Globally, the World Tourism Organization, now UN Tourism, and UNESCO have understood the importance of this type of tourism. They have promoted conferences, studies, and meetings to strengthen cooperation between the tourism and cultural sectors. In these spaces, ministers and experts from around the world share challenges and solutions on how to protect, promote, and transmit cultural heritage to future generations. There is talk of innovation, urban regeneration, creative industries, and above all, the need to invest in policies that guarantee sustainability and benefits for local communities. Moreover, UN Tourism has conducted extensive studies on tourism and intangible cultural heritage, analyzing how living expressions—gastronomy, music, rituals, crafts, social practices—can become responsible and sustainable tourism products. The objective is clear: that tourism is not a threat, but a tool to safeguard and revitalize the identity of peoples.

Managing tourism in heritage sites is, in many ways, a delicate art. On the one hand, these places attract millions of visitors and generate vital income for the local economy. On the other hand, there is the obligation—and ethical responsibility—to conserve and restore the original values of the site, avoiding overexploitation, loss of authenticity, or environmental deterioration. The key lies in planning, training managers, community participation, and reinvesting part of tourism income in the protection and restoration of heritage. Public administrations and destination management organizations often design marketing and communication strategies that not only promote attractions, but also educate visitors on the importance of respecting and preserving heritage. Cultural events, festivals, themed routes, and digital platforms help to energize the offer and make each territory’s cultural wealth more visible.

There’s nothing better than a few concrete examples to illustrate how cultural and heritage tourism can transform destinations and generate memorable experiences. The Louvre Museum in Paris is much more than a museum: it’s a symbol of universal culture. Its millions of visitors not only admire the Mona Lisa, but also participate in a collective experience where art and history engage in dialogue in every gallery. The Louvre shows that culture can attract crowds and, at the same time, inspire respect and admiration for human legacy. Walking through Venice is like strolling through an opera stage, where each canal, each bridge, and each palace tells stories of splendor and resistance.

The city has faced great challenges in managing mass tourism, implementing measures such as cruise restrictions and the promotion of alternative routes to protect its fragile heritage. The Pyramids of Giza and the Egyptian Museum in Cairo are emblems of humanity. However, managing these sites involves enormous challenges: from controlling access to educating visitors and protecting against illicit trafficking of antiquities. The emotion of contemplating the Sphinx or the treasures of Tutankhamun is indescribable, but it also invites reflection on the need for responsible tourism.

Machu Picchu, in Peru, is an example of how tourism management can balance conservation and the visitor experience. Access is regulated, defined routes and schedules exist, and part of the revenue is allocated to conservation of the site and development of local communities. Climbing in the morning and watching the mist clear over the ruins is one of those once-in-a-lifetime experiences.

And Lanzarote, in Spain, is a model of sustainable cultural tourism. Thanks to the vision of artist César Manrique, art and nature merge in spaces like Jameos del Agua or the House-Museum of the Peasant. Lanzarote has successfully integrated artistic creation into the territory, becoming a Biosphere Reserve and a destination that invites discovery of unique traditions and landscapes.

What’s most fascinating about cultural and heritage tourism is that behind every monument, every dance, or every traditional dish, there are people. Communities that have known how to reinvent themselves, that open their doors and proudly share their heritage with hospitality. And indeed, cultural tourism only makes sense if it benefits those who safeguard the heritage, if it fosters dialogue and mutual respect, and if it generates real opportunities for local development. Community initiatives, experiential tourism projects, and public-private partnerships have proven to be effective tools for stimulating the economy, strengthening identity, and empowering local populations. From traditional music festivals in Africa to pottery workshops in Asia or gastronomic routes in Latin America, cultural tourism reinvents itself every day, adapting to the new interests and sensitivities of travelers.

Of course, not everything is easy. Cultural and heritage tourism faces constant challenges: overcrowding, loss of authenticity, climate change, lack of conservation resources, real estate pressure, among others. The COVID-19 pandemic also left important lessons about the need to diversify the offer, invest in digitalization, and strengthen the resilience of destinations. However, the future is promising. More and more travelers are seeking responsible, authentic, and transformative experiences. Cities and regions that are committed to sustainability, innovation, and community participation are positioning themselves as leaders in global cultural tourism.

t the end of the day, cultural and heritage tourism is much more than an industry. It is an inner and outer journey, an opportunity to discover the world’s diversity and, at the same time, to recognize ourselves in others. It is an act of respect, of admiration, and, why not, of humility in the face of the greatness of human creativity. And when a traveler is moved by hearing an ancient legend, tasting an ancestral dish, or admiring a work of art, they are not just collecting memories. They are, in some way, helping to keep the flame of culture alive, to protect heritage for future generations, and to build bridges of understanding in a world that so deeply needs it. Thus, cultural and heritage tourism remains, today more than ever, an essential journey—a journey that transforms us, connects us, and invites us to celebrate the infinite richness of humanity.

Author: Marco Antonio Abastoflor Portugal

Professor and International Expert