tourism effects on culture

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Ethics, culture and social responsibility.

• Global Code of Ethics for Tourism
• Accessible Tourism

Tourism and Culture

• Women’s Empowerment and Tourism

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The convergence between tourism and culture, and the increasing interest of visitors in cultural experiences, bring unique opportunities but also complex challenges for the tourism sector.

“Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they should protect and pass on to future generations; particular care should be devoted to preserving monuments, worship sites, archaeological and historic sites as well as upgrading museums which must be widely open and accessible to tourism visits”

UN Tourism Framework Convention on Tourism Ethics

Article 7, paragraph 2

This webpage provides UN Tourism resources aimed at strengthening the dialogue between tourism and culture and an informed decision-making in the sphere of cultural tourism. It also promotes the exchange of good practices showcasing inclusive management systems and innovative cultural tourism experiences .  

About Cultural Tourism

According to the definition adopted by the UN Tourism General Assembly, at its 22nd session (2017), Cultural Tourism implies “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination. These attractions/products relate to a set of distinctive material, intellectual, spiritual and emotional features of a society that encompasses arts and architecture, historical and cultural heritage, culinary heritage, literature, music, creative industries and the living cultures with their lifestyles, value systems, beliefs and traditions”. UN Tourism provides support to its members in strengthening cultural tourism policy frameworks, strategies and product development . It also provides guidelines for the tourism sector in adopting policies and governance models that benefit all stakeholders, while promoting and preserving cultural elements.

Recommendations for Cultural Tourism Key Players on Accessibility 

UN Tourism , Fundación ONCE and UNE issued in September 2023, a set of guidelines targeting key players of the cultural tourism ecosystem, who wish to make their offerings more accessible.

The key partners in the drafting and expert review process were the ICOMOS International Cultural Tourism Committee and the European Network for Accessible Tourism (ENAT) . The ICOMOS experts’ input was key in covering crucial action areas where accessibility needs to be put in the spotlight, in order to make cultural experiences more inclusive for all people.

This guidance tool is also framed within the promotion of the ISO Standard ISO 21902 , in whose development UN Tourism had one of the leading roles.

Download here the English and Spanish version of the Recommendations.

Compendium of Good Practices in Indigenous Tourism

The report is primarily meant to showcase good practices championed by indigenous leaders and associations from the Region. However, it also includes a conceptual introduction to different aspects of planning, management and promotion of a responsible and sustainable indigenous tourism development.

The compendium also sets forward a series of recommendations targeting public administrations, as well as a list of tips promoting a responsible conduct of tourists who decide to visit indigenous communities.

For downloads, please visit the UN Tourism E-library page: Download in English - Download in Spanish .

Weaving the Recovery - Indigenous Women in Tourism

This initiative, which gathers UN Tourism , t he World Indigenous Tourism Alliance (WINTA) , Centro de las Artes Indígenas (CAI) and the NGO IMPACTO , was selected as one of the ten most promising projects amoung 850+ initiatives to address the most pressing global challenges. The project will test different methodologies in pilot communities, starting with Mexico , to enable indigenous women access markets and demonstrate their leadership in the post-COVID recovery.

This empowerment model , based on promoting a responsible tourism development, cultural transmission and fair-trade principles, will represent a novel community approach with a high global replication potential.

Visit the Weaving the Recovery - Indigenous Women in Tourism project webpage.

Inclusive Recovery of Cultural Tourism

The release of the guidelines comes within the context of the International Year of Creative Economy for Sustainable Development 2021 , a UN initiative designed to recognize how culture and creativity, including cultural tourism, can contribute to advancing the SDGs.  

UN Tourism Inclusive Recovery Guide, Issue 4: Indigenous Communities

Sustainable Development of Indigenous Tourism

The Recommendations on Sustainable Development of Indigenous Tourism provide guidance to tourism stakeholders to develop their operations in a responsible and sustainable manner within those indigenous communities that wish to:

• Open up to tourism development, or
• Improve the management of the existing tourism experiences within their communities.

They were prepared by the UN Tourism Ethics, Culture and Social Responsibility Department in close consultation with indigenous tourism associations, indigenous entrepreneurs and advocates. The Recommendations were endorsed by the World Committee on Tourism Ethics and finally adopted by the UN Tourism General Assembly in 2019, as a landmark document of the Organization in this sphere.

Who are these Recommendations targeting?

• Tour operators and travel agencies
• Tour guides
• Indigenous communities
• Other stakeholders such as governments, policy makers and destinations

The Recommendations address some of the key questions regarding indigenous tourism:

Download PDF:

• Recommendations on Sustainable Development of Indigenous Tourism
• Recomendaciones sobre el desarrollo sostenible del turismo indígena, ESP

UN Tourism/UNESCO World Conferences on Tourism and Culture

The UN Tourism/UNESCO World Conferences on Tourism and Culture bring together Ministers of Tourism and Ministers of Culture with the objective to identify key opportunities and challenges for a stronger cooperation between these highly interlinked fields. Gathering tourism and culture stakeholders from all world regions the conferences which have been hosted by Cambodia, Oman, Türkiye and Japan have addressed a wide range of topics, including governance models, the promotion, protection and safeguarding of culture, innovation, the role of creative industries and urban regeneration as a vehicle for sustainable development in destinations worldwide.

Fourth UN Tourism/UNESCO World Conference on Tourism and Culture: Investing in future generations. Kyoto, Japan. 12-13 December 2019 Kyoto Declaration on Tourism and Culture: Investing in future generations ( English, French, Spanish, Arabic, Russian and Japanese )

Third UN Tourism/UNESCO World Conference on Tourism and Culture : For the Benefit of All. Istanbul, Türkiye. 3 -5 December 2018 Istanbul Declaration on Tourism and Culture: For the Benefit of All ( English , French , Spanish , Arabic , Russian )

Second UN Tourism/UNESCO World Conference’s on Tourism and Culture: Fostering Sustainable Development. Muscat, Sultanate of Oman. 11-12 December 2017 Muscat Declaration on Tourism and Culture: Fostering Sustainable Development ( English , French , Spanish , Arabic , Russian )

First UN Tourism/UNESCO World Conference’s on Tourism and Culture: Building a new partnership. Siem Reap, Cambodia. 4-6 February 2015 Siem Reap Declaration on Tourism and Culture – Building a New Partnership Model ( English )

UN Tourism Study on Tourism and Intangible Cultural Heritage  

The first UN Tourism Study on Tourism and Intangible Cultural Heritage provides comprehensive baseline research on the interlinkages between tourism and the expressions and skills that make up humanity’s intangible cultural heritage (ICH). 

Through a compendium of case studies drawn from across five continents, the report offers in-depth information on, and analysis of, government-led actions, public-private partnerships and community initiatives.

These practical examples feature tourism development projects related to six pivotal areas of ICH: handicrafts and the visual arts; gastronomy; social practices, rituals and festive events; music and the performing arts; oral traditions and expressions; and, knowledge and practices concerning nature and the universe.

Highlighting innovative forms of policy-making, the UN Tourism Study on Tourism and Intangible Cultural Heritage recommends specific actions for stakeholders to foster the sustainable and responsible development of tourism by incorporating and safeguarding intangible cultural assets.

UN Tourism Study on Tourism and Intangible Cultural Heritage

• UN Tourism Study
• Summary of the Study

Studies and research on tourism and culture commissioned by UN Tourism

• Tourism and Culture Synergies, 2018
• UN Tourism Study on Tourism and Intangible Cultural Heritage, 2012
• Big Data in Cultural Tourism – Building Sustainability and Enhancing Competitiveness (e-unwto.org)

Outcomes from the UN Tourism Affiliate Members World Expert Meeting on Cultural Tourism, Madrid, Spain, 1–2 December 2022

UN Tourism and the Region of Madrid – through the Regional Ministry of Culture, Tourism, and Sports – held the World Expert Meeting on Cultural Tourism in Madrid on 1 and 2 December 2022. The initiative reflects the alliance and common commitment of the two partners to further explore the bond between tourism and culture. This publication is the result of the collaboration and discussion between the experts at the meeting, and subsequent contributions.

Relevant Links

• 3RD UN Tourism/UNESCO WORLD CONFERENCE ON TOURISM AND CULTURE ‘FOR THE BENEFIT OF ALL’

Photo credit of the Summary's cover page:  www.banglanatak.com

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• 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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What is cultural tourism and why is it growing?

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

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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Future Changes and Challenges for Post-Covid-19 Tourism

• First Online: 29 April 2024

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• Anna Trono 4  

In conformity with the priorities established in the UNWTO’s global guidelines, today more than ever, the recovery of the tourism sector can contribute to the development and implementation of plans that serve the sustainable development objectives laid out in Agenda 2030. The new tourism sector will thus have a responsible vision of the objectives in terms of public health, social inclusion, conservation of biodiversity, climate safeguards, the circular economy, good governance and sustainable finance. The current vulnerability of tourism could thus create the conditions for a recalibration of the world economic structure, contributing to recovery plans on a broader scale. Like all crises, the current one also represents an opportunity, in this case to accelerate the creation of sustainable tourism models. The resilience of this tourism will depend on the sector’s ability to balance the needs of communities and the planet with the socio-economic advantages it generates.

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What's the problem with overtourism?

With visitor numbers around the world increasing towards pre-pandemic levels, the issue of overtourism is once again rearing its head.

When locals in the charming Austrian lakeside village of Hallstatt staged a blockade of the main access tunnel, brandishing placards asking visitors to ‘think of the children’, it highlighted what can happen when places start to feel overrun by tourists. Hallstatt has just 800 residents but has opened its doors to around 10,000 visitors a day — a population increase of over 1,000%. And it’s just one of a growing number of places where residents are up in arms at the influx of travellers.

The term ‘overtourism’ is relatively new, having been coined over a decade ago to highlight the spiralling numbers of visitors taking a toll on cities, landmarks and landscapes. As tourist numbers worldwide return towards pre-pandemic levels, the debate around what constitutes ‘too many’ visitors continues. While many destinations, reliant on the income that tourism brings, are still keen for arrivals, a handful of major cities and sites are now imposing bans, fines, taxes and time-slot systems, and, in some cases, even launching campaigns of discouragement in a bid to curb tourist numbers.

What is overtourism?

In essence, overtourism is too many people in one place at any given time. While there isn’t a definitive figure stipulating the number of visitors allowed, an accumulation of economic, social and environmental factors determine if and how numbers are creeping up.

There are the wide-reaching effects, such as climate change. Coral reefs, like the Great Barrier Reef and Maya Bay, Thailand, made famous by the Leonardo DiCaprio film, The Beach , are being degraded from visitors snorkelling, diving and touching the corals, as well as tour boats anchoring in the waters. And 2030 transport-related carbon emissions from tourism are expected to grow 25% from 2016 levels, representing an increase from 5% to 5.3% of all man-made emissions, according to the United Nations World Tourism Organisation (UNWTO). More localised issues are affecting locals, too. Renters are being evicted by landlords in favour of turning properties into holiday lets, and house prices are escalating as a result. As visitors and rental properties outnumber local residents, communities are being lost. And, skyrocketing prices, excessive queues, crowded beaches, exorbitant noise levels, damage at historical sites and the ramifications to nature as people overwhelm or stray from official paths are also reasons the positives of tourism can have a negative impact.

Conversely, ‘undertourism’ is a term applied to less-frequented destinations, particularly in the aftermath of the pandemic. The economic, social and environmental benefits of tourism aren't always passed on to those with plenty of capacity and, while tourist boards are always keen for visitors to visit their lesser-known attractions, it’s a more sustainable and rewarding experience for both residents and visitors.

What’s the main problem with it?

Overcrowding is an issue for both locals and tourists. It can ruin the experience of sightseeing for those trapped in long queues, unable to visit museums, galleries and sites without advance booking, incurring escalating costs for basics like food, drink and hotels, and faced with the inability to experience the wonder of a place in relative solitude. The absence of any real regulations has seen places take it upon themselves to try and establish some form of crowd control, meaning no cohesion and no real solution.

Justin Francis, co-founder and CEO of Responsible Travel, a tour operator that focuses on more sustainable travel, says “Social media has concentrated tourism in hotspots and exacerbated the problem, and tourist numbers globally are increasing while destinations have a finite capacity. Until local people are properly consulted about what they want and don’t want from tourism, we’ll see more protests.”

A French start up, Murmuration, which monitors the environmental impact of tourism by using satellite data, states that 80% of travellers visit just 10% of the world's tourism destinations, meaning bigger crowds in fewer spots. And, the UNWTO predicts that by 2030, the number of worldwide tourists, which peaked at 1.5 billion in 2019, will reach 1.8 billion,   likely leading to greater pressure on already popular spots and more objection from locals.

Who has been protesting?

Of the 800 residents in the UNESCO-listed village of Hallstatt, around 100 turned out in August to show their displeasure and to push for a cap on daily visitors and a curfew on tour coach arrivals.

Elsewhere, residents in Venice fought long and hard for a ban on cruise ships, with protest flags often draped from windows. In 2021, large cruise ships over 25,000 tonnes were banned from using the main Giudecca Canal, leaving only smaller passenger ferries and freight vessels able to dock.

In France, the Marseille Provence Cruise Club introduced a flow management system for cruise line passengers in 2020, easing congestion around the popular Notre-Dame-de-la-Garde Basilica. A Cruise Lines International Association (CLIA) spokesperson said, “Coaches are limited to four per ship during the morning or afternoon at the Basilica to ensure a good visitor experience and safety for residents and local businesses. This is a voluntary arrangement respected by cruise lines.”

While in Orkney, Scotland, residents have been up in arms at the number of cruise ships docking on its shores. At the beginning of 2023, the local council confirmed that 214 cruise ship calls were scheduled for the year, bringing around £15 million in revenue to the islands. Following backlash from locals, the council has since proposed a plan to restrict the number of ships on any day.

What steps are being taken?  

City taxes have become increasingly popular, with Barcelona increasing its nightly levy in April 2023 — which was originally introduced in 2012 and varies depending on the type of accommodation — and Venice expects to charge day-trippers a €5 fee from 2024.

In Amsterdam this summer, the city council voted to ban cruise ships, while the mayor, Femke Halsema, commissioned a campaign of discouragement, asking young British men who planned to have a 'vacation from morals’ to stay away. In Rome, sitting at popular sites, such as the Trevi Fountain and the Spanish Steps, has been restricted by the authorities.

And in Kenya’s Maasai Mara, meanwhile, the Narok County governor has introduced on-the-spot fines for off-roading. He also plans to double nightly park fees in peak season.

What are the forecasts for global tourism?  

During the Covid pandemic, tourism was one of the hardest-hit industries — according to UNWTO, international tourist arrivals dropped 72% in 2020. However, traveller numbers have since been rapidly increasing, with double the number of people venturing abroad in the first three months of 2023 than in the same period in 2022. And, according to the World Travel Tourism Council, the tourism sector is expected to reach £7.5 trillion this year, 95% of its pre-pandemic levels.

While the tourism industry is forecast to represent 11.6% of the global economy by 2033, it’s also predicted that an increasing number of people will show more interest in travelling more sustainably. In a 2022 survey by Booking.com, 64% of the people asked said they would be prepared to stay away from busy tourist sites to avoid adding to congestion.

Are there any solutions?  

There are ways to better manage tourism by promoting more off-season travel, limiting numbers where possible and having greater regulation within the industry. Encouraging more sustainable travel and finding solutions to reduce friction between residents and tourists could also have positive impacts. Promoting alternative, less-visited spots to redirect travellers may also offer some benefits.

Harold Goodwin, emeritus professor at Manchester Metropolitan University, says, “Overtourism is a function of visitor volumes, but also of conflicting behaviours, crowding in inappropriate places and privacy. Social anthropologists talk about frontstage and backstage spaces. Tourists are rarely welcome in backstage spaces. To manage crowds, it’s first necessary to analyse and determine the causes of them.

Francis adds: “However, we must be careful not to just recreate the same problems elsewhere. The most important thing is to form a clear strategy, in consultation with local people about what a place wants or needs from tourism.”

As it stands, overtourism is a seasonal issue for a small number of destinations. While there is no one-size-fits-all solution, a range of measures are clearly an option depending on the scale of the problem. For the majority of the world, tourism remains a force for good with many benefits beyond simple economic growth.

Related Topics

• OVERTOURISM
• SUSTAINABLE TOURISM

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How is overtourism affecting local communities?

How overtourism impacts local communities and ecosystems at some of the world’s most instagrammable travel destinations.

In this episode, we will speak with guests from communities that have been affected by overtourism and how social media culture is contributing to this issue. The conversation will shed light on the cultural, environmental and socioeconomic consequences of overtourism and answer these questions: Should people continue travelling to these places, and is there a way to be a sustainable, ethical tourist?

Presenter: Myriam Francois

Guests: Saraswati Putri – Balinese poet and academic Alex Gonzalez Ormerod – Mexican writer and historian Doctor Kiona – Education Thru Travel, Founder Bani Amor – Travel writer