tourism local culture

Turning tourism into development: Mitigating risks and leveraging heritage assets

If done right, tourism can actually bolster and preserve cultural heritage, while also helping to develop economies. Image:  REUTERS/David Loh

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Maimunah mohd sharif.

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• Cultural and historical travel accounts for 40% of all tourism globally.
• 73% of millennials report being interested in cultural and historic places.
• Protecting local culture and heritage requires a robust plan to mitigate negative impacts and policies to ensure prosperity is shared.

Culture and heritage tourism has the potential to create significant employment opportunities and stimulate economic transformation.

However, communities worldwide often grapple with the challenges posed by the magnetic appeal of heritage sites and the promise of economic prosperity. Property values can increase, displacing local residents and permanently altering the character of their neighbourhoods.

But capitalizing on tourism's potential while preserving and enhancing history and culture is possible — and it is already being done in sites around the world. From Malaysia to Saudi Arabia, many are already demonstrating the ability to balance economic development with socially and environmentally sustainable transformations.

Below are five common features that those sustainable approaches embrace.

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This is how to leverage community-led sustainable tourism for people and biodiversity, are we finally turning the tide towards sustainable tourism, how the middle east is striving to lead the way in sustainable tourism, translating a vision into an area-based plan.

Urban planning and regeneration require a holistic approach, coordinating interventions across various sectors and providing guidance for investments. A holistic plan would include spatial and policy measures that are supported by regulatory measures, particularly those focusing on affordability and social cohesion. UN-Habitat prioritizes measures which promote mixed-use and social-economically diverse development to mitigate gentrification.

In George Town, Malaysia, the Special Area Plan and its Comprehensive Management Plan function as the key reference for inclusive strategic policies, regulations and guidelines for conservation, economic activities and intangible heritage. The plan, which balances economic development and conservation, included affordability measures such as supporting local owners restoring their houses, enabling adaptive reuse for small businesses, and supporting renters, thus protecting a share of historic buildings from tourism-induced redevelopment.

In Saudi Arabia’s AlUla, home to 40,000 residents and leading cultural assets including Hegra and Jabal Ikma — which was recently added to UNESCO’s Memory of the World International Register — a similar vision is unfolding. The Path to Prosperity masterplan makes provisions for new housing, creates new economic opportunities and establishes new schools, mosques and healthcare facilities for the community with affordability as the guiding principle. An expanded public realm will create district and neighbourhood parks with green spaces, playgrounds, outdoor gyms and bicycle trails. A network of scenic routes, low-impact public transportation and non-vehicular options will facilitate mobility.

A diversified economic base

To avoid over-reliance on a single economic driver, planners must make space for a range of alternative livelihoods. In AlUla, The Royal Commission for AlUla (RCU), which is responsible for the city’s development into a tourism hub, is drawing on its rich local heritage to create a global destination while diversifying the local economy. Investment in native industries such as agriculture has resulted in a revived high-yielding and higher-value farming sector, while new sectors such as the creation of film and logistics industries are creating new jobs and providing increased revenue for residents.

The UN-Habitat Parya Sampada project in the Kathmandu Valley undertook earthquake reconstruction of the heritage settlements in urban areas using a holistic approach of physical reconstruction and economic recovery. It focused on the reconstruction of public heritage infrastructure supported by tourism enterprises run by women and youth.

Nurturing living heritage and local knowledge

Maintaining the character of a place is critical to its future and creates valuable economic assets. Maintenance and preservation animate the built environment, while the recovery of building techniques and crafts of traditional cultural activities creates jobs and maintains skills.

UN-Habitat’s work in Beirut demonstrates this approach, supporting several hundred jobs. Through the Beirut Housing Rehabilitation and Cultural and Creative Industries project, led by UN-Habitat, UNESCO supervises the allocation of small grants to local artisans. The regeneration of the historical train station in Mar Mikhael and adjacent areas will focus on traditional building techniques to reactivate cultural markets and businesses.

In AlUla, the Hammayah training programme is empowering thousands to work as guardians of natural heritage and culture. In Myanmar the nationwide Community-Based Tourism initiative is operated and managed by local vulnerable communities to provide genuine experiences to world travelers.

Share the value created by tourism

Addressing the negative externalities of tourism requires the assessment and compensation of its real impacts, which can be done through sustainable tourism planning and community participation. The pressure on services, increased congestion and the cost of living need to be addressed through specific investments, funded through the taxation of tourism-related revenues redirected towards the local community, especially for the most vulnerable groups.

Examples include the Balearic Island of Mallorca, which has introduced a sustainable tourism tax to support conservation of the island. Meanwhile Kyoto, Japan has implemented several measures to control the number of tourists at popular sites and establish visitor codes of conduct.

Human-centered local development

Empowering the local community to actively engage with its rich culture while minimizing conflict with the natural environment can increase the resilience of residents and reduce the pressures of gentrification. Participation in decision-making is critical to shape visions and plans that achieve these goals.

The UN-Habitat Participatory Strategy in Mexico’s San Nicolas de los Garza showcases how collaboration with the local community throughout the design and implementation process can ensure solutions capture the culture, skills and needs of the neighborhoods. The 2030 City Vision provides a participatory action plan for the integration of culture, heritage and tourism within the currently prevalent urban economic sectors.

In Saudi Arabia such approaches are embedded in Vision 2030, a blueprint for economic diversification. RCU deploys short- and long-term support to the community through scholarship, upskilling and support for SMEs to enhance access to jobs and entrepreneurship in hospitality and tourism.

While development always introduces complex dynamics and transformations, mitigating gentrification in tourist areas is crucial to achieving sustainable local development for the benefit of all and preserving the unique character of these places.

These measures advocate a proactive approach to ensure that economic growth remains inclusive for the entire community, and that tourism is promoted for the benefit of local residents as well as visitors.

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Culture as an Instrument of Local Development

• First Online: 29 April 2024

Cite this chapter

• Daniel H. Olsen 4  

Cultural heritage tourism is presently one of the largest tourism niche markets. Indeed, cultural heritage is the basis for most of today’s travel supply and demand. As such, tourism developers, marketers and promoters are continually seeking different aspects of culture to commodify for profit. This chapter examines the use of culture as an instrument of local development. After discussing what constitutes cultural heritage and what aspects of culture are often utilized for tourist consumption, attention is turned to examining the problems with top-down approaches to cultural heritage tourism development. Then, ways in which cultural heritage tourism can enhance community wellbeing are discussed, before concluding.

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Olsen, D.H. (2024). Culture as an Instrument of Local Development. In: Trono, A., Castronuovo, V., Kosmas, P. (eds) Managing Natural and Cultural Heritage for a Durable Tourism. Springer, Cham. https://doi.org/10.1007/978-3-031-52041-9_4

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Community-based tourism: how your trip can make a positive impact on local people

Community-based tourism can reap great rewards. Done well, it enables local organisations to protect precious habitats, preserve unique culture and empower grassroots employees.

In the mid-1990s, the remote community of Klemtu in Canada’s British Columbia had to make a choice. Hit hard by the collapse of the fishing and forestry industries, unemployment was rocketing, and options were running out. But they knew there were two things in the Great Bear Rainforest that you couldn’t get anywhere else: their own Indigenous culture and the rare, ghostly-white Kermode bear, also known as the Spirit Bear. And that’s how Spirit Bear Lodge was born: a showcase of the Kitasoo/Xai’xais First Nation, and an entry point for exploring the extraordinary wilderness of the largest temperate rainforest on Earth, with the added benefit of spotting those elusive bears, along with wolves, whales and brown bears. Today, the lodge is a blueprint for conservation-based, community-based tourism, with a string of successes under its belt: the surrounding rainforest is now protected from logging, bear hunting has been banned and the community has a steady income. It has also, they say, fuelled a cultural renaissance. “The lodge has created opportunities for young and old to thrive in their homelands, while educating people from around the world with our rich culture,” explains Roxanne Robinson, guest services manager at the lodge. Guests learn about Kitasoo/Xai’xais culture from the lodge staff and their guides on wildlife expeditions, kayaking tours and cultural visits, while younger community members drop by as part of the Súa Educational Foundation programme. “Súa means ‘thunder’ in our language, and they come to share stories, songs and dances with guests in our traditional big house,” says Robinson. Guests not only have an incredible experience, but they can also sleep easy knowing that their tourist dollars are doing good. Doing good, if reports are anything to go by, is something we all want to do more of. According to an American Express poll last year, 72% of travellers want to help boost tourism revenue in local economies. And the latest sustainability report by Booking.com showed that 73% of travellers would like to have authentic experiences that are representative of the local culture; 84% believe that preservation of cultural heritage is crucial; and 76% want to be sure that their economic impact is spread equally throughout society. So, being a responsible traveller is no longer just about protecting the environment or reducing our carbon footprints. It’s about how our tourist dollars can do good in the places we visit. It’s about communities. It’s taking the ‘buy local’ mantra — supporting your neighbourhood bookshop instead of buying on Amazon, say, or eating in a local restaurant instead of McDonald’s — and using it on your travels. When travelling, though, buying locally can be more nuanced. It could mean eating out in a local restaurant — but who owns the restaurant? Are the staff local but the profits going abroad? Does the restaurant support local producers and farmers, or are the ingredients imported? Is the attached gift shop a showcase of Indigenous craftsmanship, or are the souvenirs all made in China?  

It is, in other words, complicated. “Is it tourism that takes place in a community?” asks Dr Albert Kimbu, head of tourism and transport at the University of Surrey. “Or is it tourism that’s actively engaging and benefitting communities?” That’s the key. That’s the question we, as travellers, need to be asking. “My take on community-based tourism, or CBT,” explains Dr Kimbu, “is that it has to be by the community, for the community.” In other words, if a hotel or lodge takes guests to visit a local school, or to see a cultural dance in a local village, which might be taking place in the community — is the community genuinely benefitting? They might be getting paid, but it could also be straight-up cultural exploitation. Jamie Sweeting, CEO of Planeterra, the non-profit partner of G Adventures, which specialises in community tourism, agrees: “It needs to be owned, led and run by the communities themselves.” Why? “Because,” explains Dr Kimbu, “When communities become aware that what they have is a product that can be sold, then they have a stake in protecting it.” Take the Sabyinyo Silverback Lodge in Rwanda. The saleable product here is the mountain gorilla that inhabits Volcanoes National Park next door. Visitors will pay a high price to see them in the wild. Working with Sacola, a local non-profit, the idea of a lodge that’s 100%-owned and -run by the community was born, with all profits going back into social and economic projects, as well as conservation within the park. It’s worked a treat. Since opening in 2006, US$4m (£3m) has gone into community and conservation projects, while the gorilla population in the park now includes 10 different gorilla groups. So, the community recognised the financial benefits of their neighbouring gorillas and now benefit by protecting their environment. But CBT at its best goes way beyond employing locally. It means the community gets to decide how to protect the culture and environment on which it depends. So, the community benefits, the environment and local culture is safeguarded, and the resulting economic benefits stay within the community. Win-win-win. There are ripple effects, too. Spier, a wine estate in South Africa’s Stellenbosch region, has a Growing for Good programme, which includes mentoring and assisting local entrepreneurs to create businesses that can then be used by Spier. This has worked with a local laundry service, for example, as well as a taxi service used by its guests. And Fogo Island Inn in Newfoundland, Canada is all about the ripple effects, having been created entirely for the benefit of the local community. This 29-room luxury inn was built by local philanthropist Zita Cobb through her Shorefast Foundation, and 100% of operating surpluses are reinvested in the community — a community that was in dire straits just a decade ago, thanks to the collapse of the global cod market.  

Power in partnership

Sabyinyo, Spier and Fogo are examples of when it works. When it doesn’t work, community involvement is nothing short of exploitation. As Amanda Ho, the co-founder of Regenerative Travel, puts it: “In many cases, what we’ve seen is communities around the world angry that their health, wellbeing, and priorities are not being recognised or respected by tourism.” Jamie Sweeting tells me about a particular lodge in Botswana — he won’t name names — which was ‘talking the talk’ about working with the Indigenous San. “The website was shouting about empowering the local community,” he says. But when Planeterra did some digging, it found that while the San were used to put on cultural shows at the lodge, they were earning below the living wage and staying in poor accommodation with barely enough food. Planeterra worked with the local San people to promote and upskill the community-owned Dqae Qare San Lodge nearby, helping them gain direct access to the same markets the other lodge was benefitting from.  

“Community-based tourism can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip” Francisca Kellett

That lack of access to market — and the lack of the knowledge, skills and infrastructure needed to run a successful travel business — is key. As Justin Francis of Responsible Travel puts it: “Being able to access the distribution chains of the tourism industry — to get guests through the doors — is difficult without the partnership of an established tour operator.” When CBT first appeared around 20-25 years ago, he says, NGOs and donors would pitch up at communities, build beautiful ecolodges, but allow the communities very little say — and then fail to provide the training, infrastructure and business know-how to lead to any kind of success.  

Having a voice, Francis says, is key where elected community representatives participate in the decision making: “The driving force behind successful CBT projects is local people setting the terms. It’s about them making informed decisions around how tourism develops.” In the case of the Ccaccaccollo Women’s Weaving Cooperative in Peru’s Sacred Valley, it was three women that had that voice. “When they first came to us, only a handful could do traditional Inca weaving,” Sweeting says. Led by those women, Planeterra assisted with training, infrastructure and marketing, and the co-op has boomed, now owned and run by more than 65 individuals, with an attached homestay attracting overnight visitors. CBT can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip. Dreamcatchers, a tour operator in South Africa, recognised this over 30 years ago, and helped launch a range of CBT enterprises including ‘Kammama’, a selection of nationwide, women-run homestays and experiences, from cooking courses in Soweto to an overnight stay with a family in the Cape Winelands. In the case of Ccaccaccollo, the ripple effect has been a huge uptick in education in the community: all the women involved are now fully literate in Spanish, the first generation to achieve this locally, and most have children in tertiary education — another first. “And there has been an uplift in the pride in their culture. They’re embracing it. They can see that people from dozens of countries travel to visit them because they have something special to offer,” says Sweeting. That special offering is what’s in it for us. “For travellers, CBT offers a genuinely authentic experience and insight into local life,” says Zina Bencheikh, at Intrepid Travel. “Travellers are welcomed into a community and have the chance to immerse themselves.” Intrepid now aims to bring a degree of CBT into many of its sustainable, small-group adventure tours. “Our clients often talk about our CBT experiences as one of the unexpected highlights of their trip,” says Bencheikh. So how do we spot the good guys? How do we know whether a lodge or restaurant or experience that claims to benefit a community genuinely is?   “Ask questions,” says Dr Kimbu. “Have a discussion with those organising your trip.” Bencheikh agrees. “Do your research. Before you visit, ask questions about how the project is run and where the money goes from your visit.” Travelling with a trusted tour operator is also sensible, as is looking out for any certification programmes such as B Corp. Covid-19, of course, has had a dreadful impact on CBT. Planeterra recently launched the Global Community Tourism Network, providing online training, promotion and marketing, to help organisations prepare for when tourists come back. “Many communities don’t have internet or phone access,” explains Sweeting. “So, we also have 16 strategic partnerships, mostly local non-profits with their own network. Our reach is now more than 800 community tourism enterprises in 75 countries.” On the flipside, Covid-19 has also changed how we want to travel. “There’s been a definite shift, with more travellers wanting to find purpose in their trips,” says Sweeting. “We need to take advantage of that. When you’re able to experience something owned and run by a community, it’s much more rewarding, and a more equitable experience for the host and the guest.” As Dr Kimbu puts it, “CBT has a sense of fairness and justice.” It’s that sense of fairness and justice that’s been behind the success of Spirit Bear Lodge for more than 20 years and one that the community hopes will last for generations. “I do hope that my children and future children continue with Spirit Bear Lodge,” Robinson tells me. “Seeing the growth in this company has been amazing. It’s a great way to learn and grow and thrive in our homelands.” You can’t say fairer than that.  

Published in the   May 2022   issue of   National Geographic Traveller (UK)

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Cultural Tourism: 9 Easy Ways to Experience Local Culture While Traveling

by Jenna Walker

Traveling is a journey of self-discovery, and experiencing local culture is an essential part of that adventure. By immersing yourself in the traditions, flavors, and stories of the places you visit, you not only gain a richer travel experience but also contribute to the preservation of cultural diversity. Embrace the world through cultural tourism and watch your travel experiences transform into cherished memories of a lifetime.

Table of Contents

What is cultural tourism.

The easiest definition of cultural tourism is very simple but broad. Let me explain. The World Tourism Organization defines cultural tourism as an activity in which the traveler’s “motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination.” Pretty simple, right? However, cultural tourism becomes somewhat of an umbrella term when you consider all the ways in which you can experience the culture of a new city, state, or country. These can include admiring art, attending festivals, visiting historical monuments and a variety of other ways you can immerse yourself in local traditions. Let’s not forget the local cuisine!

Essentially, cultural tourism is the act of creating an authentic experience with a place and its people.

The Importance of Cultural Tourism and Cultural Experiences

Cultural tourism is beneficial for both the traveler and the destination, providing both economic and social advantages. In fact, it is one more step we can take toward sustainable travel. By choosing cultural tourism, we can help create a positive local economic impact, bridge social gaps, and assist in the preservation of history and the culture which we are exploring. Our reward is a rich and memorable experience gained through learning and connection.

Cultural Tourism Examples

Cultural tourism involves traveling to destinations primarily to explore and engage with the local culture, traditions, history, and heritage. It offers travelers the opportunity to immerse themselves in the authentic cultural experiences of a particular region. Here are some cultural tourism examples:

10 Examples of Cultural Tourism

• Museum Visits: Museums are excellent repositories of a destination’s cultural heritage. Travelers can explore art, history, science, and various aspects of culture through exhibitions and artifacts. Examples include the Louvre Museum in Paris, the British Museum in London, and the Vatican Museums in Rome.
• Cultural Festivals: Attending cultural festivals and celebrations can provide an in-depth understanding of a community’s traditions and way of life. Some famous examples include the Rio Carnival in Brazil, Diwali in India, and the Oktoberfest in Germany.
• Historical Sites: Visiting historical sites and landmarks allows travelers to delve into the past and gain insights into a destination’s history. Examples include the Great Wall of China, Machu Picchu in Peru, and the Pyramids of Egypt.
• Culinary Tourism: Sampling local cuisine is a delicious way to experience culture. Travelers can take food tours, dine at local restaurants, and even participate in cooking classes. Examples include sushi-making classes in Japan, wine tasting in Italy’s Tuscany region, and street food tours in Thailand.
• Cultural Workshops: Participating in workshops can provide hands-on experiences related to a destination’s culture. This might include traditional dance classes, pottery making, or learning to weave textiles. For instance, travelers can learn flamenco dancing in Spain or take a sushi-making class in Japan.
• Cultural Performances: Watching live performances, such as traditional dance, theater, or music, can be a captivating way to experience a culture. Examples include attending a Noh theater performance in Japan, a tango show in Argentina, or a traditional Irish dance performance in Ireland.
• Religious Tourism: Visiting religious sites and participating in religious ceremonies can offer insights into a destination’s spirituality and faith. Examples include visiting the Vatican City in Rome , the Golden Temple in India, or the Western Wall in Jerusalem.
• Art Galleries and Studios: Exploring local art galleries and studios can provide a glimpse into a region’s contemporary artistic expression. Travelers can meet local artists and view their work. Examples include the Tate Modern in London, the Uffizi Gallery in Florence, and galleries in the Chelsea neighborhood of New York City.
• Cultural Villages: Some destinations have cultural villages or living history museums where travelers can experience a recreated version of traditional life. Examples include Williamsburg in Virginia (USA), the Maori cultural villages in New Zealand, and the Skansen open-air museum in Sweden.
• Language Immersion: Learning and practicing the local language can be an enriching cultural experience. Even a few basic phrases can go a long way in bridging cultural gaps. Locals often appreciate the effort, and it can lead to more meaningful interactions. If you’re heading to Italy, read this article that will help you learn a few basic Italian phrases .

How to Experience Local Culture While You Travel

Traveling is more than just ticking off destinations from your bucket list; it’s an opportunity to broaden your horizons, learn about different ways of life, and create lasting memories. While visiting the iconic tourist spots can be exciting, immersing yourself in the local culture is where the true magic happens. Here are a few ways you can engage in cultural tourism as you travel:

Cultural Immersion: 9 Easy Ways to Experience Culture While Traveling

• Meet the Locals : Engaging with the people who call your destination home is the most direct way to experience local culture. Strike up conversations at local markets, cafés, or community events. Ask about their daily lives, traditions, and favorite spots in the area. You’ll be amazed at how much you can learn and how friendly people can be when you show genuine interest in their culture.
• Explore Off-The-Beaten-Path: While famous landmarks have their allure, exploring lesser-known areas often leads to unexpected cultural discoveries. Wander through neighborhoods, visit local museums, or explore rural villages. These off-the-beaten-path experiences can be profoundly enriching.
• Attend Local Events : Keep an eye out for festivals, cultural performances, and community gatherings. These events offer a chance to witness traditions in action and immerse yourself in the local atmosphere.
• Try Local Cuisine : Food is a universal language. Trying local dishes is not only a gastronomic adventure but also a cultural one. Visit local eateries, street vendors, and markets to savor authentic flavors. Don’t hesitate to ask for recommendations; locals are usually delighted to share their favorite food spots.
• Stay with Locals : Consider staying in locally owned accommodations, such as guesthouses or homestays. This provides an opportunity for deeper cultural immersion and fosters direct connections with the community.

Why You Should Try to Experience Local Culture When Traveling

Traveling is more than just ticking off destinations from your bucket list; it’s an opportunity to broaden your horizons, learn about different ways of life, and create lasting memories. While visiting the iconic tourist spots can be exciting, immersing yourself in the local culture is where the true magic happens.

5 Reasons to Engage in Cultural Experiences When Traveling

Authenticity Over Stereotypes: Local culture is the heartbeat of any destination. By diving into it, you move beyond stereotypes and gain a deeper understanding of the people, their traditions, and their values. It’s a chance to challenge preconceptions and enrich your perspective.

Memorable Experiences: While taking selfies in front of famous landmarks is fun, it’s the interactions with locals and unique cultural experiences that you’ll remember most. These memories are the ones that stay with you, often for a lifetime.

Cultural Exchange: Engaging with local culture isn’t just about what you receive; it’s also about what you give. Sharing your own culture and stories can create meaningful connections and bridge gaps, fostering a sense of global unity.

Support Local Communities: Many tourist destinations rely heavily on tourism for their livelihoods. By engaging with local culture, you contribute to the local economy, helping to sustain the traditions and lifestyles of the people you encounter.

Responsible Tourism

I can’t talk to you about cultural tourism without addressing responsible tourism. It’s a wonderful thing and a deep privilege to visit historical and sacred sites and monuments. Sadly, all too often these sites are not treated responsibly. Monuments, cathedrals, and artwork are priceless in the context of history and heritage. They are also incredibly difficult and expensive to preserve.

Please don’t be that person eating your lunch on the steps and leaving trash behind. No, it isn’t ok to use your camera flash to capture that great piece of art (unless they say you can). For the love of all that is good, if taking a selfie compromises your safety, the safety of others or, most importantly, the monument itself, DO NOT DO IT.  Respect is simple. Practice it!

3 Tips for Making the Most of Your Cultural Tourism Experiences

• Respect Local Customs : Always be mindful of local customs and traditions. Dress appropriately, observe local etiquette, and ask for permission when taking photos in sensitive areas.
• Read and Research : Before your trip, read about the history, customs, and culture of the destination. This background knowledge will enhance your understanding and appreciation of what you encounter.
• Travel Slowly : Rushing from one tourist attraction to another can leave little room for a cultural experience. Slow down, take leisurely strolls, and allow yourself to get lost in the streets. You’ll often stumble upon unexpected cultural gems. Here’s where you can learn more about slow travel .

Jenna Walker is a travel writer from Oklahoma who lives with her husband, two children, and three rescue pets. While out and about in the world, she loves spending time outdoors, exploring local culture, and trying new foods. Jenna knows that, often, we overlook our own backyard. You can also find her stories and guides on the website, The Oklahoma Experience.

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About Jenna

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What’s the Best Way to Engage With and Honor Local Cultures When I Travel?

Experiencing a new culture can be one of the best parts about traveling—here’s how to engage with local communities respectfully..

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Use these tips to embrace and honor cultures on your travels.

Illustration by Solji Lee

When I think back on my favorite trips, it’s the cultural moments that stand out: the shake of feathers on a Black Masking Indian’s Mardi Gras outfit in New Orleans; the laughter I shared with Fijians around a kava bowl. To me, the most rewarding parts of travel are learning about—and being invited to experience—a community’s traditions. But how can we ensure that we’re doing right by the people who share those moments with us? Here are some tips.

Advance reading on local history, customs, and culture can help you get more out of a trip. For example, DestinationIndigenous.ca , from the Indigenous Tourism Association of Canada (ITAC), has advice about attending a powwow .

Consider who controls the storytelling

If you’re thinking about booking an activity, performance, or tour that is presented as a cultural experience, consider its context. Will it take place in the tradition’s natural environment or somewhere staged? Who’s benefiting, financially or otherwise? Ask about its history, suggests Kalani Ka‘anā‘ana ̄, a Native Hawaiian and chief brand officer at the Hawai‘i Tourism Authority . “Nine times out of 10, if they’re able to recite and share where their knowledge comes from and what their responsibility is to it, it’s going to be a solid experience.”

ITAC’s Original Original mark denotes businesses that are at least 51 percent Indigenous owned (plus other criteria) and offer accredited, authentic experiences. These include the Squamish Lil’wat Cultural Centre in Whistler, which showcases the area’s First Nations communities , and Coastal Rainforest Safaris , which leads wildlife tours in British Columbia’s Great Bear Rainforest .

As Tamara Littlelight , ITAC’s director of marketing and a proud Anishinaabe from Keeseekoose First Nation , says, tourism gives Indigenous peoples “a chance to rediscover and take pride in their cultural heritage, while also sharing it with others.”

Uplift traditions and crafts

There are several ways travelers can help sustain cultures around the world. For example, UNESCO’s Intangible Cultural Heritage list showcases hundreds of endangered oral traditions, performing arts, and skills, some “in need of urgent safeguarding.”

Similarly, the U.K.’s Heritage Crafts Association has identified dozens of crafts at risk of becoming extinct within a generation. And at the Fife Arms , a hotel in Braemar, Scotland, travelers can support local skills by learning how to make traditional rag paper and sporrans (pouches).

The U.N.’s World Tourism Organization publishes an annual Best Tourism Villages list, which recognizes places with social, economic, and environmental sustainability initiatives that enable travelers to help preserve local heritage. The 2022 list includes Dazhai, in China’s mountainous Guangxi region, where a cable car allows visitors to witness 1,000-year-old farming techniques of plowing and harvesting rice terraces. In Angochagua, Ecuador, another designee, guests are encouraged to take part in farming, cooking, and crafts as a celebration of the Caranqui people’s ancestral heritage, providing a source of income and strengthening traditions.

Participate—and respect boundaries

Don’t be a passive observer. Try to spend time with your hosts. In eastern Canada, Fogo Island Inn’s Community Host Program matches guests with a lifelong Fogo Islander for customized half-day orientations about the island’s natural and cultural heritage.

Exchanges like this can often be two-way conversations, but some aspects may be off-limits: Sacred ceremonies or ritual practices might be kept from visitors. Of course, obeying local rules, respecting privacy, and asking permission before taking any photos are paramount.

Ka‘anā‘anā says curiosity and humility are “the recipe for how best to engage with, and be respectful of, culture.” Hawai‘i is like a mirror, he says, promising that if you come with those two qualities, you’ll get them back tenfold. “We have a saying in Hawai‘i: Aloha aku, aloha mai. In giving love you receive love.”

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

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Preserving Cultural Identities for the Future of Tourism

• All Regions
• 13 Dec 2019

Kyoto (Japan), 13 December 2019 – The World Tourism Organization (UNWTO) and the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) Fourth World Conference on Culture and Tourism spotlights the added value of culture for destinations and focuses on the future sustainability of cultural tourism.

Over the past two days in Japan’s capital of culture, delegates debated how to keep the appreciation of heritage and contemporary cultural expression at the heart of tourism for generations to come. Intercultural dialogue, local communities and innovative measurement systems are at the core of the conference conclusions laid down in the Kyoto Declaration.

UNWTO Executive Director Manuel Butler said: “When managed responsibly cultural tourism can enrich the lives of both travelers and residents, promoting diversity and intercultural dialogue. The Kyoto Declaration will help us to ensure that our world’s rich heritage and diverse creativity are wonders that our children too will have the chance to discover for themselves"

UNESCO Deputy Director General, Mr. Xing Qu, added: “The international community needs to seize the benefits of connecting culture and tourism as global forces that bring people together. UNESCO is pleased to be partnering with UNWTO in this venture as we look to deepen and widen our collaboration.”

Responsible practices were at the forefront of the solutions put forward by leading experts in the field, such as including the local population at every level of cultural tourism development and using new technologies to sustainably manage visitor flows and the equal distribution of tourism benefits.

Kyoto City’s Mayor, Mr. Daisaku Kadokawa, presented the ‘Kyoto Model’ to representatives from over 50 countries across the world as a means of effectively striking the right balance between marketing cultural heritage and preserving it for future generations. 

UNWTO also launched the ‘UNWTO Recommendations on Sustainable Tourism Development of Indigenous Tourism’ during the conference that were compiled in close consultation with indigenous entrepreneurs, advocates and representatives. 

The recommendations provide guidance on developing sustainable and responsible operations to indigenous communities that want to open up to tourism development or improve the existing tourism experiences their communities offer.

Notes to the Editor

The 2019 UNWTO/UNESCO World Conference on Culture and Tourism is the fourth edition of the conference with previous editions held in Istanbul, Turkey in 2018, Muscat, Oman in 2017 and Siem Reap, Cambodia in 2015. The fourth edition is kindly hosted by the Japan Tourism Agency, the Japanese Agency for Cultural Affairs, Kyoto Prefecture and Kyoto City. 

Related Links

• Kyoto Declaration EN
• Déclaration de Kyoto FR
• 4th UNWTO/UNESCO World Conference on Tourism and Culture
• UNWTO Recommendations on Sustainable Development of Indigenous Tourism
• UNWTO Global Code of Ethics for Tourism
• Declaración de Kioto sobre turismo y cultura: invertir en las futuras generaciones

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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! 

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

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Cultural Tourism: Definitions, Types, Advantages & Disadvantages, or Stakeholders of Cultural Tourism

Cultural tourism is a rapidly growing segment within the global travel industry, catering to individuals seeking to immerse themselves in local populations’ customs, traditions, and lifestyles. It combines the elements of leisure with an authentic experience of a destination’s unique historical, architectural, artistic, and culinary aspects. As a result, this form of tourism allows travellers to gain a deeper appreciation and understanding of different societies and their cultural characteristics.

In recent years, the demand for cultural tourism has been on the rise as more people are interested in exploring foreign customs and cultural experiences beyond the typical tourist attractions. This trend fosters cross-cultural connections and mutual understanding and creates positive economic and social impacts on local communities. By preserving and showcasing their traditions, local people have the opportunity to generate income and employment while maintaining a sense of pride in their cultural heritage.

With the increasing focus on sustainability and responsible tourism practices, cultural tourism sets itself apart by emphasizing the importance of engaging with local communities, adhering to ethical standards and minimizing negative impacts on the environment. As such, it presents a viable option for tourists who wish to expand their horizons while also contributing positively to the places they visit.

Table of Contents

Understanding cultural tourism.

Cultural tourism is a significant and growing aspect of the global tourism industry. The United Nations World Tourism Organization (UNWTO ) defines cultural tourism as the movement of people to cultural attractions away from their normal residence, with the intention of gathering new information and experiences that satisfy their cultural needs. It encompasses various activities undertaken by tourists to explore and experience different cultures, customs, and traditions.

One of the key aspects of cultural tourism is the opportunity it provides visitors to learn and engage with local communities, their history, and their way of life. This tourism is more than just visiting heritage sites or attending cultural events; it involves understanding and experiencing how people from different cultures live, express themselves through art, and maintain their traditions.

Cultural tourism fosters mutual understanding and respect between people from different cultural backgrounds. It encourages dialogue and exchange, breaking down social and cultural barriers and contributing to more tolerant societies. This form of tourism is an essential aspect of sustainable tourism development, as it seeks to preserve precious heritage for future generations while supporting economic growth for local communities.

As the tourism industry continues to grow, the demand for unique and authentic experiences increases. Cultural tourism serves to meet this demand by offering visitors the opportunity to immerse themselves in various cultural settings, fostering a deeper understanding of the world and its diverse cultures.

Importance of Cultural Tourism

Cultural tourism plays a significant role in society as it helps preserve and promote the values, beliefs, traditions, and heritage that define a particular culture. It allows individuals and communities to exhibit unique perspectives on arts, rituals, folklore, music, literature, language, oral traditions, and other cultural elements. Cultural tourism serves as a bridge between societies, aiding in fostering mutual respect, tolerance, and understanding among various cultures.

Economic benefits are also apparent through cultural tourism. Visitors contribute to the local economy, supporting local businesses and sustaining host communities’ cultural products and experiences. By engaging in cultural tourism, visitors gain an authentic understanding of indigenous and local cultures, empowering them to appreciate the rich diversity and uniqueness of the world.

Furthermore, cultural tourism helps preserve cultural heritage, vital for maintaining a sense of identity and continuity for future generations. This preservation and promotion of different cultures provide a sense of pride and belonging for people who are part of those traditions. In turn, this enhances cultural exchange, allowing individuals to learn about other ways of life while appreciating their values and beliefs.

Cultural tourism also supports the sustainability of performing arts and other creative industries. Through various interactions with artists and performers, visitors can develop an appreciation for a wide range of artistic expressions, contributing to the overall vitality of the art world.

Through the development of cultural tourism, a society can showcase its cultural heritage while contributing to its economic prosperity. By embracing the importance of cultural tourism, we can foster a greater understanding, appreciation, and celebration of the rich tapestry of customs, beliefs, and traditions that make up the world’s diverse cultures.

Types of Cultural Tourism

Cultural tourism allows travellers to immerse themselves in the history, heritage, and traditions of different places around the world. This form of tourism can be categorized into several types, each offering a unique way for visitors to experience and appreciate local cultures.

One type of cultural tourism is Historical and Heritage Tourism . This focuses on exploring sites related to a region’s past, such as ancient archaeological sites, monuments, and museums. It can instil a sense of wonder and appreciation for past civilizations’ achievements and teach travellers about the history of the places they visit.

Moving to the artistic side, Arts Tourism highlights the creative aspects of a culture. Tourists visit galleries, theatres, and concerts to experience local art, music, dance, and drama. It allows them to understand different communities’ aesthetic and expressive tendencies, opening their minds to new perspectives and forms of creativity.

Religious and Spiritual Tourism is another common form, where tourists visit religious sites, such as temples, churches, and mosques, or engage in spiritual practices like meditation and yoga. This type of cultural tourism can provide insights into various societies’ belief systems and rituals, fostering understanding and tolerance among people of different faiths.

However, culture isn’t just about history, arts, and religion but also daily life. Ethno and Indigenous Tourism involves tourists visiting and interacting with indigenous communities to learn about their customs, way of life, and unique perspectives on the world. This type of cultural tourism encourages empathy and cross-cultural understanding while emphasising respect for indigenous people’s rights and dignity.

Lastly, Culinary and Agritourism put emphasis on local food and drink traditions, as well as the agricultural practices that underpin them. This type of tourism can include attending food festivals, partaking in cooking classes or workshops, and visiting farms, vineyards, or breweries. Culinary experiences help tourists understand the richness of a region’s flavours and the relationship between local communities and their land and resources.

In summary, cultural tourism comes in various forms, appealing to different interests and tastes. It offers travellers a chance to explore and interact with diverse cultures, fostering connections and understanding among people around the world.

Forms of Cultural Tourism

Cultural tourism offers a wide range of experiences for travellers who seek to immerse themselves in different cultures, traditions, and ways of life. Various forms of cultural tourism cater to different interests and preferences.

Museums and galleries play a significant role in cultural tourism as they showcase a certain location’s history, art, and culture. Examples include art galleries displaying local and international masterpieces and museums featuring exhibits about the history and development of a specific region or theme.

Monuments and historic sites attract cultural tourists interested in exploring the past. Famous landmarks, archaeological sites, and heritage buildings tell the stories of civilizations and cultures that once thrived. UNESCO World Heritage Sites are often at the top of travellers’ lists, representing the world’s most significant cultural and natural heritage.

Architecture as a form of cultural tourism exposes tourists to varying architectural styles and meanings. Walking tours, cityscapes, and visits to iconic buildings provide a deeper understanding of a city’s architectural design’s cultural, social, and political influences.

Festivals and special events are another important aspect of cultural tourism, highlighting a particular community’s local customs and practices. These may include carnivals, parades, performances, traditional dances, and food festivals that provide a unique insight into the cultural identity of a place.

Gastronomy and cuisine play an integral role in the cultural tourism experience, as they allow tourists to savour the flavours and ingredients unique to a location. Local markets, food tours, cooking classes, and traditional restaurants all offer opportunities to appreciate the culinary heritage of a destination.

Shopping for crafts and textiles is a popular form of cultural tourism, as it allows travellers to bring home tangible memories of their journeys. Local artisans may showcase their talents through handmade textiles, pottery, jewellery, and other crafts, reflecting their community’s cultural heritage and artistic expression.

Cultural tourism encompasses diverse experiences, enabling travellers to engage with their chosen destination’s rich history, art, architecture, events, cuisine, and crafts. By exploring these varied aspects, visitors can deepen their understanding and appreciation of the world’s unique cultural landscapes.

Tangible and Intangible Cultural Attractions

Cultural tourism often focuses on two major aspects: tangible and intangible cultural attractions. These attractions shape a destination’s identity, providing depth and context for visitors and facilitating cultural exchange. This section will explore various facets of tangible and intangible attractions, comprehensively understanding their significance and diversity.

Tangible cultural attractions encompass elements of history, arts, and architecture that visitors can physically experience. Notable examples include monuments, visual art, and crafts that showcase local communities’ unique skills and traditions. Such attractions often reflect centuries of evolution and showcase the ingenuity of a region’s inhabitants. By visiting these sites and engaging with these art forms, travellers gain firsthand insights into the cultural heritage of their destination.

On the other hand, intangible cultural attractions comprise the non-material aspects of a culture that contribute to its unique characteristics and traditions. Music, social practices, festive events, and customs are some of the intangible elements that enrich the cultural landscape of a tourist destination. Interaction with local people plays a crucial role in understanding the region’s intangible cultural attractions, as they act as custodians of these traditions and their oral histories.

A dynamic interplay exists between tangible and intangible cultural attractions, creating a vibrant, multi-dimensional experience for tourists. For instance, the physical structure in architectural landmarks represents the tangible aspect, while the stories, legends, and rituals connected to the site contribute to its intangible allure. This symbiotic relationship reflects the essential interdependence between culture’s material and immaterial aspects.

In conclusion, tangible and intangible cultural attractions are indispensable pillars of cultural tourism. They provide an enriching experience for visitors and play a vital role in preserving and promoting a destination’s unique cultural heritage. Both aspects should be regarded with equal importance and cultivated to ensure a comprehensive and engaging experience for travellers seeking to explore a destination’s cultural offerings.

Advantages of Cultural Tourism

Cultural tourism provides a unique opportunity for individuals to immerse themselves in a particular society’s history, traditions, and customs. In doing so, they can develop a deeper understanding and appreciation of the diverse cultures that make up the world.

One significant advantage of cultural tourism is its potential to boost local economies. Tourist expenditures in local businesses such as hotels , restaurants, and shops can contribute to the growth and development of a region. Additionally, cultural tourism can create jobs, especially for local artisans, performers, and guides who offer authentic cultural experiences to visitors.

Another benefit of cultural tourism is the preservation and revitalization of cultural heritage. By attracting tourists interested in learning about and experiencing different traditions, communities are encouraged to preserve and maintain their cultural assets, such as historic sites, museums, and festivals. This helps ensure that future generations can continue to enjoy and learn from these valuable resources.

Cultural tourism also fosters cross-cultural understanding and appreciation. As people engage with diverse cultures, they may develop a broader perspective and a greater respect for cultural differences. This can lead to increased tolerance and harmony among different societies.

However, it is important to be aware of the potential disadvantages of cultural tourism. For instance, there may be issues related to overcrowding, environmental impact, or the commodification of cultural traditions. This makes it crucial to manage cultural tourism responsibly, ensuring it benefits both the tourists and the host communities.

Disadvantages of Cultural Tourism

Cultural tourism has gained popularity in recent years, drawing visitors from around the globe to experience and appreciate diverse cultures. However, this type of tourism also brings several disadvantages that must be considered.

One significant drawback of cultural tourism is the potential for commodification of cultures. As communities open their doors to tourists, they risk losing the authenticity and uniqueness of their cultural identity. Traditional practices and artefacts may be tailored to appeal to the tourist market, diluting their cultural significance.

Moreover, cultural tourism can put pressure on resources and spaces used by local communities. The influx of tourists may lead to overcrowding and increased competition for essential amenities. This could negatively impact the quality of life for local residents and strain the available infrastructure.

Another issue is the potential for environmental degradation resulting from cultural tourism. Some tourist activities may involve access to sensitive natural areas, leading to erosion, pollution, or disturbance of wildlife habitats. The construction of tourist facilities and infrastructure can also threaten the environment.

Lastly, cultural tourism can contribute to the unequal distribution of economic benefits. While some members of the community may profit from tourism-related businesses, others may not be able to participate in or benefit from these enterprises. This could exaggerate income disparities and create economic imbalances within communities.

In conclusion, despite cultural tourism’s numerous benefits to travellers and host communities, it is crucial to acknowledge and address its potential negative aspects. To ensure the long-term success of cultural tourism, policies and practices must be implemented that prioritize the protection of cultural and environmental resources and promote equitable distribution of economic benefits.

Cultural Tourism Destinations

Cultural tourism is a popular type of travel that allows visitors to immerse themselves in various destinations’ history, heritage, and traditions. Throughout the world, numerous places provide rich cultural experiences for travellers. Here, we explore a few notable cultural tourism destinations.

China is a vast and diverse country with a history dating back thousands of years. One can explore the architectural wonders of the Great Wall, the Terracotta Army in Xi’an, or the magnificent Forbidden City in Beijing. Visiting local markets and trying traditional cuisine also adds to the cultural experience in China.

India is another top destination for cultural tourism, offering many historical sites and vibrant traditions. The Taj Mahal in Agra, a UNESCO World Heritage Site, is a must-see with its iconic marble mausoleum. Another popular destination is Rajasthan , where the colourful cities and the royal palaces, such as the spectacular City Palace of Jaipur, offer a glimpse into the past.

France , specifically Paris , provides visitors with rich art, architecture, and cuisine. Iconic sites such as the Louvre, Notre Dame Cathedral, and the Eiffel Tower showcase the country’s artistic and architectural achievements throughout history.

Similarly, Spain is renowned for its rich cultural heritage with attractions such as the Alhambra in Granada, the Park Güell in Barcelona, designed by Gaudí, and the Prado Museum in Madrid.

Turkey , especially Istanbul , offers an intricate blend of European and Asian influences, with historic sites such as the Hagia Sophia, the Blue Mosque, and the Topkapı Palace. Moreover, the open-air bazaars and Turkish baths deliver an authentic cultural experience.

Italy , the birthplace of the Renaissance, is brimming with artistic and architectural masterpieces. Cities like Rome, Florence, and Venice are steeped in history, allowing visitors to marvel at landmarks like the Colosseum, St. Peter’s Basilica, or the Uffizi Gallery.

The beautiful island of Bali in Indonesia is known for its lush landscapes, Hindu temples, and vibrant arts scene, making it an excellent location for immersing oneself in the culture of the region.

Uzbekistan has gained attention recently as tourism grows along the Silk Road route. Visitors can admire the stunning architecture and mosaics of cities such as Samarkand, Bukhara, and Khiva, which capture the rich heritage of the ancient trading route.

In conclusion, cultural tourism invites travellers to explore fascinating destinations across the globe. While each location offers unique experiences, they provide a deeper understanding of human history, traditions, and heritage.

Stakeholders of Cultural Tourism

Cultural tourism is a multi-faceted industry that brings value to travellers in search of authentic experiences and to a myriad of stakeholders. From local communities to government bodies and from small businesses to environmental conservation efforts, cultural tourism can shape economies and lifestyles in both positive and negative ways. This guide delves into the key stakeholders in the cultural tourism sector, exploring their roles, impacts, and interconnected interests.

Tourists: The Heart of the Industry

Arguably, tourists are the backbone of cultural tourism. Whether they are history enthusiasts seeking out ancient ruins or gastronomes on the hunt for authentic local cuisine, tourists drive demand and shape the landscape of the tourism industry. They often seek enriching experiences that can offer a deep understanding of local cultures.

Local Communities: The Soul of the Destination

Local communities provide the lived experience that many cultural tourists seek. These people preserve the traditions, language, and heritage sites that form the basis of cultural tourism. Unfortunately, they can also bear the brunt of poorly managed tourism through cultural commodification and environmental degradation.

Government Bodies: The Framework Providers

Local and national governments play an instrumental role in regulating and promoting cultural tourism. They invest in infrastructure, enforce zoning laws, and facilitate public services like safety and sanitation that are vital to the tourism industry.

Tourism Boards and Agencies: The Promoters

Tourism boards, often funded by governments, are responsible for marketing a destination’s cultural assets to the world. These bodies work closely with other stakeholders to develop tourism packages, advertise local attractions, and even set guidelines for responsible tourism.

Tour Operators and Travel Agents: The Experience Curators

Specializing in delivering personalized experiences, these businesses are intermediaries between tourists and destinations. They can make or break the quality of the cultural tourism experience through their choices of local partnerships, itineraries, and guides.

Cultural Institutions: The Keepers of Heritage

Museums, art galleries, and historical sites are essential touchpoints for cultural tourists. They collaborate closely with various stakeholders to ensure that cultural assets are preserved and made accessible to the public.

Artisans and Performers: The Artistic Impressions

Artisans and performers add texture to the cultural fabric of a destination. These stakeholders benefit from increased visibility and economic opportunities , providing tourists a gateway to the authentic local culture.

Small Business Owners: The Local Economy Boosters

From restaurants and cafes to souvenir shops, small businesses see a surge in revenue when cultural tourism is thriving. They form a vital part of the local economy, providing services that enrich the tourist experience.

Academics and Researchers: The Thought Leaders

Cultural tourism is a field ripe for academic inquiry, touching upon anthropology, economics, and sociology disciplines. Research in this area can help shape policies that benefit tourists and local communities.

NGOs: The Advocates of Sustainability

Organizations that focus on cultural or environmental conservation often align with the interests of responsible cultural tourism. They act as watchdogs and advocates, ensuring that tourism practices are sustainable and ethical.

Real Estate Developers: The Infrastructure Builders

Though not directly related to the culture, real estate is essential in accommodating the influx of tourists, especially in booming destinations. They must balance business interests with responsible development.

Media: The Influencers

Media outlets, including travel bloggers and journalists, have a significant role in shaping public perception of a destination. Their storytelling can amplify the benefits or expose the pitfalls of cultural tourism.

The Environment: The Unspoken Stakeholder

Although not a traditional “stakeholder,” the environment stands to be significantly affected by tourism activities. Sustainable practices must be adopted to preserve the natural and cultural landscapes that attract visitors in the first place.

Understanding the intricate web of stakeholders in cultural tourism is the first step in creating an industry that benefits all. As cultural tourism evolves, stakeholders must actively dialogue to ensure sustainable and enriching experiences for everyone involved.

Cultural Tourism Experience

Cultural tourism experiences provide a unique opportunity for travellers to immerse themselves in the local culture, customs, and traditions of the places they visit. These immersive travel experiences enable tourists to understand the heritage and identity of the communities they encounter.

One popular way to experience cultural tourism is through homestays. These accommodations offer the chance to live with a local family, providing a firsthand glimpse into their daily lives and customs. The cultural exchange within a homestay environment can be transformative, offering insights that would otherwise remain veiled during a typical sightseeing vacation.

Another important aspect of cultural tourism is engaging with the local communities, participating in their events and festivals, and learning about their history and heritage through interactions with the people there. These experiences enable travellers to connect meaningfully with locals, fostering mutual appreciation and understanding of different cultures.

Cultural experiences often focus on different dimensions, such as:

• Arts and crafts: Exploring local artisans’ craftsmanship and heritage by visiting workshops, galleries, and markets.
• Cuisine: Sampling regional culinary specialities can offer a taste of local culture, traditions, and history.
• Religious sites: Visiting places of worship offers insight into the spiritual beliefs and practices of the area.
• Performing arts: Engaging with local music, dance, and theatre performances can reveal unique cultural perspectives and expressions.

Cultural tourism emphasizes responsible travel and encourages visitors to respect and appreciate the local customs, traditions, and the natural environment while exploring new destinations. Tourists can create unforgettable memories by connecting with people from different backgrounds and gaining a deeper understanding of their practices and values, fostering greater global empathy and cultural appreciation.

Winter is here! Check out the winter wonderlands at these 5 amazing winter destinations in Montana

• Travel Tips

How Does Tourism Affect Culture

Published: December 12, 2023

Modified: December 28, 2023

by Dorolisa Templin

• Arts & Culture
• Plan Your Trip

Introduction

Travel and tourism have become increasingly popular activities in recent years, with people from all over the world exploring new destinations and immersing themselves in different cultures. While tourism brings numerous benefits, such as economic growth and job opportunities, it also has some less desirable effects on culture. In this article, we will examine the impact of tourism on culture, including its economic, social, environmental, and cultural aspects.

When tourists visit a new destination, they bring with them their own set of beliefs, customs, and behaviors. These interactions between tourists and the local community can significantly influence the cultural dynamics of a place. It is crucial to understand how tourism affects culture to ensure that the positive aspects are maximized, while the negative repercussions are minimized.

Over the years, the global tourism industry has grown exponentially, resulting in an increasing number of tourists venturing to various parts of the world. This influx of visitors can put immense pressure on the local culture and traditions.

In the following sections, we will explore how tourism affects culture from different perspectives, including the economic impact, social impact, environmental impact, and cultural impact. We will also delve into the challenges and issues that arise in preserving culture amidst the growth of tourism, as well as strategies to strike a balance between tourism and cultural preservation.

Additionally, we will examine real-life case studies that illustrate the effect of tourism on culture. These examples will serve to highlight the diversity of experiences and shed light on the various ways tourism can shape and transform a culture.

By understanding the complexities of tourism’s impact on culture, we can work towards creating sustainable and responsible tourism practices that not only benefit the economy but also respect and preserve the cultural heritage of communities around the world. Join us as we delve into this fascinating topic and explore the multifaceted relationship between tourism and culture.

Economic Impact of Tourism on Culture

The economic impact of tourism on culture is significant and multifaceted. Tourism can boost the local economy by creating jobs and generating revenue through visitor spending. When tourists visit a destination, they often engage in various cultural activities, such as visiting museums, attending traditional events, or purchasing local handicrafts. These activities contribute to the preservation and promotion of the local culture, while also providing economic benefits to the community.

One of the key economic benefits of tourism is the creation of employment opportunities. As tourism increases, there is a growing demand for workers in various sectors such as hospitality, transportation, and retail. This leads to job creation, reducing unemployment rates and improving the standard of living for local residents. Additionally, the revenue generated from tourism can be reinvested in the cultural sector, supporting the development and maintenance of cultural sites and activities.

Moreover, tourism can stimulate entrepreneurship and the growth of small businesses within the local community. Local artisans and craftsmen can showcase and sell their products to tourists, providing a sustainable source of income and contributing to the preservation of traditional crafts. This not only supports the local economy but also helps to promote and preserve unique cultural traditions.

However, it is essential to strike a balance between economic growth and the preservation of culture. The pursuit of economic benefits should not come at the expense of cultural integrity. It is crucial to implement sustainable tourism practices that respect and preserve the authenticity of local culture, ensuring that economic growth is coupled with cultural preservation.

Overall, the economic impact of tourism on culture can be highly beneficial if managed responsibly. By leveraging the economic opportunities that tourism presents, while also respecting and preserving cultural heritage, destinations can create a sustainable and thriving tourism industry that benefits both the local economy and the cultural richness of the community.

Social Impact of Tourism on Culture

Tourism has a significant social impact on culture, both positive and negative. It brings people from different backgrounds together, fostering multicultural exchanges and promoting understanding and tolerance. However, it can also lead to social disruptions and conflicts if not managed properly.

One of the positive social impacts of tourism on culture is the promotion of cultural exchange and appreciation. When tourists visit a destination, they often engage with the local community, interact with locals, and learn about their traditions, customs, and way of life. This exchange of ideas and experiences can lead to a greater understanding and respect for diverse cultures, promoting global citizenship and breaking down cultural barriers.

Furthermore, tourism can empower local communities, especially marginalized groups, by providing them with opportunities to showcase their culture and traditions. Indigenous communities, for example, can use tourism as a platform to share their rich cultural heritage, enabling them to preserve their traditions and generate income at the same time. This empowerment can boost self-esteem, cultural pride, and preserve the social fabric of the community.

However, tourism can also have negative social impacts on culture. The influx of tourists can cause overcrowding and disrupt the daily lives of locals. Traditional communities may experience changes in their social dynamics, as they adapt to cater to the preferences and demands of tourists. Additionally, there can be instances of cultural commodification, where cultural practices are commercialized for the sake of tourism, leading to the dilution or distortion of authentic traditions.

It is crucial to mitigate the negative social impacts of tourism by implementing sustainable tourism practices and fostering community engagement. Local communities should be actively involved in decision-making processes, ensuring their voices are heard and their cultural needs are considered. This can include regulating visitor numbers, promoting responsible tourism behavior, and providing locals with opportunities to participate in tourism-related activities.

Overall, the social impact of tourism on culture is complex and multifaceted. By promoting cultural exchange, empowering local communities, and fostering responsible tourism practices, we can harness the positive social benefits of tourism while mitigating its negative effects, ultimately creating a harmonious relationship between tourism and culture.

Environmental Impact of Tourism on Culture

The environmental impact of tourism on culture is a critical consideration in sustainable tourism practices. While tourism can contribute to the preservation and conservation of natural and cultural resources, it can also pose significant threats to the environment.

One of the key environmental impacts of tourism on culture is the degradation of natural habitats and ecosystems. The increased visitor footfall in ecologically sensitive areas can disrupt local flora and fauna, leading to habitat destruction and loss of biodiversity. Moreover, improper waste management and pollution associated with tourism activities can contaminate water bodies, degrade air quality, and harm the natural environment.

Cultural sites and heritage buildings can also be adversely affected by tourism activities. A high influx of tourists can result in excessive wear and tear on archaeological sites, monuments, and historical sites. It is crucial to implement proper conservation measures and visitor management strategies to protect these cultural treasures.

However, tourism can also have a positive environmental impact on culture. Sustainable tourism practices that prioritize environmental conservation can help protect natural resources and preserve cultural heritage. Responsible tourism initiatives such as eco-tourism, community-based tourism, and nature conservation projects can contribute to the preservation of the environment while providing opportunities for visitors to experience and appreciate the local culture.

By implementing sustainable tourism practices, such as reducing carbon emissions, minimizing waste generation, conserving water resources, and supporting local conservation efforts, tourism can have a positive impact on the environment and contribute to the long-term preservation of cultural heritage.

Educating tourists about the importance of environmental conservation and cultural preservation is crucial. Tourists should be encouraged to engage in responsible tourism behavior, respecting the natural environment, and adhering to local cultural norms. This can be achieved through informative signage, guided tours, and educational programs that highlight the significance of culture and the environment.

Overall, the environmental impact of tourism on culture is a complex issue. By implementing sustainable practices, raising awareness, and fostering a sense of responsibility among tourists, we can ensure that tourism not only enriches cultural experiences but also contributes to the protection and conservation of the natural environment.

Cultural Impact of Tourism on Culture

The cultural impact of tourism is perhaps one of the most profound and direct effects of tourism on a destination. It influences the local traditions, customs, and identity of a community. The interactions between tourists and the local culture can result in both positive and negative outcomes.

One of the positive cultural impacts of tourism is the revitalization and preservation of traditional cultural practices. When tourists show interest in local traditions, communities may feel a renewed sense of pride in their cultural heritage. This can lead to the preservation and promotion of traditional arts, crafts, music, dances, and festivals. Additionally, tourism can provide economic incentives for the continued practice of these cultural activities.

Tourism can also create platforms for cultural exchange, promoting intercultural understanding and appreciation. Through interaction with visitors, locals have the opportunity to share their stories, traditions, and beliefs, fostering a sense of mutual respect and understanding. This cultural exchange can challenge stereotypes, break down barriers, and foster empathy among people from different backgrounds.

However, there are also negative cultural impacts associated with tourism. One such impact is the erosion of local culture under the influence of mass tourism. When a destination becomes overly reliant on tourism, there is the potential for the commodification and commercialization of culture, where authenticity is compromised for the sake of catering to tourist expectations. This can lead to the loss of cultural integrity and the homogenization of local traditions.

Furthermore, the sheer volume of tourists in popular destinations can disrupt the social fabric of local communities. The influx of tourists can lead to overcrowding, making it challenging for locals to maintain their way of life and feel a sense of belonging in their own neighborhoods. This can result in tensions between residents and tourists and a loss of cultural cohesion.

It is crucial to strike a balance between tourism and cultural preservation. This can be achieved by implementing sustainable tourism practices that prioritize cultural preservation, empowering local communities in decision-making processes, and promoting authentic and responsible cultural experiences. Encouraging visitors to interact respectfully with the local culture and educating them about cultural norms and traditions can also help mitigate negative cultural impacts.

Overall, the cultural impact of tourism on culture is both complex and influential. By recognizing and addressing the positive and negative outcomes, destinations can harness the power of tourism to foster cultural appreciation, preserve local traditions, and create meaningful and authentic cultural experiences for both locals and visitors.

Challenges and Issues in Tourism and Cultural Preservation

While tourism has the potential to positively impact cultural preservation, it also poses significant challenges and issues that need to be addressed to ensure the long-term sustainability and preservation of culture. These challenges include:

Over tourism: Overcrowding of popular destinations due to excessive tourism can place immense pressure on local communities and their cultural heritage. The sheer number of visitors can lead to the degradation of cultural sites, erosion of authentic traditions, and a loss of quality of life for residents.

Cultural commodification: There is a risk of cultural commodification, where cultural practices and traditions are exaggerated or distorted solely for the purpose of attracting tourists. This can result in the loss of cultural authenticity and the exploitation of cultural heritage for commercial gain.

Unbalanced economic benefits: Tourism can result in an uneven distribution of economic benefits, with large tourism companies or outside investors reaping the majority of profits while local communities and cultural practitioners receive only minimal benefits. This can lead to socio-economic disparities and the marginalization of local cultures and communities.

Lack of community participation: Inadequate involvement of local communities in tourism planning and decision-making processes can result in the mismanagement and unsustainable development of cultural sites. It is crucial to empower local communities and engage them in shaping tourism policies and practices that align with their cultural values and aspirations.

Inadequate infrastructure and resources: Insufficient infrastructure and resources to support tourism and cultural preservation can hinder effective management and protection of cultural heritage sites. Without proper facilities and sustainable practices, the preservation of culture may be compromised, resulting in irreversible damage.

Climate change and environmental degradation: The impacts of climate change and environmental degradation pose a significant threat to cultural preservation. Rising sea levels, natural disasters, and habitat destruction can lead to the loss of cultural sites and traditions that are closely tied to the environment.

To address these challenges, it is essential to adopt a holistic and sustainable approach to tourism and cultural preservation. This includes the implementation of responsible tourism practices that prioritize cultural authenticity, community involvement, and environmental sustainability. Engaging local communities in decision-making processes and ensuring equitable distribution of economic benefits can also foster a sense of ownership and commitment to preserving culture.

Moreover, raising awareness among tourists about the importance of cultural preservation, encouraging respectful behavior, and promoting sustainable travel choices are all vital in supporting cultural resilience and safeguarding cultural heritage for future generations.

Cultural preservation should be seen as a collective responsibility, involving collaboration between local communities, governments, tourism stakeholders, and visitors. By addressing these challenges and working towards sustainable solutions, we can create a tourism industry that preserves and celebrates the rich cultural diversity of our world.

Strategies for Balancing Tourism and Cultural Preservation

Striking a balance between tourism and cultural preservation is crucial to ensure the long-term sustainability and authenticity of destinations. Here are some key strategies that can help achieve this balance:

1. Sustainable tourism planning: Implementing comprehensive tourism planning that considers the cultural, social, economic, and environmental impacts is essential. This involves conducting thorough impact assessments, setting carrying capacities for tourist sites, and establishing regulations and guidelines to protect cultural heritage.

2. Community involvement: Engaging local communities in decision-making processes is vital for successful cultural preservation. Involving community members in tourism planning, development, and management empowers them to take ownership of their cultural heritage and ensures that their voices are heard.

3. Cultural education and awareness: Educating tourists about the cultural significance of a destination fosters respect and understanding. Providing information and organizing cultural workshops or guided tours can help visitors appreciate the local culture, customs, and traditions, encouraging responsible and respectful behavior.

4. Promotion of sustainable practices: Encouraging sustainable tourism practices is crucial for protecting cultural heritage. This includes promoting responsible travel, supporting local businesses, reducing resource consumption, and minimizing waste generation. Collaborating with tourism operators and businesses to adopt sustainable practices can have a positive impact on both culture and the environment.

5. Development of alternative attractions: Developing alternative attractions and dispersing tourist flows can help alleviate the pressure on overcrowded destinations. By promoting lesser-known sites and encouraging visitors to explore different areas, tourism can be better distributed, benefiting both popular and emerging destinations.

6. Preservation of authenticity: It is essential to preserve and promote cultural authenticity. Encouraging the continued practice of traditional crafts, cuisine, music, and dances, while discouraging the commercialization and dilution of cultural traditions, helps maintain the integrity of the local culture.

7. Capacity building and training: Providing training and capacity-building programs for local communities, tourism operators, and cultural practitioners equips them with the knowledge and skills necessary to manage tourism sustainably. This ensures that cultural preservation is effectively integrated into tourism practices.

8. Collaboration and partnerships: Collaboration between different stakeholders, including government agencies, community organizations, tourism operators, and NGOs, is essential for effective cultural preservation. Building partnerships and fostering dialogue can facilitate the exchange of ideas, resources, and best practices, leading to more sustainable tourism development.

9. Monitoring and evaluation: Regular monitoring and evaluation of tourism impacts on culture are crucial to identify emerging issues and assess the effectiveness of implemented strategies. This allows for adjustments and improvements to be made, ensuring that cultural preservation remains a priority.

By adopting these strategies, destinations can achieve a balance between tourism development and cultural preservation. Promoting responsible tourism practices, involving local communities, and preserving the authenticity of cultural traditions contribute to the long-term sustainability and enjoyment of cultural heritage for both present and future generations.

Case Studies on the Effect of Tourism on Culture

Examining real-life case studies can provide valuable insights into the diverse ways in which tourism can impact culture. Here are two notable examples:

1. Bhutan: Bhutan, a small country in the Himalayas, has gained international recognition for its unique approach to tourism and cultural preservation. In an effort to protect its cultural heritage and promote sustainable tourism, Bhutan has adopted a high-value, low-impact tourism policy. The government regulates tourist numbers through a daily fee and requires visitors to book through authorized tour operators. This approach has allowed Bhutan to carefully manage its cultural sites and traditions while ensuring that tourism benefits local communities. Visitors have the opportunity to immerse themselves in Bhutanese culture, participating in local festivals, engaging with the community, and experiencing traditional arts and crafts. By prioritizing cultural preservation and sustainable tourism practices, Bhutan has successfully maintained its unique cultural identity.

2. Venice, Italy: Venice, known for its historic canals and stunning architecture, has been facing significant cultural challenges due to tourism. The city has experienced an overwhelming influx of tourists, which has put immense pressure on its infrastructure and local lifestyle. The overwhelming number of visitors has caused congestion, increased pollution, and driven up housing prices, leading to the displacement of local residents. As a result, Venice has been grappling with the preservation of its cultural heritage and ensuring the well-being of its residents. To address these issues, the city has implemented measures to manage tourism, including limiting the number of cruise ships, regulating tourist accommodations, and promoting responsible visitor behavior. These efforts aim to strike a balance between preserving the city’s cultural heritage and creating a sustainable tourism industry that respects the local community’s way of life.

These case studies highlight the importance of proactive measures in managing the impact of tourism on culture. By implementing well-designed policies, destinations can protect their cultural heritage, support local communities, and create a harmonious relationship between tourism and culture.

The relationship between tourism and culture is a complex and dynamic one. Tourism has the potential to bring both positive and negative impacts on the preservation and promotion of culture. It is crucial to strike a balance that ensures the long-term sustainability and authenticity of cultural heritage while harnessing the economic and social benefits that tourism can bring.

Throughout this article, we have explored the economic, social, environmental, and cultural impacts of tourism on culture. We have seen that responsible tourism practices can create opportunities for economic growth, job creation, and cultural preservation. By engaging with local communities, promoting sustainable practices, and empowering cultural practitioners, tourism can generate positive social and economic outcomes while respecting and promoting local traditions.

However, challenges and issues exist that must be addressed. From over-tourism to cultural commodification, these challenges require thoughtful strategies and collaboration between various stakeholders. It is essential to involve local communities in decision-making processes and prioritize the preservation of cultural authenticity and integrity.

Real-life case studies have provided valuable insights into how destinations navigate the complex relationship between tourism and cultural preservation. From Bhutan’s successful approach to sustainable tourism to the challenges faced by Venice, these examples illustrate the importance of proactive measures and responsible tourism practices in achieving a balance that benefits both cultural preservation and the tourism industry itself.

In conclusion, by adopting strategies that prioritize cultural preservation, responsible tourism behavior, community involvement, and sustainable development, destinations can create a thriving tourism industry while safeguarding their cultural heritage. The effective management of tourism’s impact on culture requires collaboration, education, and continuous monitoring to ensure that future generations can enjoy and appreciate the rich diversity of cultures around the world.

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Culture and Creativity

Sustainable cultural tourism.

Europe’s cultural heritage is a valuable resource in the fields of tourism, education, employment and sustainable development. Sustainable cultural tourism is a vital part of regional and macro-regional development strategies. In this regard, culture is both a driver and an enabler of sustainable development.

Tourism: the balance between development and the protection of cultural heritage

Tourism is an excellent way to encourage and provide access to cultural heritage, but it also brings with it challenges related to overcrowding, cultural appropriation and the loss of authenticity. Tourism brings money and jobs to cities and regions, but it can also damage residents’ day-to-day lives, as well as the area’s culture and heritage.

Given the possible negative effects of over-tourism and its impact on cultural heritage, some local communities and heritage experts have at times opposed tourism and its associated development.

Sustainable cultural tourism offers a new perspective, as it places cultural heritage and local communities at the centre of decision-making processes.

Involving local communities and other stakeholders in the decision-making processes is key to ensuring results benefit both cultural heritage and the local population. The objective of sustainable cultural tourism is to ensure good conservation practices along with authentic interpretation that supports the local economy.

Find out more about what the European Commission is doing to encourage sustainable cultural tourism .

Sustainable cultural tourism Open Method of Coordination working group

The Work Plan for Culture adopted by EU Member States for the period 2015-2018 included a working group composed of European experts on sustainable cultural tourism under the  Open Method of Coordination approach.

The resulting report includes the first definition of sustainable cultural tourism, as well as recommendations and guidelines for policymakers and 27 case studies illustrating best practices in both tangible and intangible cultural heritage.

Read the Sustainable cultural tourism report .

Selected projects

Spot project.

Funded under the Horizon 2020 programme, this project aims to develop a new approach to understanding and addressing cultural tourism and to promote the development of disadvantaged areas.

Find out more about the SPOT project .

SmartCulTour

Funded under Horizon 2020, this project supports development in European regions with important cultural assets, both tangible and intangible, through sustainable cultural tourism.

Find out more about SmartCulTour .

Funded under Horizon 2020, this project connects cultural tourism stakeholders and researchers who have new approaches and methods to support European cultural tourism. The aim of the project is to reinforce a feeling of belonging and to value minority cultures.

Find out more about the IMPACTOUR project .

The European Destinations of Excellence (EDEN)

EDEN promotes models of sustainable tourism across the EU. Through this initiative, partnering countries select and promote “destinations of excellence”.

EDEN draws attention to emerging, non-traditional European destinations, highlighting their values and character. It also works as a platform for sharing good practices between awarded destinations. The European Commission and the National Tourism Bodies choose a theme every year. Cultural tourism was the EDEN theme in 2017 .

Discover the winning destinations on the EDEN website .

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What is cultural tourism and why is it growing?

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Cultural tourism is big business. Some people seek to embark on their travels with the sole intention of having a ‘cultural’ experience, whereas others may experience culture as a byproduct of their trip. We can argue that there is some form of cultural tourism in most holidays (even when taking an all-inclusive holiday you might try to local beer, for example).

But what do we mean by the term ‘cultural tourism’? What’s it all about? In this post I will explain what is meant by the term cultural tourism, providing a range of academic definitions. I will also explain what the different types of cultural tourists are, give examples of cultural tourism activities and discuss the impacts of cultural tourism. Lastly, I will provide a brief summary of some popular cultural tourism destinations.

What is cultural tourism?

Cultural tourism is the act of travellers visiting particular destinations in order to experience and learn about a particular culture . This can include many activities such as; attending events and festivals, visiting museums and tasting the local food and drinks.

Cultural tourism can also be an unintentional part of the tourism experience, whereby cultural immersion (with the local people, their language, customs, cuisine etc) is an inevitable part of a person’s holiday.

Cultural tourism definitions

It has been suggested that tourism is the ideal arena in which to investigate the nature of cultural production (MacCannell, 1976). Tourism provides endless opportunities to learn about the way other people live, about their society and their traditions. Whether you are attending the Running of the Bulls Festival in Pamplona , visiting the pyramids in ancient Egypt , taking a tour of the tea plantations in China or enjoying the locally brewed Ouzo on your all-inclusive holiday to Greece, you will inevitably encounter some form of cultural tourism as part of your holiday experience.

The World Tourism Organisation (WTO) (1985) broadly define cultural tourism as the movements of persons who satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters. Cultural tourism is commonly associated with education in this way, some describing it more narrowly as educational cultural tourism (e.g. Bualis and Costa, 2006; Harner and Swarbrooke, 2007; Richards, 2005).

Although a common, more specific definition has not been agreed amongst academics due to the complexity and subjectivity of the term, there do appear to be two distinct viewpoints. The first focusses upon the consumption of cultural products such as sites or monuments (Bonink, 1992; Munsters, 1994), and the second comprises all aspects of travel, where travellers learn about the history and heritage of others or about their contemporary ways of life or thought (MacIntosh and Goeldner, 1986).

Csapo (2012) pertains that the umbrella term of cultural tourism can encompass a number of tourism forms including heritage (material e.g. historic buildings and non-material e.g. literature, arts), cultural thematic routes (e.g. spiritual, gastronomic, linguistic), cultural city tourism, traditions/ethnic tourism, events and festivals, religious tourism and creative culture (e.g. performing arts, crafts).

Types of cultural tourists

In attempt to understand the scope of cultural tourism academics have developed a number of typologies, usually based upon the tourist’s level of motivation.

Bywater (1993) differentiated tourists according to whether they were culturally interested, motivated or inspired.

Culturally interested tourists demonstrate a general interest in culture and consume cultural attractions casually as part of a holiday rather than consciously planning to do so.

Culturally motivated tourists consume culture as a major part of their trip, but do not choose their destination on the basis of specific cultural experiences, whereas for culturally inspired tourists culture is the main goal of their holiday. 

A more complex typology was proposed by McKercher and Du Cros (2002), who defined tourists based upon the depth of the cultural experience sought, distinguishing them in to one of five hierarchical categories. 

The first is the purposeful cultural tourist for whom cultural tourism is their primary motive for travel. These tourists have a very deep cultural experience. 

The second category is the sightseeing cultural tourist for whom cultural tourism is a primary reason for visiting a destination, but the experience is more shallow in nature.

The serendipitous cultural tourist does not travel for cultural reasons, but who, after participating, ends up having a deep cultural tourism experience, whilst the casual cultural tourist is weakly motivated by culture and subsequently has a shallow experience. 

Lastly, the incidental cultural tourist is one who does not travel for cultural tourism reasons but nonetheless participates in some activities and has shallow experiences. 

Adapting this theory, Petroman  et al (2013) segments tourists based upon their preferred cultural activities.

The purposeful cultural tourist, described as according to Mckercher and Du Cros (2002), enjoys learning experiences that challenge them intellectually and visits history museums, art galleries, temples and heritage sites that are less known.

The tour-amateur cultural tourist is akin with the sightseeing cultural tourist above and they often travel long distances, visit remote areas, enjoy tours and wandering through the streets.

The occasional cultural tourist plays a moderate role in the decision of travelling and enjoys an insignificant cultural experience, their preferred activities being to visit attractions and temples that are easy to reach and to explore, although not to the extent that the tour-amateur cultural tourist does.

The incidental cultural tourist plays a small or no role in the decision to travel and enjoys an insignificant cultural experience, whilst visiting attractions that area within easy reach and heritage theme parks.

The last segment is the accidental cultural tourist, who plays a small or no role in the decision to travel but enjoys a deep cultural experience. This tourist type is diverse and as such has no preferred activities attributed to it. 

Importance of cultural tourism

Cultural tourism is important for many reasons. Perhaps the most prominent reason is the social impact that it brings.

Cultural tourism can help reinforce identities, enhance cross cultural understanding and preserve the heritage and culture of an area. I have discussed these advantages at length in my post The Social Impacts of Tourism , so you may want to head over there for more detail.

Cultural tourism can also have positive economic impacts . Tourists who visit an area to learn more about a culture or who visit cultural tourism attraction, such as museums or shows, during their trip help to contribute to the economy of the area. Attractions must be staffed, bringing with it employment prospects and tertiary businesses can also benefit, such as restaurants, taxi firms and hotels.

Furthermore, for those seeking a deep cultural experience, options such as homestays can have positive economic benefits to the members of the community who host the tourists.

Read also: Overtourism explained: What, why and where

Personally, I think that one of the most important benefits of cultural tourism is the educational aspect. Tourists and hosts alike can learn more about different ways of life. This can help to broaden one’s mind, it can help one to think differently and to be more objective. These are qualities that can have many positive effects on a person and which can contribute to making them more employable in the future.

Cultural tourism activities

Whether a tourist is seeking a deep cultural experience or otherwise, there are a wide range of activities that can be classified as cultural tourism. Here are a few examples:

• Staying with a local family in a homestay
• Having a tour around a village or town
• Learning about local employment, for example through a tour of a tea plantation or factory
• Undertaking volunteer work in the local community
• Taking a course such as cooking, art, embroidery etc
• Visiting a museum
• Visiting a religious building, such as a Mosque
• Socialising with members of the local community
• Visiting a local market or shopping area
• Trying the local food and drink
• Going to a cultural show or performance
• Visiting historic monuments

Impacts of cultural tourism

There are a range of impacts resulting from cultural tourism activities, both good and bad. Here are some of the most common examples:

Positive impacts of cultural tourism

Revitalisation of culture and art.

Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example.

This may help promote traditions that may have become distant.

Preservation of Heritage

Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage.

This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful tourism planning  and sustainable tourism management.

This text by Hyung You Park explains the principles of heritage tourism in more detail.

Negative impacts of cultural tourism

Social change.

Social change is basically referring to changes in the way that society acts or behaves. Unfortunately, there are many changes that come about as a result of tourism that are not desirable.

There are many examples throughout the world where local populations have changed because of tourism. Perhaps they have changed the way that they speak or the way that they dress. Perhaps they have been introduced to alcohol through the tourism industry or they have become resentful of rich tourists and turned to crime. These are just a few examples of the negative social impacts of tourism.

Read also: Business tourism explained: What, why and where

Globalisation and the destruction of preservation and heritage.

Globalisation is the way in which the world is becoming increasingly connected. We are losing our individuality and gaining a sense of ‘global being’, whereby we more and more alike than ever before.

Globalisation is inevitable in the tourism industry because of the interaction between tourists and hosts, which typically come from different geographic and cultural backgrounds. It is this interaction that encourage us to become more alike.

Standardisation and Commercialisation

Similarly, destinations risk standardisation in the process of satisfying tourists’ desires for familiar facilities and experiences.

While landscape, accommodation, food and drinks, etc., must meet the tourists’ desire for the new and unfamiliar, they must at the same time not be too new or strange because few tourists are actually looking for completely new things (think again about the toilet example I have previously).

Tourists often look for recognisable facilities in an unfamiliar environment, like well-known fast-food restaurants and hotel chains. Tourist like some things to be standardised (the toilet, their breakfast, their drinks, the language spoken etc), but others to be different (dinner options, music, weather, tourist attractions etc).

Loss of Authenticity 

Along similar lines to globalisation is the loss of authenticity that often results from tourism.

Authenticity is essentially something that is original or unchanged. It is not fake or reproduced in any way.

The Western world believe that a tourist destination is no longer authentic when their cultural values and traditions change. But I would argue is this not natural? Is culture suppose to stay the same or it suppose to evolve throughout each generation? 

Take a look at the likes of the long neck tribe in Thailand or the Maasai Tribe in Africa. These are two examples of cultures which have remained ‘unchanged’ for the sole purpose of tourism. They appear not to have changed the way that they dress, they way that they speak or the way that they act in generations, all for the purpose of tourism.

You can learn more about what is authenticity in tourism here or see some examples of staged authenticity in this post.

Culture clashes

Because tourism involves movement of people to different geographical locations cultural clashes can take place as a result of differences in cultures, ethnic and religious groups, values, lifestyles, languages and levels of prosperity.

Read also: Environmental impacts of tourism

The attitude of local residents towards tourism development may unfold through the stages of euphoria, where visitors are very welcome, through apathy, irritation and potentially antagonism when anti-tourist attitudes begin to grow among local people. This is represented in Doxey’s Irritation Index, as shown below.

Tourist-host relationships

Culture clashes can also be exasperated by the fundamental differences in culture between the hosts and the tourists.

There is likely to be economic inequality between locals and tourists who are spending more than they usually do at home. This can cause resentment from the hosts towards the tourists, particularly when they see them wearing expensive jewellery or using plush cameras etc that they know they can’t afford themselves.

Further to this, tourists often, out of ignorance or carelessness, fail to respect local customs and moral values. 

There are many examples of ways that tourists offend the local population , often unintentionally. Did you know that you should never put your back to a Buddha? Or show the sole of your feet to a Thai person? Or show romantic affection in public in the Middle East?

Cultural tourism destinations

Whilst many would argue that cultural tourism is ingrained to some extent in travel to any country, there are some particular destinations that are well-known for their ability to provide tourists with a cultural experience.

Cultural tourism in India

It is impossible not to visit India and experience the culture. Even if you are staying in a 5 star Western all-inclusive hotel in Goa, you will still test Indian curries, be spoken to by Indian workers and see life outside of the hotel on your transfer to and from the airport.

For most people who travel to India, however, cultural tourism is far more than peeking outside of the enclave tourism bubble of their all-inclusive hotel.

Thousands of international tourists visit the Taj Mahal each year. Many more people visit the various Hindu and Buddhist temples scattered throughout the country as well as the various Mosques. Some visit the famous Varanassi to learn about reincarnation.

Most tourists who visit India will try the local dal, eat the fresh mutton and taste chai.

All of these activities are popular cultural tourism activities.

Cultural tourism in Thailand

Thailand is another destination that offers great cultural tourism potential. From the Buddhist temples and monuments and the yoga retreats to homestays and village tours, there are ample cultural tourism opportunities in Thailand .

Cultural tourism in Israel

Israel is popular with religious tourists and those who are taking a religious pilgrimage, as well as leisure tourists. I visited Israel and loved travelling around to see the various sights, from Bethlehem to Jerusalem . I’m not religious in any way, but I loved learning about the history, traditions and cultures.

Cultural tourism in New York

New York is a city that is bustling with culture. It is world famous for its museums and you can learn about anything from World War Two to the Twin Towers here.

Many would argue that shopping is ingrained in the culture of those who live in New York and many tourists will take advantage of the wide selection of products on offer and bargains to be had on their travels to New York.

You can also treat yourself to watching a traditional West End show, trying some of the famous New York Cheesecake and enjoying a cocktail in Times Square!

Cultural tourism in Dubai

Dubai might not be the first destination that comes to mind when you think of cultural tourism, but it does, in fact, have a great offering.

What I find particular intriguing about Dubai is the mix of old and new. One minute you can be exploring the glitz and glamour of the many high-end shopping malls and skyscrapers and the next you can be walking through a traditional Arabian souk.

Cultural tourism: Conclusion

As you can see, there is big business in cultural tourism. With a wide range of types of cultural tourists and types of cultural tourism experiences, this is a tourism sector that has remarkable potential. However, as always, it is imperative to ensure that sustainable tourism practices are utilised to mitigate any negative impacts of cultural tourism.

If you are interested in learning more about topics such as this subscribe to my newsletter ! I send out travel tips, discount coupons and some material designed to get you thinking about the wider impacts of the tourism industry (like this post)- perfect for any tourism student or keen traveller!

Further reading

Want to learn more about cultural tourism? See my recommended reading list below.

• Cultural Tourism – A textbook illustrating how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. 
• Deconstructing Travel: Cultural Perspectives on Tourism – This book provides an easily understood framework of the relationship between travel and culture in our rapidly changing postmodern, postcolonial world.
• Re-Investing Authenticity: Tourism, Place and Emotions – This ground-breaking book re-thinks and re-invests in the notion of authenticity as a surplus of experiential meaning and feeling that derives from what we do at/in places.
• The Business of Tourism Management – an introduction to key aspects of tourism, and to the practice of managing a tourism business. 
• Managing Sustainable Tourism – tackles the tough issues of tourism such as negative environmental impact and cultural degradation, and provides answers that don’t sacrifice positive economic growth.
• Tourism Management: An Introduction – An introductory text that gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.
• Responsible Tourism: Using tourism for sustainable development – A textbook about the globally vital necessity of realising sustainable tourism.

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Tourism heritage refers to the travel and visitation of destinations that possess historical, cultural, and natural significance. Heritage tourism significantly promotes the understanding, appreciation, and preservation of the world's diverse heritage. It is a critical element of sustainable tourism development that generates economic, social, and cultural benefits for both tourists and local communities. This research aims to see the influence of Heritage tourism authenticity, local culture, the value of tourism perceptions, and and memorable tourist experiences on the intention to return. This research is a quantitative study using a purposive random sampling method with a total of 200 respondents. The data obtained was then analyzed using SmartPLS. The study's results explain that the entire hypothesis in this study is accepted and has a significant positive effect.

heritage tourism authenticity, local culture, tourism perceived value, memorable tourist experiences, revisit intention

Heritage tourism refers to a type of tourism where visitors travel to specific locations, buildings, or tourist objects that have significant historical or cultural value. Heritage tourism allows tourists to experience and learn more about a place's history, traditions, and culture. Heritage tourism is becoming popular and many people are interested in it worldwide because many tourists are interested in visiting destinations with rich cultural and historical heritage. Heritage tourism is also considered an essential source of economic income for many countries and communities, as it can increase the number of tourist visits and stimulate local economic growth. One of the cities that has a million historical buildings is Surabaya. Surabaya is a city that has various cultural heritages in the colonial period. They finally made Surabaya's heritage to improve and introduced the cultural heritage of the Surabaya government.

Surabaya Heritage is a term that refers to the cultural and historical heritage of the city of Surabaya, one of Indonesia's largest cities, and is the center of trade and business in East Java. Surabaya has a long and rich history, having been an important trading center with many interesting historical and cultural sites. Some examples from Surabaya Heritage are the Grahadi Building, a colonial-style building that used to be the official residence of the Governor of East Java, and is now the venue for government meetings and events. Apart from that, there is also the Tugu Pahlawan, a monument built to commemorate the heroes who died in the battle against the Dutch in 1945, the House of Sampoerna, and the Mpu Tantular Museum which houses various historical and cultural collections of the city of Surabaya. Surabaya Heritage attracts tourists interested in learning and experiencing more deeply the history and culture of Surabaya. The government and tourist destination managers have also developed various programs and facilities to support heritage tourism experiences in Surabaya, such as cycling tours, culinary tours, and cultural events.

UNESCO declared World Heritage Day every April 18. Since 1983, this commemoration has been aimed at raising public awareness about the diversity and at the same time the vulnerability of monuments and heritage sites scattered throughout the world. In Indonesia in general, the city of Surabaya in particular, the vulnerability of cultural heritage sites has become real. It is proven that many historical sites are lost, damaged and not maintained. The dominance of modern culture tends to override past history and culture. Therefore, this research can contribute to the understanding and improvement of heritage tourism practices in Surabaya and other similar destinations.

According to data from jatim.idntimes.com, the Surabaya government intends to increase tourist visits by 2023 to more than 15,000 domestic and foreign tourists. The government's current focus is increasing the number of tourists and interest in return visits to the same destinations. To continue to maintain and increase the return visits of domestic tourists or foreign tourists, the government must be able to manage these halal tourist destinations as well as possible to increase interest in revisiting these destinations. Psychological factors such as attitude, perception, memory and need can have an impact on it [1]. This means that a tourist is interested in visiting again because the destination can satisfy the requirements of visitors and has a good perception of the destinations visited. Heritage tourism authenticity is a concept that refers to the tourist experience in exploring and experiencing authentic local history, culture, and heritage in heritage destinations. This involves matching or authenticity between the image projected by the heritage destination and the experience tourists feel when they visit the destination. The importance of heritage tourism authenticity lies in the need for tourists to experience unique and authentic experiences, which are sometimes difficult to achieve elsewhere.

Tourists interested in visiting historical destinations will prefer historical sites with authenticity. Authenticity is an essential concept in historical tourist destinations [2]. Historic tourist destinations must maintain and showcase their history and cultural heritage accurately and following their original authenticity [3]. Tourists tend to seek authentic experiences and experience local history and culture in heritage destinations [4]. Another thing that can influence interest in return visits is the local culture. Local culture refers to the culture, norms, values, and traditions that local people own in a specific area or region. This local culture is formed from the influence of history, environment, religion, language, and customs passed down from generation to generation. Local culture is a major resource in the tourism industry because many tourists are interested in experiencing and learning local culture when visiting a destination. Authentic local cultural experiences, service quality, and perceptions of the value of these experiences significantly influence memorable tourism experiences [5].

Tourism's perceived value is another factor that supports revisit intention [3]. Tourism perceived value is a tourist's perception of the benefits and benefits they get from their tourism experience. This concept refers to the relationship between the benefits tourists receive and the costs or efforts they incur in traveling [6]. Tourist perceived value and memorable tourism experiences are two interrelated concepts in the tourism industry. Tourist perceived value refers to tourists' perceptions of the benefits and advantages they get from the tourist experience.

In contrast, memorable tourism experience refers to experiences felt as memorable by tourists during their trip. Tourists' perceived value can affect memorable tourism experiences [2]. When tourists feel that the costs they incur are commensurate with the benefits and gains they get from the tourist experience, they tend to be more satisfied and have a more enjoyable experience. This can create a more memorable travel experience and increase the intention to return to the same tourist destination. Therefore, this research examines heritage tourism authenticity, local culture, tourism perceived value on memorable tourism experiences, and revisit intention.

The formulation of the problem of this research is, whether the authenticity of Heritage tourism, local culture, perceived value of tourism, and memorable tourist experiences influence the intention to return? This research aims to see the influence of Heritage tourism authenticity, local culture, the value of tourism perceptions, and memorable tourist experiences on the intention to return.

There are a number of benefits if we describe the unique historical and cultural aspects of Surabaya Heritage so that it becomes an important case study for cultural heritage tourism, namely, first, it becomes a reference for tourism in other cities that do not have enchanting nature to develop regional advantages from its rich heritage. owned. Second, provide academic recommendations to regional and central governments to carry out conservation efforts for heritage buildings. Third, reminding you of the originality of each region to be explored, protected and preserved.

2.1 Heritage tourism authenticity

Authenticity is an important concept in historical tourist destinations. Historic tourist destinations must maintain and showcase their history and cultural heritage accurately and following their original authenticity. This is important to ensure visitors get the most authentic and immersive experience. Authenticity in tourism is about "the authenticity of the tourist experience". This includes experiences derived from the authenticity of a tourist destination's environment, culture, history, and traditions [7]. Authenticity in tourism can be defined as "the congruence between the authenticity of the tourist experience and the authenticity intended by the tourist destination" [8]. This means that tourist destinations must ensure that the tourist experience is aligned with the authenticity and unique characteristics of the destination. Two types of authenticity: physical and psychological. Physical authenticity relates to the authenticity of physical objects or environments, such as architecture, landscapes, and natural resources) [9]. Meanwhile, psychological authenticity is related to cultural and social authenticity, such as local communities' traditions, values, and ethics [10].

Heritage tourism authenticity refers to the authenticity or loyalty of historical or cultural tourist destinations in maintaining and preserving their cultural and historical heritage. Historical or cultural tourist destinations such as archaeological sites, historical buildings, museums, and cultural festivals can be tourist destinations for tourists interested in learning and experiencing firsthand the history and culture of a region [10]. The importance of heritage tourism authenticity is to ensure that the tourist experience provided at these tourist destinations truly reflects the authenticity of their cultural and historical heritage, not just a spectacle made up to attract tourists [11].

2.2 Local culture

Local culture is one of the motivating factors for tourists to visit because they will interact with local residents with different cultures. Social interactions with residents can create new cultural experiences for memorable tourists [12]. Local culture refers to the culture, norms, values and traditions that local people own in a specific area or region. This local culture is formed from the influence of history, environment, religion, language, and customs that are passed down from generation to generation. Local culture is a significant resource in the tourism industry because many tourists are interested in experiencing and learning local culture when visiting a destination. Local culture-based tourism can provide significant economic and social benefits to local communities, including employment opportunities, increasing income, and preserving local culture.

The unique modes of transportation, traditional accommodation types, and local tours with traditional market observations can help to enrich the local culture [13]. Tourism programs that showcase the local culture and the hospitable nature of the local people can leave visitors with favorable impressions of the destination [14]. In short, knowledge about a particular place's customs and traditions can enhance the significance and recollection of a trip, ultimately leading to an increase in overall travel experience [12, 15].

2.3 Tourist perceived value

Tourist perceived value is the perception tourists have of the benefits or value derived from their tourism experience [7]. This perception includes tourists' assessment of the quality of tourism products and services, prices, and experiences gained during a visit to a tourist destination [16]. The value perceptions of these tourists can influence their decision to return to tourist destinations in the future and recommend these destinations to others. Tourists who feel they are getting more excellent value or benefits than the costs incurred during their visit tend to have a stronger intention to return to these tourist destinations. Tourists can assess perceived value in various ways, including through direct experience during visits, online assessments and reviews. From previous users, or recommendations from friends and family. Managers of tourist destinations can increase perceived value by providing quality products and services, reasonable prices, and memorable experiences to tourists [6].

Perceptions of value from tourists can also vary depending on their characteristics, such as the type of trip (business or leisure), budget, interests, and preferences [17]. Therefore, managers of tourist destinations need to understand the characteristics of tourists who come and develop products and services that can meet their needs and desires to increase perceived value and provide a better tourist experience.

2.4 Memorable tourism experience

Memorable Tourism Experience (MTE) or unforgettable tourism experience refers to experiences that make a deep, memorable and lasting impression on tourists after they leave a destination [2]. The following are several concepts regarding Memorable Tourism Experience [18]:

1. Emotional experience: This approach emphasizes the importance of emotions in shaping an unforgettable tourism experience. This concept assumes that positive emotions and feelings generated during a trip have a stronger impact on memories and unforgettable experiences for tourists.

2. Authenticity: Authenticity is also considered important in creating an unforgettable tourism experience. Tourist destinations that are authentic and have a rich history and culture can provide a more meaningful and immersive experience for tourists.

3. Personalization: Personalization or tailored to the needs of tourists is also considered important in creating an unforgettable tourism experience. Tour destinations and tour operators can customize the tourism experience according to travelers' individual preferences and needs, such as interests and food preferences.

4. Storytelling: This approach emphasizes the importance of stories or storytelling in shaping an unforgettable tourism experience. A good story or narrative can help tourists understand and appreciate the uniqueness and richness of a tourist destination.

5. Sensory experience: This concept emphasizes the importance of sensory experience in creating an unforgettable tourism experience. Tourist destinations that offer unique visual, sound, smell, taste and touch experiences can enhance unforgettable impressions and experiences for tourists.

In conclusion, Memorable Tourism Experience is a tourism experience that gives tourists a deep and unforgettable impression. The approaches used to create these experiences include emotion, authenticity, personalization, storytelling, and sensory experience.

2.5 Revisit Intention

Revisit intention or intention to return to visit is a concept used in the tourism industry to measure the likelihood of tourists returning to visit a tourist destination [19]. This concept relates to the impressions and experiences tourists feel during their first visit to a destination. Positive or satisfying experiences influence tourists' intention to return on the first visit, perceptions of the value of these experiences, and perceptions of obstacles that may be encountered on subsequent visits [20].

Revisit intention is an important indicator in the tourism industry, because it can help tourist destinations and tour operators understand tourist needs and preferences and improve the quality of service and tourist experience [21]. By increasing revisit intention, tourist destinations can increase the number of tourist visits, increase income, and strengthen the positive image of tourist destinations in the tourism market. After developing the logo, slogan, and branding, the next step is promoting the tourist brand, which is a complex process [22]. The promotion aims to increase the tourism industry's potential and aid economic recovery [23]. Service quality, value received, and customer satisfaction contribute significantly to revisit intention. Tourists who are satisfied with the quality of service and value received on their first visit tend to have a higher revisit intention [24].

In the context of heritage tourism, revisit intention deserves attention. Therefore, the theoretical concepts applied in this research, which have been studied in previous studies, are important to identify and test. Namely, heritage tourism authenticity, local culture, tourist perceived value, memorable tourism experience.

This research will develop theories used to gain new understanding regarding tourist revisit intention to heritage tourism destinations. By understanding and building theoretical concepts that influence tourists to have revisit intention, it can encourage tourists to make the decision to revisit.

This research utilizes a quantitative approach by using statistical analysis to test hypotheses. The study focuses on tourists who have visited Surabaya Heritage and uses a purposive random sampling method to collect data through questionnaires from 200 participants. The data will be analyzed using SmartPLS 3.0.

The strategy for selecting respondents was to focus on tourists who had visited heritage tourism at least once in Surabaya. This specific choice of respondents is because heritage tourism in Surabaya is not widely known, or is not popular, among tourists. The respondent's presence or visit at least once to heritage tourism is very important, and therefore representative, for the profile of tourists who are respondents to this research.

The questionnaire was developed based on indicators used in relevant previous studies. Testing the validity and reliability of the instrument was first carried out through peer review, and then circulated to 20 respondents. After going through these two stages, the questionnaire was distributed to 200 respondents who met the criteria.

Specific and key questions in this research are, first, I have the opportunity to study local culture when visiting historical tourist destinations. Second, I can learn about local culture when visiting historical tourist destinations. Third, I can find out the history of the local area when visiting a historical themed tourist destination. Fourth, I gain additional knowledge if I visit historical destinations. Data analysis via SmartPLS 3.0 begins with validity and reliability testing, model formation and interpretation of the results presented in the results section.

4.1 Convergent validity

Convergent validity analysis is a method to determine if a measurement tool accurately assesses a specific construct [25]. If the indicator has a value greater than 0.6, it can be considered valid [26]. The results of the convergent validity test are in Table 1.

Table 1. Convergent valididty

4.2 Average variance extracted (AVE)

The AVE value can be utilized for comparing each construct with the correlation between other constructs in the model. The AVE value must be greater than 0.5 [27]. AVE test results are shown in Table 2.

Table 2. AVE

4.3 Composite reliability and Cronbach’s alpha

The assessment of composite reliability and Cronbach's alpha can assist in measuring the reliability of a test. When the reliability value of data is above 0.7, it is considered highly reliable. Similarly, if Cronbach's alpha is above 0.6, it is considered acceptable [28]. Composite reliability and Cronbach's alpha test results are in Table 3:

Table 3. Composite reliability and Cronbach’s alpha

4.4 Hypothesis testing

The test results include a direct effect. Following are the results of hypothesis testing in Table 4:

Table 4. Hypothesis testing

5.1 Heritage tourism authenticity has a significant effect on the memorable tourism experience

Heritage tourism authenticity refers to the authenticity of historical or cultural tourist destinations in maintaining and preserving their cultural and historical heritage [7]. Meanwhile, memorable tourism experience refers to experiences that make a deep and exciting impression on tourists.

The results of this study explain that heritage tourism authenticity has a significant positive effect on memorable tourism experiences with a p-value of 0.039 <0.05. This means that the higher heritage tourism authenticity perceived by tourists will further enhance the memorable tourism experience.

Tourist destinations that consistently maintain heritage tourism authenticity tend to provide a more authentic and memorable tourist experience, allowing them to deeply understand a region's history and culture. This experience can create a sense of belonging and uniqueness for tourists, allowing them to share their experiences with others and encouraging them to return to these tourist destinations. The authenticity of heritage tourism positively influences the memorable tourism experience of tourists visiting historic destinations in Mauritius [29]. The study results show that tourists who experience authentic experiences that match their expectations of historic tourist destinations are more likely to be impressed and remember their visit better.

Heritage tourism authenticity has a positive influence on the memorable tourism experience of tourists visiting historic tourist destinations in Taiwan [30]. The study results show that tourists who experience authentic and fulfilling experiences during their visits to historic tourist destinations are more likely to have unforgettable experiences and feel impressed by their visits. From this research, it can be concluded that heritage tourism authenticity contributes positively to the memorable tourism experience of tourists visiting historic tourist destinations. Therefore, managers of tourist destinations need to maintain and enhance the authenticity of historic tourist destinations so that tourists can experience authentic and unforgettable experiences.

5.2 Local culture has a significant effect on the Memorable Tourism Experience

Local culture has a strong relationship with memorable tourism experiences for tourists. This is because local culture can provide unique and authentic experiences to tourists, enhancing unforgettable impressions and impressions during their visits to tourist destinations.

Travelers who experience authentic and distinct local culture during their visit are more likely to have memorable experiences and feel impressed by the destinations they visit. In addition, local culture can also provide a better understanding of the history and life of local people, thereby increasing the curiosity and interest of tourists to learn more about the local culture.

The results of this study explain that local has a significant positive influence on memorable tourism experiences with a p-value of 0.000 <0.05. This means that the better or positive the local culture felt by tourists, the more memorable tourism experience it will increase.

Local culture positively influences the memorable tourism experience of tourists visiting cultural tourism destinations in South Korea [31]. The study results show that tourists who experience authentic local culture during their visit are more likely to have unforgettable experiences and feel impressed with the cultural tourism destinations they visit. Local culture positively influences the memorable tourism experience of tourists visiting cultural tourism destinations in Taiwan. The results show that tourists who experience authentic and different local cultures during their visit are likelier to have unforgettable experiences and feel impressed with the cultural tourism destinations they visit.

5.3 Tourism perceived value has a significant effect on memorable tourism experiences

Tourism perceived value felt by tourists in a destination strongly relates to memorable tourism experience. This is because tourists will feel satisfied with their visit if they feel that the tourist destinations they visit provide value that follows the costs and time spent during the visit.

The results of this study explain that tourism perceived value has a significant positive effect on memorable tourism experience with a p-value of 0.000 <0.05. This means that the higher heritage tourism authenticity perceived by tourists will further enhance the memorable tourism experience. Good perceived value for tourists will make them feel that their visit has good and meaningful value. This can increase tourist satisfaction, increasing their likelihood of having a memorable experience. Conversely, if tourists feel that the costs and time they spend are not worth the value they receive during their visit, then they may not be satisfied and their experience may be unforgettable.

Tourism perceived value has a significant positive effect on memorable tourism experience. That is, tourists who feel that they are getting good value during their visit are more likely to have a memorable experience [32]. Perceived value significantly positively affects memorable tourism experiences. In addition, this study also shows that the level of tourist satisfaction acts as a mediator between tourism perceived value and memorable tourism experience [33]. That is, tourists who are satisfied with their visit are more likely to have a memorable experience.

Therefore, managers of tourist destinations need to pay attention to the factors that influence tourism perceived value, such as entrance ticket prices, service quality, and available facilities. Managers also need to provide clear and easy-to-understand information about what their tourist destinations have to offer, so that tourists can make the right decision before visiting these tourist destinations. By increasing tourism perceived value, tourist destination managers can increase the possibility for tourists to have an unforgettable experience during their visit. Conversely, if the value perceived by tourists is low, they may not have a memorable experience and will be more likely not to return to the destination.

5.4 Memorable tourism experience has a significant effect on revisit intention

Memorable Tourism Experience (MTE) refers to experiences that make a deep, memorable and lasting impression on tourists after they leave a destination [2]. Meanwhile, Revisit intention or intention to return to visit is a concept used in the tourism industry to measure the possibility of tourists returning to visit a tourist destination [19].

The results of this study explain that the memorable tourism experience has a significant positive effect on revisit intention with a p-value of 0.000 <0.05 meaning that the higher the memorable experience felt by tourists, the higher the desire of tourists to return to the tourist destination.

In China who found that an unforgettable travel experience has a direct positive effect on revisit intention. The results of this study indicate that the greater the unforgettable travel experience felt by tourists, the higher their intention to return to visit tourist destinations in the future [34]. In New Zealand shows that factors that influence memorable tourism experiences, such as the uniqueness of tourist destinations, tourist satisfaction, and quality of service, contribute significantly to revisit intention. In this study, tourist satisfaction was also found to have a mediator role between memorable tourism experience and visit intention [35]. Memorable travel experiences positively influence tourists' intentions to recommend these tourist destinations to others, which can then increase the chances of tourists to return to visit these tourist destinations in the future [36].

Based on the results of these studies, it can be concluded that memorable tourism experience has a significant influence on visit intention or revisit intention. Therefore, managers of tourist destinations need to pay attention to factors that can enhance an unforgettable travel experience, such as providing a unique and authentic experience, good service quality, and adequate facilities, to increase tourist satisfaction and trigger their revisit intention future tourist destinations.

Awareness of the historical and heritage tourism potential stored in Surabaya is nothing new. Government programs and policies related to the revitalization of heritage and historical sites and heritage regarding a hero and the history that occurred in this city are often put forward. So, the implication of these findings for historical and heritage tourism in Surabaya and its surroundings is that the attractiveness and uniqueness of historical and heritage points in the city of Surabaya need to be strengthened, highlighted and packaged so that they attract the attention and interest of tourists to come visit and have a deep impression. and intend to visit again in the future.

These findings enrich existing literature on the relationship between authenticity, memorable tourist experience and revisit intention in heritage tourism. The research results confirm the findings of previous researchers [10, 37].  

Therefore, specific recommendations that can be given to tourism managers based on these findings are, to increase revisit intention, tourist destinations must ensure that tourists are satisfied with their experience during their first visit, including providing high-quality services and memorable tourist experiences, paying attention to the safety and comfort of tourists, and providing accurate and useful information about tourist destinations. Tourist destinations can also introduce new products and services, develop promotional programs, and broaden their customer base to attract tourists back to these tourist destinations.

The results of this study can be concluded that:

(1) Heritage Tourism Authenticity has a significant positive relationship on memorable tourism experience with a p-value of 0.001, meaning that H1 is accepted.

(2) Local culture has a significant positive relationship on memorable tourism experiences with a p-value of 0.001, meaning that H2 is accepted.

(3) Tourism perceived value has a significant positive relationship on memorable tourism experience with a p-value of 0.000, meaning that H3 is accepted.

(4) Memorable tourism experience has a significant positive relationship on revisit intention with a p-value of 0.000, meaning H4 is accepted.

Despite the findings, this study has several limitations that open up further research. First, this research only focuses on revisit intention and memorable tourism experiences. Second, the sample of this study is only Surabaya tourists who have visited Surabaya heritage. Some respondents may provide biased responses. Even though the instruments used in this study have a high reliability and scientific validity level, bias can still lead to measurement errors. Therefore, further research can use other variables related to heritage tourism.

The findings of this research contribute to a wider field of study or to the practice of cultural heritage tourism in Surabaya and its surroundings, by paying attention to memorable tourist experiences. To create memorable tourist experience, packaging is needed. Packaging heritage buildings as tourist objects and attractions through creating narratives, renovations while maintaining aesthetics and originality, and improving infrastructure access.

This research was funded by Universitas Ciputra Surabaya (2023). The researcher would like to acknowledge all parties who have helped compile this research well. Besides that we also thank the respondents who have helped this research so that they get good results.

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Annals of Tourism Research, 85: 103053. https://doi.org/10.1016/j.annals.2020.103053 [36] Sthapit, E., Coudounaris, D.N. (2018). Memorable tourism experiences: Antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1): 72-94. https://doi.org/10.1080/15022250.2017.1287003 [37] Riptiono, S., Wibawanto, S., Raharjo, N.I., Susanto, R., Syaputri, H.S., Bariyah, B. (2023). Tourism revisit and recommendation intention on heritage destination: The role of memorable tourism experiences. Journal of International Conference Proceedings, 6(1): 201-210. https://doi.org/10.32535/jicp.v6i1.2244

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These villages are a good starting point for a journey that respects local culture

If meeting local populations and supporting communities through responsible tourism are among your priorities for choosing a destination, you'll want to read this. The World Tourism Organization (UNWTO) has recently created a list of 54 villages located around the globe for their ability to preserve cultural and natural resources while using tourism as a motor for advancement and sustainability.

Tokaj is not only the name of a Hungarian wine, but also that of a village.

(Copyright: Bence Bezeredy / Getty Images)

While you may have heard of Tokaj, a Hungarian wine with its golden hue, you may not know about the village that gave its name to the famous nectar and to this wine-growing region, whose landscapes have been declared a UNESCO World Heritage Site. Meanwhile, the village of Hakuba in Nagano prefecture, in what are known as the Japanese Alps, has set itself the goal of becoming energy self-sufficient, in particular through the use of hydroelectric systems. These are two of the villages recognized in the latest list for maintaining their authenticity while embracing innovative and sustainable practices.

And there are a host of other examples of villages around the world that are working to preserve their natural assets and implement strategies to maintain their cultural and culinary traditions. Since 2021, the World Tourism Organization has been dedicating an initiative to the development of tourism in rural areas that preserve and promote their customs and traditions. Based on several sources including information received directly from local tourist boards, the UNWTO selected 54 villages from the 260 applications received by 2023) on the basis of various criteria, including the conservation of their cultural resources and the implementation of programs for economic and social sustainability. There are now 74 villages in the UNWTO Best Tourism Villages Network.

While this distinction is a communication boon for these destinations, the label also is a useful tool for hikers, backpackers and other travelers in search of destinations that line up with their values in regard to respecting people and nature. At a time when more and more cities and regions areadopting restrictive measuresto regulate the number of tourists to allow the environment time to regenerate, these awards also reaffirm the important role that tourism can represent both for a local economy and for people's livelihoods. "Tourism can be a powerful force for inclusivity, empowering local communities and distributing benefits across regions," explained UNWTO Secretary-General Zurab Pololikashvili. He added, "this initiative acknowledges villages that have harnessed tourism as a catalyst for their development and well-being."

This list includes a number of good ideas for future getaways, such as a visit to the Vietnamese village of Tân Hoá, located in the north between Hanoi and Hué. Sadly very familiar with repeated episodes of flooding, the destination is setting an example with its floating house project, designed to help the local population adapt to climatic conditions accented by the surrounding mountains and virgin forest. In concrete terms, the wooden buildings are supported by a system of plastic floats, so that the inhabitants can endure the rainy season without fearing for their lives or livelihoods. While agriculture has long been their main source of income, the integration of Tân Hoá into tourist circuits from 2011 has enabled the population to increase their income, by offering travelers visits to the Tu Làn cave and the Lim forest, for example.

Here is the list of the 54 best villages of the year designated by the UNWTO (in alphabetical order):

Al Sela, Jordan

Barrancas, Chile

Biei, Japan

Caleta Tortel, Chile

Cantavieja, Spain

Chacas, Peru

Chavín de Huántar, Peru

Dahshour, Egypt

Dhordo, India

Dongbaek, Republic of Korea

Douma, Lebanon

Ericeira, Portugal

Filandia, Colombia

Hakuba, Japan

Higueras, Mexico

Huangling, China

Jalpa de Canovas, Mexico

Kandovan, Iran

La Carolina, Argentina

Lephis Village, Ethiopia

Lerici, Italy

Manteigas, Portugal

Morcote, Switzerland

Mosan, Republic of Korea

Oku-Matsushima, Japan

Omitlán de Juárez, Mexico

Oñati, Spain

Ordino, Andorra

Oyacachi, Ecuador

Paucartambo, Peru

Penglipuran, Indonesia

Pisco Elqui, Chile

Pozuzo, Peru

Saint-Ursanne, Switzerland

Saty, Kazakhstan

Schladming, Austria

Sehwa, Republic of Korea

Sentob, Uzbekistan

Shirakawa, Japan

Sigüenza, Spain

Şirince, Turkiye

Siwa, Egypt

Slunj, Croatia

Sortelha, Portugal

St.Anton am Arlberg, Austria

Tân Hoá, Viet Nam

Taquile, Peru

Tokaj, Hungary

Văleni, Moldavia

Vila da Madalena, Portugal

Xiajiang, China

Zapatoca, Colombia

Jagana, China

Zhujiawan, China

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Why tourists need to respect the locals

The people who live and work in tourist hotspots such as Florence are engaging and generous, and deserve consideration, writes Stuart Henson

Cecilie Hollberg ruffled a few feathers earlier this year, suggesting mass tourism has turned Florence into a “prostitute” , but her piece about the effects of hit-and-run tourism ( Opinion, 18 April ) is a model of clear thinking and good journalism. By coincidence, it appeared as I returned from Italy, feeling a little guilty about the “thrill-is-gone” sentiments I’d had about the cradle of the Renaissance. When the Judas trees and the wisteria are in flower and the swifts are circling above the streets there’s no better place to be; yet going back for the first time since lockdown, I was struck more than ever by the self-absorption of some of the visitors, posing for their Instagram shots on the terrace of San Miniato while mass was quietly being celebrated inside, or checking their phones as they trailed the guides’ ubiquitous don’t-go-astray flags.

Florence has so much to offer, beyond the honeypots. You want to return again and again – to discover another hidden fresco, another sunlit cloister. And the people who still live and work in the city are engaging and generous. They deserve exactly the kind of consideration that Hollberg is advocating. Our visit this time was saved from disaster by the kindness of a local resident who spotted that we were stranded outside our hotel, which had been suddenly and inexplicably closed for a decorative makeover (Tibetan singing bowls, yoga and guided jogging). She helped us to contact the management and find another place to stay beyond the old city wall, where the small shops still thrive on the streets and the food in the trattorias tastes even better.

Yes, let’s give the museums and piazzas back to the people of Florence, so they can share their wonderful city with us, knowing that we respect them. Stuart Henson Catworth, Cambridgeshire

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40 facts about elektrostal.

Written by Lanette Mayes

Modified & Updated: 02 Mar 2024

Reviewed by Jessica Corbett

Elektrostal is a vibrant city located in the Moscow Oblast region of Russia. With a rich history, stunning architecture, and a thriving community, Elektrostal is a city that has much to offer. Whether you are a history buff, nature enthusiast, or simply curious about different cultures, Elektrostal is sure to captivate you.

This article will provide you with 40 fascinating facts about Elektrostal, giving you a better understanding of why this city is worth exploring. From its origins as an industrial hub to its modern-day charm, we will delve into the various aspects that make Elektrostal a unique and must-visit destination.

So, join us as we uncover the hidden treasures of Elektrostal and discover what makes this city a true gem in the heart of Russia.

Key Takeaways:

• Elektrostal, known as the “Motor City of Russia,” is a vibrant and growing city with a rich industrial history, offering diverse cultural experiences and a strong commitment to environmental sustainability.
• With its convenient location near Moscow, Elektrostal provides a picturesque landscape, vibrant nightlife, and a range of recreational activities, making it an ideal destination for residents and visitors alike.

Known as the “Motor City of Russia.”

Elektrostal, a city located in the Moscow Oblast region of Russia, earned the nickname “Motor City” due to its significant involvement in the automotive industry.

Home to the Elektrostal Metallurgical Plant.

Elektrostal is renowned for its metallurgical plant, which has been producing high-quality steel and alloys since its establishment in 1916.

Boasts a rich industrial heritage.

Elektrostal has a long history of industrial development, contributing to the growth and progress of the region.

Founded in 1916.

The city of Elektrostal was founded in 1916 as a result of the construction of the Elektrostal Metallurgical Plant.

Located approximately 50 kilometers east of Moscow.

Elektrostal is situated in close proximity to the Russian capital, making it easily accessible for both residents and visitors.

Known for its vibrant cultural scene.

Elektrostal is home to several cultural institutions, including museums, theaters, and art galleries that showcase the city’s rich artistic heritage.

A popular destination for nature lovers.

Surrounded by picturesque landscapes and forests, Elektrostal offers ample opportunities for outdoor activities such as hiking, camping, and birdwatching.

Hosts the annual Elektrostal City Day celebrations.

Every year, Elektrostal organizes festive events and activities to celebrate its founding, bringing together residents and visitors in a spirit of unity and joy.

Has a population of approximately 160,000 people.

Elektrostal is home to a diverse and vibrant community of around 160,000 residents, contributing to its dynamic atmosphere.

Boasts excellent education facilities.

The city is known for its well-established educational institutions, providing quality education to students of all ages.

A center for scientific research and innovation.

Elektrostal serves as an important hub for scientific research, particularly in the fields of metallurgy, materials science, and engineering.

Surrounded by picturesque lakes.

The city is blessed with numerous beautiful lakes, offering scenic views and recreational opportunities for locals and visitors alike.

Well-connected transportation system.

Elektrostal benefits from an efficient transportation network, including highways, railways, and public transportation options, ensuring convenient travel within and beyond the city.

Famous for its traditional Russian cuisine.

Food enthusiasts can indulge in authentic Russian dishes at numerous restaurants and cafes scattered throughout Elektrostal.

Home to notable architectural landmarks.

Elektrostal boasts impressive architecture, including the Church of the Transfiguration of the Lord and the Elektrostal Palace of Culture.

Offers a wide range of recreational facilities.

Residents and visitors can enjoy various recreational activities, such as sports complexes, swimming pools, and fitness centers, enhancing the overall quality of life.

Provides a high standard of healthcare.

Elektrostal is equipped with modern medical facilities, ensuring residents have access to quality healthcare services.

Home to the Elektrostal History Museum.

The Elektrostal History Museum showcases the city’s fascinating past through exhibitions and displays.

A hub for sports enthusiasts.

Elektrostal is passionate about sports, with numerous stadiums, arenas, and sports clubs offering opportunities for athletes and spectators.

Celebrates diverse cultural festivals.

Throughout the year, Elektrostal hosts a variety of cultural festivals, celebrating different ethnicities, traditions, and art forms.

Electric power played a significant role in its early development.

Elektrostal owes its name and initial growth to the establishment of electric power stations and the utilization of electricity in the industrial sector.

Boasts a thriving economy.

The city’s strong industrial base, coupled with its strategic location near Moscow, has contributed to Elektrostal’s prosperous economic status.

Houses the Elektrostal Drama Theater.

The Elektrostal Drama Theater is a cultural centerpiece, attracting theater enthusiasts from far and wide.

Popular destination for winter sports.

Elektrostal’s proximity to ski resorts and winter sport facilities makes it a favorite destination for skiing, snowboarding, and other winter activities.

Promotes environmental sustainability.

Elektrostal prioritizes environmental protection and sustainability, implementing initiatives to reduce pollution and preserve natural resources.

Home to renowned educational institutions.

Elektrostal is known for its prestigious schools and universities, offering a wide range of academic programs to students.

Committed to cultural preservation.

The city values its cultural heritage and takes active steps to preserve and promote traditional customs, crafts, and arts.

Hosts an annual International Film Festival.

The Elektrostal International Film Festival attracts filmmakers and cinema enthusiasts from around the world, showcasing a diverse range of films.

Encourages entrepreneurship and innovation.

Elektrostal supports aspiring entrepreneurs and fosters a culture of innovation, providing opportunities for startups and business development.

Offers a range of housing options.

Elektrostal provides diverse housing options, including apartments, houses, and residential complexes, catering to different lifestyles and budgets.

Home to notable sports teams.

Elektrostal is proud of its sports legacy, with several successful sports teams competing at regional and national levels.

Boasts a vibrant nightlife scene.

Residents and visitors can enjoy a lively nightlife in Elektrostal, with numerous bars, clubs, and entertainment venues.

Promotes cultural exchange and international relations.

Elektrostal actively engages in international partnerships, cultural exchanges, and diplomatic collaborations to foster global connections.

Surrounded by beautiful nature reserves.

Nearby nature reserves, such as the Barybino Forest and Luchinskoye Lake, offer opportunities for nature enthusiasts to explore and appreciate the region’s biodiversity.

Commemorates historical events.

The city pays tribute to significant historical events through memorials, monuments, and exhibitions, ensuring the preservation of collective memory.

Promotes sports and youth development.

Elektrostal invests in sports infrastructure and programs to encourage youth participation, health, and physical fitness.

Hosts annual cultural and artistic festivals.

Throughout the year, Elektrostal celebrates its cultural diversity through festivals dedicated to music, dance, art, and theater.

Provides a picturesque landscape for photography enthusiasts.

The city’s scenic beauty, architectural landmarks, and natural surroundings make it a paradise for photographers.

Connects to Moscow via a direct train line.

The convenient train connection between Elektrostal and Moscow makes commuting between the two cities effortless.

A city with a bright future.

Elektrostal continues to grow and develop, aiming to become a model city in terms of infrastructure, sustainability, and quality of life for its residents.

In conclusion, Elektrostal is a fascinating city with a rich history and a vibrant present. From its origins as a center of steel production to its modern-day status as a hub for education and industry, Elektrostal has plenty to offer both residents and visitors. With its beautiful parks, cultural attractions, and proximity to Moscow, there is no shortage of things to see and do in this dynamic city. Whether you’re interested in exploring its historical landmarks, enjoying outdoor activities, or immersing yourself in the local culture, Elektrostal has something for everyone. So, next time you find yourself in the Moscow region, don’t miss the opportunity to discover the hidden gems of Elektrostal.

Q: What is the population of Elektrostal?

A: As of the latest data, the population of Elektrostal is approximately XXXX.

Q: How far is Elektrostal from Moscow?

A: Elektrostal is located approximately XX kilometers away from Moscow.

Q: Are there any famous landmarks in Elektrostal?

A: Yes, Elektrostal is home to several notable landmarks, including XXXX and XXXX.

Q: What industries are prominent in Elektrostal?

A: Elektrostal is known for its steel production industry and is also a center for engineering and manufacturing.

Q: Are there any universities or educational institutions in Elektrostal?

A: Yes, Elektrostal is home to XXXX University and several other educational institutions.

Q: What are some popular outdoor activities in Elektrostal?

A: Elektrostal offers several outdoor activities, such as hiking, cycling, and picnicking in its beautiful parks.

Q: Is Elektrostal well-connected in terms of transportation?

A: Yes, Elektrostal has good transportation links, including trains and buses, making it easily accessible from nearby cities.

Q: Are there any annual events or festivals in Elektrostal?

A: Yes, Elektrostal hosts various events and festivals throughout the year, including XXXX and XXXX.

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unwto tourism highlights 2022

Un tourism | bringing the world closer.

Unwto 2021: a year in review, 2021: tourism united, resilient and determined.

2021 has been a year of learning and adapting for tourism. It has proven that only by working together can the sector overcome challenges and embrace opportunities.

Gathering the global tourism community and developing concrete actions, UNWTO has led tourism’s response with the vision of not only restarting, but doing so in a more inclusive, innovative and sustainable way.

January - March

As global tourism faced up to a second year of unprecedented crisis , UNWTO began 2021 by counting the cost so far . At the same time, however, the emergence of vaccines brought hope . The Global Tourism Crisis Committee met to explore what this meant for safe travel and the restart of tourism, while the announcement of the winners of the UNWTO Global Start-up Competition recognized the role culture and creativity will play in tourism’s restart and recovery .  

April - June

Collaboration and innovation were the focusat the start of the second quarter. UNWTO partnered with IATA on a new Destination Tracker to give both tourists and destinations clear, impartial and trusted advice. And a new Start-up Competition was launched to find the best ideas for accelerating rural development through tourism. In May, the launch of the Best Tourism Villages by UNWTO generated significant interest from Members in every global region. 

July - September

As destinations in Europe welcomed tourists back for the peak summer season, UNWTO highlighted the role of  digital solutions for the safe restart of the sector. But UNWTO also looked ahead, to a more sustainable future , working with key partners to  reduce plastic waste and consumption across every part of the sector. Together, we celebrated World Tourism Day around the theme of Tourism for Inclusive Growth, a message of solidarity and determination that was echoed on a global scale.

October - December

The final quarter of 2021 began with cautious optimism as UNWTO’s Barometer showed signs of improvement in tourist arrival numbers during the summer season in the northern hemisphere. A new partnership with Netflix will bring the message of tourism as a driver of opportunity to a massive global audience, while in November, UNWTO was tourism’s voice at COP26 and signatories to the landmark Glasgow Declaration keep growing. Finally, against the backdrop of the UNWTO General Assembly , the programme of work for the coming biennium was approved and 77% of Members voted to secure a second mandate for the Secretary-General from 2022-2025.

Growing and Moving Forward

UNWTO brings together political leaders from across the globe to deliver a strong, coordinated response. Governments, destinations, fellow UN agencies and international organizations met at key international events joining efforts to rethink tourism. Institutional coordination has proven crucial to find the solutions that build a smarter, greener and safer tourism.

Leaving Nobody Behind

The pledge to ‘ leave nobody behind ’ means nobody should miss out : Not now as we support the sector in the face of crisis, and not in the future as tourism starts again. Tourism is a proven driver of equality and opportunity. And that’s why we turn words into actions, delivering guidelines and action plans , to ensure everyone can enjoy the opportunities tourism brings.

A Shared Vision

Advancing the transformation of the tourism sector , partnerships are the only way forward. In 2021, UNWTO signed agreements with international organizations and the private sector to step our vision for the future of tourism: innovation , education , sustainability , green investment , rural development.

From business as usual to Covid-19

Looking to the future

• Regional Support Office for Asia and the Pacific (RSOAP)
• Member States in Asia and the Pacific
• SUSTAINABLE TOURISM OBSERVATORIES (INSTO)

World Tourism Barometer: September 2022

UNWTO updates World Tourism Barometer and reports international tourism back to 60% of pre-pandemic levels from January to July 2022

Below are excerpts from the September 2022 release of the UNWTO Tourism Barometer :

• The steady recovery reflects strong pent-up demand for international travel, especially in the months of June and July which are part of the Northern Hemisphere summer season. The easing or lifting of travel restrictions in an increasing number of countries also contributed to boost results.
• International tourist arrivals almost tripled (+172%) in January-July 2022 compared to the same period of 2021. Numbers climbed from -64% in January 2022 (versus 2019) to -28% in July, the strongest month since the start of the pandemic.
• Asia and the Pacific (+165%) saw arrivals more than double in the first seven months of 2022, though they remained 86% below 2019 levels.
• The ongoing recovery can also be seen in outbound tourism spending from major source markets. Expenditure from France was at -12% in January-July 2022 compared to 2019 while spending from Germany stood at -14%. International tourism spending remained at -10% in Belgium, -23% in Italy and -26% in the United States.
• The uncertain economic environment seems to have reversed prospects for a return to pre-pandemic levels in the near term. 61% of UNWTO Panel of Experts now see a potential return of international arrivals to 2019 levels in 2024 or later while those indicating a return to pre-pandemic levels in 2023 has diminished (27%) compared to the May survey (48%).

Know more about the global tourism sector performance from January to July 2022 by checking the UNWTO World Tourism Barometer Volume 20, Issue 5 .

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TOURISM TRENDS 2022

11 Aug TOURISM TRENDS 2022

The situation for tourism remains rather unusual as a result of the ongoing COVID-19 pandemic.

The crisis has marked a significant change for everyone, and above all for tourism, one of sectors hit hardest by the virus. 2020 was the year in which international tourism came to a near-complete standstill, and the only alternatives were domestic and local tourism.

2021 has seen some improvements, but only in a very subtle way as restrictions are still in place and many countries keep their borders fully or partially closed.

It is difficult to make an estimate for 2022 as it is not known how the pandemic will evolve. However, it is possible to talk about the new tourism trends that are likely to emerge over the coming year: – International travel with restrictions still maintained by both destinations and airlines in order to offer 100% security to the consumer.

– Reinforcement of COVID-19 testing; two years after the pandemic, COVID testing will still be in place as a preventive measure. – Conscious travel will be advocated. Travel to more distant destinations, but with prolonged durations of stay, as consumers look to enjoy as much of each place they visit as possible. – Green travel. Climate change is a problem that is present and growing. Consumers now are much more responsible and aware of the reality they live in on daily basis.

– A new trend is the “ed-ventures”. It is about combining education and holidays for the youngest members of the family. While adults may need to telework or attend meetings, their children can be doing workshops and learning in a playful way.

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Metallurgicheskii Zavod Electrostal AO (Russia)

In 1993 "Elektrostal" was transformed into an open joint stock company. The factory occupies a leading position among the manufacturers of high quality steel. The plant is a producer of high-temperature nickel alloys in a wide variety. It has a unique set of metallurgical equipment: open induction and arc furnaces, furnace steel processing unit, vacuum induction, vacuum- arc furnaces and others. The factory has implemented and certified quality management system ISO 9000, received international certificates for all products. Elektrostal today is a major supplier in Russia starting blanks for the production of blades, discs and rolls for gas turbine engines. Among them are companies in the aerospace industry, defense plants, and energy complex, automotive, mechanical engineering and instrument-making plants.

Headquarters Ulitsa Zheleznodorozhnaya, 1 Elektrostal; Moscow Oblast; Postal Code: 144002

Contact Details: Purchase the Metallurgicheskii Zavod Electrostal AO report to view the information.

Website: http://elsteel.ru

EMIS company profiles are part of a larger information service which combines company, industry and country data and analysis for over 145 emerging markets.

To view more information, Request a demonstration of the EMIS service

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40 facts about elektrostal.

Written by Lanette Mayes

Modified & Updated: 02 Mar 2024

Reviewed by Jessica Corbett

Elektrostal is a vibrant city located in the Moscow Oblast region of Russia. With a rich history, stunning architecture, and a thriving community, Elektrostal is a city that has much to offer. Whether you are a history buff, nature enthusiast, or simply curious about different cultures, Elektrostal is sure to captivate you.

This article will provide you with 40 fascinating facts about Elektrostal, giving you a better understanding of why this city is worth exploring. From its origins as an industrial hub to its modern-day charm, we will delve into the various aspects that make Elektrostal a unique and must-visit destination.

So, join us as we uncover the hidden treasures of Elektrostal and discover what makes this city a true gem in the heart of Russia.

Key Takeaways:

• Elektrostal, known as the “Motor City of Russia,” is a vibrant and growing city with a rich industrial history, offering diverse cultural experiences and a strong commitment to environmental sustainability.
• With its convenient location near Moscow, Elektrostal provides a picturesque landscape, vibrant nightlife, and a range of recreational activities, making it an ideal destination for residents and visitors alike.

Known as the “Motor City of Russia.”

Elektrostal, a city located in the Moscow Oblast region of Russia, earned the nickname “Motor City” due to its significant involvement in the automotive industry.

Home to the Elektrostal Metallurgical Plant.

Elektrostal is renowned for its metallurgical plant, which has been producing high-quality steel and alloys since its establishment in 1916.

Boasts a rich industrial heritage.

Elektrostal has a long history of industrial development, contributing to the growth and progress of the region.

Founded in 1916.

The city of Elektrostal was founded in 1916 as a result of the construction of the Elektrostal Metallurgical Plant.

Located approximately 50 kilometers east of Moscow.

Elektrostal is situated in close proximity to the Russian capital, making it easily accessible for both residents and visitors.

Known for its vibrant cultural scene.

Elektrostal is home to several cultural institutions, including museums, theaters, and art galleries that showcase the city’s rich artistic heritage.

A popular destination for nature lovers.

Surrounded by picturesque landscapes and forests, Elektrostal offers ample opportunities for outdoor activities such as hiking, camping, and birdwatching.

Hosts the annual Elektrostal City Day celebrations.

Every year, Elektrostal organizes festive events and activities to celebrate its founding, bringing together residents and visitors in a spirit of unity and joy.

Has a population of approximately 160,000 people.

Elektrostal is home to a diverse and vibrant community of around 160,000 residents, contributing to its dynamic atmosphere.

Boasts excellent education facilities.

The city is known for its well-established educational institutions, providing quality education to students of all ages.

A center for scientific research and innovation.

Elektrostal serves as an important hub for scientific research, particularly in the fields of metallurgy, materials science, and engineering.

Surrounded by picturesque lakes.

The city is blessed with numerous beautiful lakes, offering scenic views and recreational opportunities for locals and visitors alike.

Well-connected transportation system.

Elektrostal benefits from an efficient transportation network, including highways, railways, and public transportation options, ensuring convenient travel within and beyond the city.

Famous for its traditional Russian cuisine.

Food enthusiasts can indulge in authentic Russian dishes at numerous restaurants and cafes scattered throughout Elektrostal.

Home to notable architectural landmarks.

Elektrostal boasts impressive architecture, including the Church of the Transfiguration of the Lord and the Elektrostal Palace of Culture.

Offers a wide range of recreational facilities.

Residents and visitors can enjoy various recreational activities, such as sports complexes, swimming pools, and fitness centers, enhancing the overall quality of life.

Provides a high standard of healthcare.

Elektrostal is equipped with modern medical facilities, ensuring residents have access to quality healthcare services.

Home to the Elektrostal History Museum.

The Elektrostal History Museum showcases the city’s fascinating past through exhibitions and displays.

A hub for sports enthusiasts.

Elektrostal is passionate about sports, with numerous stadiums, arenas, and sports clubs offering opportunities for athletes and spectators.

Celebrates diverse cultural festivals.

Throughout the year, Elektrostal hosts a variety of cultural festivals, celebrating different ethnicities, traditions, and art forms.

Electric power played a significant role in its early development.

Elektrostal owes its name and initial growth to the establishment of electric power stations and the utilization of electricity in the industrial sector.

Boasts a thriving economy.

The city’s strong industrial base, coupled with its strategic location near Moscow, has contributed to Elektrostal’s prosperous economic status.

Houses the Elektrostal Drama Theater.

The Elektrostal Drama Theater is a cultural centerpiece, attracting theater enthusiasts from far and wide.

Popular destination for winter sports.

Elektrostal’s proximity to ski resorts and winter sport facilities makes it a favorite destination for skiing, snowboarding, and other winter activities.

Promotes environmental sustainability.

Elektrostal prioritizes environmental protection and sustainability, implementing initiatives to reduce pollution and preserve natural resources.

Home to renowned educational institutions.

Elektrostal is known for its prestigious schools and universities, offering a wide range of academic programs to students.

Committed to cultural preservation.

The city values its cultural heritage and takes active steps to preserve and promote traditional customs, crafts, and arts.

Hosts an annual International Film Festival.

The Elektrostal International Film Festival attracts filmmakers and cinema enthusiasts from around the world, showcasing a diverse range of films.

Encourages entrepreneurship and innovation.

Elektrostal supports aspiring entrepreneurs and fosters a culture of innovation, providing opportunities for startups and business development.

Offers a range of housing options.

Elektrostal provides diverse housing options, including apartments, houses, and residential complexes, catering to different lifestyles and budgets.

Home to notable sports teams.

Elektrostal is proud of its sports legacy, with several successful sports teams competing at regional and national levels.

Boasts a vibrant nightlife scene.

Residents and visitors can enjoy a lively nightlife in Elektrostal, with numerous bars, clubs, and entertainment venues.

Promotes cultural exchange and international relations.

Elektrostal actively engages in international partnerships, cultural exchanges, and diplomatic collaborations to foster global connections.

Surrounded by beautiful nature reserves.

Nearby nature reserves, such as the Barybino Forest and Luchinskoye Lake, offer opportunities for nature enthusiasts to explore and appreciate the region’s biodiversity.

Commemorates historical events.

The city pays tribute to significant historical events through memorials, monuments, and exhibitions, ensuring the preservation of collective memory.

Promotes sports and youth development.

Elektrostal invests in sports infrastructure and programs to encourage youth participation, health, and physical fitness.

Hosts annual cultural and artistic festivals.

Throughout the year, Elektrostal celebrates its cultural diversity through festivals dedicated to music, dance, art, and theater.

Provides a picturesque landscape for photography enthusiasts.

The city’s scenic beauty, architectural landmarks, and natural surroundings make it a paradise for photographers.

Connects to Moscow via a direct train line.

The convenient train connection between Elektrostal and Moscow makes commuting between the two cities effortless.

A city with a bright future.

Elektrostal continues to grow and develop, aiming to become a model city in terms of infrastructure, sustainability, and quality of life for its residents.

In conclusion, Elektrostal is a fascinating city with a rich history and a vibrant present. From its origins as a center of steel production to its modern-day status as a hub for education and industry, Elektrostal has plenty to offer both residents and visitors. With its beautiful parks, cultural attractions, and proximity to Moscow, there is no shortage of things to see and do in this dynamic city. Whether you’re interested in exploring its historical landmarks, enjoying outdoor activities, or immersing yourself in the local culture, Elektrostal has something for everyone. So, next time you find yourself in the Moscow region, don’t miss the opportunity to discover the hidden gems of Elektrostal.

Q: What is the population of Elektrostal?

A: As of the latest data, the population of Elektrostal is approximately XXXX.

Q: How far is Elektrostal from Moscow?

A: Elektrostal is located approximately XX kilometers away from Moscow.

Q: Are there any famous landmarks in Elektrostal?

A: Yes, Elektrostal is home to several notable landmarks, including XXXX and XXXX.

Q: What industries are prominent in Elektrostal?

A: Elektrostal is known for its steel production industry and is also a center for engineering and manufacturing.

Q: Are there any universities or educational institutions in Elektrostal?

A: Yes, Elektrostal is home to XXXX University and several other educational institutions.

Q: What are some popular outdoor activities in Elektrostal?

A: Elektrostal offers several outdoor activities, such as hiking, cycling, and picnicking in its beautiful parks.

Q: Is Elektrostal well-connected in terms of transportation?

A: Yes, Elektrostal has good transportation links, including trains and buses, making it easily accessible from nearby cities.

Q: Are there any annual events or festivals in Elektrostal?

A: Yes, Elektrostal hosts various events and festivals throughout the year, including XXXX and XXXX.

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• Victor Mukhin

Victor M. Mukhin was born in 1946 in the town of Orsk, Russia. In 1970 he graduated the Technological Institute in Leningrad. Victor M. Mukhin was directed to work to the scientific-industrial organization "Neorganika" (Elektrostal, Moscow region) where he is working during 47 years, at present as the head of the laboratory of carbon sorbents.     Victor M. Mukhin defended a Ph. D. thesis and a doctoral thesis at the Mendeleev University of Chemical Technology of Russia (in 1979 and 1997 accordingly). Professor of Mendeleev University of Chemical Technology of Russia. Scientific interests: production, investigation and application of active carbons, technological and ecological carbon-adsorptive processes, environmental protection, production of ecologically clean food.   

Title : Active carbons as nanoporous materials for solving of environmental problems

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2022 has been the year to rethink tourism. Countries around the world turned UNWTO's vision for a greener, smarter and more inclusive sector into real action. 2020 showed the relevance of tourism for sustainable development. 2021 laid the foundations for the transformation of the sector. In 2022, we made it happen. 2022 began on a positive note.

According to the latest UNWTO World Tourism Barometer, international tourism saw a strong rebound in the first five months of 2022, with almost 250 million international arrivals recorded. This compares to 77 million arrivals from January to May 2021 and means that the sector has recovered almost half (46%) of pre-pandemic 2019 levels. UN ...

International Tourism Highlights, 2023 Edition - The Impact of COVID-19 on Tourism (2020-2022) ISBN (printed version): 978-92-844-2497-9 ISBN (electronic version): 978-92-844-2498-6 DOI: 10.18111/9789284424986 Published by the World Tourism Organization (UNWTO), Madrid, Spain First published: September 2023 Revised and updated: October 2023

Find out the latest updates from the UNWTO on tourism trends, challenges and opportunities in 2022 and beyond. Learn about the UNWTO's activities, projects and partnerships in various regions and topics, such as sustainable tourism, gastronomy, investment and education.

International Tourism and COVID-19. Export revenues from international tourism dropped 62% in 2020 and 59% in 2021, versus 2019 (real terms) and then rebounded in 2022, remaining 34% below pre-pandemic levels. The total loss in export revenues from tourism amounts to USD 2.6 trillion for that three-year period. Go to Dashboard.

According to the latest UNWTO World Tourism Barometer, international tourist arrivals almost tripled in January to July 2022 (+172%) compared to the same period of 2021. This means t he sector recovered almost 60% of pre-pandemic levels. The steady recovery reflects strong pent-up demand for international travel as well as the easing or lifting ...

The time is now to seize this opportunity to rethink how we do tourism. The official World Tourism Day celebration will be held in Bali, Indonesia, on 27 September, highlighting the shift towards tourism being recognized as a crucial pillar of development. Wonderful Indonesia - Witness the 42nd World Tourism Day 2022 in Bali, Indonesia!

In terms of tourist numbers, the year 2022 is expected to close with over 900 million international arrivals, despite growing challenges pointing to a softening of the recovery pace. International tourist arrivals: 2020, 2021 and Scenarios for 2022 (monthly change over 2019,%) Source UNWTO World Tourism Barometer: November 2022 Press Release.

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Below are excerpts from the latest World Tourism Barometer May 2022 issue: According to the latest UNWTO World Tourism Barometer, international tourism saw a 182% year-on-year increase in January-March 2022, with destinations worldwide welcoming an estimated 117 million international arrivals compared to 41 million in Q1 2021.

The UNWTO Elibrary is an online service from the World Tourism Organization (UNWTO) with a broad coverage of tourism and related subject areas. ... International Tourism Highlights, 2023 Edition - The Impact of COVID-19 on Tourism (2020-2022) Revised and updated, October 2023. Released: December 2023.

The 7th UNWTO World Forum on Gastronomy Tourism will be held from Monday, December 12 to Thursday, December 15, 2022 (4 days).

The economic contribution of tourism (tourism direct gross domestic product) is estimated at US$1.9 trillion in 2021, above the US$1.6 trillion in 2020, but still well below the pre-pandemic value of US$ 3.5 trillion. The latest UNWTO Panel of Experts survey indicates that 61% of tourism professionals expect better performance in 2022 than in 2021.

Below are relevant points to the July 2022 World Tourism Barometer: Nearly 250 million international trips were recorded worldwide in the first five months of the year, more than three times the number of arrivals recorded in the same period of 2021 (77 million). Robust performance is also reflected in hotel occupancy rates.

2022-10-28. Below are excerpts from the September 2022 release of the UNWTO Tourism Barometer: The steady recovery reflects strong pent-up demand for international travel, especially in the months of June and July which are part of the Northern Hemisphere summer season. The easing or lifting of travel restrictions in an increasing number of ...

International tourism continues to outpace the global economy. 2. Driven by a relatively strong global economy, a growing middle class in emerging economies, technological advances, new business models, affordable travel costs and visa facilitation, international tourist arrivals grew 5% in 2018 to reach the 1.4 billion mark.

UNWTO Tourism Academy | TOURISM TRENDS 2022. The situation for tourism remains rather unusual as a result of the ongoing COVID-19 pandemic. The crisis has marked a significant change for everyone, and above all for tourism, one of sectors hit hardest by the virus. 2020 was the year in which international tourism came to a near-complete ...

International Tourism Highlights, 2023 Edition - The Impact of COVID-19 on Tourism (2020-2022) Revised and updated, October 2023 Published: December 2023 Pages: 32

International Tourism Highlights, 2020 Edition. Published: January 2021 Pages: 23. eISBN: 978-92-844-2245-6 | ISBN: 978-92-844-2244-9. Abstract: 2019 was another year of strong growth, though international arrivals grew below the exceptional rates seen in 2017 (+7%) and 2018 (+6%). Demand was somewhat weaker for travel to advanced economy ...

Main Activities: Iron and Steel Mills and Ferroalloy Manufacturing | Nonferrous Metal (except Copper and Aluminum) Rolling, Drawing, and Extruding. Full name: Metallurgicheskii Zavod Electrostal AO Profile Updated: February 22, 2024. Buy our report for this company USD 29.95 Most recent financial data: 2022 Available in: English & Russian ...

40 Facts About Elektrostal. Elektrostal is a vibrant city located in the Moscow Oblast region of Russia. With a rich history, stunning architecture, and a thriving community, Elektrostal is a city that has much to offer. Whether you are a history buff, nature enthusiast, or simply curious about different cultures, Elektrostal is sure to ...

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Ontario Supporting Local Cultural Tourism Events

$8.4 million investment will boost local economies and create good-paying jobs

April 26, 2024

Tourism, Culture and Sport

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HAMILTON — The Ontario government is investing more than $8 million over the next three years to support cultural tourism in communities across the province. $2.4 million of this funding will be provided this year through the Ontario Cultural Attractions Fund (OCAF) to help 40 arts, heritage and cultural organizations develop, promote and present high-quality, high-profile events that strengthen local economies and create good-paying jobs.

“Ontario’s cultural tourism events and attractions provide residents and visitors alike with unique experiences that create lifelong memories,” said Neil Lumsden, Minister of Tourism, Culture and Sport. “The investments that our government is making through OCAF will help to bring these one-of-a-kind events to life, boosting local businesses, creating good-paying jobs and enabling audiences of all ages to experience the best that Ontario has to offer.”

Minister Lumsden announced the funding today at Theatre Aquarius in Hamilton, which received $60,000 to support its 50th anniversary season that runs from March 26 to June 16. Programming includes the world premiere production of Tom Wilson and Shaun Smyth’s “Beautiful Scars”, inspired by the book “Beautiful Scars: Steeltown Secrets, Mohawk Skywalkers and the Road Home” by Tom Wilson.

“We’re thankful to the Ontario government for the funding that it has provided to our organization through OCAF, which will enable us to expand our marketing efforts in our 50th season,” said Kelly Straughan, Executive Director of Theatre Aquarius. “We’ve assembled a world-class team led by Tom Wilson for the world premiere of his new musical Beautiful Scars, which has a deep connection to Hamilton. It’s a celebration of Indigenous identity that will resonate with theatregoers in the region and beyond.”

This year marks the 25th anniversary of OCAF, which has supported more than 900 events, festivals and exhibitions across Ontario since 1999 and attracted over 91 million attendees.

OCAF funds are provided as partially repayable loans, which enable even more projects to be supported. For every $1 that the Ontario government invests, $1.69 is in turn invested in cultural tourism.

“On behalf of the OCAF board, we thank the Ontario government for the support and confidence in this three-year renewal of the Fund,” said Mary E. Hofstetter, Ontario Cultural Attractions Fund Chair. “It will allow us to invest in more wonderful projects like the 50th anniversary of Theatre Aquarius and other great events happening across Ontario this spring, summer and fall.”

• OCAF provides support to cultural tourism events that range in size from large art and music festivals to smaller events that celebrate local Ontario culture and heritage.
• OCAF continues to accept applications for new events and offers applicants flexibility regarding project timing and scope. Please visit the OCAF website for more information on the organization and to view the full list of recipients.

OCAF website

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Alan Sakach Press Secretary, Minister’s Office [email protected]

Denelle Balfour Communications Branch [email protected]

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Moscow metro to be more tourist-friendly

A new floor sign system at the Moscow metro's Pushkinskaya station. Source: Vladimir Pesnya / RIA Novosti

For many years now, Moscow has lagged behind St. Petersburg when it comes to making life easy for tourists, especially where getting around the city is concerned. Whereas the northern capital installed English-language maps, signs and information points throughout its subway system in the late 2000s, the Russian capital’s metro remained a serious challenge for foreign visitors to navigate.

Recent visitors to Moscow may have noticed some signs that change is afoot, however. In many stations of the Moscow subway, signs have appeared on the floor – with large lettering in Russian and English – indicating the direction to follow in order to change lines. Previously, foreign visitors using the Moscow metro had to rely solely upon deciphering the Russian-language signs hanging from the ceilings.

Student volunteers help tourists find their way in Moscow

However, this new solution has a significant drawback. “The floor navigation is visible only to a small stream of people – fewer than three people per meter. During peak hours, this navigation will simply not be noticed,” said Konstantin Trofimenko, Director of the Center for Urban Transportation Studies.

One of the biggest problems for tourists in the Russian capital remains the absence of English translations of the names of subway stations in the station vestibules and on platforms. The Department of Transportation in Moscow has not commented yet as to when this problem will be solved. However, Latin transliterations of station names can already be found in the subway cars themselves.

Finding the right exit

At four of the central stations – Okhotny Ryad, Teatralnaya, Ploshchad Revolyutsii, Lubyanka and Kuznetsky Most – the city authorities have now installed colorful stands at the exits with schematic diagrams of the station’s concourse and surrounding area, which provide information about the main attractions and infrastructural facilities.

The schematic diagrams are the work of British specialists from the City ID and Billings Jackson Design firms, who have already implemented successful projects in New York and London.

According to Alexei Novichkov, expert at the Design Laboratory at the Higher School of Economics, the design of these information booths raises no objections: The color solutions, font, layout and icons are consistent with international standards.

However, the stands do have some shortcomings. “Many questions are raised about the fact that the developers of these maps did not apply orientation to the north, and have provided layouts of the surrounding areas with respect to the exits,” says Novichkov. “A system like that is used for road navigators, but most of the ‘paper’ guides and maps are oriented strictly to north. The subway map is also oriented to north, so people may become confused.”

Muscovites and foreign visitors are generally positive about these navigation elements, with most of them citing the numbered exits from the subway as the most useful feature.

The fact is that many Moscow subway stations have several exits. One of the busiest central stations of the Moscow subway in particular, Kitay-Gorod, has more than a dozen exits. Previously, these exits were differentiated from each other only with signs in Russian referring to the names of streets and places of interest to which they led – making it easy for tourists and those with poor navigation skills to get confused.

Now, when making an appointment to meet a friend, instead of struggling to find the right spot when they tell you: “I'll meet you at the exit to Solyanka Street,” you can just propose to meet under a specific exit number.

“I’ve lived in Moscow for seven years,” says Angelika, a designer from Voronezh, “but I still don’t always know where to go to find the place I need, so the new schematic diagrams will be very useful. Previously, some subway stations had maps, but not with so much detail.”

Teething problems

Foreigners, meanwhile, focus their attention on other elements. “It is good that the new information boards have QR-codes, which can be ‘read’ by smartphones,” says Florentina, a writer from Vienna. But there are also shortcomings. “The English font of the information on posters and in the captions to theaters and museums is too small – you have to come very close to see it well,” she says.

Pleasant encounters on the streets of Moscow

Florentina was also dissatisfied with the fact that such posters are not provided at all subway stations: “When I was trying to find Tsaritsyno Park (a museum and reserve in the south of Moscow) at a subway station with the same name, it turned out to be quite difficult,” she says.

“There are no maps with landmarks for other areas, such as those already in the city center. There were no clear pointers in the English language, and the passers-by I met did not speak in English, so they could not help me,” she adds.

Officials say that the navigation system is gradually being redeveloped and improved. According to Darya Chuvasheva, a press representative for the Department of Transport of Moscow, the introduction of a unified navigation system will take place in stages.

“By the end of 2014, the system will first appear on the first subway stations on the Circle Line. By the end of 2015, we plan to install the system at all major stopping points, subway stations and transport interchange hubs,” says Chuvasheva.

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Legislation aims to help tourism recover

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Beachgoers are seen on the sand in Waikiki on Friday, April 26, 2024, in Waikiki. The hotel booking pace for the state is in the red through December, and most months are down by double digits for Maui.

HONOLULU — Hawai‘i’s hotel booking pace is in the red through December, but legislative funding has allowed the Hawai‘i Tourism Authority to support a new multimillion-dollar marketing campaign aimed at U.S. visitors.

The new campaign highlights the local people and places making the Hawaiian Islands an unforgettable destination.

While the Maui fires have created challenges for the visitor industry statewide, other factors also have dampened tourism. They include uncertainty in the U.S. economy, the strength of the dollar against some international currencies, increased competition from other destinations and the community-driven push toward managing rather than growing tourism.

It didn’t help that HTA spent the prior two years defunded by the Legislature and at times fighting not only for money but for its existence. A procurement battle over the awarding of the state’s top U.S. tourism award took energy out of the market.

The importance of the U.S. market to Hawai‘i cannot be understated. In 2023, about 7.42 million visitors came to Hawai‘i from the U.S., which represented about 77 percent of all the visitors that came to Hawai‘i. They spent $15.9 billion, which also was about 77 percent of the $20.7 billion in total visitor spending across all markets.

In the meantime, the Hawai‘i Visitors &Convention Bureau, HTA’s contractor for its top U.S. market, kept running COVID-19-era malama (take care of) Hawai‘i campaigns. Research shows that HVCB’s malama campaigns were effective compared with other campaigns from other destination marketing organizations. Still, industry critics said it grew tired after COVID-19 and the Maui wildfires, and it left some visitors confused about whether Hawai‘i really wanted them to visit.

Now HTA and the messaging in its latest U.S. multi­million dollar marketing campaign is trying to pivot. HTA began the state legislative session tracking 135 measures, including several carryover bills that would have eliminated the organization but have since died.

The agency is now looking to emerge from this session with an appropriation in House Bill 1800 that funds 30 positions and a $63 million recurring budget, ensuring the agency’s funding will continue without specific legislative approval.

Mufi Hannemann, HTA board chairman and Hawai‘i Lodging &Tourism Association president and CEO, said, “This is a significant, significant achievement for HTA and I want to thank all of you that had a part of this. Yes, there were some of us out there leading the charge, but at the end of the day it required all of you to help us make the case to enable us to get $63 million for an operating budget. We’ve gone through two years of being defunded and gone through some very stormy discussions about if we should even exist anymore. All of that is past us, in my opinion.”

The finance bill goes to a full vote this week, but it’s looking good for HTA since conferees from the Senate and House agreed to fund HTA at the higher of the two levels proposed. That funding would allow the agency to support HVCB’s new campaign called The People. The Place. The Hawaiian Islands.

Jay Talwar, HVCB senior vice president of marketing and chief marketing officer, shared the new campaign with the HTA board Thursday. Funding for the new campaign comes out of HVCB’s total U.S. market budget for 2024, which is more than $18.9 million, including phase two of the Maui Marketing Recovery Plan and grant money from the U.S. Economic Development Administration.

HVCB’s total contract from HTA to market the U.S. is nearly $38.4 million for the initial 2-1/2-year term, with an option for one two-year extension.

The contract came after HVCB, the only agency ever to market the U.S. contract for HTA, initially won an award and then lost it to the Council of Native Hawaiian Advancement, whose contract was eventually also rescinded.

Both entities protested, but those protests ended when the HTA board split the contract and awarded the U.S. branding piece to HVCB and awarded CNHA with a stewardship contract that runs across all markets.The compromise ended the distractions and allowed the contractors to respond to new market conditions.

New campaign

HVCB’s new campaign keeps many of the values of the malama campaign, which was evaluated highly by SMARInsights as part of HVCB’s return on investment in 2023.

Alisha Valentine, SMAR­Insights vice president, told the HTA board Thursday that for every marketing dollar spent by HVCB in 2023, about $407 was returned to the state.

“This (return on investment) is 43 percent above average. Post-COVID, the average return on investment for state (destination marketing organizations) is $285,” Valentine said. “However, for state offices with paid media investment over $5 million since 2021, the average ROI is $219, making the return on the 2023 media buy 86 percent higher than the average competitor.”

HVCB’s newest campaign is similar to the malama campaign; however, it shifts from the COVID-19-era tone of telling visitors how to act and instead conveys that caring is expected by having locals and visitors model it.

“You can feel a difference. There’s a welcoming here,” Talwar said as he highlighted images and videos from the campaign. “There are people smiling and happy to see you. We are looking to allow the benefits of tourism to reach a broader part of the community — the chefs, the agricultural producers, the farmers, the fisherman, the ranchers, culturalists, musicians, the lei makers, the fashion designers, the artists. (It’s) a large group of people who need support from tourism to allow them to continue their crafts and their lifestyle here on the islands. They are all coming to life in the campaign.”

On Maui, chef Kyle Kawakami of Maui Fresh Streatery is shown feeding and interacting with residents and visitors against the backdrop of the lush greens of upcountry Maui.

On Oahu, Meleana Estes, author of “Lei Aloha,” shares the cultural significance of the lei.

On Kauai, Hanalei Strings, a small music shop owned by Kirk and Tora Smart and their son Eli Smart, shows the magic of the small island where visitors might walk into the store and have an impromptu jam session, then later run into the participants on the beach.

HTA said additional ambassadors are in the pipeline.

“I actually know most of the ambassadors,” said ‘Iwalani Kuali‘i Kaho‘ohanohano, the HTA senior brand manager who has oversight for the U.S. contract. “It’s really special for me to be able to see them sharing their stories in this capacity in the tourism industry to our market and beyond. That’s what I grew up with. That’s what living in Hawai‘i means to me.”

Keith Vieira, principal of KV &Associates, Hospitality Consulting, who was among the industry reviewers on Wednesday, said overall feedback was positive, and those in attendance liked that the campaign highlighted that each island is a separate and special place and has its own beauty.

However, Vieira said, some industry leaders expressed concern that a long-form video of Maui was too focused on the past fire rather than its current recovery. He said some leaders also wanted to see more of Hawai‘i’s beaches and ocean featured.

Josh Hargrove, general manager of the Westin Maui Resort &Spa, said he loved that the upcountry Maui imagery was lush and green because it counteracts the perception that some people have that all of the Valley Island was on fire. He suggested subsequent campaigns could focus on beaches and waterfalls and other parts of Maui.

“We need visitors to come and realize that Maui is as beautiful as it’s ever been,” Hargrove said.

Hannemann said, “We are listening to their feedback and HVCB is making tweaks.” He said the new campaign is expected to roll out soon to address expected shortfalls in bookings not just on Maui but everywhere.

“We have been hearing from the industry that it is going to be a soft summer, so the sooner we get this kind of messaging out the better that we will be,” he said.

Talwar showed the board a slide of the hotel booking pace for all islands and pointed out that as of April 14, the hotel booking pace for Hawaii this month is in the red by single digits for every month except August up until December. Maui was up slightly for April, but is in the red by double digits well into the first quarter of next year, and West Maui is even worse.

“(The numbers) are consistently negative. So we are really appreciative of what’s been going on with the legislative session and your leadership that allowed us to get the funding. It looks very solid,” he said.

Funding wasn’t HTA’s only legislative win this year.

Senate Bill 3006, which would allow the agency to sell or lease naming rights of the Hawai‘i Convention Center facility, stalled. However, House Bill 2563, which started as a bill to develop a mobile app, was passed out of conference with the naming rights provision. Funding for the mobile app, which HTA supported, was taken out of the bill; however, it now exists in House Bill 1800 so the project can move forward.

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