SILK ROAD, HIPPIE TRAIL AND BEYOND: PROSPECTS FOR TOURISM IN AFGHANISTAN
AACC Annual Matchmaking Conference 2012 Cheryl Benard
AFGHANISTAN’S HISTORY HAS SELDOM BEEN PLACID
ITS LOCATION HAS LED TO EXTREME CONFLICTS BUT ALSO TO AMAZING CONFLUENCES OF CULTURES
FOR ALL OF REMEMBERED HISTORY, THIS HAS BEEN A ROUTE OF TRANSIT AND TRANSMISSION
ARMIES, MERCHANTS, SCHOLARS AND TOURISTS HAVE ALWAYS MADE THEIR WAY ACROSS ITS TERRAIN
ONE OF THE EARLIEST “TOUR GUIDES” WAS PENNED BY THE CHINESE SCHOLAR-TOURIST XUANZANG IN THE 7TH CENTURY
HIS TRAVEL ACCOUNT DETAILS BAMIYAN AND KAPISA PROVINCES
MANNERS AND STYLES OF DRESS TRADE AND ECONOMY LOCAL PRODUCE AND CLIMATE DESCRIBES A MAJOR INDUSTRY AROUND PILGRIMAGE WITH 6000 MONKS IN KAPISA AND 1000 IN BAMIYAN CATERING TO RELIGIOUS VISITORS COMING TO SEE RELICS, THE GIANT BUDDHAS AND MULTIPLE OTHER BUDDHIST DESTINATIONS
AL NADIM, A MUSLIM AUTHOR IN THE TENTH CENTURY, DESCRIBED THE ONGOING RELIGIOUS TOURISM IN HIS TRAVEL ACCOUNT “FIHRIST” “THE PEOPLE OF INDIA (I.E. THE BUDDHISTS) GO ON PILGRIMAGES TO THESE TWO IDOLS (IN BAMIYAN), BEARING OFFERINGS OF INCENSE AND FRAGRANT WOODS.”
JUMPING FORWARD A FEW CENTURIES, A VERY DIFFERENT GROUP OF “PILGRIMS” BEGAN TO ARRIVE
IRAN WAS CONSIDERED THE MOST DANGEROUS STRETCH OF THE HIPPIE TRAIL, WHILE THE AFGHANS WERE NOTED FOR THEIR HOSPITABLE AND TOLERANT ATTITUDE TOWARDS THESE OFTEN ECCENTRIC GUESTS
A TOURIST INDUSTRY SPRANG UP TO ACCOMMODATE THEM
THE MYTHOLOGY OF THE HIPPIE TRAIL IS STILL ALIVE TODAY WITH MANY “ALUMNI” - NOW SUCCESSFUL PROFESSIONALS IN THEIR 50’S AND 60’S
THE FOUNDER OF THE TRAVEL GUIDES “LONELY PLANET” IS AN ADVOCATE OF BEGINNING TO REVIVE AFGHAN TOURISM
THERE IS ROOM FOR IMPROVEMENT HERE ON THE PART OF AFGHAN INSTITUTIONS
Along with agriculture and minerals, culture and tourism can be one of the pillars of a future Afghan economy As the Hippie Trail example shows, visitors can be attracted even in the absence of developed infrastructure and modern amenities
GLOBALLY SPEAKING, THIS IS NOT A NEGLIGIBLE INDUSTRY Many countries – especially poor countries - derive a significant percentage of their GDP and many jobs from TOURISM and CULTURE Egypt (before the current crisis) – over 11% of GDP Thailand 13%. Mexico, Kenya, China each around 10% Croatia – 25% of total workforce employed in tourism
TO BUILD UP A TOURIST INDUSTRY REQUIRES PLANNING AND INVESTMENT The tourism industry in Kenya is the single largest export earner and forms an important basis of the country's economy. The tourism potential in Kenya has been maximized through meticulous planning and proactive leadership. The tourism industry in Kenya has come a long way as an important revenue generator. Egypt has allocated 500 million dollars to find ways to encourage tourists to return
Current Ministry Website
POSTER CREATED BY ATO FOR 2007 INTERNATIONAL TOURISM DAY
GRANTED, TOURISM FACES OBVIOUS BARRIERS AND CHALLENGES
HOWEVER: “TOURISM” IS MUCH MORE THAN AN ACTUAL PHYSICAL VISIT. THERE IS ALSO: CULINARY TOURISM LITERARY AND ARMCHAIR TOURISM EXPAT AND ADVENTURE TOURISM EDUCATION AND PLAY SOUVENIRS AND ARTIFACTS
CULINARY TOURISM hundreds – maybe thousands - of Afghan restaurants across the U.S., Canada and Europe can testify to the opportunities associated with Afghan cuisine
LITERARY AND ARMCHAIR TOURISM Many novels and nonfiction books about Afghanistan have reached the bestseller lists
Afghan culture, history and archaeology appeal to many readers worldwide
EX-PAT AND LOCAL TOURISM local population nearby regional visitors NGO workers contractors the military already on site higher risk tolerance could be receptive to more tourism offerings Bamiyan Ski Event 2011 and PRT opens Guest House in Panjshir
EDUCATION AND PLAY Millions of Western children who may never actually go to Egypt, play games related to the Pharaohs and Ancient Egypt – a big missed opportunity given the US focus on Afghanistan
SOUVENIRS AND ARTIFACTS There is vast room for growth and improvement in this sector Presently the selection is far too limited, many items are produced in India or China This is a missed opportunity
THERE ARE MANIFOLD OPPORTUNITIES IN THIS SECTOR! JOIN OUR CULTURE AND TOURISM WORKING GROUP TO HELP EXPLORE AND DEVELOP THEM
Contact: Cheryl Benard cbenard@archinternational.org Sophia Schultz sschultz@archinternational.org