ECOTOURISM, LANGUAGE, AND HERITAGE: PRESERVING PAKISTAN’S LINGUISTIC DIVERSITY THROUGH SUSTAINABLE TOURISM

Abstract

Ecotourism supports environmental conservation and cultural preservation, especially in a bilingual country like Pakistan. This research examines the intersection of ecotourism and language preservation in Pakistan, where there are approximately 70 languages, several of which are on the verge of extinction. Using case studies and cultural sustainability theory as a framework, in the northern areas of Pakistan such as Gilgit-Baltistan and Chitral, it illustrates how ecotourism supports threatened indigenous languages ​​such as Burushaski, Wakhi, and Kalasha, a further explanation of this study to portray the way local communities use ecotourism to promote their local languages and culture as elements of economic development and a new identity. Most of the studies on ecotourism in Pakistan focus on its economic benefits and environmental impacts, ignoring the important debate on cultural protection law and language. This gap is particularly concerning in countries like Pakistan, where language loss can significantly impact culture and intangible assets such as historical monuments, folklore, and traditions.  This research used qualitative methods, including interviews with local communities, tourists, tour guides, and field observations. The findings suggest that ecotourism designed with a cultural focus can support language preservation by creating demand for local guides, storytellers, and cultural knowledge in indigenous languages. However, barriers such as language and economic barriers may hinder these efforts. The study concludes with recommendations for integrating conservation into Pakistan’s ecotourism policy to achieve sustainable development.