Development Conversations, Innovation

Author: Canaan Bridges Consulting Inc.

Tourism is one of the primary drivers of economic growth in many economies. Attracting and retaining repeat visitors to destinations is even more relevant now, as more destinations compete to capture a greater share of the global tourism market. An economy’s cultural heritage is intertwined with its people, their traditions, the distinct way they express themselves, the country’s natural resources, landmarks, and historical heritage sites. Prioritizing heritage tourism can significantly enhance the effectiveness of national innovation strategies.  

A rich and varied cultural heritage helps to augment the distinct features of a place’s history, its people and its topography. A country’s cultural heritage includes many of its creative sectors. Visual arts and their institutions, music and artisan craftsmanship all represent creative expressions that are often enmeshed with the local culture and traditions of communities. This intersection between cultural heritage and the creative sectors offers diverse opportunities for pivoting growth in the tourism industry.

It creates diverse opportunities to develop products and service experiences that complement the uniqueness of heritage sites and the community’s culture. These elements help identify, develop, and implement nation-branding packages to interest travellers and improve the repeat rate of visitors to tourist destinations.

The United Nations Educational, Cultural and Scientific Council (UNESCO) recognizes several heritage sites and intangible cultural elements globally for their significance and unique characteristics. Some of these include:

  • Canada’s Nahanni National Park
  • Malaysia’s breakfast culture
  • Sweden’s summer farming
  • The prehistoric town of Uxmal in Mexico
  • The Brimstone Hill Forest National Park in Saint Kitts and Nevis
  • The Barrier Reef Reserve System in Belize and
  • Jamaica’s Reggae music (intangible cultural heritage).
  • 17th Century Port Royal ruins.

This global recognition of places and cultural traditions as important world markers holds benefits for local communities in which these heritages thrive. One of the objectives of UNESCO’s recognition is to acknowledge the cultural significance of these places and their intangible cultural elements. Sustainability concerns are part of these objectives. By recognizing their significance, policymakers and other key stakeholders also have a responsibility to preserve this heritage for future generations. This is a delicate balance – commercializing cultural heritage while preserving its authenticity, roots and traditional significance. Visitors want to experience and engage with local culture and participate in community activities that go beyond conventional tourist experiences. How to effectively engage with these opportunities without compromising local cultural heritage deserves more attention.

Tapping into Cultural Heritage-based Tourism: National Development Opportunities

  • Job creation and diversification
  • Address income and gender inequalities in rural areas
  • Builds diversity into existing urban tourist markets.
  • Foster local community involvement in tourism experiences
  • Can promote food security
  • Diversify community and national sectoral focuses
  • Identify and tap into growth opportunities in blue and creative economies.

Five Tips for Capitalizing on Cultural Heritage-based Tourism

  • Understand how the culture and traditions of your local community are portrayed in products and services.
  • Identify key stakeholders and how best to garner involvement from these groups
  • Conduct feasibility studies on tourism-based market opportunities in local, regional and international markets.
  • Revamp existing products and services to reflect cultural heritage priorities.
  • Create and implement conservation strategies (including environmental and social) to preserve strong links between culture, local communities and product and service offerings.