casual cultural tourism

• EN - English
• PT - Portuguese
• ES - Spanish
• How it works
• Become a Host
• Download the app

Top Destinations

• United States
• United Kingdom

What type of experience are you looking for?

• Non-Profit School
• Permaculture project
• Eco Village
• Holistic Center
• Guest House
• How Worldpackers works

Learn from the most experienced travelers of the community

Traveling with worldpackers, planning and budgeting for travel, make a living while traveling as a lifestyle, travel with worldpackers.

• Using Worldpackers
• Work exchange
• Social impact

Plan your trip

• Women traveling
• Budget travel
• Solo travel
• Language learning
• Travel tips
• Get inspired
• Digital nomads
• Travel jobs
• Personal development
• Responsible travel
• Connect with nature

Top destinations

• South America
• Central America
• North America
• More destinations
• WP Life WP Life
• Exclusive discounts Discounts

What is cultural tourism and how to make it part of your trips

Learn all about cultural tourism and find out about amazing destinations to live cultural experiences around the world.

Worldpackers Worldpackers

Jan 08, 2024

When you’re traveling, do you try to go beyond the surface and understand the different cultures that surround you? Then this article is for you. We will talk about the main characteristics of cultural tourism and will suggest 10 fascinating destinations with unique cultural aspects. 

We will also tell you how you can have a deeper cultural immersion than a typical tourist , mixing with locals and learning from them while you get free accommodation.

You might also like to read: 

• 20 ways to travel more intentionally
• 6 ways travel promotes learning and education

What is cultural tourism?

Cultural tourism is a form of travel that focuses on exploring and appreciating the unique traditions, history, and practices of a place . It is not just about visiting museums or attending festivals, but also delving deeply into the everyday aspects of local life. Authentic local food, local markets, and even casual chats with locals are an integral part of cultural tourism.

While a conventional tourist may seek relaxation and fun and focuses on visiting famous tourist places, the cultural tourist seeks to go beyond the superficial layer. They want to immerse themselves in local history, explore the unique customs of a region, and learn about its art and architecture. This type of experience is an opportunity to grow personally and empathize with people from different parts of the world.

Among the different types of cultural tourism, there are gastronomic tourism, rural tourism, religious tourism, ethnographic tourism, sports tourism, spiritual tourism, and voluntourism, to name a few.

Characteristics of cultural tourism

A main characteristic of cultural tourism is the deep appreciation for different cultures . Travelers not only visit a place to see its natural or architectural beauties, but also to immerse themselves in its culture and understand it thoroughly.

Another important characteristic is the constant educational component that exists in this type of trip. You don't just learn about a new culture: you are also an active part of the cultural exchange while sharing your own customs and knowledge with local people.

Respect for cultural heritage is another indispensable condition for the cultural tourist, since not only the most famous tourist attractions are visited, but also places of great importance for local communities, such as natural sites with a strong mythology, ruins of ancient civilizations, or religious temples. They are spaces that house ancestral stories and traditions, which must be valued and preserved with the greatest care.

You might also be interested in:  5 actionable ways to live like a local while traveling

Importance of cultural tourism

Cultural tourism allows travelers to immerse themselves in the heart of a culture and learn about its history, customs, and traditions. But it's not just travelers who benefit from cultural tourism.

Local communities also have much to gain as this form of travel can be a powerful driver for local economic development. Income generated by tourism can be reinvested in community projects, helping improve infrastructure and boost local employment.

Role of the cultural traveler

When we embark on a cultural journey, we are much more than just passive spectators: we actively become respectful participants within these diverse communities. It is vital to understand that each culture has its own unique identity forged by centuries - sometimes millennia - of history.

As cultural travelers, our role is to learn and respect these differences. It is this open-mindedness that allows us to experience the intrinsic beauty of the varied ways in which humans interpret and express our existence .

Being a responsible tourist is central so that both parties can benefit from this exchange, since lack of respect or damage caused in the place visited can have irreparable consequences. Visiting a community with the sole objective of taking photos for social media, without being really interested in it, can ruin places in the long run.

10 places where you can practice cultural tourism

Cultural tourism can be practiced anywhere in the world since there are countless diverse cultures all around us. As you travel you will realize that there are many more than you thought, because even within the same country there can be dozens or even hundreds of ethnic groups with their own religion, beliefs, mythology, dialect, gastronomy and so on.

Below we will see some of the most favorable destinations for cultural tourism, but obviously the choice of where to go depends on your interests.

Kyoto, Japan

Kyoto is known as the cultural heart of Japan. With its intact Shinto shrines and ancient Buddhist temples – such as Kinkaku-ji (the Temple of the Golden Pavilion) – Kyoto offers travelers an authentic glimpse into Japan's imperial past.

Don't forget to participate in a tea ceremony and stroll through Gion, a famous geisha neighborhood full of traditional houses where the maiko learn what is necessary to become geishas.

Keep reading about Japan:

• Japan off the beaten path: discover 6 unique non-touristy destinations
• Japan on a budget: live like a local and save your dollars
• How to teach English in Japan: the easiest way

Ubud, Bali, Indonesia

Ubud is the cultural heart of Bali and a must-see destination for travelers looking to immerse themselves in the rich history and traditions of this mythical Indonesian island. This small town is surrounded by terraced rice fields, lush tropical forests and centuries-old Hindu temples that look like something straight out of a postcard.

Unlike the tourist bustle of Kuta, Canggu or Seminyak, Ubud offers a more authentic and immersive experience when exploring its surroundings. Here you can learn about Balinese customs, participate in craft workshops, or attend local cooking classes . In addition, its vibrant art scene will allow you to discover everything from traditional dances to contemporary art.

Dharamsala, India

Located in the northern region of India, Dharamsala is known for being the residence of the Dalai Lama and the center of the Tibetan government in exile . Here you can visit the Dalai Lama temple, where you can witness Buddhist ceremonies and better understand this ancient tradition.

Aside from its rich religious heritage, you will also find a fascinating mix of Indian cultures and Tibetan influences that are reflected in both local customs and cuisine. You can enjoy typical dishes such as momos (dumplings) or thukpa (a noodle soup), while interacting with the friendly locals.

Another must-see attraction is the Dhauladhar mountains that surround Dharamshala; perfect for those adventurers interested in hiking while enjoying spectacular panoramic views. There is also the unique opportunity to learn about traditional Ayurvedic medicine through educational workshops offered by local experts.

Keep reading:   Discover India's top 3 best ecotourism destinations

Marrakesh, Morocco

Marrakech, in Morocco , is famous for its medina or old town, declared a World Heritage Site by UNESCO. Here you can explore labyrinths of narrow alleys filled with colorful bazaars where local artisans sell their wares.

A visit to the imposing Bahia Palace or the Saadian tombs will transport you directly to Morocco's glorious past: it’s an impressive experience of cultural tourism.

You cannot miss the opportunity to try authentic Moroccan dishes , such as couscous or a delicious tagine while enjoying the lively and hypnotizing atmosphere in Jemaa el-Fna, one of the largest and busiest markets in the world.

Istanbul, Turkey

Istanbul is an ideal destination for cultural tourism. This magical city is located at the crossroads between Europe and Asia, giving it a unique mix of Eastern and Western influences.

Its ancient history has left tangible traces that you can explore during your visit. From architectural wonders such as the Blue Mosque, the Topkapi Palace or the majestic Hagia Sophia to its bustling bazaars full of colors, aromas, and unique flavors.

Turkish culture has a lot to offer: its rich gastronomy with emblematic dishes such as kebab or baklava; its impressive ancestral religious traditions such as that of the dancing dervishes; and its palpable modernity in vibrant neighborhoods like Beyoğlu where contemporary art galleries coexist with bohemian cafes.

Rome, Italy

Rome, the "Eternal City", is a living museum. From the Colosseum to the Vatican, every corner tells a fascinating story about ancient Roman civilization and its impact on our society today, making it a classic destination for cultural tourism.

You can tour the ancient ruins of the Roman Forum and admire masterpieces of Renaissance art at the Vatican Museums. Every step through Rome allows you to immerse yourself deeply in its vibrant culture and rich history.

Keep reading : The 20 best places to visit in Italy

Granada, Spain

Known for its stunning Moorish architecture and charming cobblestone streets, Granada is another perfect destination for travelers looking to have a cultural tourism experience in Europe.

This Andalusian city, in the South of Spain,  lies at the foot of the Sierra Nevada mountains and offers a unique mix of Moorish and Christian influences.

The Alhambra, a jewel of Islamic art with its intricate mosaics and hanging gardens, is its main tourist attraction, but there is much more in Granada. The UNESCO World Heritage neighborhood of Albayzín is full of winding streets where you can browse local shops or simply enjoy the panoramic views from one of the many viewpoints.

You also can't miss Sacromonte, famous for its gypsy caves converted into houses and even flamenco bars. Here you can experience an authentic flamenco nigh t, full of the passionate rhythm that characterizes this traditional dance from southern Spain.

Salvador de Bahia, Brazil

Salvador is the capital of the state of Bahia and the fourth most populated city in Brazil . Founded in 1549 by the Portuguese, it was the most important center in the slave market, which over time led to an artistic culture where African expressions mixed with European and Indigenous influences.

No wonder it is one of the country’s most popular tourist destinations: it combines beautiful beaches with history, festivals, and traditions , being considered the cultural capital of Brazil.

Pelourinho is the old neighborhood of Salvador de Bahía, declared a World Heritage Site. Its cobbled streets are full of historical sites, colonial architecture, museums, restaurants, bars, hotels, musicians, and capoeira.

Cusco, Peru

The charm of Cusco, Peru , lies in its rich history and culture that have survived through time. This ancient Peruvian city is another perfect destination for travelers interested in cultural tourism in South America.

As the cradle of the Inca Empire, Cusco offers an unmatched experience. Here you can explore ancient Inca ruins such as the famous citadel of Machu Picchu, a must-see for any history and archeology lover.

You can also visit other historical sites such as Sacsayhuamán or Pisac. And if you are looking to immerse yourself even more in the local culture, there is nothing better than trying the exquisite Andean cuisine and participating in its colorful traditional festivals.

In addition to being a living museum full of archaeological treasures, Cusco is also known for its vibrant nightlife with numerous bars and clubs where you can enjoy folk music while mingling with locals and other international travelers.

Guadalajara, Mexico

This vibrant city, known as the birthplace of mariachi, is full of history, traditions and art that reflect the richness of Mexican culture . You can stroll through the local squares where mariachi groups perform regularly or visit the famous Degollado Theater during one of its nightly shows.

But the cultural wealth of Guadalajara goes far beyond mariachi. The towns near this metropolis are famous for their impressive craft production . Tlaquepaque and Tonalá are two perfect examples: these places are full of workshops where you can watch artists work with clay, blown glass, and other ancient techniques to create wonderfully detailed pieces.

Guadalajara also offers a wealth of cultural and historical museums, as well as well-preserved colonial buildings that tell the history of Mexico . You cannot miss visiting the Hospicio Cabañas, an architectural jewel from the 19th century and a UNESCO World Cultural Heritage Site.

In addition, the city is surrounded by agave plantations, the plant that is used to produce tequila and mezcal.

You might also like : Ul timate list of the best places to visit in Mexico: the top 13

Discover different cultures with Worldpackers

An excellent way to have a true cultural immersion in the places you travel is by volunteering through Worldpackers . This platform facilitates an exchange of work for accommodation which allows for transformative and budget-friendly trips.

It’s quite simple: you lend a hand in different projects for a few hours a day , and in return you get free accommodation on site. Depending on the host, you might also get other benefits such as free meals and activities.

This type of trip is super cheap, but that’s not the best part. Volunteering with Worldpackers you can meet many people with similar interests to yours and develop new skills, such as learning a language , bartending, or bioconstruction. 

From hostels in big cities to organic farms and holistic centers surrounded by nature , the possibilities are plenty. There are positions available in all of the countries mentioned in this article and much more: there are more than 140 countries available on the platform.

Keep reading : 

• Collaborative tourism: what are collaborative travel relationships?
• 6 types of volunteer work abroad that give you free accommodation
• How to find volunteering opportunities around the world using Worldpackers

Did that spike your interest? Create a free profile on Worldpackers and start saving your favorite volunteering positions. And if you liked these tips on how to practice cultural tourism around the world, let us know in the comments section below! 

Join the community!

Create a free Worldpackers account to discover volunteer experiences perfect for you and get access to exclusive travel discounts!

Worldpackers Editorial

Worldpackers.

The safest community to travel, volunteer and make a positive impact in +140 countries.

Be part of the Worldpackers Community

Already have an account, are you a host, leave your comment here.

Write here your questions and greetings to the author

Great trip!

More about this topic

What is cultural exchange and how to experience it?

The sustainable plate: tracking the origins of organic food.

Two Brothers

Volunteer trips: transform your life & impact, how do worldpackers trips work.

As a member, you can contact as many hosts and travel safely as many times as you want.

Choose your plan to travel with Worldpackers as many times as you like.

Complete your profile, watch the video lessons in the Academy, and earn certificates to stand out to hosts.

Apply to as many positions as you like, and get in contact with our verified hosts.

If a host thinks you’re a good fit for their position, they’ll pre-approve you.

Get your documents and tickets ready for your volunteer trip.

Confirm your trip to enjoy all of the safety of Worldpackers.

Have a transformative experience and make a positive impact on the world.

If anything doesn’t go as planned with a host, count on the WP Safeguard and our highly responsive support team!

After volunteering, you and your host exchange reviews.

With positive reviews, you’ll stand out to hosts and get even more benefits.

TripBloggers Central

Unraveling the Enigma: What Exactly is a Casual Cultural Tourist?

Embarking on a journey of cultural exploration is an enthralling experience, and the realm of casual cultural tourism offers a fascinating insight into the diversity of human culture. The term “casual cultural tourist” might evoke curiosity and wonder, but what exactly does it entail? This article aims to demystify the concept, shedding light on the characteristics and motivations of those who partake in casual cultural tourism. Prepare to embark on a captivating adventure that unravels the enigma of the casual cultural tourist, and discover the essence of cultural exploration in the modern world.

I. Understanding the Concept of Casual Cultural Tourism

A. defining cultural tourism.

Cultural tourism, often referred to as “cultour,” is a form of tourism that focuses on the exploration and engagement with a destination’s cultural attractions, activities, and experiences. This type of tourism is becoming increasingly popular as travelers seek to immerse themselves in the history, traditions, and artistic expressions of the places they visit.

Cultural tourism encompasses a wide range of activities, such as visiting museums, attending cultural festivals, exploring historical sites, engaging in culinary experiences, and participating in cultural rituals and ceremonies. It is a unique way for travelers to connect with the local culture and to gain a deeper understanding of the destination’s customs, beliefs, and practices.

Moreover, cultural tourism is a significant contributor to the local economy, as it supports the preservation and promotion of cultural heritage, generates income for local communities, and fosters cultural exchange and understanding between visitors and hosts. As such, it plays a vital role in the sustainable development of the tourism industry.

In conclusion, cultural tourism is a dynamic and diverse form of tourism that enables travelers to explore and experience the cultural aspects of a destination. It offers a wealth of opportunities for personal growth, cultural enrichment, and sustainable development, making it an increasingly popular choice for discerning travelers.

B. Distinguishing Casual Cultural Tourism

When discussing casual cultural tourism, it is essential to distinguish it from other forms of tourism. This is because casual cultural tourism involves a specific type of traveler who seeks unique and authentic cultural experiences , as opposed to the more conventional tourist who prioritizes sightseeing and commercial activities. Here are some ways to differentiate casual cultural tourists from other types of travelers:

• Purpose of Travel: The primary purpose of a casual cultural tourist’s trip is to experience and engage with the local culture. They are interested in learning about the history, customs, and traditions of the destination they are visiting. On the other hand, other types of tourists may prioritize activities such as sunbathing, shopping, or attending conferences.
• Duration of Stay: Casual cultural tourists tend to stay longer in a destination, often opting for longer-term accommodations such as vacation rentals or homestays. This allows them to fully immerse themselves in the local culture and form connections with the community. Other types of tourists may stay for shorter periods and focus on visiting multiple destinations during their trip.
• Spending Habits: Casual cultural tourists are more likely to support local businesses and engage in sustainable tourism practices. They prioritize authentic experiences and may spend more money on cultural activities such as attending festivals, visiting museums, or taking guided tours. In contrast, other types of tourists may be more focused on finding bargains and purchasing souvenirs from commercial outlets.
• Interaction with Locals: Casual cultural tourists value interaction with locals and seek out opportunities to connect with the community. They may participate in language exchange programs, take cooking classes, or volunteer their time to give back to the local community. Other types of tourists may have less interaction with locals and may stick to more conventional tourist activities.

Overall, casual cultural tourism is characterized by a focus on cultural immersion and personal connection with the local community. By understanding the differences between casual cultural tourists and other types of travelers, it is possible to create more targeted and authentic experiences for those who seek a deeper connection with the culture of their destination.

C. Exploring the Motivations of Casual Cultural Tourists

The motivations behind casual cultural tourism can be diverse and complex, and understanding these motivations is crucial in providing appropriate services and experiences for these tourists. Some of the key motivations of casual cultural tourists include:

• Personal Growth and Development: Many casual cultural tourists are motivated by the desire to learn new things, gain new experiences, and broaden their horizons. They may be interested in exploring different cultures, learning about history, or trying new activities.
• Relaxation and Leisure: Casual cultural tourists may also be motivated by the desire to relax and enjoy leisure activities. They may seek out cultural experiences that are fun and entertaining, such as attending festivals or watching performances.
• Escapism: For some casual cultural tourists, cultural experiences may provide an opportunity to escape from the stresses of daily life. They may seek out experiences that are peaceful, serene, or otherwise provide a break from their normal routine.
• Socialization: Finally, casual cultural tourists may be motivated by the desire to socialize and connect with others. They may seek out cultural experiences that allow them to meet new people, make friends, or connect with others who share their interests.

Understanding these motivations is important for cultural tourism providers, as it can help them tailor their offerings to better meet the needs and desires of casual cultural tourists. By providing experiences that are engaging, entertaining, and educational, cultural tourism providers can help to ensure that casual cultural tourists have a positive and fulfilling experience .

II. The Characteristics of Casual Cultural Tourists

Casual cultural tourists value flexibility in travel plans, embracing authentic experiences, and seeking interaction with locals. They balance exploration and relaxation, attending festivals and cultural events, and participating in cultural workshops and classes. To provide appropriate services and experiences for casual cultural tourists, cultural tourism providers should understand their motivations, characteristics, and common activities and destinations.

A. Flexibility in Travel Plans

One of the key characteristics of casual cultural tourists is their ability to be flexible with their travel plans. Unlike traditional tourists who often plan their itineraries well in advance and stick to them rigidly, casual cultural tourists tend to be more spontaneous and open to change. They may have a general idea of where they want to go and what they want to see, but they are willing to adjust their plans based on a variety of factors, such as weather, local events, or even sudden changes in their own interests or preferences.

This flexibility allows casual cultural tourists to take advantage of unexpected opportunities that may arise during their travels. For example, they may stumble upon a local festival or market that they hadn’t planned on attending, but decide to participate in anyway. Or, they may meet a local guide or fellow traveler who offers to show them around a particular area or recommend a hidden gem that they wouldn’t have discovered otherwise.

Furthermore, this flexibility also allows casual cultural tourists to be more adaptable to changes in their environment. For instance, if a natural disaster or political crisis were to occur in the area they are visiting, they would be more likely to adjust their plans and find alternative activities or destinations that are safe and appropriate for their travel style.

Overall, the flexibility of casual cultural tourists is a key characteristic that sets them apart from traditional tourists. It allows them to be more spontaneous and open to new experiences, while still being able to adapt to changes in their environment and make the most of their travels.

B. Embracing Authentic Experiences

Embracing authentic experiences is a key characteristic of casual cultural tourists. This involves seeking out cultural activities and experiences that are genuine and reflective of the local culture. This may include visiting traditional markets, attending local festivals, or participating in cultural rituals and ceremonies.

One of the main motivations for casual cultural tourists to seek out authentic experiences is to gain a deeper understanding and appreciation of the local culture. By participating in activities that are typical of the area, they can immerse themselves in the culture and gain a more authentic sense of what it is like to live in that place.

Furthermore, authentic experiences can provide a sense of connection to the local community and its traditions. By engaging in activities that are meaningful to the local population, casual cultural tourists can build a deeper connection to the place they are visiting and develop a sense of respect for the local culture.

However, it is important to note that seeking out authentic experiences can also have unintended consequences. In some cases, casual cultural tourists may inadvertently contribute to the commodification of local culture or contribute to the exploitation of local communities. Therefore, it is essential for casual cultural tourists to approach their travels with an open mind and a willingness to learn about the local culture in a respectful and responsible manner .

C. Seeking Interaction with Local Culture

A casual cultural tourist is a traveler who seeks to engage with the local culture of their destination, but in a more relaxed and casual manner than a cultural immersion traveler. They are interested in experiencing the local customs, traditions, and lifestyle, but do not necessarily seek to fully immerse themselves in it. Instead, they may choose to participate in activities or events that allow them to interact with the local culture in a more casual and accessible way .

Casual cultural tourists may be interested in trying local foods, visiting cultural landmarks, or attending festivals and events that showcase the local culture. They may also be interested in learning about the history and traditions of the destination, but may not have the time or desire to delve deeply into the subject.

In addition, casual cultural tourists may also be interested in supporting the local economy by shopping for local products, visiting small businesses, and participating in activities that benefit the community. This type of tourism can have a positive impact on the local economy and can help to preserve and promote the local culture.

Overall, the key characteristic of a casual cultural tourist is their desire to experience the local culture in a more relaxed and accessible way , while still gaining a deeper understanding and appreciation of the destination.

D. Balancing Exploration and Relaxation

When it comes to the casual cultural tourist, one of the most defining characteristics is their ability to balance exploration and relaxation. These individuals understand that travel is not just about ticking off items on a list or checking out famous landmarks, but also about immersing oneself in the local culture and way of life. With this in mind, they strive to find a balance between exploring new places and taking time to unwind and recharge.

For many casual cultural tourists, this balance is achieved by planning their itineraries carefully. They may allocate specific days for sightseeing and cultural activities, while reserving other days for relaxation and leisure. This could involve spending time at a local café, reading a book on the beach, or simply taking a leisurely stroll through a new neighborhood.

Additionally, casual cultural tourists are often adept at finding hidden gems and off-the-beaten-path experiences that allow them to immerse themselves in the local culture without feeling overwhelmed. Whether it’s discovering a local market, trying a new cuisine, or attending a local festival, these individuals are always on the lookout for unique experiences that will enrich their travels.

Overall, the ability to balance exploration and relaxation is a key characteristic of the casual cultural tourist. By taking the time to fully experience a destination, these individuals are able to create lasting memories and truly connect with the local culture.

III. Common Activities and Destinations for Casual Cultural Tourists

A. exploring cultural heritage sites.

When it comes to cultural tourism, one of the most popular activities among casual cultural tourists is exploring cultural heritage sites. These sites include historical landmarks, museums, and cultural institutions that provide a glimpse into the past and showcase the rich cultural heritage of a region.

Here are some of the most popular cultural heritage sites that casual cultural tourists visit:

1. Historic Sites and Landmarks

Historic sites and landmarks are among the most popular cultural heritage sites for casual cultural tourists. These include famous monuments, buildings, and other structures that have played a significant role in shaping history. Examples of such sites include the Pyramids of Giza in Egypt, the Taj Mahal in India, and the Eiffel Tower in France.

2. Museums and Art Galleries

Museums and art galleries are also popular destinations for casual cultural tourists . These institutions house a vast array of artifacts, artworks, and exhibits that showcase the cultural heritage of a region. Some of the most popular museums and art galleries include the Louvre in Paris, the British Museum in London, and the Metropolitan Museum of Art in New York City.

3. Cultural Institutions and Festivals

Cultural institutions and festivals are also important destinations for casual cultural tourists . These events and institutions provide a unique opportunity to experience the local culture and traditions of a region. Examples of such institutions include opera houses, theaters, and music venues, while cultural festivals such as Carnival in Rio de Janeiro and the Festival of Lights in Berlin attract millions of visitors each year.

Overall, exploring cultural heritage sites is a key activity for casual cultural tourists. Whether it’s visiting historic landmarks, museums, or cultural institutions, these destinations offer a unique opportunity to experience the rich cultural heritage of a region and gain a deeper understanding of its history and traditions.

B. Visiting Museums and Art Galleries

For many casual cultural tourists, visiting museums and art galleries is a top priority. These institutions provide a unique opportunity to engage with art, history, and culture in a way that is both educational and enjoyable. Whether it’s admiring famous works of art or learning about the history of a particular time period, museums and art galleries offer a wealth of knowledge and experience for the casual cultural tourist.

The Appeal of Museums and Art Galleries

The appeal of museums and art galleries lies in their ability to provide a immersive experience that allows visitors to explore different cultures, time periods, and artistic movements. From ancient artifacts to contemporary art installations, these institutions offer a wide range of exhibits that cater to a variety of interests and tastes.

Furthermore, museums and art galleries often feature interactive exhibits and educational programs that make the experience more engaging and accessible for visitors of all ages. Whether it’s a guided tour, a hands-on workshop, or a digital interactive display, these institutions offer a variety of ways for visitors to engage with the exhibits and learn about the subject matter.

Popular Destinations for Casual Cultural Tourists

There are countless museums and art galleries around the world that are popular among casual cultural tourists. Some of the most visited museums include the Louvre in Paris, the Metropolitan Museum of Art in New York City, and the British Museum in London.

Other popular destinations include the Van Gogh Museum in Amsterdam, the Prado Museum in Madrid, and the Guggenheim Museum in Bilbao. These institutions are known for their extensive collections, impressive exhibits, and unique architectural features, making them must-see destinations for casual cultural tourists .

Tips for Visiting Museums and Art Galleries

Visiting a museum or art gallery can be a rewarding experience, but it can also be overwhelming if you don’t know where to start. Here are some tips for making the most of your visit:

• Plan your visit in advance. Look up the museum’s website to see what exhibits are currently on display and plan your route accordingly.
• Dress appropriately. Some museums have dress codes, so it’s always a good idea to check before you go.
• Be respectful of other visitors and the exhibits. Refrain from talking loudly or taking photos without permission.
• Take your time. Don’t rush through the exhibits. Take time to read the labels and placards, and take in the details of the artwork.
• Ask questions. If you’re unsure about something, don’t be afraid to ask a museum staff member or docent for assistance.

C. Attending Festivals and Cultural Events

When it comes to cultural tourism, one of the most exciting and immersive experiences is attending festivals and cultural events. These events provide an opportunity for casual cultural tourists to engage with the local community, experience traditional customs and rituals, and learn about the history and heritage of the destination. Here are some of the most popular festivals and cultural events that casual cultural tourists should consider attending:

• Mardi Gras in New Orleans : This iconic festival is known for its vibrant parades, lively music, and delicious Cajun cuisine. Mardi Gras is a celebration of the Carnival season, which takes place in the days leading up to Ash Wednesday. The event attracts millions of visitors each year, who come to experience the electric atmosphere and join in the festivities.
• Songkran Festival in Thailand : This is the Thai New Year festival, celebrated in April, and is known for its water fights and traditional ceremonies. The festival is a time for cleansing and renewal, and visitors can expect to be doused with water as they wander the streets. It’s a great opportunity to experience Thai culture and participate in age-old traditions.
• Carnaval in Rio de Janeiro : This is the world’s largest street party, held every year before Lent. The event features colorful parades, samba dancing, and lively music. Visitors can expect to be immersed in the vibrant culture of Rio and experience the energy and enthusiasm of the Brazilian people.
• Cherry Blossom Season in Japan : Spring is cherry blossom season in Japan, and the country comes alive with pink petals and picnicking locals. Visitors can join in the fun by visiting popular viewing spots, such as the park in Tokyo’s Ueno district, or taking a leisurely boat ride along the Cherry Blossom Canal in Osaka.
• Diwali in India : This is the Hindu festival of lights, celebrated in October or November. It’s a time for family, feasts, and fireworks, and visitors can expect to be invited into homes for celebrations. The festival is a great opportunity to experience the rich culture and traditions of India.
• Safari in Tanzania during the Great Migration : Each year, millions of wildebeests, zebras, and other animals migrate from the Serengeti to the Masai Mara in search of fresh grazing lands. Visitors can witness this incredible spectacle from the safety of a 4×4 vehicle or on foot, with the help of a professional guide.

Attending festivals and cultural events is a great way for casual cultural tourists to connect with the local community and experience the traditions and customs of the destination. These events provide an opportunity to learn about the history and heritage of the place, as well as to sample the local cuisine and participate in the festivities. So, make sure to plan your trip around one of these exciting cultural events, and have a truly unforgettable experience.

D. Participating in Cultural Workshops and Classes

For casual cultural tourists, participating in cultural workshops and classes is a popular activity that offers a unique and immersive experience. These workshops and classes provide an opportunity to learn about the local culture, traditions, and arts from experts in the field. By participating in these activities, casual cultural tourists can gain a deeper understanding and appreciation of the local culture they are visiting.

Art Workshops

Art workshops are a popular choice for casual cultural tourists who are interested in exploring the local art scene. These workshops offer hands-on experience in various art forms such as painting, sculpture, pottery, and jewelry making. Casual cultural tourists can learn techniques and skills from local artists and experiment with different materials and mediums. This can be a fun and engaging way to connect with the local culture and create a unique souvenir to take home.

Culinary Workshops

Culinary workshops are another popular choice for casual cultural tourists who want to learn about the local cuisine. These workshops offer an opportunity to learn about the ingredients, techniques, and flavors that make the local cuisine unique. Casual cultural tourists can learn how to prepare traditional dishes, try new ingredients, and gain an appreciation for the culinary culture of the destination. This can be a great way to connect with the local people and share a common interest in food.

Cultural Classes

Cultural classes are another option for casual cultural tourists who want to learn about the local culture in a more structured setting. These classes can range from language classes to music and dance classes, and provide an opportunity to learn about the local culture from experts in the field. Casual cultural tourists can gain a deeper understanding of the local culture and customs, and even develop new skills that they can use in their everyday life.

Overall, participating in cultural workshops and classes is a great way for casual cultural tourists to connect with the local culture and gain a deeper understanding and appreciation of the destination they are visiting.

IV. Challenges Faced by Casual Cultural Tourists

A. language barriers.

One of the most significant challenges faced by casual cultural tourists is the language barrier. It can be difficult to communicate with locals, understand signs, and read menus when you don’t speak the language fluently. This can make it hard to fully immerse yourself in the culture and can limit your ability to interact with locals.

1. Communication

Communication is one of the most significant challenges faced by casual cultural tourists . When you don’t speak the language fluently, it can be hard to express yourself and understand others. This can lead to misunderstandings and can make it difficult to form connections with locals.

2. Signs and Menus

Understanding signs and menus can also be a challenge for casual cultural tourists. Even if you can speak the language, it can be difficult to decipher unfamiliar words and phrases. This can make it hard to navigate unfamiliar places and can limit your ability to try new foods and experiences.

3. Immersion

The language barrier can also make it difficult to fully immerse yourself in the culture. When you can’t communicate fluently, it can be hard to connect with locals and understand their customs and traditions. This can limit your ability to experience the culture in a meaningful way and can make your trip less fulfilling.

4. Adaptation

Overcoming the language barrier requires adaptation and effort. It may be necessary to learn some basic phrases and words, such as “hello,” “thank you,” and “excuse me.” It may also be helpful to use translation apps or to carry a dictionary with you. By taking the time to learn and adapt, you can overcome the language barrier and fully immerse yourself in the culture.

B. Navigating Cultural Differences

One of the primary challenges faced by casual cultural tourists is navigating cultural differences. As they travel to different parts of the world, they are exposed to different customs, traditions, and ways of life. This can be both exciting and overwhelming, as they must adapt to new environments and communicate with people from diverse backgrounds.

Navigating Cultural Differences: Examples and Scenarios

• Language Barriers: One of the most significant challenges that casual cultural tourists face is the language barrier. Many people may not speak English or the tourist’s native language, which can make communication difficult. For example, a tourist visiting Japan may struggle to order food at a restaurant or ask for directions because they do not speak Japanese.
• Nonverbal Communication: Another challenge is understanding nonverbal communication, such as body language and facial expressions. What may be considered polite or respectful in one culture may be seen as rude or disrespectful in another. For instance, in some Middle Eastern cultures, it is considered impolite to use your left hand for eating or accepting gifts, as the left hand is traditionally used for personal hygiene.
• Social Norms: Casual cultural tourists may also struggle with understanding social norms and etiquette in different cultures. For example, in some Asian cultures, it is considered impolite to use your feet to touch someone or something, as the feet are considered unclean. In contrast, in some Western cultures, it is acceptable to sit with your feet crossed or resting on a chair.
• Religion and Traditions: Religion and traditions can also pose challenges for casual cultural tourists. For example, in some Muslim countries, it is important to dress modestly and cover your arms and legs. In contrast, in some European countries, it is acceptable to sunbathe topless on the beach.

Strategies for Navigating Cultural Differences

• Educate Yourself: One of the best ways to navigate cultural differences is to educate yourself about the culture you are visiting. This can include reading books, watching movies, and listening to music from the region. It can also involve learning basic phrases in the local language and familiarizing yourself with local customs and traditions.
• Be Open-Minded: Another strategy is to be open-minded and respectful of the local culture. This means being willing to try new foods, participate in local festivals and celebrations, and engage in conversations with locals. It also means being respectful of local customs and traditions, even if they differ from your own.
• Seek Guidance: If you are struggling to navigate cultural differences, seek guidance from locals or tour guides. They can provide valuable insights into local customs and traditions and help you navigate any challenges you may face.

In conclusion, navigating cultural differences is a significant challenge faced by casual cultural tourists . However, by educating themselves about the local culture, being open-minded, and seeking guidance from locals or tour guides, they can overcome these challenges and have a more meaningful and authentic travel experience.

C. Time Constraints and Itinerary Planning

• Limited time for cultural exploration
• Balancing cultural experiences with other tourist activities
• Itinerary planning to maximize cultural immersion

Overcoming logistical challenges in travel

Limited time for cultural exploration:

• The pressures of limited time to experience cultural activities
• The trade-offs between cultural immersion and other tourist activities
• Strategies for maximizing cultural experiences within a limited time frame
• The desire to explore various aspects of a destination
• Prioritizing cultural experiences among competing tourist activities
• Finding the right balance between cultural immersion and leisure pursuits
• Researching cultural attractions and events
• Developing a comprehensive plan for cultural exploration
• Flexibility in itinerary adjustments for unexpected opportunities
• Navigating transportation options for cultural sites
• Accessing reliable information for cultural activities
• Dealing with unexpected changes in schedules or cultural events
• Balancing spontaneity with advance planning for cultural experiences

D. Balancing Authenticity and Commercialization

As casual cultural tourism continues to grow in popularity, so too does the challenge of balancing authenticity and commercialization. This is particularly evident in the ways in which cultural tourism products and services are marketed and presented to tourists.

On one hand, there is a growing demand for authentic cultural experiences that allow tourists to engage with local customs, traditions, and ways of life. On the other hand, there is also a need for cultural tourism products and services that are commercially viable and can generate revenue for local communities.

Balancing these two competing demands can be challenging, as authenticity and commercialization are often at odds with one another. For example, commercializing cultural events or experiences can lead to the loss of their authenticity, while overly emphasizing authenticity can make cultural tourism products and services less commercially viable.

One solution to this challenge is to develop cultural tourism products and services that are both authentic and commercially viable. This can be achieved by working closely with local communities to ensure that cultural tourism products and services are developed in a way that respects local customs and traditions, while also generating revenue and economic benefits for the community.

Another solution is to develop new business models that prioritize sustainability and community involvement. For example, some cultural tourism operators are working to develop sustainable tourism products and services that are owned and operated by local communities, rather than by outside companies. This not only helps to preserve the authenticity of cultural experiences, but also ensures that the benefits of tourism are shared more equitably among local residents.

Overall, balancing authenticity and commercialization is a critical challenge facing casual cultural tourists. By working closely with local communities and developing sustainable business models, it is possible to create cultural tourism products and services that are both commercially viable and authentic.

V. Tips for Enjoying a Memorable Casual Cultural Tourism Experience

A. research and plan ahead.

• Delve into the history, art, music, and cuisine of the destination.
• Seek out cultural festivals, markets, and events that showcase the local way of life.
• Familiarize yourself with the customs and etiquette of the destination.
• Prioritize the cultural attractions and experiences that resonate with your interests.
• Balance your itinerary with a mix of popular and off-the-beaten-path sites.
• Allocate sufficient time for each activity and factor in potential wait times or transportation delays.
• Obtain relevant maps, guides, and apps to navigate the destination.
• Brush up on the local language or download a translation app to facilitate communication.
• Consult online reviews and recommendations from fellow travelers for tips on accommodations, dining, and attractions.
• Reserve tickets for museums, tours, and other cultural attractions in advance to avoid waiting lines.
• Book accommodations that offer easy access to cultural sites and provide a local flavor.
• Arrange transportation and plan your routes to optimize your cultural tourism experience.
• Pack appropriately for the destination, considering climate, local customs, and any specific activities.
• Familiarize yourself with any necessary visa or passport requirements.
• Research any travel advisories or safety concerns and take necessary precautions.

By investing time in research and planning, you can create a tailored and immersive casual cultural tourism experience that allows you to engage with the local culture and create lasting memories.

B. Embrace Local Customs and Etiquette

When engaging in casual cultural tourism, it is essential to embrace the local customs and etiquette of the destination you are visiting. By doing so, you will not only gain a deeper understanding of the culture, but you will also be able to create a more authentic and memorable experience for yourself. Here are some tips to help you embrace local customs and etiquette during your casual cultural tourism journey:

• Familiarize yourself with local customs before you arrive: Before you embark on your casual cultural tourism adventure, take some time to research the local customs and etiquette of the destination you are visiting. This will help you understand what is expected of you and prevent any unintentional offenses.
• Dress appropriately: Dressing appropriately is an essential aspect of embracing local customs and etiquette. In some cultures, it is considered inappropriate to show too much skin, while in others, it is acceptable to wear revealing clothing. Make sure to research the local dress code and adapt your attire accordingly.
• Be mindful of your behavior in public: Public behavior varies from one culture to another. Some cultures are more reserved, while others are more expressive. Be mindful of your behavior in public and try to blend in with the local population. Avoid making loud noises or engaging in behavior that may be considered inappropriate or offensive.
• Learn basic phrases in the local language: Learning basic phrases in the local language can go a long way in showing respect for the culture you are visiting. It will also help you communicate more effectively with the locals, allowing you to connect with them on a deeper level.
• Show respect for local traditions and customs: When visiting a new culture, it is essential to show respect for local traditions and customs. This includes refraining from criticizing or making negative comments about the culture, as well as participating in local festivals and celebrations if possible.

By following these tips, you can embrace local customs and etiquette during your casual cultural tourism experience, creating a more authentic and memorable journey for yourself.

C. Interact with Locals and Seek Authentic Experiences

One of the most enriching aspects of casual cultural tourism is the opportunity to interact with locals and experience authentic cultural activities. Here are some tips for seeking out these unique experiences:

• Visit local markets: Immerse yourself in the local culture by visiting bustling markets, where you can shop for unique souvenirs, sample local cuisine, and interact with vendors and shoppers alike.
• Attend cultural events: Look for local festivals, celebrations, and performances that showcase the region’s customs and traditions. These events provide a great opportunity to engage with the community and learn about the area’s cultural heritage.
• Participate in workshops and classes: Consider taking a cooking class, art workshop, or other activity that allows you to learn from local experts and participate in authentic cultural practices.
• Join a guided tour: Join a small-group tour led by a knowledgeable local guide who can provide insights into the region’s history, culture, and traditions. This is an excellent way to gain a deeper understanding of the area and connect with locals.
• Stay with a local family: For a truly immersive experience, consider staying with a local family in their home. This will give you the opportunity to learn about their daily lives, customs, and traditions, and develop meaningful connections with the people who call the area home.

By taking the time to interact with locals and seek out authentic experiences, you’ll gain a deeper understanding of the cultural landscape and create lasting memories that go beyond the typical tourist attractions.

D. Stay Open-Minded and Flexible

• Embrace Cultural Differences

Cultural differences are what make casual cultural tourism so enriching. Be open to experiencing and learning about customs, traditions, and practices that may differ from your own. By embracing these differences, you can broaden your horizons and develop a deeper appreciation for the world’s diversity. 2. Adapt to New Situations

Casual cultural tourism often involves spontaneity and unpredictability. Embrace the uncertainty and adapt to new situations as they arise. This flexibility will enable you to fully immerse yourself in the local culture and make the most of your travel experience. 3. Be Willing to Step Out of Your Comfort Zone

Casual cultural tourism is all about exploring and experiencing new things. Sometimes, this may require stepping out of your comfort zone. Whether it’s trying new foods, participating in local festivities, or engaging in conversations with locals, be open to new experiences and willing to push your boundaries. 4. Stay Curious and Ask Questions

Curiosity is the driving force behind a casual cultural tourist’s quest for knowledge. Don’t be afraid to ask questions and seek out information about the places you visit and the people you meet. This curiosity will enrich your travel experience and help you form a deeper connection with the local culture. 5. Accept the Unpredictable Nature of Travel

Travel is full of surprises, both good and bad. Instead of dwelling on setbacks or disappointments, focus on the positives and remain open to the unexpected. By doing so, you’ll be better equipped to handle any challenges that may arise and continue to enjoy your casual cultural tourism experience.

VI. The Future of Casual Cultural Tourism

A. emerging trends and technologies.

The realm of casual cultural tourism is constantly evolving, and emerging trends and technologies are shaping the way we experience and engage with cultural attractions. In this section, we will delve into some of the key trends and technologies that are likely to influence the future of casual cultural tourism.

Personalization and Customization

One of the most significant trends in casual cultural tourism is the increasing demand for personalized and customized experiences. As travelers seek more authentic and immersive cultural experiences, they are looking for ways to tailor their visits to their individual interests and preferences. This trend is driving the development of new technologies and platforms that enable travelers to design their own itineraries, choose from a range of activities and experiences, and receive personalized recommendations based on their interests and preferences.

Virtual and Augmented Reality

Another emerging trend in casual cultural tourism is the use of virtual and augmented reality (VR and AR) technologies to enhance the visitor experience. VR and AR technologies offer the potential to create immersive and interactive experiences that allow visitors to explore cultural attractions in new and innovative ways. For example, visitors can use VR and AR technologies to explore historical sites and landmarks, take virtual tours of museums and galleries, and interact with digital exhibits and installations.

Sustainable Tourism

Sustainable tourism is also becoming an increasingly important trend in casual cultural tourism. As travelers become more aware of the environmental and social impacts of tourism, they are seeking out experiences that are environmentally responsible and socially conscious. This trend is driving the development of new sustainable tourism initiatives and projects that focus on reducing the environmental impact of tourism, supporting local communities, and promoting cultural heritage conservation.

The Sharing Economy

The sharing economy is another trend that is transforming the way we experience and engage with cultural attractions. Platforms like Airbnb and Couchsurfing are enabling travelers to connect with local hosts and experience authentic local culture, while sharing economy platforms like Uber and Lyft are making it easier and more affordable to get around cultural destinations.

Overall, these emerging trends and technologies are likely to have a significant impact on the future of casual cultural tourism, shaping the way we experience and engage with cultural attractions and influencing the types of experiences and services that are available to travelers.

B. Sustainable and Responsible Cultural Tourism

In recent years, there has been a growing emphasis on sustainable and responsible cultural tourism . This approach to tourism aims to minimize negative impacts on the environment and local communities while maximizing the benefits for both. Here are some key aspects of sustainable and responsible cultural tourism :

• Environmental sustainability: This involves reducing the carbon footprint of tourism activities, promoting energy efficiency, and conserving natural resources. It also includes reducing waste and promoting sustainable practices such as recycling and composting.
• Socio-cultural sustainability: This involves preserving and promoting the cultural heritage of a destination, supporting local communities, and empowering local people to benefit from tourism. It also includes promoting respectful and culturally sensitive behavior among tourists.
• Economic sustainability: This involves ensuring that tourism generates income and employment opportunities for local communities, while also supporting the long-term sustainability of tourism businesses. It also includes ensuring that tourism revenues are distributed fairly and equitably.

To achieve sustainable and responsible cultural tourism , it is important to involve all stakeholders, including tourists, tour operators, local communities, and government agencies. This can be achieved through the development of sustainable tourism policies and practices, as well as through the promotion of responsible tourism behaviors among tourists.

In conclusion, sustainable and responsible cultural tourism is an important aspect of the future of casual cultural tourism. By promoting environmental, socio-cultural, and economic sustainability, we can ensure that tourism benefits both local communities and the environment, while also providing an enriching experience for tourists.

C. The Role of Digital Platforms and Social Media

As casual cultural tourism continues to gain popularity, digital platforms and social media play an increasingly significant role in shaping the experiences of these travelers. These online tools offer a wealth of information and resources, allowing casual cultural tourists to plan their trips more effectively and immerse themselves in the local culture of their destination.

The Power of Online Reviews and Recommendations

One of the most valuable aspects of digital platforms and social media for casual cultural tourists is the ability to read reviews and recommendations from other travelers. These online resources provide insights into the best local restaurants, museums, and cultural attractions, helping travelers to create a more personalized and authentic experience. By sharing their own experiences and providing valuable tips, fellow travelers become a virtual guide for those seeking a more immersive cultural experience.

Social Media as a Cultural Gateway

Social media platforms, such as Instagram and Facebook, serve as gateways to the local culture of a destination. Travelers can follow local influencers, artists, and cultural institutions to gain a deeper understanding of the customs, traditions, and daily life of their destination. This exposure to local culture can inspire travelers to seek out new experiences and deepen their engagement with the destination.

The Rise of Virtual Cultural Experiences

Digital platforms and social media also facilitate virtual cultural experiences, allowing casual cultural tourists to engage with local culture even when they are not physically present. Online tours of museums, virtual cooking classes, and digital workshops offer a unique opportunity for travelers to connect with local culture from the comfort of their own homes. While these virtual experiences may not replace the immersive nature of in-person engagement, they provide a valuable supplement to traditional travel experiences.

The Role of Digital Platforms in Responsible Tourism

As casual cultural tourism continues to grow, digital platforms and social media also play a crucial role in promoting responsible tourism practices. By sharing information about sustainable tourism initiatives, local customs, and cultural sensitivities, digital platforms empower travelers to make more informed decisions and minimize their impact on the destinations they visit. This shift towards responsible tourism practices ensures that casual cultural tourism remains a positive force for both travelers and the destinations they visit.

In conclusion, digital platforms and social media are becoming increasingly integral to the casual cultural tourism experience. These online tools provide a wealth of information and resources, enabling travelers to plan more effectively, immerse themselves in local culture, and engage in responsible tourism practices. As the role of digital platforms and social media continues to evolve, it is essential for casual cultural tourists to harness these tools to create a more authentic and meaningful travel experience.

1. What is a casual cultural tourist?

A casual cultural tourist is a person who engages in cultural tourism but does so in a less structured and less immersive manner than a dedicated cultural tourist. This type of tourist may participate in cultural activities and events, but they typically do so in a more spontaneous and informal way, and they may not seek out the same level of cultural authenticity or immersion as a dedicated cultural tourist.

2. What motivates casual cultural tourists to travel?

Casual cultural tourists may be motivated by a variety of factors, including a desire to experience new places and cultures, to learn about history and art, or to try new foods and activities. They may also be motivated by personal interests, such as a love of music or theater, or by a desire to escape the routine of daily life.

3. How do casual cultural tourists differ from dedicated cultural tourists?

Dedicated cultural tourists tend to be more focused on experiencing the culture of a destination in a deep and meaningful way, while casual cultural tourists may be more interested in a mix of cultural and non-cultural activities. Dedicated cultural tourists may also be more likely to engage in longer, more immersive experiences, such as studying a language or participating in a cultural exchange program, while casual cultural tourists may prefer shorter, more leisurely experiences.

4. What are some examples of activities that casual cultural tourists might enjoy?

Casual cultural tourists may enjoy a wide range of activities, depending on their interests and the destination they are visiting. Some examples might include visiting museums and art galleries, attending cultural festivals and events, trying local cuisine, taking guided tours, or participating in outdoor activities that offer a taste of the local culture, such as hiking or biking.

5. Are casual cultural tourists more common among certain types of travelers?

Casual cultural tourists can be found among a wide range of travelers, and their numbers may vary depending on the destination and the time of year. They are often seen as a large and growing segment of the tourism industry, as more and more travelers seek out authentic cultural experiences as part of their travels.

By tripbloggerscentral

Related post, immersing yourself in local culture: a guide to authentic cultural experiences, exploring the five types of cultural tourists: a guide to enriching your travel experiences, unveiling the influence of cultural identities on perception, leave a reply cancel reply.

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Exploring the Pros and Cons of Solo and Couple Travel: A Comprehensive Guide

Navigating the ethics of voluntourism: a comprehensive guide, outdoor activities: 3 exciting types of adventures to try, the disappearance of the lonely planet app: a destination guide enigma.

Cultural Curiosity: A Comprehensive Guide to the 5 Types of Cultural Tourists

By: Author Valerie Forgeard

Posted on August 1, 2023

Categories Travel

You’ve likely heard of cultural tourism, but did you know there are five distinct types of cultural tourists?

It’s not just about visiting a place; it’s about how you engage with the culture once you’re there. Whether you’re an avid traveler or someone who simply appreciates diverse cultures from afar, understanding these categories can deepen your appreciation for this popular form of tourism.

In this article, we’ll delve into the characteristics and motivations that distinguish purposeful cultural tourists, sightseeing cultural tourists, and casual cultural tourists among others. We’ll also highlight how conservation efforts and technology play a pivotal role in shaping today’s cultural tourism landscape.

So buckle up as we take you on a journey through some of the world’s top destinations for cultural exploration while sharing tips to help make your next adventure more meaningful and responsible!

Key Takeaways

• Purposeful cultural tourists have a deep-rooted interest in understanding and experiencing different cultures, actively participate in local events, and have a substantial financial impact on local economies.
• Sightseeing cultural tourists prefer visiting historical landmarks, museums, and galleries, and have a preference for visual experiences representing diverse cultures.
• Casual cultural tourists partake in cultural activities in a relaxed manner, appreciate cultural experiences spontaneously, and contribute to the vibrant cultural atmosphere.
• Cultural tourism has a significant economic impact, serving as an economic lifeline for many regions, boosting local economies, and contributing to the tourism industry. Additionally, it promotes the preservation and promotion of local traditions and supports conservation efforts in cultural heritage sites.

Definition of Cultural Tourism

Cultural tourism, isn’t it simply fascinating? It’s the immersive journey of exploring and understanding the vibrant tapestry of traditions, heritage, art, and rituals that make each place uniquely enchanting.

But let me tell you something else, there are many cultural tourism misconceptions floating around. Some people may confuse it with a form of neo-colonization or exploitation. However, that’s far from truth.

Tourism versus colonization is a hot debate in this realm. While colonization imposed dominance and disrupted local cultures, cultural tourism aims to celebrate them while fostering understanding and respect. When done responsibly, it doesn’t strip away identities but rather enriches our global human heritage by spreading awareness about different cultures and their significance.

In essence, it’s an enlightening encounter with diversity.

The Role of Cultural Tourism in Today’s Society

In today’s fast-paced society, it’s intriguing to see how the allure of historical significance and traditional practices can play a significant role in attracting visitors on a global scale. This is where cultural tourism comes into play.

It serves as an economic lifeline for many regions, bringing not only monetary gains but also facilitating the preservation and promotion of local traditions.

Cultural tourism’s economic benefits are undeniable. It promotes job creation, boosts local economies, and positions cities or countries as attractive destinations. Furthermore, it presents opportunities for transforming local identities through cultural tourism.

As you explore various cultures, you’re not just observing; you’re participating in an exchange that fosters understanding and respect among diverse cultures. Hence, cultural tourism plays a crucial part in fostering global unity and mutual appreciation.

Purposeful Cultural Tourists

As a purposeful cultural tourist, you are driven by a deep-rooted interest in understanding and experiencing different cultures. This type of tourism involves traveling with the explicit aim of exploring facets of culture such as art, history, religion, or customs that are distinctive to a certain group of people or a specific region.

Characteristics of Purposeful Cultural Tourists

Purposeful cultural tourists, aren’t just casual observers. They’re the ones who dive headfirst into new cultures, eagerly seeking to understand and engage in local traditions, customs, and ways of life. Their passion for exploration drives them to immerse themselves fully in their travel experiences.

Consider some key traits of purposeful cultural tourists:

• Cultural tourist demographics : These travelers are typically well-educated with a high interest in history, art, or cuisine. They range from young backpackers to retirees.
• Economic impact of purposeful tourism : Their spending has substantial financial effects on local economies because they often prefer locally-sourced products and services.
• Active participation : They don’t just passively consume culture; they actively participate in local events and contribute to local communities.

Understanding these characteristics can help stakeholders design better tourism strategies.

Examples of Purposeful Cultural Tourism

Examples of purposeful cultural tourism are abundant. They showcase how this form of travel can enhance understanding and appreciation for diverse cultures. For instance, a visit to the ancient pyramids in Egypt or the Great Wall of China goes beyond mere sightseeing. It allows travelers to dive deep into history and culture.

While on such journeys, travelers are likely to encounter Cultural Tourism Ethics that guide their actions. These ethics include respecting local customs and buying from local artisans to support their livelihoods. Additionally, Cultural Tourism Policies, often set by governments or tourist boards, ensure sustainable practices and protect cultural heritage sites.

By abiding by these ethics and policies, travelers become model purposeful cultural tourists. They contribute positively to the local communities while immersing themselves in unique experiences.

Sightseeing Cultural Tourists

You may be familiar with Sightseeing Cultural Tourists, the type who prefer to visit historical landmarks, museums, and galleries. They are typified by their curiosity in understanding different cultures through visual experiences. They’re the ones you’ll often find clicking pictures of monuments or taking guided tours around heritage sites.

For instance, a trip to view the pyramids of Egypt or a tour through Rome’s Colosseum would fall under sightseeing cultural tourism. It’s all about immersing oneself in the rich tapestry of human history and civilization.

Characteristics of Sightseeing Cultural Tourists

Sightseeing Cultural Tourists are deeply captivated by the wonders of art, architecture, and history, immersing themselves in each monumental spectacle. They’re characterized by an undying thirst for knowledge about diverse cultures.

• Sightseeing tourist preferences: They’re fond of visiting museums, galleries, historical sites and landmarks. Their interest lies not only in the visual appeal but also what these represent culturally.
• Impact of climate change on sightseeing cultural tourism: Climate change can affect their travel plans drastically as it threatens to destroy some iconic sites around the world.
• Adaptive behavior: They show adaptability by adjusting their itinerary based on weather conditions or other factors that may impact their visit.
• Knowledge seekers: Lastly, they’re always eager to learn more about different cultures through guided tours or self-exploration.

These traits make them distinct from other types of tourists.

Examples of Sightseeing Cultural Tourism

From the awe-inspiring pyramids of Egypt to the artistic richness of Italy’s museums, there’s a whole world out there waiting to be discovered by sightseeing enthusiasts. This form of cultural tourism opens up opportunities for you to immerse yourself in diverse traditions and histories.

It also presents a chance for you to practice ‘cultural photography ethics’, capturing images that respect local customs and people.

However, as a sightseeing tourist, it’s important to remember your responsibility towards sustainable travel practices. This means respecting natural resources, reducing waste, supporting local economies, and preserving cultural heritage sites.

For instance, visiting the Great Wall of China or Machu Picchu requires careful steps not only towards conserving these landmarks but also contributing positively to their surrounding communities.

Casual Cultural Tourists

You’re about to delve into the realm of casual cultural tourism, a concept that’s as intriguing as it is unique.

Casual cultural tourists are those who partake in cultural activities in a relaxed manner. They might visit a museum or historical site on a whim rather than as part of an itinerary.

Examples of casual cultural tourism could include exploring local food markets in Bangkok, casually strolling through the Louvre in Paris, or spontaneously attending a traditional music performance in New Orleans.

Characteristics of Casual Cultural Tourists

Casual cultural tourists stand out due to their motivations and approach toward cultural immersion. As a casual tourist, you’re interested in cultural experiences but aren’t necessarily driven by an intense desire to fully immerse yourself in another culture.

Your motivations might lean more toward relaxation or entertainment with a hint of educational interest. You appreciate absorbing elements of different cultures through food, music, or art, without feeling the need to understand every aspect deeply.

Cultural immersion strategies for casual tourists often involve participating in popular activities rather than seeking out less-known traditions or practices.

Remember though, being a casual cultural tourist doesn’t mean that your experiences are any less enriching or meaningful!

Examples of Casual Cultural Tourism

Imagine strolling through a bustling local market, tasting exotic foods, attending a lively music festival, or admiring beautiful art pieces in a museum. These are all examples of casual cultural tourism. This type of tourism is often spontaneous and driven by curiosity rather than a deep interest in the culture itself.

The casual tourism impact can be seen in the way it helps to boost local economies by providing additional income for small businesses and artisans. Moreover, it facilitates cultural assimilation in tourism as tourists get immersed in diverse cultures casually.

However, it’s important for you to respect the traditions and customs of the places you visit. Remember that your casual interest has the potential to contribute to preserving or even revitalizing unique cultural expressions around the world.

Incidental Cultural Tourists

You’ve likely encountered Incidental Cultural Tourists, even if you weren’t aware of it. These tourists are characterized by their primary interest in general travel rather than cultural experiences. However, they may still partake in cultural activities if the opportunity arises during their travels.

For instance, a person visiting London primarily for business who decides to take a quick tour of the British Museum is an example of incidental cultural tourism.

Characteristics of Incidental Cultural Tourists

Incidental Cultural Tourists aren’t necessarily planning their trips around cultural experiences, but they’ll happily partake if the opportunity arises during their vacation. Their incidental tourist motivations are often driven by curiosity or a spontaneous desire to explore something new.

Your level of cultural immersion as an incidental tourist can vary greatly. It might range from visiting a local market to attending a traditional festival. Don’t expect them to fully immerse themselves in every aspect of the culture, though.

Here’s a brief breakdown:

Remember, incidental tourists appreciate cultural experiences but don’t prioritize them. They’re more about seizing unexpected opportunities along their journey.

Examples of Incidental Cultural Tourism

Examples of incidental cultural tourism can be seen in real-world scenarios. One such scenario is when you travel for business but find yourself unintentionally immersed in a new culture during your downtime. For instance, attending a conference in Tokyo and deciding to visit the Tsukiji Fish Market can lead to an inadvertent experience of Japanese culinary traditions. Similarly, taking a ski trip to Switzerland might lead you to discover Swiss alpine culture when exploring quaint mountain villages off the slopes. In both cases, the primary purpose wasn’t cultural exploration, but by embracing these unexpected opportunities, you experience an accidental yet enriching cultural immersion – the essence of incidental cultural tourism.

Serendipitous Cultural Tourists

Stumbling upon a cultural gem unexpectedly can turn someone into a Serendipitous Cultural Tourist, and isn’t that just the best kind of surprise? These folks aren’t necessarily driven by serendipitous tourist motivations when setting out, but they inadvertently discover and appreciate new cultural aspects during their travels.

Unexpected cultural experiences often unfold as:

• A sudden encounter with a local festival in full swing.
• Discovering an obscure art gallery tucked away in an alleyway.
• Engaging in impromptu conversations with locals, revealing deep-seated traditions.
• Stumbling upon a street performance of traditional music or dance.
• Experiencing local cuisine first-hand at a family-run eatery.

The beauty lies not only in these unexpected moments but also your willingness to embrace them wholeheartedly. Your journey becomes enriched by newfound knowledge and appreciation for diverse cultures.

The Impact of Cultural Tourism on Local Communities

Imagine the transformative power your visit can have on a local community! While cultural tourism often brings economic benefits, it’s crucial to recognize the potential for economic disparities too.

Not all communities are equipped to handle an influx of tourists. Infrastructure may buckle under the strain, leading to community resistance as locals grapple with rapid changes.

Your presence could also influence social dynamics, possibly promoting inequality if not managed carefully. Some locals might profit more than others from tourist spending, fueling tensions among community members. Such disparities can trigger resistance to tourism initiatives.

In essence, while cultural tourism can boost local economies and foster cross-cultural understanding, it’s vital that these visits respect and uphold the integrity of local cultures and their socio-economic structures.

The Role of Cultural Heritage Sites in Cultural Tourism

Exploring heritage sites is an enriching experience, offering a unique window into the traditions, history, and spirit of local communities. These places play a vital role in cultural tourism, as they’re not just attractions but also repositories of culture and tradition.

Heritage site management is crucial in preserving their authenticity and educational value for tourists.

The key to managing these sites lies in balancing tourist interest with conservation efforts. It’s about maintaining the authenticity preservation while ensuring visitor satisfaction. This involves careful planning, from controlling foot traffic to implementing educational programs that promote respect for the site’s cultural significance.

Remember, each visit you make contributes to keeping alive our shared heritage – making you a part of this ongoing story of mankind’s diverse cultures.

How to Respectfully Engage in Cultural Tourism

When engaging in cultural tourism, it is important to navigate the fine line between exploration and respect. A great starting point is cultural sensitivity training, which teaches you to understand, communicate with, and effectively interact with people across cultures. This awareness can prevent misunderstandings or offensive behavior.

Ethical travel practices are also crucial. Before visiting a new place, it is important to research their customs and norms to avoid causing offense inadvertently. It is important to respect local traditions, support local businesses, and ask permission before taking photos of locals or sacred sites.

It is important to remember that cultural tourism is not just about ticking places off a bucket list; it is about gaining insights into different ways of life without disrupting them. Travel responsibly!

The Future of Cultural Tourism

As we look to the future, it’s your journey through the diverse tapestry of human experiences that will shape and redefine what tourism means in a globalized world.

COVID-19 has drastically altered travel norms, directing us toward new innovations like virtual reality tours.

• Virtual Reality Tours: These offer immersive cultural experiences without leaving home. It’s predicted that these tours will gain popularity, providing access to remote or fragile cultural sites.
• Health and Safety Measures: COVID-19 has highlighted the importance of health security during travel. Expect more stringent safety protocols as part of future cultural tourism.
• Local Engagement: There will be increased emphasis on engaging locals in tourism planning, ensuring their culture is represented authentically.

Going forward, you will play an active role in shaping this inclusive, responsible approach to cultural tourism.

Conservation Efforts in Cultural Tourism

Conservation efforts in cultural tourism are crucial for the sustainability of heritage sites. Tourist education plays a key role in promoting respect and appreciation for the cultural significance of these locations. By providing visitors with proper knowledge about the importance of conservation, they become more aware of their impact and are motivated to act responsibly. Sustainable practices also play a vital role in preserving these sites. By incorporating sustainability into all aspects of cultural tourism, from tour planning to the promotion of local products, tourism professionals contribute significantly to the conservation of world cultures for future generations to enjoy.

The Role of Technology in Cultural Tourism

The role of technology in cultural tourism is fascinating. It has become a game-changer in the realm of heritage exploration and appreciation. Virtual reality experiences, for instance, have redefined our interaction with cultural sites. You can now tour historic landmarks or museums from the comfort of your home, immersing yourself in vivid displays that transport you across time and space.

Technology’s influence extends beyond virtual tours too. It enables language translation apps that break down communication barriers during travels. Interactive maps offer detailed insights into local customs and traditions, enhancing your understanding of diverse cultures. Tech advancements also contribute to conservation efforts by aiding in damage assessment and restoration planning for cultural heritage sites.

In short, technology plays a pivotal role in enriching and democratizing our engagement with cultural tourism.

Top Destinations for Cultural Tourism

Ready to immerse yourself in the world’s rich history and traditions? Let’s dive into some top-notch destinations that’ll leave you spellbound with their unique heritage and charm.

• Kyoto, Japan: Known for its ancient temples, traditional tea ceremonies, and Geisha culture.
• Culinary explorations: Savor authentic Japanese cuisine such as sashimi or kaiseki.
• Sustainable practices: Embrace local customs like ‘mottainai’, a philosophy centered around waste reduction.

Marrakesh, Morocco: An intoxicating blend of bustling souks, magnificent palaces, and lush gardens.

• Culinary explorations: Dive into a world of flavors with dishes like tagine or couscous.
• Sustainable practices: Participate in eco-friendly tourism initiatives that preserve the city’s cultural heritage.

These cultures offer immersive experiences while promoting sustainable travel — an enchanting way to explore our diverse world.

Tips for Becoming a Responsible Cultural Tourist

While it’s exciting to explore the world’s top cultural destinations, it’s equally important to be a responsible traveler. To truly appreciate and respect different cultures, you need to understand your role and impact as a visitor. Here are some tips on how you can become a more responsible cultural tourist.

Remember, small actions can make big differences!

Cultural Tourism

• Living reference work entry
• Latest version View entry history
• First Online: 25 April 2023
• Cite this living reference work entry

• Shinji Yamashita 3  

15 Accesses

There are two ways of defining culture which deserve attention for understanding cultural tourism. First, culture is defined anthropologically as a “way of life” including everything from food to religion. Second, there is another definition in which culture is taken in a more restricted way such as “art.” This usage was originated in the nineteenth century but is still used widely.

It is important to consider the dynamic relationship of the two definitions of culture. This is particularly the case when considering culture as a tourism resource (Yamashita 2015 ). For example, terraced rice fields in Bali, Indonesia, are seen anthropologically as part of Balinese agricultural system. However, they could become tourism resources when they attract tourists and are appreciated as a “cultural landscape.” Culture, in this way, becomes a tourism resource by transforming from local “ways of life” to an object of aesthetic consumption. In 2017, during the UNWTO’s 22nd general assembly, cultural...

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Institutional subscriptions

Beck, U., A. Giddens, and S. Lash. 1994. Reflexive modernization: Politics, tradition and aesthetics in the modern social order . Cambridge: Polity Press.

Google Scholar  

Higgings-Desbiolles, F., A. Doering, and B. Bigby, eds. 2021. Socialising tourism: Rethinking tourism for social and ecological justice . London: Routledge.

Picard, M. 1996. Bali: Cultural tourism and touristic culture . Singapore: Archipelago Press.

UNWTO. 2021. Tourism and culture . https://www.unwto.org/tourism-and-culture . Accessed 27 July.

Yamashita, S. 2003. Bali and beyond: The exploration of the anthropology of tourism . New York: Berghahn.

———. 2015. The Balinese subak as world cultural heritage: In the context of tourism. In Recent developments in Bali tourism: Culture, heritage, and landscape in an open fortress , ed. I. Nyoman Darma Putra and Siobhan Campbell, 116–144. Denpasar: Buku Arti.

———. 2021. Public tourism: New forms of tourism after the Great East Japan Earthquake. In Socialising tourism: Rethinking tourism for social and ecological justice , ed. F. Higgings-Desbiolles et al., 161–174. London: Routledge.

Chapter   Google Scholar  

Download references

Author information

Authors and affiliations.

The University of Tokyo, Tokyo, Japan

Shinji Yamashita

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Shinji Yamashita .

Editor information

Editors and affiliations.

School of Hospitality Leadership, University of Wisconsin-Stout, Menomonie, WI, USA

Jafar Jafari

School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, Hong Kong

Honggen Xiao

Section Editor information

Department of Geography and Environmental Studies, University of Haifa, Haifa, Israel

Yoel Mansfeld Ph.D

Rights and permissions

Reprints and permissions

Copyright information

© 2023 Springer Nature Switzerland AG

About this entry

Cite this entry.

Yamashita, S. (2023). Cultural Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_45-2

Download citation

DOI : https://doi.org/10.1007/978-3-319-01669-6_45-2

Received : 09 March 2021

Accepted : 22 September 2022

Published : 25 April 2023

Publisher Name : Springer, Cham

Print ISBN : 978-3-319-01669-6

Online ISBN : 978-3-319-01669-6

eBook Packages : Springer Reference Business and Management Reference Module Humanities and Social Sciences Reference Module Business, Economics and Social Sciences

• Publish with us

Policies and ethics

Chapter history

DOI: https://doi.org/10.1007/978-3-319-01669-6_45-2

DOI: https://doi.org/10.1007/978-3-319-01669-6_45-1

• Find a journal
• Track your research

Must-see attractions in Moscow

The Armoury dates to 1511, when it was founded under Vasily III to manufacture and store weapons, imperial arms and regalia for the royal court. Later it…

Pushkin Museum of Fine Arts

Arbat & Khamovniki

This is Moscow’s premier foreign-art museum, split over three branches and showing off a broad selection of European works, including masterpieces from…

St Basil's Cathedral

At the southern end of Red Square stands the icon of Russia: St Basil’s Cathedral. This crazy confusion of colours, patterns and shapes is the culmination…

Moscow Kremlin

The apex of Russian political power and once the centre of the Orthodox Church, the Kremlin is the kernel of not only Moscow, but of the whole country…

Lenin's Mausoleum

Although Vladimir Ilych requested that he be buried beside his mum in St Petersburg, he still lies in state at the foot of the Kremlin wall, receiving…

Zamoskvorechie

Moscow's main city escape isn't your conventional expanse of nature preserved inside an urban jungle. It's not a fun fair either, though it used to be one…

Immediately outside the Kremlin’s northeastern wall is the celebrated Red Square, the 400m-by-150m area of cobblestones that is at the very heart of…

State Tretyakov Gallery Main Branch

The exotic boyar (high-ranking noble) castle on a little lane in Zamoskvorechie contains the main branch of the State Tretyakov Gallery, housing the world…

Hermitage Gardens

All the things that have improved Moscow parks no end in recent years fill this small, charming garden to the brim. Today, it is possibly the most…

Garage Museum of Contemporary Art

The brainchild of Moscow art fairy Darya Zhukova, Garage is one of the capital's hottest modern-art venues. In 2015, the museum moved to spectacular new…

19th & 20th Century Art Gallery

This branch of the Pushkin Museum of Fine Arts contains a famed assemblage of French Impressionist works, based on the collections of two well-known…

Novodevichy Convent

The Novodevichy Convent was founded in 1524 to celebrate the taking of Smolensk from Lithuania, an important step in Moscow’s conquest of the old Kyivan…

Cathedral of Christ the Saviour

This opulent and grandiose cathedral was completed in 1997 – just in time to celebrate Moscow's 850th birthday. The cathedral’s sheer size and splendour…

Mikhail Bulgakov Museum

Author of The Master and Margarita and Heart of a Dog, Mikhail Bulgakov was a Soviet-era novelist who was labelled a counter-revolutionary and censored…

Moscow Planetarium

The planetarium has become one of the biggest and brightest stars on the Moscow museum circuit, now incorporating all kinds of high-tech gadgetry,…

Park Pobedy

The Great Patriotic War – as WWII is known in Russia – was a momentous event that is still vivid in the hearts, minds and memories of many Russian…

Winzavod Center for Contemporary Art

Meshchansky & Basmanny

Formerly a wine-bottling factory, this facility was converted into exhibit and studio space for Moscow artists in 2007. The post-industrial complex is now…

Assumption Cathedral

On the northern side of Sobornaya pl, with five golden helmet domes and four semicircular gables, the Assumption Cathedral is the focal church of pre…

Kolomenskoe Museum-Reserve

Set amidst 4 sq km of picturesque parkland, on a bluff above a bend in the Moscow River, Kolomenskoe is an ancient royal country seat and a Unesco World…

Art Muzeon & Krymskaya Naberezhnaya

Moscow's answer to London's South Bank, Krymskaya Nab (Crimea Embankment) features wave-shaped street architecture with Scandinavian-style wooden elements…

Tsaritsyno Palace

On a wooded hill in far southeast Moscow, Tsaritsyno Palace is a modern-day manifestation of the exotic summer home that Catherine the Great began in 1775…

Jewish Museum & Centre of Tolerance

Occupying a heritage garage, purpose-built to house a fleet of Leyland double-deckers that plied Moscow's streets in the 1920s, this vast museum, filled…

Museum of Soviet Arcade Machines

Growing up in 1980s USSR was a peculiar, but not necessarily entirely bleak experience. Here is an example – a collection containing dozens of mostly…

Ascension Church

Overlooking the river, the Ascension Church, sometimes called the ‘white column’, is Kolomenskoe Museum-Reserve's loveliest structure. Built between 1530…

New Tretyakov Gallery

Moscow's premier venue for 20th-century Russian art, this branch of the Tretyakov Gallery has much more than the typical socialist-realist images of…

Central Museum of the Armed Forces

Covering the history of the Soviet and Russian military since 1917, this massive museum occupies 24 halls plus open-air exhibits. Over 800,000 military…

Palaces for workers! There is no better place to see this Soviet slogan put into practice than at VDNKh, which stands for Exhibition of Achievements of…

Archangel Cathedral

The Archangel Cathedral at the southeastern corner of Sobornaya pl was for centuries the coronation, wedding and burial church of tsars. It was built by…

Easily the most feared edifice in Russia, looming on the northeastern side of Lubyanskaya pl is the brain centre behind Stalin's genocidal purges and the…

Annunciation Cathedral

The Annunciation Cathedral, at the southwest corner of Sobornaya pl, contains impressive murals in the gallery and an archaeology exhibit in the basement…

Borodino Field

The entire battlefield – more than 100 sq km – is now part of the Borodino Field Museum-Preserve, its vast fields dotted with dozens of memorials to…

Changed beyond recognition in recent years, Sokolniki park is criss-crossed by cycling paths, and blends into a proper forest bordering on Losiny Ostrov…

Donskoy Monastery

Moscow's youngest monastery, Donskoy was founded in 1591 as the home of the Virgin of the Don icon, now in the Tretyakov Gallery. This icon is credited…

Park Zaryadye

Moscow's first new park in 50 years, Zaryadye was inaugurated in 2017 and occupies a prominent site along the Moscow River, wedged into historic Kitay…

The model for Le Corbusier’s Unité d’Habitation design principle, this architectural landmark was an early experiment in semicommunal living. Designed…

Moscow State University (MGU)

Head to the hills south of the city for one of the best views of Moscow. From the square in front of Moscow State University, most of the city spreads out…

Park Zaryadye Pavilion

This glass-dome pavilion was the first element of Park Zaryadye to open to the public. A creation of Sergei Kuznetsov, the pavilion was designed as an …

Novodevichy Cemetery

Adjacent to the Novodevichy Convent, the Novodevichy Cemetery is one of Moscow’s most prestigious resting places – a veritable who’s who of Russian…

Moscow Museum of Modern Art

A pet project of the ubiquitous artist Zurab Tsereteli, this museum is housed in a classical 18th-century merchant’s home, originally designed by Matvei…

Museum of Decorative & Folk Art

Just beyond the Garden Ring, this museum showcases centuries-old arts-and-crafts traditions from around Russia and the former Soviet republics. Of the 40…

More destinations you need to see

Cutting Edge | Bringing cultural tourism back in the game

The growth of cultural tourism

People have long traveled to discover and visit places of historical significance or spiritual meaning, to experience different cultures, as well as to learn about, exchange and consume a range of cultural goods and services. Cultural tourism as a concept gained traction during the 1990s when certain sub-sectors emerged, including heritage tourism, arts tourism, gastronomic tourism, film tourism and creative tourism. This took place amidst the rising tide of globalization and technological advances that spurred greater mobility through cheaper air travel, increased accessibility to diverse locations and cultural assets, media proliferation, and the rise of independent travel. Around this time, tourism policy was also undergoing a shift that was marked by several trends. These included a sharper focus on regional development, environmental issues, public-private partnerships, industry self-regulation and a reduction in direct government involvement in the supply of tourism infrastructure. As more cultural tourists have sought to explore the cultures of the destinations, greater emphasis has been placed on the importance of intercultural dialogue to promote understanding and tolerance. Likewise, in the face of globalization, countries have looked for ways to strengthen local identity, and cultural tourism has also been engaged as a strategy to achieve this purpose. Being essentially place-based, cultural tourism is driven by an interest to experience and engage with culture first-hand. It is backed by a desire to discover, learn about and enjoy the tangible and intangible cultural assets offered in a tourism destination, ranging from heritage, performing arts, handicrafts, rituals and gastronomy, among others.

Cultural tourism is a leading priority for the majority of countries around the world -featuring in the tourism policy of 90% of countries, based on a 2016 UNWTO global survey . Most countries include tangible and intangible heritage in their definition of cultural tourism, and over 80% include contemporary culture - film, performing arts, design, fashion and new media, among others. There is, however, greater need for stronger localisation in policies, which is rooted in promoting and enhancing local cultural assets, such as heritage, food, festivals and crafts. In France, for instance, the Loire Valley between Sully-sur-Loire and Chalonnes , a UNESCO World Heritage site, has established a multidisciplinary team that defends the cultural values of the site, and advises the authorities responsible for the territorial development of the 300 km of the Valley.

While cultural tourism features prominently in policies for economic growth, it has diverse benefits that cut across the development spectrum – economic, social and environmental. Cultural tourism expands businesses and job opportunities by drawing on cultural resources as a competitive advantage in tourism markets. Cultural tourism is increasingly engaged as a strategy for countries and regions to safeguard traditional cultures, attract talent, develop new cultural resources and products, create creative clusters, and boost the cultural and creative industries. Cultural tourism, particularly through museums, can support education about culture. Tourist interest can also help ensure the transmission of intangible cultural heritage practices to younger generations.

StockSnap, Pixabay

Cultural tourism can help encourage appreciation of and pride in local heritage, thus sparking greater interest and investment in its safeguarding. Tourism can also drive inclusive community development to foster resiliency, inclusivity, and empowerment. It promotes territorial cohesion and socioeconomic inclusion for the most vulnerable populations, for example, generating economic livelihoods for women in rural areas. A strengthened awareness of conservation methods and local and indigenous knowledge contributes to long-term environmental sustainability. Similarly, the funds generated by tourism can be instrumental to ensuring ongoing conservation activities for built and natural heritage.

The growth of cultural tourism has reshaped the global urban landscape over the past decades, strongly impacting spatial planning around the world. In many countries, cultural tourism has been leveraged to drive urban regeneration or city branding strategies, from large-sized metropolises in Asia or the Arab States building on cultural landmarks and contemporary architecture to drive tourism expansion, to small and middle-sized urban settlements enhancing their cultural assets to stimulate local development. At the national level, cultural tourism has also impacted planning decisions, encouraging coastal development in some areas, while reviving inland settlements in others. This global trend has massively driven urban infrastructure development through both public and private investments, impacting notably transportation, the restoration of historic buildings and areas, as well as the rehabilitation of public spaces. The expansion of cultural city networks, including the UNESCO World Heritage Cities programme and the UNESCO Creative Cities Network, also echoes this momentum. Likewise, the expansion of cultural routes, bringing together several cities or human settlements around cultural commonalities to stimulate tourism, has also generated new solidarities, while influencing economic and cultural exchanges between cities across countries and regions.

Despite tourism’s clear potential as a driver for positive change, challenges exist, including navigating the space between economic gain and cultural integrity. Tourism’s crucial role in enhancing inclusive community development can often remain at the margins of policy planning and implementation. Rapid and unplanned tourism growth can trigger a range of negative impacts, including pressure on local communities and infrastructure from overtourism during peak periods, gentrification of urban areas, waste problems and global greenhouse gas emissions. High visitor numbers to heritage sites can override their natural carrying capacity, thus undermining conservation efforts and affecting both the integrity and authenticity of heritage sites. Over-commercialization and folklorization of intangible heritage practices – including taking these practices out of context for tourism purposes - can risk inadvertently changing the practice over time. Large commercial interests can monopolize the benefits of tourism, preventing these benefits from reaching local communities. An excessive dependency on tourism can also create localized monoeconomies at the expense of diversification and alternative economic models. When mismanaged, tourism can, therefore, have negative effects on the quality of life and well-being of local residents, as well as the natural environment.

These fault lines became more apparent when the pandemic hit – revealing the extent of over-dependence on tourism and limited structures for crisis prevention and response. While the current situation facing tourism is unpredictable, making it difficult to plan, further crises are likely in the years to come. Therefore, the pandemic presents the opportunity to experiment with new models to shape more effective and sustainable alternatives for the future.

hxdyl, Getty Images Pro

Harnessing cultural tourism in policy frameworks

From a policy perspective, countries around the world have employed cultural tourism as a vehicle to achieve a range of strategic aims. In Panama, cultural tourism is a key component of the country’s recently adopted Master Plan for Sustainable Tourism 2020-2025 that seeks to position Panama as a worldwide benchmark for sustainable tourism through the development of unique heritage routes. Cultural tourism can be leveraged for cultural diplomacy as a form of ‘soft power’ to build dialogue between peoples and bolster foreign policy. For instance, enhancing regional cooperation between 16 countries has been at the heart of UNESCO’s transnational Silk Roads Programme, which reflects the importance of culture and heritage as part of foreign policy. UNESCO has also partnered with the EU and National Geographic to develop World Heritage Journeys, a unique travel platform that deepens the tourism experience through four selected cultural routes covering 34 World Heritage sites. Also in Europe, cultural tourism has been stimulated through the development of cultural routes linked to food and wine , as well as actions to protect local food products, such as through labels and certificates of origin. The Emilia-Romagna region in Italy, for example, produces more origin-protected food and drink than any other region in the country. One of the regions' cities Parma - a UNESCO Creative City (Gastronomy) and designated Italian Capital for Culture (2020-2021) - plans to resume its cultural activities to boost tourism once restrictions have eased. Meanwhile, Spain has recently taken steps to revive its tourism industry through its cities inscribed on the UNESCO World Heritage List . In this regard, the Group of the 15 Spanish World Heritage Cities met recently to discuss the country's Modernization and Competitiveness Plan for the tourism sector. Cultural tourism has progressively featured more prominently in the policies of Central Asian and Eastern European countries, which have sought to revive intangible heritage and boost the creative economy as part of strategies to strengthen national cultural identity and open up to the international community. In Africa, cultural tourism is a growing market that is driven by its cultural heritage, crafts, and national and regional cultural events. Major festivals such as Dak-Art in Senegal, Bamako Encounters Photography Biennial in Mali, Sauti za Busara in United Republic of Tanzania, Pan-African Festival of Cinema and Television of Ouagadougou in Burkina Faso, and Chale Wote Street Art Festival in Ghana are just a handful of vibrant and popular platforms in the continent that share cultural expressions, generate income for local economies and strengthen Pan-African identity.

Countries are increasingly seeking alliances with international bodies to advance tourism. National and local governments are working together with international entities, such as UNESCO, UNWTO and OECD in the area of sustainable tourism. In 2012, UNESCO’s Sustainable Tourism Programme was adopted, thereby breaking new ground to promote tourism a driver for the conservation of cultural and natural heritage and a vehicle for sustainable development. In 2020, UNESCO formed the Task Force on Culture and Resilient Tourism with the Advisory Bodies to the 1972 World Heritage Convention (ICOMOS, IUCN, ICCROM) as a global dialogue platform on key issues relating to tourism and heritage management during and beyond the crisis. UNESCO has also collaborated with the UNWTO on a set of recommendations for inclusive cultural tourism recovery from the COVID-19 crisis. In response to the crisis, the Namibian Government, UNESCO and UNDP are working together on a tourism impact study and development strategy to restore the tourism sector, especially cultural tourism.

UNESCO has scaled up work in cultural tourism in its work at field level, supporting its Member States and strengthening regional initiatives. In the Africa region, enhancing cultural tourism has been reported as a policy priority across the region. For example, UNESCO has supported the Government of Ghana in its initiative Beyond the Return, in particular in relation to its section on cultural tourism. In the Pacific, a Common Country Assessment (CCA) has been carried out for 14 SIDS countries, with joint interagency programmes to be created building on the results. Across the Arab States, trends in tourism after COVID, decent jobs and cultural and creative industries are emerging as entry points for different projects throughout the region. In Europe, UNESCO has continued its interdisciplinary work on visitor centres in UNESCO designated sites, building on a series of workshops to strengthen tourism sustainability, community engagement and education through heritage interpretation. In the Latin America and the Caribbean region, UNESCO is working closely with Member States, regional bodies and the UN system building on the momentum on the International Year of Creative Economy for Sustainable Development, including through Creative Cities, and the sustainable recovery of the orange economy, among others.

BS1920, Pixabay

In the context of the 2030 Agenda for Sustainable Development, tourism has the potential to contribute, directly or indirectly, to all of the 17 Sustainable Development Goals (SDGs). Tourism is directly mentioned in SDGs 8, 12 and 14 on inclusive and sustainable economic growth, sustainable consumption and production (SCP) and the sustainable use of oceans and marine resources, respectively. This is mirrored in the VNRs put forward by countries, who report on cultural tourism notably through the revitalization of urban and rural areas through heritage regeneration, festivals and events, infrastructure development, and the promotion of local cultural products. The VNRs also demonstrate a trend towards underlining more sustainable approaches to tourism that factor in the environmental dimensions of tourism development.

Several countries have harnessed cultural tourism as a policy panacea for economic growth and diversification. As part of Qatar's National Vision 2030 strategy, for example, the country has embarked on a development plan that includes cultural tourism through strengthening its culture-based industries, including calligraphy, handicrafts and living heritage practices. In the city of Abu Dhabi in the UAE, cultural tourism is part of the city’s plan for economic diversification and to steer its domestic agenda away from a hydrocarbon-based economy. The Plan Abu Dhabi 2030 includes the creation of a US$27 billion cultural district on Saadiyat Island, comprising a cluster of world-renowned museums, and cultural and educational institutions designed by international star architects to attract tourism and talent to the city. Since 2016, Saudi Arabia has taken decisive action to invest in tourism, culture and entertainment to reduce the country’s oil dependency, while also positioning the country as a global cultural destination. Under the 2020 G20 Saudi Presidency, the UNWTO and the G20 Tourism Working Group launched the AlUla Framework for Inclusive Community Development through Tourism to better support inclusive community development and the SDGs. The crucial role of tourism as a means of sustainable socio-economic development was also underlined in the final communique of the G20 Tourism Ministers in October last.

Siem Reap, Cambodia by nbriam

On the other hand, cultural tourism can catalyse developments in cultural policy. This was the case in the annual Festival of Pacific Arts (FestPac) that triggered a series of positive policy developments following its 2012 edition that sought to strengthen social cohesion and community pride in the context of a prolonged period of social unrest. The following year, Solomon Islands adopted its first national culture policy with a focus on cultural industries and cultural tourism, which resulted in a significant increase in cultural events being organized throughout the country.

When the pandemic hit, the geographic context of some countries meant that many of them were able to rapidly close borders and prioritize domestic tourism. This has been the case for countries such as Australia and New Zealand. However, the restrictions have been coupled by significant economic cost for many Small Island Developing States (SIDS) whose economies rely on tourism and commodity exports. Asia Pacific SIDS, for example, are some of the world’s leading tourist destinations. As reported in the Tracker last June , in 2018, tourism earnings exceeded 50% of GDP in Cook Islands, Maldives and Palau and equaled approximately 30% of GDP in Samoa and Vanuatu. When the pandemic hit in 2020, the drop in British tourists to Spain’s Balearic Islands resulted in a 93% downturn in visitor numbers , forcing many local businesses to close. According to the World Economic Outlook released last October, the economies of tourism-dependent Caribbean nations are estimated to drop by 12%, while Pacific Island nations, such as Fiji, could see their GDP shrink by a staggering 21% in 2020.

Socially-responsible travel and ecotourism have become more of a priority for tourists and the places they visit. Tourists are increasingly aware of their carbon footprint, energy consumption and the use of renewable resources. This trend has been emphasized as a result of the pandemic. According to recent survey by Booking.com, travelers are becoming more conscientious of how and why they travel, with over two-thirds (69%) expecting the travel industry to offer more sustainable travel options . Following the closures of beaches in Thailand, for example, the country is identifying ways to put certain management policies in place that can strike a better balance with environmental sustainability. The  UNESCO Sustainable Tourism Pledge  launched in partnership with Expedia Group focuses on promoting sustainable tourism and heritage conservation. The pledge takes an industry-first approach to environmental and cultural protection, requiring businesses to introduce firm measures to eliminate single-use plastics and promote local culture. The initiative is expanding globally in 2021 as a new, more environmentally and socially conscious global travel market emerges from the COVID-19 context.

Senja, Norway by Jarmo Piironen

Climate change places a heavy toll on heritage sites, which exacerbates their vulnerability to other risks, including uncontrolled tourism. This was underlined in the publication “World Heritage and Tourism in a Changing Climate” , published by UNESCO, UNEP and the Union of Concerned Scientists, which analyses the consequences of climate change on heritage, and its potential to permanently change or destroy a site’s integrity and authenticity. Extreme weather events, safety issues and water shortages, among others, can thwart access to sites and hurt the economic livelihoods of tourism service providers and local communities. Rising sea levels will increasingly impact coastal tourism, the largest component of the sector globally. In particular, coral reefs - contributing US$11.5 billion to the global tourism economy – are at major risk from climate change.

Marine sites are often tourist magnets where hundreds of thousands of annual visitors enjoy these sites on yachts and cruise ships. In the case of UNESCO World Heritage marine sites – which fall under the responsibility of governments - there is often a reliance on alternative financing mechanisms, such as grants and donations, and partnerships with non-governmental organizations and/or the private sector, among others. The West Norwegian Fjords – Geirangerfjord and Nærøyfjord in Norway derives a substantial portion of its management budget from sources other than government revenues. The site has benefited from a partnership with the private sector company Green Dream 2020, which only allows the “greenest” operators to access the site, and a percentage of the profits from tours is reinjected into the long-term conservation of the site. In iSimangaliso in South Africa, a national law that established the World Heritage site’s management system was accompanied by the obligation to combine the property’s conservation with sustainable economic development activities that created jobs for local people. iSimangaliso Wetland Park supports 12,000 jobs and hosts an environmental education programme with 150 schools. At the Great Barrier Reef in Australia, where 91% of all local jobs are linked to the Reef, the Coral Nurture Programme undertakes conservation through planting coral, and promotes local stewardship and adaptation involving the whole community and local tourist businesses.

Grafner, Getty Images

With borders continuing to be closed and changeable regulations, many countries have placed a focus on domestic tourism and markets to stimulate economic recovery. According to the UNWTO, domestic tourism is expected to pick up faster than international travel, making it a viable springboard for economic and social recovery from the pandemic. In doing so it will serve to better connect populations to their heritage and offer new avenues for cultural access and participation. In China, for example, the demand for domestic travel is already approaching pre-pandemic levels. In Russian Federation, the Government has backed a programme to promote domestic tourism and support small and medium-sized enterprises, as well as a cashback scheme for domestic trips, which entitles tourists to a 20% refund for their trip. While supporting domestic tourism activities, the Government of Palau is injecting funds into local businesses working in reforestation and fishing in the spirit of building new sustainable models. The measures put in place today will shape the tourism to come, therefore the pandemic presents an opportunity to build back a stronger, more agile and sustainable tourism sector.

Local solutions at the helm of cultural tourism

While state-led policy interventions in cultural tourism remain crucial, local authorities are increasingly vital stakeholders in the design and implementation of cultural tourism policies. Being close to the people, local actors are aware of the needs of local populations, and can respond quickly and provide innovative ideas and avenues for policy experimentation. As cultural tourism is strongly rooted to place, cooperating with local decision-makers and stakeholders can bring added value to advancing mutual objectives. Meanwhile, the current health crisis has severely shaken cities that are struggling due to diminished State support, and whose economic basis strongly relies on tourism. Local authorities have been compelled to innovate to support local economies and seek viable alternatives, thus reaffirming their instrumental role in cultural policy-making.

Venice, Oliver Dralam/Getty Images

Cultural tourism can be a powerful catalyst for urban regeneration and renaissance, although tourism pressure can also trigger complex processes of gentrification. Cultural heritage safeguarding enhances the social value of a place by boosting the well-being of individuals and communities, reducing social inequalities and nurturing social inclusion. Over the past decade, the Malaysian city of George Town – a World Heritage site – has implemented several innovative projects to foster tourism and attract the population back to the city centre by engaging the city’s cultural assets in urban revitalization strategies. Part of the income generated from tourism revenues contributes to conserving and revitalizing the built environment, as well as supporting housing for local populations, including lower-income communities. In the city of Bordeaux in France , the city has worked with the public-private company InCité to introduce a system of public subsidies and tax exemption to encourage the restoration of privately-owned historical buildings, which has generated other rehabilitation works in the historic centre. The city of Kyoto in Japan targets a long-term vision of sustainability by enabling local households to play an active role in safeguarding heritage by incrementally updating their own houses, thus making the city more resilient to gentrification. The city also actively supports the promotion of its intangible heritage, such as tea ceremonies, flower arrangement, seasonal festivals, Noh theatre and dance. This year marks the ten-year anniversary of the adoption of the UNESCO Recommendation on the Historic Urban Landscape (HUL). The results of a UNESCO survey carried out among Member States in 2019 on its implementation show that 89% of respondents have innovative services or tourism activities in place for historic areas, which demonstrates a precedence for countries to capitalize on urban cultural heritage for tourism purposes.

Cultural tourism has been harnessed to address rural-urban migration and to strengthen rural and peripheral sub-regions. The city of Suzhou – a World Heritage property and UNESCO Creative City (Crafts and Folk Art) - has leveraged its silk embroidery industry to strengthen the local rural economy through job creation in the villages of Wujiang, located in a district of Suzhou. Tourists can visit the ateliers and local museums to learn about the textile production. In northern Viet Nam, the cultural heritage of the Quan họ Bắc Ninh folk songs, part of the Representative List of the Intangible Cultural Heritage of Humanity, is firmly rooted in place and underlined in its safeguarding strategies in 49 ancient villages, which have further inspired the establishment of some hundreds of new Quan họ villages in the Bắc Ninh and Bắc Giang provinces.

Many top destination cities are known for their iconic cultural landmarks. Others create a cultural drawcard to attract visitors to the city. France, the world's number one tourist destination , attracts 89 million visitors every year who travel to experience its cultural assets, including its extensive cultural landmarks. In the context of industrial decline, several national and local governments have looked to diversify infrastructure by harnessing culture as a new economic engine. The Guggenheim museum in Bilbao in Spain is one such example, where economic diversification and unemployment was addressed through building a modern art museum as a magnet for tourism. The museum attracts an average of 900,000 visitors annually, which has strengthened the local economy of the city. A similar approach is the Museum of Old and New Art (MONA), established in 2011 by a private entrepreneur in the city of Hobart in Australia, which has catalysed a massive increase of visitors to the city. With events such as MONA FOMA in summer and Dark MOFO in winter, the museum staggers visitor volumes to the small city to avoid placing considerable strain on the local environment and communities. Within the tourism sector, cultural tourism is also well-positioned to offer a tailored approach to tourism products, services and experiences. Such models have also supported the wider ecosystems around the iconic cultural landmarks, as part of “destination tourism” strategies.

Destination tourism encompasses festivals, live performance, film and festive celebrations as drawcards for international tourists and an economic driver of the local economy. Over the past three decades, the number of art biennials has proliferated. Today there are more than 300 biennials around the world , whose genesis can be based both on artistic ambitions and place-making strategies to revive specific destinations. As a result of COVID-19, many major biennials and arts festivals have been cancelled or postponed. Both the Venice Architecture and Art Biennales have been postponed to 2022 due to COVID-19. The Berlin International Film Festival will hold its 2021 edition online and in selected cinemas. Film-induced tourism - motivated by a combination of media expansion, entertainment industry growth and international travel - has also been used for strategic regional development, infrastructure development and job creation, as well to market destinations to tourists. China's highest-grossing film of 2012 “Lost in Thailand”, for example, resulted in a tourist boom to Chiang Mai in Thailand, with daily flights to 17 Chinese cities to accommodate the daily influx of thousands of tourists who came to visit the film’s location. Since March 2020, tourism-related industries in New York City in the United States have gone into freefall, with revenue from the performing arts alone plunging by almost 70%. As the city is reliant on its tourism sector, the collapse of tourism explains why New York’s economy has been harder hit than other major cities in the country. Meanwhile in South Africa, when the first ever digital iteration of the country’s annual National Arts Festival took place last June, it also meant an estimated US$25.7 million (R377 million) and US$6.4 million (R94 million) loss to the Eastern Cape province and city of Makhanda (based on 2018 figures), in addition to the US$1.4 million (R20 million) that reaches the pockets of the artists and supporting industries. The United Kingdom's largest music festival, Glastonbury, held annually in Somerset, recently cancelled for the second year running due to the pandemic, which will have ripple effects on local businesses and the charities that receive funding from ticket sales.

Similarly, cancellations of carnivals from Santa Cruz de Tenerife in the Canary Islands to Binche in Belgium has spurred massive losses for local tourism providers, hotels, restaurants, costume-makers and dance schools. In the case of the Rio de Janeiro Carnival in Brazil, for instance, the city has amassed significant losses for the unstaged event, which in 2019 attracted 1.5 million tourists from Brazil and abroad and generated revenues in the range of US$700 million (BRL 3.78 billion). The knock-on effect on the wider economy due to supply chains often points to an estimated total loss that is far greater than those experienced solely by the cultural tourism sector.

Guggenheim Museum Bilbao, Spain by erlucho

Every year, roughly 600 million national and international religious and spiritual trips take place , generating US$18 billion in tourism revenue. Pilgrimages, a fundamental precursor to modern tourism, motivate tourists solely through religious practices. Religious tourism is particularly popular in France, India, Italy and Saudi Arabia. For instance, the Hindu pilgrimage and festival Kumbh Mela in India, inscribed in 2017 on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, attracts over 120 million pilgrims of all castes, creeds and genders. The festival is held in the cities of Allahabad, Haridwar, Ujjain and Nasik every four years by rotation. Sacred and ceremonial sites have unique significance for peoples and communities, and are often integral to journeys that promote spiritual well-being. Mongolia, for example, has around 800 sacred sites including 10 mountains protected by Presidential Decree, and lakes and ovoos, many of which have their own sutras. In the case of Mongolia, the environmental stewardship and rituals and practices connected with these sacred places also intersects with longstanding political traditions and State leadership.

Cities with a vibrant cultural scene and assets are not only more likely to attract tourists, but also the skilled talent who can advance the city’s long-term prospects. Several cities are also focusing on developing their night-time economies through the promotion of theatre, concerts, festivals, light shows and use of public spaces that increasingly making use of audio-visual technologies. Situated on Chile’s Pacific coast, the city of Valparaíso, a World Heritage site, is taking steps to transform the city’s night scene into a safe and inclusive tourist destination through revitalizing public spaces. While the economies of many cities have been weakened during the pandemic, the night-time economy of the city of Chengdu in China, a UNESCO Creative City for Gastronomy, has flourished and has made a significant contribution to generating revenue for the city, accounting for 45% of citizen’s daily expenditure.

The pandemic has generated the public’s re-appropriation of the urban space. People have sought open-air sites and experiences in nature. In many countries that are experiencing lockdowns, public spaces, including parks and city squares, have proven essential for socialization and strengthening resilience. People have also reconnected with the heritage assets in their urban environments. Local governments, organizations and civil society have introduced innovative ways to connect people and encourage creative expression. Cork City Council Arts Office and Creative Ireland, for example, jointly supported the art initiative Ardú- Irish for ‘Rise’ – involving seven renowned Irish street artists who produced art in the streets and alleyways of Cork.

Chengdu Town Square, China by Lukas Bischoff

Environment-based solutions support integrated approaches to deliver across the urban-rural continuum, and enhance visitor experiences by drawing on the existing features of a city. In the city of Bamberg, a World Heritage site in Germany, gardens are a key asset of the city and contribute to its livability and the well-being of its local population and visitors. More than 12,000 tourists enjoy this tangible testimony to the local history and environment on an annual basis. Eighteen agricultural businesses produce local vegetables, herbs, flowers and shrubs, and farm the inner-city gardens and surrounding agricultural fields. The museum also organizes gastronomic events and cooking classes to promote local products and recipes.

In rural areas, crafts can support strategies for cultural and community-based tourism. This is particularly the case in Asia, where craft industries are often found in rural environments and can be an engine for generating employment and curbing rural-urban migration. Craft villages have been established in Viet Nam since the 11th century, constituting an integral part of the cultural resources of the country, and whose tourism profits are often re-invested into the sustainability of the villages. The craft tradition is not affected by heavy tourist seasons and tourists can visit all year round.

Indigenous tourism can help promote and maintain indigenous arts, handicrafts, and culture, including indigenous culture and traditions, which are often major attractions for visitors. Through tourism, indigenous values and food systems can also promote a less carbon-intensive industry. During COVID-19, the Government of Canada has given a series of grants to indigenous tourism businesses to help maintain livelihoods. UNESCO’s Intergovernmental Committee for the Protection and Promotion of the Diversity of Cultural Expressions announced that it will grant, through the International Fund for Creative Diversity (IFCD), US$70,000 dollars to Mexican indigenous cultural enterprises, which will support indigenous enterprises through training programmes, seed funding, a pre-incubation process and the creation of an e-commerce website.

Tourism has boosted community pride in living heritage and the active involvement of local communities in its safeguarding. Local authorities, cultural associations, bearers and practitioners have made efforts to safeguard and promote elements as they have understood that not only can these elements strengthen their cultural identity but that they can also contribute to tourism and economic development. In recent years, there has been a growing interest in the role of intellectual property and in the regulation of heritage. In the field of gastronomy, a lot of work has been done in protecting local food products, including the development of labels and certification of origin. Member States are exploring the possibilities of geographical indication (GI) for cultural products as a way of reducing the risk of heritage exploitation in connection to, for example, crafts, textiles and food products, and favouring its sustainable development.

The pandemic has brought to the forefront the evolving role of museums and their crucial importance to the life of societies in terms of health and well-being, education and the economy. A 2019 report by the World Health Organization (WHO) examined 3,000 studies on the role of the arts in improving health and well-being, which indicated that the arts play a major role in preventing, managing and treating illness. Over the past decade the number of museums has increased by 60%, demonstrating the important role that museums have in national cultural policy. Museums are not static but are rather dynamic spaces of education and dialogue, with the potential to boost public awareness about the value of cultural and natural heritage, and the responsibility to contribute to its safeguarding.

Data presented in UNESCO's report "Museums Around the World in the Face of COVID-19" in May 2020 show that 90% of institutions were forced to close, whereas the situation in September-October 2020 was much more variable depending on their location in the world. Large museums have consistently been the most heavily impacted by the drop in international tourism – notably in Europe and North America. Larger museums, such as Amsterdam’s Rijksmuseum and Vienna’s Kunsthistorisches Museum have reported losses between €100,000 and €600,000 a week. Smaller museums have been relatively stable, as they are not as reliant on international tourism and have maintained a closer connection to local communities. In November, the Network of European Museum Organisations (NEMO) released the results of a survey of 6,000 museums from 48 countries. Of the responding museums, 93% have increased or started online services during the pandemic. Most larger museums (81%) have increased their digital capacities, while only 47% of smaller museums indicated that they did. An overwhelming majority of respondents (92.9%) confirm that the public is safe at their museum. As reported in the Tracker last October, the world’s most visited museum, the Louvre in France (9.3 million visitors annually) witnessed a ten-fold increase in traffic to its website. Yet while digital technologies have provided options for museums to remain operational, not all have the necessary infrastructure, which is the case for many museums in Africa and SIDS.

New technologies have enabled several new innovations that can better support cultural tourism and digital technologies in visitor management, access and site interpretation. Cultural tourists visiting cultural heritage sites, for example, can enjoy educational tools that raise awareness of a site and its history. Determining carrying capacity through algorithms has helped monitor tourist numbers, such as in Hạ Long Bay in Viet Nam. In response to the pandemic, Singapore’s Asian Civilizations Museum is one of many museums that has harnessed digital technologies to provide virtual tours of its collections, thus allowing viewers to learn more about Asian cultures and histories. The pandemic has enhanced the need for technology solutions to better manage tourism flows at destinations and encourage tourism development in alternative areas.

Shaping a post-pandemic vision : regenerative and inclusive cultural tourism

As tourism is inherently dependent on the movement and interaction of people, it has been one of the hardest-hit sectors by the pandemic and may be one of the last to recover. Travel and international border restrictions have led to the massive decline in tourism in 2020, spurring many countries to implement strategies for domestic tourism to keep economies afloat. Many cultural institutions and built and natural heritage sites have established strict systems of physical distancing and hygiene measures, enabling them to open once regulations allow. Once travel restrictions have been lifted, it will enable the recovery of the tourism sector and for the wider economy and community at large.

While the pandemic has dramatically shifted the policy context for cultural tourism, it has also provided the opportunity to experiment with integrated models that can be taken forward in the post-pandemic context. While destinations are adopting a multiplicity of approaches to better position sustainability in their plans for tourism development, there is no one-size-fits-all solution.

A comprehensive, integrated approach to the cultural sector is needed to ensure more sustainable cultural tourism patterns. Efforts aimed at promoting cultural tourism destinations should build on the diversity of cultural sub-sectors, including cultural and heritage sites, museums, but also the creative economy and living heritage, notably local practices, food and crafts production. Beyond cultural landmarks, which act as a hotspot to drive the attractiveness of tourism destinations, and particularly cities, cultural tourism should also encompass other aspects of the cultural value chain as well as more local, community-based cultural expressions. Such an integrated approach is likely to support a more equitable distribution of cultural tourism revenues, also spreading tourism flows over larger areas, thus curbing the negative impacts of over-tourism on renowned cultural sites, including UNESCO World Heritage sites. This comprehensive vision also echoes the growing aspiration of visitors around the world for more inclusive and sustainable tourism practices, engaging with local communities and broadening the understanding of cultural diversity.

As a result of the crisis, the transversal component of cultural tourism has been brought to the fore, demonstrating its cross-cutting nature and alliance with other development areas. Cultural tourism – and tourism more broadly – is highly relevant to the 2030 for Sustainable Development and its 17 SDGs, however, the full potential of cultural tourism for advancing development – economic, social and environmental - remains untapped. This is even though cultural tourism is included in a third of all countries’ VNRs, thus demonstrating its priority for governments. Due the transversal nature of cultural tourism, there is scope to build on these synergies and strengthen cooperation between ministries to advance cooperation for a stronger and more resilient sector. This plays an integral role in ensuring a regenerative and inclusive cultural tourism sector. Similarly, tourism can feature as criteria for certain funding initiatives, or as a decisive component for financing cultural projects, such as in heritage or the cultural and creative industries.

Houses in Amsterdam, adisa, Getty, Images Pro

Several countries have harnessed the crisis to step up actions towards more sustainable models of cultural tourism development by ensuring that recovery planning is aligned with key sustainability principles and the SDGs. Tourism both impacts and is impacted by climate change. There is scant evidence of integration of climate strategies in tourism policies, as well as countries’ efforts to develop solid crisis preparedness and response strategies for the tourism sector. The magnitude and regional variation of climate change in the coming decades will continue to affect cultural tourism, therefore, recovery planning should factor in climate change concerns. Accelerating climate action is of utmost importance for the resilience of the sector.

The key role of local actors in cultural tourism should be supported and developed. States have the opportunity to build on local knowledge, networks and models to forge a stronger and more sustainable cultural tourism sector. This includes streamlining cooperation between different levels of governance in the cultural tourism sector and in concert with civil society and private sector. Particularly during the pandemic, many cities and municipalities have not received adequate State support and have instead introduced measures and initiatives using local resources. In parallel, such actions can spur new opportunities for employment and training that respond to local needs.

Greater diversification in cultural tourism models is needed, backed by a stronger integration of the sector within broader economic and regional planning. An overdependence of the cultural sector on the tourism sector became clear for some countries when the pandemic hit, which saw their economies come to a staggering halt. This has been further weakened by pre-existing gaps in government and industry preparedness and response capacity. The cultural tourism sector is highly fragmented and interdependent, and relies heavily on micro and small enterprises. Developing a more in-depth understanding of tourism value chains can help identify pathways for incremental progress. Similarly, more integrated – and balanced – models can shape a more resilient sector that is less vulnerable to future crises. Several countries are benefiting from such approaches by factoring in a consideration of the environmental and socio-cultural pillars of sustainability, which is supported across all levels of government and in concert with all stakeholders.

abhishek gaurav, Pexels

Inclusion must be at the heart of building back better the cultural tourism sector. Stakeholders at different levels should participate in planning and management, and local communities cannot be excluded from benefitting from the opportunities and economic benefits of cultural tourism. Moreover, they should be supported and empowered to create solutions from the outset, thus forging more sustainable and scalable options in the long-term. Policy-makers need to ensure that cultural tourism development is pursued within a wider context of city and regional strategies in close co-operation with local communities and industry. Businesses are instrumental in adopting eco-responsible practices for transport, accommodation and food. A balance between public/ private investment should also be planned to support an integrated approach post-crisis, which ensures input and support from industry and civil society.

The COVID-19 crisis has highlighted the essential role of museums as an integral component of societies in terms of well-being, health, education and the economy. Digitalization has been a game-changer for many cultural institutions to remain operational to the greatest extent possible. Yet there are significant disparities in terms of infrastructure and resources, which was underscored when the world shifted online. Museums in SIDS have faced particular difficulties with lack of access to digitalization. These imbalances should be considered in post-crisis strategies.

The pandemic presents an occasion to deeply rethink tourism for the future, and what constitutes the markers and benchmarks of “success”. High-quality cultural tourism is increasingly gaining traction in new strategies for recovery and revival, in view of contributing to the long-term health and resilience of the sector and local communities. Similarly, many countries are exploring ways to fast track towards greener, more sustainable tourism development. As such, the pandemic presents an opportunity for a paradigm shift - the transformation of the culture and tourism sectors to become more inclusive and sustainable. Moreover, this includes incorporating tourism approaches that not only avoid damage but have a positive impact on the environment of tourism destinations and local communities. This emphasis on regenerative tourism has a holistic approach that measures tourism beyond its financial return, and shifts the pendulum towards focusing on the concerns of local communities, and the wellbeing of people and planet.

Entabeni Game Reserve in South Africa by SL_Photography

Related items

More on this subject.

Other recent news

To read this content please select one of the options below:

Please note you do not have access to teaching notes, cultural tourism market: a perspective paper.

Tourism Review

ISSN : 1660-5373

Article publication date: 7 January 2020

Issue publication date: 20 February 2020

This paper aims to discuss the evolution of the cultural tourism market and what its future may be.

Design/methodology/approach

Instead of seeing the cultural tourism market as homogeneous, a segmentation model was developed based on the centrality of culture in the overall decision to travel and the depth of experience sought.

The model verified five segments, including: the purposeful cultural tourist, the sightseeing cultural tourist, the serendipitous cultural tourist, the casual cultural tourist and the incidental cultural tourist.

Originality/value

This framework has transformed how we think about cultural tourists, as it provides a better understanding of the differences in behavior and preferences for certain types of experiences. It is also a tool to develop more effective marketing communication strategies and serves as the basis to evaluate the market significance of this activity.

• Cultural tourism
• Segmentation

McKercher, B. (2020), "Cultural tourism market: a perspective paper", Tourism Review , Vol. 75 No. 1, pp. 126-129. https://doi.org/10.1108/TR-03-2019-0096

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

How to segment cultural tourists

Visit Britain Segments

Cultural visitors can be classified into the following categories:

• The purposeful cultural tourist /culture vulture - cultural tourism is the primary motive for visiting a destination and the tourist has a deep cultural experience
• The sightseeing cultural tourist - cultural tourism is a primary reason for experiencing a destination, but the experience is less deep
• The serendipitous cultural tourist - a tourist, who does not travel for cultural reasons but who, after participating, ends up having a deep cultural experience
• The casual cultural tourist - cultural tourism is a weak motive for travel and the resulting experience is shallow
• The incidental cultural tourist - the tourist does not travel for cultural reasons, but nonetheless participates in some activities and has shallow experiences

Motivational trends: this resource also identifies some motivational trends in cultural tourism such as authenticity and uniqueness, cultural immersion and experiential holidays, amongst others.

Authenticity and uniqueness

• In consumers' continued search for meaning in their lives, the trend for authenticity has been identified to refer to the search for something real, original or authentic. This can be in a product, a service or an experience, as well as looking for a sense of it within themselves. This is now applying to a cross section of society and is likely to increase among the population of developed markets as accessibility to knowledge and information continues.
• Many destinations already market their cultural tourism on the theme of authenticity, for example New Zealand ran a '100% Pure' campaign, utilising its Maori heritage.
• A key consideration is that for the experience to feel authentic it also has to avoid high tourist density, so it is important that consumers are offered enough choice away from the mainstream activities and experiences to avoid these quickly becoming tourist hotspots in themselves.
• Research into the emerging markets shows that a desire for 'immersion into the culture of the country they are visiting' is a key differentiator of those that are most likely to visit Britain in these markets versus those who are not.
• The sorts of authentic experiences are things like visiting a country pub and meeting real British people, learning a new skill such as learning how to build a stone wall or cook British food. Other experiences could be putting a stately home to bed, going to a football match, or going to Wimbledon and eating strawberries and ice-cream.

Experiential holidays

• In the future, people will have more and more diverse interests, and travel will develop to be more about the experience and participation. It will be the immersion and passion that counts above the destination itself. This is about having a desire not just to have things or buy things but to experience them.
• VisitBritain's research in Japan (2008) demonstrates this growing trend among travellers towards independent and experiential holidays rather than the 'trophy tour'. The signalling of status has become more subtle and involves experiences and events not just ticking off famous cities and landmarks.
• They want to get involved in the site - live and breathe it. Therefore propositions from Britain marketers that offer good value experiential or self-enrichment products are likely to win good business from consumers.
• Evidence is building for the existence of multiple markets for special interest/niche travel eg lifestyle holidays. These go hand in hand with global trends towards self-improvement and experiential travel. These groups have a strong educational focus relating to special interest areas of art, history, architecture, gardening, walking, theatre or music. The tour participants are generally people in their fifties and over. They are leisure travellers who are seeking new experiences, learning with like-minded people and personal fulfilment through experiential travel.

Download the guide to read more: How to segment cultural tourists (PDF)

Wander-Lush

Thailand for Cultural Travellers: 7 Unmissable Cultural Activities in Thailand

On one hand, you could argue that no one really needs to seek out cultural experiences in Thailand. Whether it’s due to religion, tradition or cuisine, everyday life is so steeped in Thai culture that experiencing it during your trip is almost automatic.

On the other hand, if you’re especially culture-minded , there’s value in proceeding mindfully before you touch down in Bangkok . For some travellers, this will involve timing your trip to coincide with once-a-year festivals , while others will simply want to save time for cooking classes or visits to agricultural venues.

No matter which of these camps you fall into – in reality, you’re probably somewhere in-between – you’re going to want to continue reading.

About the author: Robert Schrader from Thailand Starts Here is a former resident of Thailand who has traversed the Kingdom countless times. He has visited more than half of Thailand’s provinces over the past 13 years, yet he still finds new cultural experiences to enjoy on every trip.

Please note: This post contains affiliate links, meaning I may earn a commission if you make a purchase by clicking a link (at no extra cost to you). Learn more.

Why Thailand is a top destination for culture

Foreign travellers tend to love Thai cultural experiences – and many are already familiar with some of them, even before they visit the Kingdom. For example, you can find a Thai massage parlour in almost every big city in the world. Thai cuisine, whether or not you’ve learned to cook it, has become as ubiquitous as Mexican , Italian or Chinese.

There’s also the nature of Thai culture itself. Thailand is a primarily Buddhist country and, because of this, there’s a gentleness and kindness to Thai people and their traditions, starting with the Thai wai , a typical greeting that takes the form of a bow.

Thai people, for their part, are happy to share their customs and heritage with visitors , part of an innate hospitality that’s behind Thailand’s nickname, the ‘Land of Smiles’.

7 of Thailand’s most interesting cultural experiences

1. get wet at songkran.

Songkran , a festival that commemorates the Buddhist New Year, has come a long way since the tradition began in central Thailand hundreds of years ago. What began as a Buddhist ‘water throwing’ cleansing ritual has now become – at least in Bangkok’s Silom district – a raucous water gun battle.

Whether you prefer to experience the contemporary take on Songkran in Bangkok or a more tranquil, traditional version in Thailand off the beaten path , you’ll want to plan to be in the Kingdom between April 13-15, when Songkran takes place every year.

2. Learn how to cook Thai food

A huge array of cultural experiences in Thailand are associated with food, including the various cooking classes available throughout the Kingdom. Some of these take place at large, high-profile cooking schools such as the Blue Elephant , which has branches in Bangkok and Phuket.

Wondering is Phuket Thailand worth visiting for a cultural experience? Check out this guide for all the answers.

Others are lower-profile: you might notice them advertised at local eateries in Chiang Mai or Krabi. No matter which path you follow, learning to cook Thai dishes (both favourites such as Pad Thai and green curry, and local specialties such as som tam papaya salad alike) is a great way to understand (and taste!) Thai culture in a deeper way.

3. Release an offering for Loy Krathong

Want to experience a Thai festival, but can’t manage a trip in April? Visit instead for Loy Krathong, an equally important Thai holiday that takes place every November.

What Loy Krathong represents is open to interpretation: some see it as honouring the water goddess or the Buddha, while others view it as a general means of releasing bad energy and thoughts. No matter why you end up celebrating, you’ll do so by floating a krathong onto any nearby body of water or releasing a paper lantern into the sky – likely along with thousands of other people.

Click here to see future dates for Loy Krathong , which takes place on the full moon day of the 12th month of the Thai calendar.

4. Browse bouquets at the Bangkok Flower Market

Pak Khlong Talat in Bangkok’s Chinatown is the world’s largest 24-hour flower market. While it’s unlikely that you’ll take advantage of the late hours and visit during the middle of the night, a trip to the market is nonetheless an amazing opportunity to enjoy Thai culture, as well as to see some very gorgeous flowers and plants.

Some are ornamental or just romantic, such as cut roses or dyed carnations wrapped casually in newsprint. Others are garlands made with marigolds or jasmine and meant to be used, ultimately, in the temple or home for religious purposes.

5. Eat street food – one of the most popular cultural activities in Thailand

If you want to discover Thailand’s culture through its food but don’t want to cook while you’re on vacation, you’re in luck. Street food stalls are plentiful in every city across Thailand and especially common in big cities such as Bangkok and Chiang Mai, whose Sunday ‘walking street’ is famous all over the Kingdom.

Eating Thai street food has numerous cultural elements, whether you participate by eating a local breakfast , observe each seller’s cooking methods, or simply stop to notice the intricacies of which utensils and condiments Thai people use. You can also simply use affordable street meals to quickly, cheaply discover Thai cuisine beyond the usual suspects.

6. Visit tea and coffee farms in Chiang Rai

Another food-related cultural experience Thailand offers comes in the form of visits to its various coffee and tea farms . While you can find these all throughout the country, some of the best are in Thailand’s far north, just outside the city of Chiang Rai.

Visit coffee farms such as Doi Chaang to see the bean-to-beverage process before sitting down for a fresh brewed mug, or instead choose Chui Fong tea plantation , where you can wash down scones and cakes with locally-grown black and green teas while enjoy stunning views of seemingly endless rows of verdant tea bushes.

7. Study at a Thai language school

Thai might seem like a difficult language, particularly if you’ve never studied an Asian language before, but learning how to speak (and especially read/write!) Phasa Thai provides a truly beautiful window into Thai culture.

While some schools offer very short-term courses you can take while in Thailand on a tourist visa, others offer longer and more in-depth courses, which will require you to convert your tourist visa into an education visa. This latter option can be a golden opportunity if you want to experience what might just be the ultimate way to get into Thai culture: Living in Thailand!

Everyday Cultural Experiences in Thailand

Don’t have time off during any of the festivals listed above, or don’t have space in your itinerary for cooking classes or coffee farm visits? No worries! It’s easy to experience Thai culture without much disruption to your travel.

This can be as simple as taking a stroll around the local fresh market in the neighbourhood where you’re staying, walking into a massage parlour and booking a 30-minute foot rub, or finding a nearby Muay Thai gym to learn more about Thai boxing and its cultural importance.

Other Thailand cultural experiences are as functional as they are fun. For example, when you’re exploring Bangkok’s old city of Rattanakosin, hop on a tuk-tuk auto rickshaw to zip between temples and palaces.

Or, when visiting Thai shops or restaurants, use simple Thai phrases like sawasdee (which means “hello”) or kob khun (which means “thank you”), which will be sure to get you a famous ‘Thai smile’ in return.

Other FAQ about Thai cultural travel

How do you experience thai culture.

You can experience Thai culturally as casually or intentionally as you’d like. On any given day in Bangkok, for example, you can wake up early and head out to the street to watch monks collect alms or offerings from faithful Buddhists.

Alternatively, you can specifically plan your trip to coincide with a festival such as Songkran, the Thai new year.

What are some cultural traditions in Thailand?

Thailand’s cultural traditions range from the everyday to the extraordinary. For example, Thai greetings such as the wai (bow) and the famous Thai smile are touches of Thai culture that perfume almost every interaction you’ll have with a Thai person.

Booking a Thai massage or travelling to Thailand during the annual Loy Krathong festival, meanwhile, will ensure you enjoy an even more unique and singular cultural experience when visiting Thailand.

What is Thai culture known for?

Thai culture is known for its hospitality, as well as for how open it is to foreigners who are curious to discover. Unlike some people who are protective of their traditions and cautious about sharing them, Thais invite visitors from other countries to enjoy and even partake in local culture, from simple applications like cooking classes and tea plantation visits, to more involved experiences like intensive Muay Thai boxing courses.

The Bottom Line

Enjoying cultural experiences in Thailand is sometimes a matter of osmosis and other times a matter of planning, but usually ends up falling somewhere between the two.

For example, you could plan to visit the Kingdom in November so that you can attend Loy Krathong in Chiang Mai , then accidentally happen upon a  massage shop or night market in the vicinity of your hotel.

Indeed, regardless of how you find culture as you explore Thailand, one thing is for certain: Cultural experiences will define your adventure, both as you travel and in retrospect, when you look back on your trip.

You might also be interested in…

• The world’s best cultural tourism destinations
• Local culture in Luang Prabang, Laos
• Penang, Malaysia cultural travel guide
• How to immerse yourself in Burmese culture
• Singapore traditions for travellers
• A cultural traveller’s guide to Sri Lanka

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

• Subscribe to future posts

Jump to navigation

Travel and Tourism (Mid-Atlantic Popular/American Culture Assn)

Conference will be held November 7-9, 2024, in Atlantic City, New Jersey, USA

Travel and Tourism Studies as a discipline continues to gain popularity in academia, in part because of its inter-disciplinary nature. The Travel and Tourism area seeks papers that discuss and explore any aspect of travel and/or tourism. Topics for this area include, but are not limited to, the following:- - travel and gender/race/class - travel and religion - travel and war - personal travel narratives - heritage tourism - material culture and tourism - virtual travel and tourism: How has COVID affected travel around the globe?

Please feel free to consider a wide range of materials, texts and experiences. Applicants are encouraged to consider multi-media (or other alternative format) presentations if those formats would better suit their topics, and may also propose 3- or 4-person panels and roundtables. Submit a brief (300 words) abstract at mapaca.net by JUNE 30, 2024.

Students (both undergraduate and graduate) and independent scholars are encouraged to apply. Please feel free to send questions to Chair Jennifer Erica Sweda [email protected]

https://mapaca.net/help/conference/submitting-abstracts-conference

 For general information: mapaca.net

• China Daily PDF
• China Daily E-paper
• Music&Theater
• Film&TV
• Events&Festivals
• Cultural Exchange

2024 Zambia-China Culture and Tourism Year kicks off in Beijing

Amid lively, exhilarating Zambian singing and dancing presented by the country's artists clad in vibrant traditional attire, the 2024 Zambia-China Culture and Tourism Year kicked off on Saturday at the Swissôtel Beijing Hong Kong Macau Center.

Sun Yeli, China's minister of culture and tourism; Rodney Sikumba, Zambia's minister of tourism; and Iven Zyuulu, Zambia's ambassador to China, addressed the opening ceremony.

Officials hoped the program would boost bilateral relations through people-to-people connectivity and spur cultural and artistic cooperation between China and Zambia.

The event included a promotional session for Zambian tourism, attended by nearly 100 industry professionals from China and Zambia.

Presentations provided insights into the southern African country's magnificent natural and cultural attractions including the world’s largest waterfall Victoria Falls, 20 national parks inhabited by more than 1,800 animal species, and 73 tribes co-existing in peace and harmony, boasting colorful cultures and traditions.

• African countries can really star on the Big Screen
• 2023 China International Travel Mart opens in Kunming
• In Kenya you'll find much more than lions and elephants
• Salt lake turns into paradise for birds