iz

This empirical study was conducted to provide a structural context for deliberating the potential of the Cholistan Desert, in Pakistan, as a vibrant tourism destination, on the grounds of its rustic natural beauty, rich and resplendent history, and its archaeological, cultural heritage. The strong historical background of Cholistan dates back to the Indus Civilization, which has evidenced the royal regimes and dynasties those, had left their historical marks on the sands of time. The main objectives of this research were first to identity the tourism sites and its potential in Cholistan, second, to explore the problems associated with archaeological sites and third to frame out the strategies/polices for the conservation of national heritage. In order to meet the expectations as well as satisfy the needs of potential tourists, both national and international. The results of this study indicated that cultural tourism has a definite impact on the heritage and increases the probability of profit for the destination through enforcing cultural associations. This study will help policymakers to devise appropriate policies to promote Cholistan as a prospect cultural tourism destination. Any tourist who visits the region cannot help but experience its cultural nature and feel its vibrancy. In addition to helping raise much-needed foreign exchange, Latsly, few suggestions were proposed which will aid policymakers to foster culture and heritage at Cholistan; to build income opportunities for local citizens, to boost their living conditions, and probably helpful to conserve Cholistani heritage assets with greater dedication and a more constructive approach.

Keywords: Archaeology, Cultural Heritage, Cholistan, Tourism Destination, Excavation, Strategies.