The Role of Local Handicrafts in Promoting Cultural Tourism in Gilgit

Abstract

This study explores the role of local handicrafts in promoting cultural tourism in Gilgit, a region renowned for its rich artisanal heritage and ethnic diversity. The primary objective is to examine how indigenous crafts influence tourist attraction, contribute to the local economy, and shape visitors’ perceptions of Gilgit’s cultural identity. Additionally, the study identifies key challenges faced by artisans in marketing their crafts to tourists. A qualitative research design was employed to gain in-depth insights into the socio-cultural and economic dynamics linking handicrafts and tourism. Data were collected through semi-structured interviews with a purposive sample of 20 participants directly associated with the handicraft and tourism sectors in Gilgit. The target population included local artisans and craftsmen, handicraft shopkeepers, tourism stakeholders such as tour guides and hotel owners, and cultural experts and community representatives. Thematic analysis was used to interpret the interview data and identify recurring patterns related to cultural representation, economic impact, and promotional barriers. Preliminary findings indicate that local handicrafts such as wool weaving, wood carving, and traditional embroidery serve as significant pull factors for cultural tourists seeking authentic experiences. These crafts not only enhance Gilgit’s cultural image but also generate livelihood opportunities, thereby contributing to the local economy. Tourists perceive handicrafts as tangible symbols of Gilgit’s identity, yet artisans face challenges including limited market access, lack of digital promotion, inadequate financial support, and competition from mass-produced goods. The study concludes that strengthening artisan capacity, improving market linkages, and integrating handicrafts into formal tourism packages are essential for sustainable cultural tourism development in Gilgit. The findings provide practical implications for policymakers, tourism planners, and cultural organizations aiming to preserve heritage while fostering economic growth.