The College of Tourism & Hotel Management (COTHM) hosted an impactful panel discussion titled “Basant Festival – Reviving Cultural Heritage to Drive Tourism & Economic Growth,” bringing together leading voices from media, culture, and the hospitality industry to explore how traditional festivals can be transformed into sustainable drivers of tourism and economic development.
The session was expertly moderated by Babar Sheikh, Director Global Affairs & Organizational Excellence, COTHM Global (UK), who guided the discussion with a strong focus on cultural continuity, responsible revival, and the strategic positioning of festivals within Pakistan’s tourism and creative economy.
The panel examined Basant as more than a seasonal celebration, presenting it as a symbol of national identity, collective memory, and creative expression. Speakers emphasized that reviving cultural heritage is critical not only for social connection, but also for presenting Pakistan to the world as a vibrant, experience-rich destination.
Zulfikar Rahat, Founder Chairman of the Pakistan Journalists Foundation, stated that festivals represent the collective memory of societies, preserving emotions, history, and shared identity.
Kamran Lashari, former Director General of the Walled City of Lahore Authority, remarked that happiness and hardship go hand in hand in every society, and that turning Basant into a constructive cultural festival is fundamentally a matter of mindset.
Syed Haseeb Amjad Gardezi, CEO Hospitality and Education at Hashoo Group, stressed that Basant should not remain limited to a few days of activity. He emphasized the need to develop it into a year-round cultural and tourism legacy, supported by strong legal and safety frameworks, while highlighting the role of media in sustaining cultural practice responsibly.
Fayaz Ahmad, hospitality and tourism expert, reinforced that Basant has long been a cultural legacy of Pakistan and must be revived in a regulated and reimagined form rather than remaining banned.
The panel unanimously agreed that with structured regulation, safety planning, and professional management, Basant could become a powerful cultural product capable of boosting tourism, supporting creative industries, generating employment, and enhancing Pakistan’s global image.
By hosting this dialogue, COTHM reaffirmed its position as a thought leader in tourism and hospitality education, advocating for the transformation of cultural heritage into economic opportunity and national strength.
The session concluded with a shared call to reconnect with cultural roots and channel traditions into sustainable platforms for growth, identity, and international engagement.
