IN the previous article, a vision was put forth to create a mega business sector for Pakistan based on Gandhara Heritage. This mega sector would generate approximately US$ 20 billion/year in revenue at its maturity. To create this mega sector, there are ten links of the value chain that need to be forged, namely: Streamline the visa regime (let us be welcoming and give long term visas), streamlining the travel NOC regime for diplomats and tourists (let us open up Pakistan), engaging the Buddhist monks and leaders to lead (they know what is sacred and important), marketing Pakistan and its Gandhara heritage (to change perceptions and introduce the heritage), organizing tour operators ( to find honourable operators and link them to their counterparts in targeted countries, sensitizing and educating the local population (to show them economic opportunities and sensitize them that Buddhism is no threat to our glorious religion), organizing sites and infrastructure (it is not as hard as its seems), coordinating financing and investment (both local and international private sector is ready to invest), coordinating funding from international donors (donors have resources, we need to coordinate) and, lastly, setting up a coordination entity (to create this sector, we need close coordination between more than 20 relevant ministries and departments at all levels.)
Previously, the details of the first two links were presented which included streamlining the visa regime as well as the NOC regime for diplomats and tourists. Let us now focus on the details of the next two links of the value chain. The third link propounds that Pakistan needs to increasingly engage the Buddhist monks and leaders to lead the development of our Gandhara-based tourism sector. Pakistan is the custodian of the Gandhara Buddhist heritage, however, we are neither Buddhists nor experts in the Buddhist practices and philosophies. What we may consider important in Gandhara, may not necessarily have the same appeal to practicing Buddhists. For us to solely determine what should be the Gandhara Buddhist trail for visitors is perhaps like a Muslim tour operator giving tours of the Vatican, or a non-Muslim setting up an itinerary for a visit to the holy places in Saudi Arabia.
Having hosted Buddhists monks to Pakistan from different sects and countries, the writer of this article has noticed that they feel certain “energy” in and affinities to varying places and sites, of which we have hundreds. All historic sites are important to them, but where they want to spend more time with their Sangha (delegation of monks) and their laymen (disciples) usually vary. And which infrastructure they require is very different from what we think they need. It is not about a few hours’ trips to a site and moving on as we assume, or providing them with world class lodging and toilets as I continue to hear in local discussions. In many cases, the monks want to spend multiple days at selected sites with their entourage living in humble but clean rooms in a peaceful environment with the correct vegetarian cuisine. Additionally, they need a place to meditate and deliver “Dharma”, which is an intellectual lecture on different aspects of history, culture, archaeology and life broadcast live to their disciples and the world.
There are some 30 Buddhist countries in the world and we should launch a phased approach to introduce them to Pakistan. In phase-I, we should identify eight countries; Thailand, Malaysia, China, Korea, Myanmar, Cambodia, Vietnam and Sri Lanka, and select 3-5 leading monks from each of these countries who have hundreds of disciples. We should bring them to Pakistan, introduce them to Buddhist heritage sites and seek their assistance and ideas to promote Gandhara. To formalize their partnership, we should form a committee of “Patrons of Gandhara” consisting of these monks so that they are vested in Pakistan. This will generate more interest and knowledge about Gandhara and Pakistan than any other effort that we have undertaken to take, and it will be led by leaders of the Buddhist faith who will be the champions. In phase-2 and 3, we should add other countries and expand the reach.
Since the fourth link proposes the need to aggressively but appropriately market Gandhara abroad. In the countries identified in the preceding section, we should support the selected monks in promoting Pakistan through their writings, dharma and through their reach within their government and countrymen. They have recognition and respect and their word carries weight. When people see them visiting Pakistan and speaking about it, not only are they keen to follow, but the perception of Pakistan as an insecure and unsafe place dissipates.
In 2019 and 2022, Most Venerable (MV) Arayawangso of Thailand visited Pakistan coordinated by the author and the Pakistan embassy in Bangkok. Subsequently, MV published two books “Onwards to Gandhara” and “The Buddhist Civilization of Gandhara”, and a documentary was filmed and subsequently screened in Thailand “Tipitaka: Man of Gandhara”. These efforts have led to a ten-fold increase in tourists to Pakistan from Thailand. Similarly, Most Venerable Jue Cheng of Malaysia first visited Pakistan with a delegation of Buddhist nuns and laymen in 2022. MV has since organized various Gandhara exhibitions in Malaysia, set up a centre at QAU and has visited Pakistan numerous times.
It is the right time we should set up Gandhara/Pakistan corners in universities of the selected countries for academics and students to learn about our heritages. The centrepiece of these centres should be an original artefact from Gandhara which can be provided as a “loan” by Pakistan. Additionally, Gandhara exhibitions should be held in these countries and we should take the relics of Lord Buddha from our museums to these countries. For a Buddhist, there is nothing more sacred than the relics of Lord Buddha and Pakistan has multiple sets of these relics. Once we showcase them in respective Buddhist countries, the awareness about Gandhara and Pakistan would skyrocket and scores of Buddhists will visit Pakistan to see Gandhara first hand. —To be continued.
—The writer is an entrepreneur and sector development.
