1. Concepts. Definition and principles of sustainable tourism; application to ICH
The United Nations World Tourism Organization (UNWTO) defines sustainable tourism as “tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.” Additionally, sustainable tourism considers the environmental, economic, and socio-cultural aspects of tourism development.
Intangible Cultural Heritage (ICH) plays a significant role in the creation of sustainable tourism. If you don’t quite remember the definition of intangible cultural heritage, you can go back to Module 1 of this course, titled ‘Identification and Cataloging of Intangible Cultural Heritage in Rural Areas’. Tourism and ICH have a mutually beneficial relationship. On one hand, ICH is essential in tourism development, as modern travelers seek more than just architectural landmarks and historical sites. They desire immersive experiences that showcase the living traditions of local communities. On the other hand, sustainable tourism serves as a powerful tool for safeguarding and promoting ICH.
While tourism offers numerous benefits, it also poses risks to ICH if not carefully managed. Over-commercialization may lead to the loss of authenticity and the dilution of cultural traditions. To prevent this, a sustainable approach is crucial.
When integrating ICH into tourism development, communities should be the primary decision-makers regarding how their cultural heritage is shared and presented to visitors. Tourism development should be limited to what is comfortable for the local population.
Achieving these goals can be challenging, but not if you do it with the help of others.. These include local communities, heritage practitioners, NGOs, tourism businesses, and local authorities. Through cooperative efforts, tourism can become a vehicle for cultural preservation, economic empowerment, and environmental stewardship, ensuring long-term benefits for both visitors and host communities alike.
2. Preservation and Promotion of ICH: Strategies for Valuing Cultural Tourism that Positively Impact the Community
Cultural tourism is deeply connected to the unique heritage, traditions, and activities available in a given location. Each place offers distinct cultural resources that shape its tourism appeal. Today’s cultural tourists are not solely interested in sightseeing; they seek meaningful experiences, deeper knowledge, and entertainment. They are drawn to local heritage, history, people, traditions, cuisine, and artisanal products—elements that are best conveyed through engaging storytelling.
When local communities participate in tourism development, it fosters meaningful exchanges between visitors and residents. Such interactions promote cultural understanding and create an open, self-confident society. Additionally, when tourists appreciate local culture, it enhances the community’s self-esteem and strengthens their cultural identity.
Cultural tourism also raises awareness of the importance of preserving local heritage. This encourages communities to actively safeguard, practice, and promote their ICH while also maintaining tangible heritage. As a result, tourism can serve as a catalyst for territorial planning and development. Beyond cultural enrichment, Tourism can attract investment, enhances local businesses, and increases job opportunities. Cultural heritage is not only a major draw for tourists but also plays a crucial role in making a place attractive for long-term investment and sustainable development.
In addition, consider the power that digitalization contributes to this entire framework. Digitalization enables broader access to local cultural heritage, allowing different groups in society to engage with it—even without physically visiting the location. At the same time, it can spark interest in these places, encouraging visits to even the most rural and remote areas. With the rise of social media, tourism providers can reach global audiences more effectively than ever before.