Tourism and culture are mutually beneficial, as culture makes destinations unique, while tourism supports cultural preservation and promotion. However, a harmonious relationship depends on how tourism businesses and tourists engage with culture. This article explores the relationship between culture and tourism, highlights potential pitfalls in tourism mismanagement, and discusses principles of sustainable tourism for safeguarding cultural heritage.
Blending tourism and culture
Culture uniquely enhances tourist destinations, making them attractive and authentic in today's global travel landscape. This type of tourism, where the destination's culture is the primary draw, is known as cultural or heritage tourism. Tourism can also contribute to culture by funding the preservation of architectural, traditional, agricultural, and other aspects deeply rooted in local heritage. Beyond income generation and heritage preservation, cultural and heritage tourism can foster local pride in heritage and raise the awareness of history and unique sites for local citizens. Sharjah is no stranger to cultural preservation as it was named the Cultural Capital of the Arab World by UNESCO in 1998. Since then, Sharjah has kept culture at the forefront of tourism development with the heritage complex the Heart of Sharjah and the numerous museums in the emirate.
The significance of culture in tourism is evident in statistics: over 50% of European tourist activity centres around cultural heritage and is expected to grow substantially. Furthemore, the UN World Tourism Organization estimates cultural tourism comprises 40% of international tourism. There are several reasons for the popularity of culture and heritage in tourism. Visitors and residents are drawn to culture and heritage due to their role in shaping identity and offering a sense of belonging in the face of globalisation. Additionally, modern travellers seek personal growth and educational experiences, which culture provides.
Now that we've grasped the positive synergy between tourism and culture, offering experiences that resonate with tourists' preferences, the next section delves into how tourism's misguided approach to culture can negatively impact destinations.
When tourism endangers culture
Tourism and culture do not always benefit each other, and mass tourism can harm a destination's culture and communities. Mass tourism aims to make quick money by attracting many tourists to a destination. To appeal to a broad audience, mass tourism operators may change or add artificial elements to cultural experiences. For example, they might modify religious or traditional ceremonies to be more appealing to tourists.This can result in a loss of local identity and culture, making locals feel disconnected to the area. In this way, mass tourism is not well-suited for preserving cultural heritage. The UN World Tourism Organization reveals that a significant 80% of the revenue from all-inclusive mass tourism packages do not benefit local communities; instead, it goes to international businesses such as tour operators, hotels, airlines, chain restaurants, and food providers. This leads to "tourism leakages," where money flows out of tourist destinations, missing opportunities for supporting architectural preservation, cultural promotion and community development.
Sustainable tourism to preserve cultural heritage
Unlike mass tourism, sustainable tourism follows principles aimed at conserving cultural and environmental heritage while promoting destination economic development. In the context of sustainable tourism, particularly sustainable cultural tourism, the focus shifts to placing cultural heritage and local communities at the core of decision-making processes. These decisions include how to incorporate cultural elements and traditions into tourism experiences, manage tourist arrivals, and allocate generated revenue. Involving local communities and stakeholders in these decisions ensures effective conservation practices and genuine cultural experiences that benefits the local economy and the business. In the following section, we'll outline key principles of sustainable cultural tourism which tour businesses and tourists can adopt to preserve the destination's cultural heritage.
Key principles for sustainable cultural tourism
The following principles of sustainable cultural tourism are something tourism businesses can reflect in their cultural management plan, and tourists can keep adopting when visiting destinations.
Community engagement
Community engagement is important for tourism businesses, fostering an understanding of local needs and building trust. Local residents hold valuable cultural knowledge, which can be tapped into to create genuine cultural experiences. Collaborating with and employing locals also strengthens a business's foundation and uncovers new tourism opportunities in the area. Travellers, too, should seek chances to interact with locals when exploring new destinations, whether through cultural festivals, hiring local guides, attending workshops, or homestays, enriching their travel experience and deepening their connection with the destination.
Cultural awareness raising
Educating tourists and staff about the significance of the destination's culture to tourism business and the locals can foster respectful attitudes and local customs and traditions. Tourism businesses can provide tourism experiences where tourists engage in the local culture by visiting religious and historic architectures, attending traditional ceremonies, experiencing traditional sectors (e.g., agriculture, fisheries), and consuming local cuisines. Furthermore, staff can undergo cultural sensitivity training and workshops to understand the cultural significance of the destination. Lastly, tourists can also take the time before embarking on the trip to learn about the destination’s history, customs, and traditions to show respect and appreciation for the culture.
Cultural conservation and restoration
Conserving and restoring tangible and intangible cultural heritage is an important responsibility for tourism businesses and tourists, especially when tourism experiences are closely linked to a destination's culture. Businesses can contribute to this cause by allocating a portion of their profits to heritage preservation or restoration projects in the destinations they promote. Similarly, tourists can actively support cultural preservation by selecting services and products from businesses dedicated to this cause. Furthermore, beyond financial contributions, businesses can invest in training their staff to acquire traditional skills and knowledge, an educational effort that not only equips staff with new skills but also ensures the endurance of cultural wisdom and traditions.
It’s your time to act
The importance of culture in shaping tourism experiences and the potential consequences of improper engagement, which can impact authenticity and local livelihoods is unambiguous. This article has provided principles to ensure the preservation and respect of culture in the destination you're travelling to or where your business operates. Now, you have the opportunity to take action to safeguard your destination's culture by joining the Sustain Sharjah community.