BBy Our Correspondent
LAHORE: The session on Marketing Heritage: Turning Culture, History & Tourism into Economic Assets held under the banner of MAP Coffee Connection – Chapter 10, was jointly hosted by MAP Pakistan – Marketing Association of Professionals and FPCCI – Federation of Pakistan Chambers of Commerce & Industry.
It drew an impressive lineup of government officials, corporate leaders, academics, and heritage experts, coming together to shape a national dialogue on economic revival through cultural integration.
The event was made possible by the progressive leadership of Muhammad Tariq Asmat, Founder and President of MAP Pakistan and Zaki Aijaz, Chairman & Vice President FPCCI Lahore, both of whom were applauded for fostering cross-sectoral collaboration that links marketing with Pakistan’s socio-economic identity.
In her opening account of the event, Corporate influencer, entrepreneur Dr. Saleha Waqar Butt emphasized, “This isn’t just a conversation it’s a movement to reframe our heritage into something dynamic, something economically viable. Marketing today isn’t just about selling a product, it’s about telling a story and no story is richer than the one we already have as a nation.”
The event was honored by Dr. Ehsan Bhutta, Secretary, Price Control & Commodities Management, who served as the Chief Guest. Ms. Rafia Syed, Director General Lahore – TDAP, graced the occasion as Guest of Honor, both lauding the role of marketing in transforming national perception.
Panelists brought a multidimensional perspective to the dialogue:
• Masood Ali Khan, Former MD PTDC, emphasized sustainable tourism models.
• Ahmad Shafiq, President & CEO, COTHM Global (UK) and Chairman PTDC, highlighted hospitality’s role in culture branding.
• Dr. Iqbal Bhutta, noted historian and former Director of Museums, shed light on the preservation and modernization of cultural narratives.
• Muhammad Kashif Irshad, Advisor, National Heritage & Culture, spoke on CVE and inclusive cultural strategies.
• Anas Farooqi, Director at Discover Pakistan TV, focused on storytelling as a medium to engage youth and diaspora.
• Saadia Hanif, CEO of Impact Solutions, presented grassroots marketing case studies.
• Zerka Tahir, Founder of SID, introduced sustainable interventions bridging heritage with community.
Concluding her reflections in conversation with Tribune International, Dr. Saleha Waqar Butt summed it up with clarity and conviction:
“Heritage marketing isn’t about romanticizing the past—it’s about positioning it as a strategic asset. When we connect our cultural identity with modern marketing tools, we create something far more powerful than promotion—we create belonging, pride, and purpose. In today’s world, marketing isn’t just about what we sell—it’s about who we are and how we choose to be remembered.”
