wear coarse cotton cloth only on happy occasions and a large number of poor people go about half-naked, wearing only a brief loin-cloth. Marriage is celebrated with great fun and an entire month is spent in singing and dancing in the evening after working" hours. The ornaments generally used are ivory bangles or silver bangles. The woman of Thar desert live a free happy life. The village girls come from very poor families. They keep on moving from place to place in search of a livelihood which they eke out by manual labour.

The foreign tourist arrivals to the Thar area are very insignificant because of inaccessibility of the region. No data in this regard is available. The only influence which Thari people can get is from domestic visitors to this area. In certain cases, the gulf between the culture of the local Thari and those coming from other urban/rural areas of the country is very wide. However, opening-up of means of communication especially the development of roads deep into the desert area is causing a change in the local traditions and customs. The changes are, however, not caused by foreign tourism.

Gilgit and Skardu

The elevation of Skardu Valley is 7,500 ft. It is the District Headquarters of Baltistan and is situated on the banks of the mighty river Indus, just 8 kms above its confluence with the river Shigar. On the eastern boundary of the district lies Ladakh, to the west Gilgit, in the south Indian-held Kashmir and in the north the Chinese province of Xinxiang. There are five main valleys in the district: Skardu, Shigar, Khaplu, Rondu and Kharmang. The climate is very cold in winter and cool in summer. It is connected by air flights and cargo jeeps. The roads are generally gravel-topped and navigable byjeeps. Since they have been carved out of the steep mountain side, at time they are just wide enough for the jeep to pass. The mughal culture art and architecture in Baltistan can still be seen in its puristform.

The Gilgit Valley with an elevation of 477 ft. lies in the north and northeast of the North West Frontier Province (NWFP). Winter is extremely cold while summer offers mild and pleasanttemperatures. The local dialect is "Shina". The PIA operates flights from Islamabad to Gilgit. The KKH Project which is a two-lane paved highway for heavy traffic upto the Khunjerab Pass was completed in 1978. This has a great significance because for the first time since the famous Silk

32 Route flourished from the 2nd to the 8th centuries A.D., have the fertile plains of ancient Gandhara and Punjab been linked with the Central Asian areas of Tashkurgan, Kashgar and Urumqui. This road has not only opened the Northern Areas for trade and tourism, but also provides access to hitherto closed regions which were only accessible by poor jeep tracks or goat pat~s.

The impact of foreign tourism in this area is fairly strong with the opening of the KKH. The tourist traffic in both Gilgit and Skargu Valleys has increased tremendously as can be seen from the data given in table 1.

It will be seen from this table that foreign tourism growth in this area has been very high being 15,000 in 1991 compared to only 4,000 in 1976. During 1991, tourists to this area mainly originated from India, the United Kingdom, the United States, Japan, Saudi Arabia, Canada, the Netherlands, China and Bangladesh etc. This pattern was different in 1976 when tourists from the United Kingdom were the highest, followed by Afghanistan, the United States, Germany and France. The interaction between the local population and fore\gn tourists can be expected to be very strong because majority of the people come from non-Asian cultures bringing with them modern tools and equipments for trekking and mountaineering purposes. These instruments and the way of their use is changing the perception of local population. Since mountaineers and trekkers come for a long duration and maintain a deeper relationship with the local porters who go with them on the hills and the mountaineering missions, their influence on local culture is much stronger in proportion to either the size of the local population or the magnitude of the foreign visitors. The old traditions and ways of living etc. are changing fast. The traffic on KKH from China to Pakistan and back on metalled highway has its own modernization impact.

It can be concluded that in Pakistan very few areas can now be considered to be unique in their culture. Wherever accessibility is limited, the local cultures, folklores, traditions and myths persist. However, with foreign tourism flows these are slowly being eroded. As a consequence, their uniqueness is vanishing.

REFERENCES

"Islamic Culture in India and Pakistan", Abdur Rauf Rawalpindi, 1975.

"The Cultural Heritage of Pakistan", Spear, Sir Percival and Ikram, S.M. Karachi, 1955.

"Influence of Islam on Indian Culture", Tara Chand, Allahabad, 1963.

"Social Customs and Practices in Pakistan", A.B. Rajput, Pakistan Branch R.C.D. Cultural Institute Islamabad, 1977.

"Pakistani Way of Life and Culture", Abdul Hameed, Publishers United, Lahore, 1963.

"The Land and People of Pakistan", Feldman, Herbert, London, Black, 1956.

"Pakistan, Its Resources and Potentialities", M.B. Pithwalla, Publishers United, Lahore, 1952.

"Sociology and Social Research in Pakistan", Afsaruddin, Sociological Association, Dhaka, 1963.

"Behind the Veil (Social Customs of Women of Pakistan)", Ikramullah, Begum Shaista, Pakistan Publications, Karachi, 1955.

10. "Pakistan Society and Culture, Social Life and Customs", Martin, Stanley, Institute of PacificRelations, New York, 1957.

33

2.3.4.5.6.7.8.19.M. Chapter VI The Assessment of the Cultural Impact of Foreign Tourism: Micro Analysis

In this Chapter an attempt will be made to present an analysis of the cultural impac, of foreign tourism at micro level. The impact of hosts on guests is conditioned by a number of forces. Some of these include, the socio-cultural background of the visitors which is not the same as that of the resident population, the extent and repetition of the contact, the magnitude of foreign tourism flows vis-a'-vis the host population, the extent of diversity between the cultures of the two, the speed and level of other forces, including urbanization, industrialization, education, mass communication including radio and television, etc.

It is fairly difficult to capture and measure the effects of all these forces singlely because they simultaneously are found to be reinforcing and contradicting each other. Nevertheless, assuming that all other things remain the same, we can to some extent form opinions on the impact generated by any one of these forces. These opinions can be grouped together using the factor analysis technique which is now presented here.

The factor analysis approach, following Gunns, who used it for assessing the regional tourism potential of an area, starts from the basic premise like intrinsic tourism quality, tha impact generated by tourism in a particular place which is composed of various "elements" or "factors". Some of these "factors" may have importance of their own as individual indicators while others may be a variation of form or peripheral in importance to be grouped together. It is further assumed that the impact of the identified "factors" is measurable through assigning of numerical weights. These weights can be added together to arrive at the total score of a particular "factor" and the overall scores can identify the level of impact due to foreign tourism on the culture of a particular area. It may be noted that the "opinion" of the experts still remains the basis of the scoring. The stages involved in the use of this technique in this study are:

STAGE I: FACTOR IDENTIFICATION

The most important step in the application of this technique is to segregate the basic "factors" influencing the cultural environment due to the flow of foreign tourists. A number of factors offer themselves for selection and it is necessary to isolate only the most essential and basic factors. It may be observed that social scientists, anthropologists, experts in sociology and cultural values and tourism researchers have compiled a long list of "factors" for the analysis of the impact or for assessing changes in the socio-cultural patterns as a consequence of foreign tourism flows. In all these studies, the emphasis is primarily placed on the depletion of moral values while a proper socio- cultural interaction between the hosts and guests always occupies the back seat. In order to keep this study within manageable limits and also to select the most relevant factors, a list as discussed in Chapter II was compiled consisting of the following:

Physical Economic Social Moral Cultural

Within the broad category of physical factor we have included three sub-indicators consisting of: visual effect; extent of use of local facilities by foreign tourists; and change in the shape, designs, originality and quality of local arts, crafts and practices.

The indicators of change in economic conditions include: income and prosperity of the people in general and those connected with tourism and trade in particular, interpersonal redistribution pattern of the prosperity of the area, employment opportunities, pattern of jobs, demographic features, migratory patterns, size of permanent human settlements and foreign tourism flows on the

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VI.1 occupational distribution of the area. Changes in these indicators lead to substantial alteration in the socio-cultural pattern of the area. Opinions were collected as to what extent international tourism flows served as an economic force for bringing about cultural changes.

The social indicators include effect of flows of international tourism on the role of the father within the family, effect on local parties and festivals, functions, dance and arts forms, music and entertainment, changes in the attitude of the local population towards foreigners, attitudes towards acquisition of wealth and finally the structure of the family unit.

The indicators in respect of social morality used in the present study include visible laxity in moral standards and values of the people, increases in the instances of nudity, extent of drug uses, increase/decrease in prostitution, change in attitude towards religion and higher moral values of life such as chivalry, magnanimity, generosity, etc.

The cultural factors include influence of international tourism on language, clothing, styles and fashions and effects on artifacts; ways of talking and behaving, etc. These factors were selected because they are usually talked about in tourism literature while discussing the impact of foreign tourism flows on host population.

The respondents were asked to record their opinion on the basis of their personal experience and observations concerning the impact of international tourism which were subjectively classified as:

Negligible Low Moderate High Very high.

The questionnaire used for the opinion survey was sent through mail to various experts. The selection of experts was carried out in various stages explained already in Chapter II.

STAGE II: FACTOR WEIGHTAGE SYSTEM

In the factor analysis approach weights or numerical values are assigned to various factors. A weightage scheme was adopted for analysis of various aspects explained at the relevant place. As explained earlier in order to collect opinion of experts, al1118 questionnaires were finally returned and scores, thus, obtained were combined together.

STAGE III: MAIN FINDINGS AND ANALYSIS

The analysis of the impact of tourism flows on cultural aspects was carried out from various angles as indicated below:

Factor Scores By Main Indicators

After adding the scores of all factors, the combined score and grading earned by various indicators is shown below:

Physical 15.7 Economic 13.9 Social 13.2 Moral 11.5 Cultural 12.0

35 From the study of the above compilation, it is clear that the effect of foreign tourism was mostly moderate, especially in respect of economic, social, moral and cultural aspects. The most badly influenced area was that pertaining to physical side which earned a score of 15.7.

VI.3.2 Analysis by Sub-indicators

Scoring under the sub-indicators is given below:

Score Range Factor Rating 0-40 Negligible 41-80 Low 81-120 Moderate 121-160 High 161-200 Very high

The details are given below:

Table VI.1 Factor scores by Sub-indicators

Indicators Score Quali- tative 1. B. Economic Indicators

Impact on income of local people due to international tourists. 104 Moderate I

2. Effect of international tourism on distribution of income. 72 Low

International tourism on impact employment in tourism related 120 Moderate I projects/activities such as hotels, restaurants, etc.

Impact of international tourism on increase or decrease of 50 Low population in the area.

Effect on occupations of the people of international tourism. 61 Low

Disparity between foreign tourist and locals. 110 Moderate I

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No.3.4.5.6. No. Indicators Score Quali- tative 1. C. Social Indicators

Influence on the role of the father within the family. -- 45 Low

Effect on local parties, feasts and functions. 50 Low

3. Attitude of the local population towards foreign tourists. 91 Moderate

The effect of international tourism on attitude towards other worldliness. 62 Low

Impact of foreign tourism on composite vis-a'-vis nucleolus family 52 Low structure.

Effect on attitude towards seeking knowledge vis-a'-vis traditionalism. 74 Low

Indicators Score Quali- tative 1. D. Morallndicators Visible laxity in morality of the people due to international tourism. 44 Low

2. Instances of nudity as a result of international tourists. 57 Low

3. Effect on the extent of drug use. 59 Low

Increase/decrease in prostitution due to international tourism. 43 Low

Degradation of higher moral values of life such as chivalry,magnanimity/generosity.46 Low

Effect on attitude towards religion. 46 Low

No. Indicators Score Quali- tative 1. E. Cultural Indicators Influence of international tourism on language pattern. 68 Low

2. Impact on clothing styles and fashions. 78 Low

Effect on artifacts, ways of living and behaving. 78 Low

Influence of international tourism on younger generation in the form of 51 Low looking upon the ways of older people.

Effect on dance form, music and ways of entertainment. 48 Low

Alteration in role of the females. 48 Low

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4.6.2.No.5.3. It would be seen from the above that:

Physical Indicators:

Within the physical indicators, the most affected element was the growth' of hotels, restaurants and tourism related facilities which earned a total score of 184 and was assessed to be influenced as "very high". It was followed by the impact of foreign tourism on the shapes, design, originality and quality of local arts and products which earned score as high as 160 points. The use of local roads, streets, infrasturcutre, hotels, restaurants, etc. was also considered to be high with 144 points.

Economic Indicators:

Within economic indicators, the impact of foreign tourism ranged from low to moderate. The income of local population due to the arrival of the international tourists earned a numerical score of 104 with qualitative rating of moderate. Again moderate impact was reported in the case of 'disparity between foreign and local tourists'. The impact of international tourism on employment in tourism related projects/activities was also considered to be of moderate level.

The effect on increase or decrease of population in the area and on the occupational pattern of the people earned low scores indicating that foreign tourism produced no appreciable influence on the migrational trends.

Social Indicators:

Within the social indicators, the impact of foreign tourism ranged between low to moderate, the 'moderate' influence was reported in the case of attitude of the local population towards foreign tourists while in the case of other sub-indicators, the rating was found to be "low". .

Moral Indicators:

The impact of foreign tourists on the host population in terms of moral indicators was on the whole "low" because all the sub-indicators earned 'low' scores, especially in the case of effect on morality of the people, increase in prostitution, degradation of higher moral values and attitude towards religion.

Cultural Indicators:

The cultural indicators were also not impacted high as all the identified factors showed low scores. The especially noticeable scores were the effect on foreign tourism on danceform, music and ways of entertainment, alteration in the role of the family and influence of the international tourism on younger generation in the form of looking upon the ways of older people.

The study of the above scores earned by various factors and sub-factors shows that the inflows of foreign tourists has not degraded various cultural aspects of life in the areas under consideration very heavily and impact ranged from low to moderate.

VI.3.3 Factor Scores by Areas

For assessing the impact of foreign tourism on the cultural aspects and area-wise, the score range had to be narrowed down and the scores of each city were calculated. These were classified on the basis of data collected through the questionnaires as given below:

38 Table 6.2 Factor Scores by Areas

KaghanSwat, Sust, Hunza, Abbottabad 1-2 Islamabad, Rawalpindi, Lahore, Karachi, Multan, Quetta, Murree, Chitral, Gilgit 2-3 Moderate Peshawar, Skardu 3-4 High 4-5 Very high

The above table shows that contrary to the general expectations the cultural aspects of Kaghan valley was not disturbed by foreign visitors as they generated low impact and changes attributable to foreign tourism were minimum. Similarly in the case of Swat, Sust and Abbottabad, it was 'low'. In the case of Islamabad, Lahore, Karachi, Multan, Quetta, Murree, Chitral and Gilgit it wasmoderate. The cultural impact was "high" in the case of Peshawar and Skardu areas.

To some extent, this analysis needs to be taken with care because many other influencing forces other than foreign tourist arrivals in bigger cities, exert far more stronger affect and it is fairly difficult to isolate the impact of foreign tourism from the impact generated by such forces.

VI.3.4 Factors Scores and Field of Experience

In order to check as to how the opinion related to area of expertise influenced the factor scores, five different areas were identified and opinion of the experts was classified accordingly. The area of expertise included mass media, travel trade, tourists, local functionaries and men of letters. These belonging to travel trade and tourists earned a score range between 2-3 which is classified as 'moderate'. In other words, they considered that foreign tourism had produced 'moderate impact' on our cultural values. Experts belonging to 'local organizations' and 'men of letters' assigned higher scores and indicated that the impact of foreign tourism was high earning scores between the range of 3-4. Extreme ratings of 'negligible' or 'very high' were not found to be reported by experts from any other discipline. These can be seen from the following table:

Table 6.3 Opinions by Field of Experts

Mass media 1-22-3 Travel trade, tourist Local, men of letters

The above table shows that mostly all types of experts rated the impact of foreign tourist arrivals as of 'moderate', and contrary to apriori considerations, it was not found to be the main culprit.

The above analysis, however, needs to be considered with the caveat that opinions are the basis of this technique. The opinions are only subjective assessments and cannot be perfect substitute for objective values. Furthermore, the experts who were asked to tender their opinion might have been conditioned not only by the influence of foreign tourism but by host of other forces and while giving their opinion thus may not be able to isolate other forces. To conclude, foreign tourism has generated impact of lower magnitude as indicated by scores earned by factors and sub-indicators.

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0-1 Chapter VII Policy Measures for Cultural Preservation

The study of the foregoing pages of this report indicates that .foreign tourism has played a moderate role in bringing about cultural changes as compared to other forces at work. It is also attributable relatively to smaller flows of foreign tourists vis-a'-vis, the stationary population, stronger local cultural values, fairly high degree of similarity between the cultural patterns of the hosts and a substantial portion of the guests, viz. Indian tourists.

Nevertheless, the opinion survey and the study findings indicate that the impact of foreign tourism cannot be ignored altogether though at present it is only of moderate intensity. As and when the speed and flow of foreign tourism picks up, it is likely to prove a force to be reckoned with especially in areas where the local culture is of fragile nature.

The measures for preservation of the cultural values of the country are based on the assumption that if for no other reason but for the fact that the culture is an anchor sheet of nationalcohesiveness, we should take action with regard to the preservation of its unique and more readily identifiable features.

The integrity of our nation can no longer be sustained by mere negations. It requires more positive proof regarding its possibilities. We live in a cultural complex, but we cannot live successfully without investigating the exact frontiers and the landscape of the cultural environment in which weexist. The basic problem is, therefore, to determine the limits of Pakistani culture.

Our salvation can only be in terms of a culture which is natural, more universal and more inspiring as compared to the competitive, materialistic, cultural states of admittedly, more powerful, and industrially more advanced countries than us. Therefore, it is necessary that we should explore our own cultural identity, and discover the best, the most potent and useful elements in it. This requires that we should not take shelter behind vague, nebulous phraseology to hide our bankruptcy of any concrete endeavour for delimiting our exact mission in the comity of nations. We claim that we are an ideological nation but when it comes to stark realities we cannot agree even among ourselves, reason being, that we take shelters behind foggy generalities, hallucinations, imperfect glimpses and warped reflections of other cultures.

We cannot at the very outset identify ourselves with any ready-made theory of culture imported from abroad. Therefore, before going into discussion of how best to preserve our cultural values in the face of international tourism, what is needed is to define the scope and significance of the cultural aspects of the country. What should be kept in mind is that Pakistan lies in the Muslim belt, stretching in the temperate zone, from Spain to Indonesia and contains recorded documents, art objects, buildings, palaces, mosques and historical sites which form an essential part of our culture and way of living. We should not look at things in the narrow connotation of the antiquities and sites that are found in the geographical areas which comprise Pakistan.

There is the eternal conflict between use and preservation. In the case of cultural preservation besides other normal conflicts which a preservationist has to face, we have not only to take into consideration the lifeless materials of arts and artifacts, musical instruments and the technique of playing them, the architect and buildings, but also the whole set of human beings pulsating and throbbing with life. Should we preserve the old, traditions and culturally aesthetic ways of life of people of a particular area in order to present them as a "tourism show" and in the process deny them the advantages and advances of a scientific and modern way of life; which is totally immoral? Even if it is possible to keep people of certain unique cultural values like show pieces behind barbed-wire fences from the point of view of saving them from cultural adulteration, even then will it normally be not desirable to do so forcibly? These are very hard choices in terms of being either feasible or desirable.

How far and to what extent other forces need to be blamed, besides foreign tourism? It is because the whole brunt of spoiling culture, at least in the case of Pakistani conditions cannot besquarely laid down on the shoulders of foreign tourism alone; its counter-part domestic tourism is

40 much stronger numerically. With increases in incomes, movement of people within various areas of the country has increased manifold. Again, the spread of literacy, improvement of transport system, better communication facilities, urbanization, and other ecomonic forces are exerting profound impact on living styles of the people; mosty leading to homogenization and commercialization of what is called 'cultural uniqueness'.

Another aspect which needs consideration in terms of policy formulation is to shield local cultures from the monetary effects of foreign tourism. Foreign tourists bring with lot of money. They create a situation of haves and haves not. With hosts converted into a position of servitude, guests on the other assume a commanding role due to high spending. The increase in the purchasing power of the local population, thus leads to changes in the consumption pattern.

Another conflict arises because of the relationship of the policies with the institutional set up; many useful measures fail to deliver the goods because proper institutions, to execute and implement these are not available; nor effective coordination can be achieved among various agencies operating in the field e.g. the local administrative set-up is more concerned with improving the lot of the people but in that process due to lack of coordination with the tourism authorities may not be able to restrict the flow of foreign tourists in areas of their control.

Another area of concern is the role of the public and the private sector; the success of the policies depends on the effective participation of the general public and all relevant actors. Again, a better relationship needs to be developed with the regional and international agencies; since it is a task the impact of which spreads beyond national boundaries. It also requires the devising of an action plan, consisting of time-frame, strategies and institutions involved and also needs the devising of a system to watch over various time periods, the effect of these policies without which mid-course correction and final assessment, is not possible.

Keeping in view the above generalities and problems, the measures to be adopted to preserve the local cultures can be classified as follows:

RESEARCH

There is a need to identify and then properly quantify/assess categorize, and list the cultural values of areas of unique significance. It is necessary that we should identify and explore the cultural identity of various areas. This requires that an adequate cultural survey should be carried out of the objective elements of our cultural off-springs. The failure of our efforts in this direction can be traced to the mistake that we in the past did not start by finding truth about cultural inspiration of these areas. How can we be sure of anything when we do not take proper care of the seeds and the roots of our culture. We still have to identify the dogma, superstition, ignorance, and other aspects related to the culture of these areas. It is not to say that a theory of culture needs to be developed. What is required to be researched upon is only a cultural survey of the land on the basis of which we can hope to arrive at a reasonably comprehensive listing of all elements present in the cultural traditions of the area under investigation.

The cultural survey project in all its entirety can cover subjects ranging from myth, theory of culture, linguist, ethics, liberal arts, industrial arts, fine arts, arts of design and conduct, decoration arts, social institutions, sports, games and recreation, races, tribes, superstitious and so on. A starting point in these fields would lend itself fruitfully to the building up of a basic pedestal on which to erect a cultural directory with possibility of broader research in the future. Unfortunately, at present no such cultural surveys are available.

PREVENTIVE ACTIONS

The preventive measures include the following:

i) To some extent it is desirable to prevent the degeneration of the local culture into modern one through limiting contact with foreign tourists. The preventive measures in

41 this regard include asking the foreign tourists to obey local customs, wear local dresses, and follow traditions and customs. They should not damage those aspects of the culture which is of real unique value by commercialising and commoditising various rituals such as Kalash dances, etc. Foreign tourists be restricted to take modern musical equipment on their visit to these areas.

ii) In their zeal to make more out of foreign tourists, efforts have been made, especially in Chitral, to set up emporiums where local artifacts are sold to the foreign tourists. The purpose is noble but the exercise will end up in introducing commercialism in a field, hitherto, being preserved as purely traditional. Such efforts need to be controlled; better prevented.

VII.3 INFORMATIVE MEASURES

The informative measures include all those policy options which create awareness among local people. These include:

i) A close watch be kept on the total flow of visitors to the areas of unique cultural values, especially in their very remote parts and conscious policy be adopted to restrict flows to these areas in quantitative terms. The system of paid permits allowing entry in designated areas need to be introduced. ii) Every possible effort be made to stop the in-roads of various elements of modern economic system in these areas with a check over unwise expansion in tourism infrastructure such as hotels, motels, restaurants, etc. It would also mean controlling these areas of lucrative commercial opportunities. There is inevitably a conflict between development and preservation especially, when the protagonists of preservation appear to be suggesting that whole pockets of population be stopped from enjoying the fruits of modern developments which is unjust and inhuman. However, what is required is to keep a judicious blend of the both, such that each one of them reinforces the other.

VII.4 ADMINISTRATIVE MEASURES

These include the following:

i) Adoption of all those policy options which create awareness among local people, local administrative bodies, and foreign tourists that the area which they were visiting has cultural peculiarities of its own which should not be disturbed. This involves the use of mass media for informing the tourists before entering into these areas of the moral behaviour and conduct which would be preferred or which would not be liked.

ii) It also requires a training of the local administration and elected bodies through lectures, slide shows, holding of international conferences and other informative devices concerning habits, customs, traditions and cultural traits which need to be maintained and not disturbed. iii) Continuous assessment and monitoring of the effects of foreign tourists through contact of the local population with the foreigners in terms of their behaviour is also essential.

iv) It also requires a close coordination among the concerned agencies and their representation on various bodies where cultural aspects are considered.

v) Documentation, publication and maintenance of accession registers be undertaken as recommended by the experts of UNESCO. Detailed literature could be obtained from its museum cell in Paris. vi) Collectors of antiques could be motivated to donate rare objects to the museums. They can even loan them for a specific period under complete legal guarantee. These museums be set up in areas of unique culture and foreign tourists be given a proper briefing about them. They should be encouraged to visit these museums.

42 vii) All antiquities especially perishable such as manuscripts, paintings, textiles, rugs, carpets and objects in wood should be urgently treated and preserved. The miniature paintings should be mounted and backed by acid-free paper to save them from paper sickness. viii) Future art galleries and museums should be built by a forum of expert architects who should study the requirement of various types of antiquities keeping in view the problem of wall space, lighting, control of room temperature, ratio of humidity and the air pollution factor. Foreign as well as domestic tourists be shown around these museums carefully. ix) In order to generate income, minor pieces of Gandhara and other surplus objects courd be sold in government shops to international buyers against hard currency. The traders of antiquities are already selling them at throw-away prices to international buyers and also in the markets abroad. x) The DC's District Councils and Municipal Corporations could be involved in collaboration with the Department of Archaeology to collect and build museums in their areas where antiquities are found in abundance, especially in areas of unique cultural value. xi) The tourism staff should be sent abroad for training in conservation, restoration and preservation of antiquities as an essential part of their education. It may be emphasized that a continuous on-the-job training of the experts is necessary to keep them up-to-date with the latest techniques of restoration.

xii) Tourism curricula should be prepared by experts for our universities. xiii) Functions and parameters of private, public and foreign experts in the excavation of antiquities should be clearly defined and tourism related staff be trained adequately.

To conclude, it requires great care and judicious blend of various measures aimed at both preservation and use so as to keep at the minimum level the ill-effects of foreign tourism on ourculture, especially in respect areas of unique values, antiquities, relics and other marifestations. A heightened sense of awareness and conscious efforts are needed on a sustained basis on the part of the government and private sector alike, in this regard. It highlights the importance of achieving maximum coordination, among 'users' and 'preservers'.

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