The Ministry of National Heritage and Culture has announced significant steps to boost tourism, promote traditional arts, and enhance cleanliness standards at Lok Virsa, a premier cultural institution of Pakistan. Minister for National Heritage and Culture Muhammad Aurangzeb Khan Khichi received a detailed briefing from Lok Virsa Executive Director, Dr. Waqas, on ongoing developmental projects, cultural enhancement programs, and new initiatives aimed at attracting greater tourist interest.
During their meeting, officials discussed ongoing projects, including launching various cultural outreach programs, visual art exhibitions, and innovative promotional campaigns designed to attract visitors. The Executive Director reported that arts and crafts classes have already begun, with dance and music classes planned to commence soon.
Minister Muhammad Aurangzeb also stressed the importance of cleanliness at all facilities within Lok Virsa, particularly emphasizing the hygiene standard for restrooms and food services. Highlighting cleanliness as crucial to visitor satisfaction, he noted that “cleanliness is half of faith,” and maintaining high standards will project a positive image of Pakistan globally and significantly increase tourist footfall.
Another measure announced during the meeting involved organizing youth-oriented competitions in music, calligraphy, arts and crafts, and truck art, specifically targeting participants under the age of twenty. Recognition and incentives will be provided to the best-performing youth to encourage their participation. Minister Khichi added that similar song competitions would also be hosted by the Pakistan National Council of Arts (PNCA), providing additional platforms for talented youth from across Pakistan to display their cultural skills.
Minister Khichi emphasized that these cultural initiatives would significantly help promote the heritage institutions and revive Pakistan’s traditional arts. By supporting fading cultural practices, often referred to as “dying culture,” these activities aim to provide new life and renewed appeal to Pakistan’s rich artistic traditions. Officials further held detailed discussions regarding preparations for special cultural programs planned for 14th August celebrations.
Additionally, Minister Khichi announced plans to invite foreign companies and embassies to participate in this year’s annual cultural festival, “Lok Mela.” Foreign participants will have the opportunity to set up their own stalls, fostering cultural exchange and international visibility. Official invitations will be formally sent to ambassadors of various countries in Islamabad.
The Ministry believes these significant initiatives will serve as an essential milestone in safeguarding Pakistan’s cultural heritage, revitalizing traditional art forms, and promoting the country’s soft image on the global stage.
