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Sustainable tourism: A driving force of job creation, economic growth and development

On the eve of the T20 Ministers’ meeting in China, ILO Tourism Specialist Lucie Servoz explains how sustainable tourism can be a driving force for decent work, economic growth and sustainable development.

job opportunities in tourism and culture

Contributing to poverty reduction

Four key steps.

  • Strengthening the sector’s linkages with related sectors in its supply chain (e.g. agriculture, handicrafts, transports, infrastructure, construction,) while supporting and promoting an integrated approach and local sourcing.
  • Reinforcing initiatives to promote employment creation at local level, including in rural areas, contributing to social and economic development and poverty reduction though social inclusion, regional integration and expansion of local incomes.
  • Investing into skills development and vocational education and training, and improving working conditions to enhance the sector’s image and service quality, bearing in mind that the skills level, professionalism, commitment, loyalty and soft skills of workers are key for competitiveness.
  • Strengthening social dialogue mechanisms and collective bargaining. These can enhance working conditions, career prospects and job security to the benefit of the workers, and make it easier for companies to better respond to the needs and demands of the labour market.

job opportunities in tourism and culture

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  • Travel and Tourism /

Career in Cultural Tourism

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  • Updated on  
  • Feb 7, 2023

Career in Cultural Tourism

Travelling to a new city or a country, you are not only interested in visiting its popular attractions but also in exploring its unique culture through food, historical marvels and traditional attires. Cultural Tourism essentially focuses on this aspect of tourism where sightseers get to experience the culture and heritage of a specific place. Nowadays travellers are thinking far beyond the picturesque landscape as they are more interested in exploring the cultural history of the city or town they are visiting. Embracing the cultural aura of any tourist destination is certainly a vividly exciting experience that has led to the study of this specialised field. So, if you are planning to establish your career in Travel and Tourism , this blog attempts to explore the essential facets of Cultural Tourism, major courses, top universities as well as the career prospects available. 

This Blog Includes:

What is cultural tourism, why should countries focus on cultural tourism, popular countries for cultural tourism, courses & universities, eligibility criteria, career profiles.

Breaking away from the same-old ways of touring a place, it is a specialised form of Tourism that allows travellers to embrace the local cultural aspects of the place they are visiting. These aspects can range from cuisines and festivities to historical sites and museums. It aims to facilitate an authentic cultural exchange between the locals as well as the tourists. Further, it helps local communities promote their history as well as boost economic growth. Studying this field, you will get to know about how varied cultural attributes of a place can be emphasised to curate an enjoyable experience for tourists. You will also be imparted with the knowledge of ensuring interactions between local communities and tourists to ensure that the explorers get a vibrant experience of the culture they want to discover.

Cultural tourism is a great option to benefit the local community:

  • It has a positive impact on the economy of any destination
  • It can help underserved communities to flourish
  • The amount can be used for the social good
  • It helps preserve local culture
  • Cultural tourism improves the marketing of the destinations
  • It emphasizes the uniqueness of the culture

Countries around the world focus on cultural tourism and help drive local economies. Let’s check out some of the most popular countries that drive economic growth through cultural tourism:

  • France is known for its best cultural tourism with Paris as the hub
  • China highly focuses on its culture
  • Istanbul at Turkey is at the forefront
  • India is extremely famous for its culture

Similar to Sustainable Tourism , it is a specialised field of study and those wanting to study this branch can either opt for a certificate program or pursue a master’s degree in this subfield. Further, you can begin with an undergraduate degree in International Tourism and then opt for an MA or MSc. Here is a table that enlists the major certificate, undergraduate and postgraduate programs offered and their related fields of study.

The following are the eligibility criteria of pursuing cultural tourism:

  • To pursue bachelor’s in cultural tourism, you should complete your 10+2 level of education from a recognised board with minimum aggregate of 50% – 60%
  • To pursue master’s in cultural tourism, you must have completed a bachelor’s degree in a relevant field
  • You may be asked to submit your English language proficiency test score like IELTS, TOEFL

Scope of Cultural Tourism

With a colossal number of jobs in Travel and Tourism , there is an array of opportunities available for those wanting to pursue the field. The travel and tourism industry is booming with prospects with the pivotal impact of technology which has made it accessible for tourists to plan their own itineraries through online apps. Countries are also understanding the role of tourism in nurturing economic and cultural development. Thus, a great emphasis is put on promoting diverse cultures and communities. As cultural tourism essentially aims to highlight the heritage of a tourism destination, to establish your career in this field, you need to acquire the specific skills of facilitating high-level engagement between tourists and local communities of a place.

Completing a degree or diploma in Cultural Tourism, one can choose from an array of career prospects accessible in the public as well as the private sectors. Below we have enlisted the career profiles and job areas that you can explore in this field.

Other than the above-mentioned career profiles, here is a list of key job areas where you can discover a plethora of opportunities.

  • Government Ministries (Tourism & Culture)
  • UNESCO World Heritage
  • Travel Agencies
  • Heritage Museums
  • Community Outreach Management
  • Museum Administration
  • Hotels & Resorts

Here is a list of major job profiles that you can apply for in order to pursue a career in this field:

It is a specialised form of Tourism that allows travellers to embrace the local cultural aspects of the place they are visiting. These aspects can range from cuisines and festivities to historical sites and museums. It aims to facilitate an authentic cultural exchange between the locals as well as the tourists.

The following are the top countries for cultural tourism: France is known for its best cultural tourism with Paris as the hub China highly focuses on its culture Istanbul at Turkey is at the forefront India is extremely famous for its culture

The following are the popular areas of employment in cultural tourism: Government Ministries (Tourism & Culture) UNESCO World Heritage Travel Agencies Heritage Museums Community Outreach Management Museum Administration Hotels & Resorts Airlines

Thus, culture has always been an incremental driver of tourism. It aims to encourage a healthier exchange between local cultures and tourists. Needless to say, gaining an academic degree in this field can help you immerse in the varied opportunities available. Reach out to our experts at Leverage Edu and let us help you find a suitable program and university that equip you with the necessary knowledge and exposure to establish a rewarding career in Travel and Tourism.

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Watch our Employer Compass videos to learn trusted tips on leading strong, successful, motivated teams.

Share Canada’s stories with the world through cultural tourism.

Canada brings many different cultures together in one brilliant mosaic.  

Our celebrations and traditions, our food, the art we create and the music we listen to, and the stories we share—these are all elements of our culture. A career in cultural tourism offers the chance to share these things with all those who visit—whether they’re from another city, province, or country. 

We all have so many stories, languages, traditions, and landmarks to explore. If you find joy in introducing others to all the things that make Canada diverse, consider a career in cultural tourism. 

Person examining a paddle and canoe at Squamish Lil'wat Cultural Centre.

Explore careers with our interactive map.

From coast to coast, exciting career destinations and tourism opportunities await. Find them with our Tourism Across Canada Map. 

Choose your starting point

Launch your career in cultural tourism with one of these entry-level positions where you can develop your professional skills. Browse our featured roles to see what sparks your interest.      

Indigenous dancers performing outside of Squamish Lil'wat Cultural Centre.

Are you skilled in a performance art such as dance, music, theatre, or comedy? As a live performer, you can share culture through your artform. Secure consistent work by seeking employment at a performing arts or cultural centre, and entertain at festivals, singular events, or multi-day event series. Record and distribute performances through audio or video, promote your work, and attend auditions to book more performance opportunities. 

Image credit: Squamish Lil’wat Cultural Centre 

Heritage Interpreter

Interpretation involves finding emotional and intellectual connections between subjects of interest, finding deeper meanings within natural, social, cultural, or historical environments. As a heritage interpreter, you’ll share these discoveries with visitors of institutions like museums, aquariums, zoos, nature centres, art galleries, tours, science centres, and more. 

Man standing on a wooden platform in an Indigenous heritage site. He appears to be giving a presentation

Explore Mid-Level Opportunities

As you build confidence in your role, become familiar with industry standards, and you’re enjoying the career path you’ve followed, you can transition into an intermediate role offering more exciting challenges. 

job opportunities in tourism and culture

Programming Coordinator

Plan events, exhibitions, and community engagement opportunities for organizations like museums, theatres, cultural or recreation centres, and wildlife havens. Coordinate entertaining and educational content for guests, featuring interactive programming that showcases different cultural aspects. Book guest speakers and performers, recruit and train volunteers or event staff, and organize all event logistics including equipment rentals, security, permits, medical/first-aid, and hospitality.

Photo credit: jaworskyj

Next, build your leadership skills

As you gain experience in cultural tourism, you can progress in your career by developing new abilities and taking on more responsibility. Learn management skills and best practices for leading teams to help you grow in your career. 

Watch our Employer Compass Series

Move up to management.

Once you’ve gained valuable industry knowledge and feel ready to take on more responsibility, you can explore more roles that offer even greater potential for success. Here’s what a senior-level role in cultural tourism can look like.  

Cultural Delivery Leader

Lead a team in the visioning, planning, development, and delivery of culture programs, community projects, public art, art services, special events, heritage services, museums, film, and more. You’ll research and strategize innovative ways to promote culture and community engagement. A cultural delivery leader often works directly for cities or provinces, but may also work for larger cultural centres and organizations. 

Person standing in the forest beneath wood shelter frame.

Cultural Centre CEO

Cultural centres host a wide variety of events, from music and dance performances to theatre, comedy, keynote speeches, artisan markets, film festivals, and more. As CEO, you’ll oversee all operations of the centre and its programming, determining goals, themes, and community initiatives. Build relationships with community organizations, artists, networks, and media groups to promote events, gain sponsors, and book talent. 

Related Pathways

Group of people enjoying a raft ride on an swelling wave.

Adventure Tourism

Curiosity, boldness, and a passion for discovery will take you far in this thrilling industry. .

job opportunities in tourism and culture

Cultivate the comforts of home for travellers visiting from around the world. 

job opportunities in tourism and culture

Restaurants

Delight visitors through the art of food—the complex flavours, savoury aromas, and creative presentation. .

Winter is here! Check out the winter wonderlands at these 5 amazing winter destinations in Montana

  • Travel Tips

How Does Tourism Create Jobs

Published: December 12, 2023

Modified: December 28, 2023

by Jessamine Yingling

  • Plan Your Trip
  • Sustainability

how-does-tourism-create-jobs

Introduction

Tourism plays a significant role in job creation, providing employment opportunities to millions of people around the world. The tourism industry is not only a major contributor to the global economy but also a key driver of employment and economic growth for both developed and developing countries. From hotel staff and tour guides to transportation services and local artisans, tourism creates a wide range of job opportunities in various sectors.

The impact of tourism on job creation is undeniable. It stimulates the economy by generating revenue, attracting investment, and fostering infrastructure development. As people travel for leisure, business, or cultural experiences, they require a wide range of services and products, which in turn generates demand for labor.

Moreover, tourism has the potential to distribute wealth and income more evenly within a community as it often provides jobs to people in rural and remote areas where alternative employment opportunities may be limited. By promoting community-based tourism initiatives, local residents can benefit from the economic opportunities that tourism brings.

As the tourism industry continues to grow, it presents vast potential for job creation across various sectors, including hospitality, transportation, entertainment, food and beverage, and retail. This article explores the importance of tourism in job creation, the direct and indirect job opportunities available, the role of small and medium-sized enterprises (SMEs), and the challenges and strategies involved in enhancing job creation in the tourism industry.

Importance of Tourism in Job Creation

Tourism plays a crucial role in job creation, particularly in countries heavily reliant on the industry. It provides employment opportunities for a diverse range of individuals, from hotel workers and tour guides to local artisans and taxi drivers. The significance of tourism in job creation can be seen in the following aspects:

  • Economic Impact: The tourism industry contributes to economic growth by generating revenue and foreign exchange earnings. This, in turn, leads to increased investment, infrastructure development, and the creation of new businesses, all of which translate into job opportunities.
  • Diversity of Employment: The tourism sector offers a wide array of job opportunities across multiple sectors. From hotel management and front desk personnel to chefs and housekeeping staff, the range of employment options within the hospitality sector alone is vast. Additionally, tourism also indirectly creates jobs in industries such as transportation, food and beverage, entertainment, retail, and handicrafts.
  • Seasonal and Full-Time Employment: Tourism provides both seasonal and full-time employment opportunities. Seasonal jobs are particularly beneficial in areas where the economy relies heavily on tourism during specific times of the year, such as beach destinations. These seasonal jobs often allow locals to supplement their income during peak tourist seasons.
  • Spillover Effects: The growth of tourism can have positive spillover effects on other sectors of the economy. For example, as the number of tourists increases, the demand for agricultural products, such as fresh produce, meat, and dairy, also rises. This creates additional employment opportunities for farmers and agricultural workers.

Overall, the importance of tourism in job creation cannot be overlooked. It provides not only direct employment opportunities but also indirect benefits that contribute to the overall growth and development of an economy. In the following sections, we will explore the various avenues through which tourism generates employment and the significance of these opportunities for both individuals and communities.

Direct Job Opportunities in the Tourism Sector

The tourism sector directly creates a multitude of employment opportunities, encompassing various roles and responsibilities. These jobs are vital for the smooth operation and customer satisfaction within the industry. Some of the direct job opportunities in the tourism sector include:

  • Hotel and Resort Staff: Hotels and resorts are at the forefront of the tourism industry, employing a large workforce. From front desk personnel and concierge staff to housekeeping, chefs, and waiters, these establishments rely on a team of dedicated professionals to ensure a comfortable and enjoyable experience for guests.
  • Tour Guides: Tour guides play a crucial role in providing visitors with insightful information about tourist attractions, historical sites, and local culture. They are responsible for creating an engaging and informative experience for tourists, enhancing their understanding and enjoyment of the destination.
  • Transportation Services: Transportation services, such as taxi drivers, chauffeurs, and tour bus operators, are vital for tourists to explore and move around a destination. These roles provide employment opportunities, allowing individuals to utilize their driving skills while offering convenience and accessibility to visitors.
  • Concierge and Customer Service: The tourism industry heavily relies on customer service to ensure guest satisfaction. Job roles such as concierge and customer service representatives are responsible for assisting guests with their needs, providing recommendations, and resolving any issues that may arise during their stay.
  • Event Planners and Organizers: Many destinations attract tourists with various events, conferences, and exhibitions. Event planners and organizers play a crucial role in coordinating and managing such events, creating employment opportunities for individuals with organizational and logistical skills.

The direct job opportunities in the tourism sector not only provide individuals with a source of income but also contribute to the overall experience and satisfaction of tourists. The professionalism and expertise of these individuals play a vital role in shaping visitors’ perceptions of a destination and determining whether they will return or recommend it to others. Thus, these direct job roles have a significant impact on the success and growth of the tourism industry.

Indirect Job Creation through Tourism

Beyond the direct job opportunities in the tourism sector, there is a ripple effect that leads to indirect job creation in various industries. Indirect job creation occurs when tourism stimulates demand for goods and services, resulting in employment opportunities in related sectors. Here are some examples of indirect job creation through tourism:

  • Food and Beverage: As tourists travel and explore new destinations, they often dine out and try local cuisine. This creates a demand for restaurants, cafes, and food vendors, which in turn leads to job opportunities for chefs, servers, bartenders, and kitchen staff.
  • Retail: Souvenir shops, local markets, and shopping centers thrive in tourist destinations. Tourists often purchase gifts, clothing, and locally made products, which boosts revenue and creates employment opportunities for retail workers and artisans.
  • Transportation: In addition to direct transportation services, the tourism industry indirectly supports employment in the transportation sector. This includes rental car companies, airlines, cruise lines, and public transportation systems, creating job opportunities for pilots, flight attendants, drivers, and maintenance workers.
  • Entertainment and Recreation: Tourists seek out entertainment and recreational activities during their trips. This can include visiting amusement parks, attending cultural performances, participating in water sports, or enjoying guided tours. These activities require a workforce of entertainers, performers, tour operators, and recreational staff.
  • Infrastructure Development: A flourishing tourism industry often leads to infrastructure development, such as the construction of new hotels, resorts, airports, roads, and tourist attractions. The construction and maintenance of these facilities create jobs for architects, engineers, construction workers, and maintenance staff.

Indirect job creation is an essential component of the tourism industry, as it extends the economic benefits beyond the immediate tourism sector. It creates a multiplier effect, where the initial employment opportunities in tourism create additional jobs in related industries. This ripple effect enhances the overall economic impact and ensures a more balanced distribution of employment opportunities within the destination.

Tourism-Related Industries and Job Generation

Tourism not only creates direct and indirect job opportunities but also generates employment in various tourism-related industries. These industries are essential for supporting and enhancing the tourism experience, contributing to the overall growth and success of the sector. Here are some of the key tourism-related industries and their role in job generation:

  • Travel Agencies and Tour Operators: Travel agencies and tour operators play a crucial role in organizing and facilitating travel arrangements for tourists. They provide services such as itinerary planning, booking accommodations, arranging transportation, and coordinating activities. These businesses employ travel consultants, tour coordinators, and administrative staff, creating job opportunities in the tourism industry.
  • Hospitality Industry Suppliers: The hospitality sector relies on various suppliers for products and services. This includes suppliers of linens, toiletries, furniture, kitchen equipment, uniforms, and more. These suppliers employ workers in manufacturing, distribution, and sales, providing job opportunities tied to the demand of the tourism industry.
  • Event Planning and Management: Destination weddings, conferences, and large-scale events contribute significantly to the tourism industry. Event planning and management companies employ event planners, coordinators, decorators, and technicians to ensure successful and memorable events for tourists and attendees.
  • Adventure and Recreation: Many tourists seek adventure and recreational activities during their trips. This includes activities such as hiking, rafting, scuba diving, and wildlife safaris. Adventure and recreational companies employ guides, instructors, equipment rental staff, and safety personnel to cater to the needs of adventure-seeking tourists.
  • Art and Handicrafts: Artisans and craftsmen play an important role in showcasing local culture and traditions through their creations. This includes traditional crafts, artwork, textiles, and handmade products that are popular among tourists. The demand for these products creates employment opportunities for craftsmen, artists, designers, and marketers.

These tourism-related industries add value to the overall tourism experience, providing specific goods and services that enhance the enjoyment and satisfaction of tourists. By supporting these industries, the tourism sector stimulates economic growth, fosters innovation, and creates job opportunities in diverse fields. The collaboration between the tourism industry and these related sectors is essential for a thriving and sustainable tourism ecosystem.

Role of Small and Medium-sized Enterprises (SMEs) in Tourism Employment

Small and Medium-sized Enterprises (SMEs) play a crucial role in the tourism industry, contributing significantly to job creation and economic growth. These businesses, often locally owned and operated, have a significant impact on employment opportunities within their communities. Here are some key aspects of the role of SMEs in tourism employment:

  • Local Employment: SMEs in the tourism sector primarily rely on local labor, providing employment opportunities for residents in the surrounding areas. This localized approach ensures that job opportunities are available to the local community, helping to reduce unemployment rates and foster economic development at a grassroots level.
  • Entrepreneurship and Innovation: SMEs often bring forth innovative ideas and unique offerings to the tourism industry. These businesses add diversity to the market, attracting different types of tourists and stimulating demand for goods and services. By encouraging entrepreneurship, SMEs contribute to job creation and economic expansion through their creative solutions and fresh perspectives.
  • Supporting Local Economy: SMEs in the tourism sector have a direct and positive impact on the local economy. By sourcing products and services from local suppliers, they contribute to the growth of other industries, such as agriculture, handicrafts, and tourism-related services. This creates a network of interdependent businesses, fueling economic growth and generating employment opportunities in the wider community.
  • Promoting Cultural Preservation: SMEs often focus on preserving local culture, heritage, and traditions as part of their business offerings. This includes promoting local arts, crafts, music, and traditional practices. By incorporating cultural elements into their tourism products, SMEs help to preserve and showcase the unique identity of the destination, attracting tourists who are interested in authentic and immersive experiences.
  • Flexibility and Adaptability: SMEs are known for their flexibility and ability to adapt to changing market conditions. This enables them to respond quickly to evolving tourism trends and customer preferences. By staying agile, SMEs can adjust their offerings, target niche markets, and identify new areas of growth, which in turn creates employment opportunities for local talent.

The role of SMEs in tourism employment is not only essential for job creation but also for fostering sustainable and inclusive tourism development. These small and medium-sized businesses contribute to the social and economic fabric of their communities, while preserving cultural heritage and promoting innovation. Government support and policies that encourage the growth of SMEs in the tourism sector can further amplify their positive impact on employment generation and economic prosperity.

Job Diversity in the Tourism Industry

One of the remarkable aspects of the tourism industry is its job diversity, offering a wide range of employment opportunities to individuals with different skills, backgrounds, and interests. From front-line service roles to management positions and creative professions, the tourism industry provides a plethora of job options. Here are some key factors that contribute to job diversity in the tourism industry:

  • Hospitality and Accommodation: The hospitality sector is a major contributor to job diversity in tourism. Within this sector, there are various job roles such as hotel management, food and beverage, housekeeping, receptionists, event planners, and more. The range of positions allows individuals to find employment based on their strengths and interests, whether it’s customer service, culinary arts, or event coordination.
  • Travel and Tourism Services: The travel and tourism services sector encompasses a wide array of job opportunities. These can include travel agents, tour operators, travel consultants, reservation agents, and destination management specialists. These roles involve working closely with clients to plan itineraries, provide travel advice, and coordinate bookings, catering to the diverse needs and preferences of those seeking travel experiences.
  • Outdoor and Adventure: The tourism industry offers exciting job opportunities for individuals who have a passion for outdoor activities and adventure. This can include roles such as tour guides for hiking, wildlife safaris, scuba diving instructors, ski instructors, and more. These jobs allow individuals to combine their love for adventure with their professional aspirations, providing unique and fulfilling experiences for both tourists and employees.
  • Event Planning and Entertainment: Another area of job diversity in the tourism industry is event planning and entertainment. This sector offers a range of job roles such as event managers, wedding planners, conference coordinators, entertainers, and performers. These positions require creativity, organizational skills, and the ability to create unforgettable experiences for tourists and event attendees.
  • Cultural and Heritage: Tourism also offers job opportunities for individuals interested in preserving and promoting cultural heritage. This includes roles such as museum curators, archaeologists, cultural tour guides, historians, and local crafts artisans. These jobs allow individuals to showcase their knowledge and passion for cultural preservation while contributing to the education and enrichment of tourists.

The diverse range of job opportunities in the tourism industry makes it an attractive field for individuals with varied interests and skill sets. Whether someone is interested in customer service, management, adventure, creativity, or cultural preservation, they can find a job within the tourism industry that aligns with their passions and career aspirations. This contributes to the overall vitality and vibrancy of the industry, creating a workforce that is diverse, talented, and dedicated to delivering exceptional experiences for tourists around the world.

Challenges and Concerns in Tourism Job Creation

While tourism creates numerous job opportunities, there are also challenges and concerns that need to be addressed to ensure sustainable job creation in the industry. These challenges can vary depending on the region and the specific tourism destination. Here are some key challenges and concerns in tourism job creation:

  • Seasonality and Volatility: Many tourism destinations experience seasonality, with peak tourist seasons and low seasons. This can lead to fluctuations in demand for labor, resulting in seasonal employment and job uncertainty for those working in the industry. Finding ways to promote year-round tourism and diversify the visitor base can help mitigate this challenge.
  • Skills and Training: The tourism industry requires skilled workers who can provide quality services and experiences to tourists. However, there is often a mismatch between the skills demanded by the industry and the skills possessed by the local workforce. Providing training and education programs to bridge this gap is crucial for maximizing employment opportunities and ensuring a skilled workforce.
  • Low Wages and Job Insecurity: In some tourism destinations, wages for certain job roles may be relatively low, particularly in entry-level or seasonal positions. This can lead to job insecurity and limited opportunities for career advancement. Ensuring fair wages and employment contracts that provide job stability are important considerations for sustainable job creation in the tourism sector.
  • Dependency on International Markets: Many tourism destinations rely heavily on international markets for visitor arrivals. However, political instability, economic downturns, natural disasters, or global crises can significantly impact tourism demand. Over-dependence on a single market can make destinations vulnerable to disruptions and create challenges in sustaining employment opportunities.
  • Environmental and Cultural Impacts: The growth of tourism can sometimes have negative impacts on the environment and local cultural heritage. Overdevelopment, overcrowding, and resource depletion can damage natural attractions, while excessive tourism demand may lead to the commodification and dilution of local cultures. Balancing tourism growth with sustainability and cultural preservation is necessary to mitigate these impacts and protect employment opportunities in the long term.

Addressing these challenges requires collaboration between stakeholders, including governments, tourism boards, local communities, and industry associations. It is essential to develop sustainable tourism strategies that prioritize job creation, foster skill development, protect the environment, and promote cultural heritage. By understanding and proactively addressing these concerns, the tourism industry can continue to create meaningful and sustainable employment opportunities for communities worldwide.

Strategies to Enhance Job Creation in Tourism

Creating and enhancing job opportunities in the tourism industry requires strategic planning and implementation. Here are some effective strategies that can help boost employment in the tourism sector:

  • Diversification of Tourism Products: Developing and promoting a variety of tourism products and experiences can attract a diverse range of tourists, thereby stimulating demand and creating job opportunities in different sectors. This can include ecotourism, adventure tourism, cultural tourism, culinary tourism, and more.
  • Sustainable Tourism Practices: Embracing sustainable tourism practices not only helps preserve the environment and local culture but also contributes to job creation. Investing in eco-friendly initiatives, supporting local artisans and producers, and promoting responsible tourism can attract conscious travelers and generate employment opportunities tied to sustainable practices.
  • Capacity Building and Skills Development: Investing in training programs and skill development initiatives for individuals working in the tourism industry is crucial. This includes providing vocational training, language proficiency courses, and customer service workshops. Enhancing the skillsets of the workforce ensures professionalism and quality services, leading to higher job satisfaction and improved career prospects.
  • Public-Private Partnerships: Collaboration between public sector organizations, private enterprises, and local communities plays a significant role in job creation. Joint initiatives can support the development of infrastructure, facilitate access to funding, and promote destination marketing campaigns, ultimately driving tourism growth and employment opportunities.
  • Community-Based Tourism: Empowering local communities to participate in tourism activities can create employment at the grassroots level. Community-based tourism initiatives allow locals to provide authentic experiences, share their culture, and showcase their talents. This can lead to the creation of various job roles, from tour guides and homestay hosts to cultural performers and artisans.
  • Promotion of Domestic Tourism: Encouraging domestic tourism can help mitigate the impact of seasonality and dependency on international markets. Government campaigns, incentives, and special promotions can incentivize locals to explore their own country, contributing to increased tourism demand and job creation.

Furthermore, fostering an enabling business environment, improving infrastructure, and streamlining regulatory processes can attract investments in the tourism sector, leading to business expansion and job creation. The active involvement of stakeholders, including governments, tourism organizations, and local communities, is crucial to implementing these strategies effectively and ensuring sustainable job growth in the tourism industry.

The tourism industry serves as a catalyst for job creation, offering a diverse range of employment opportunities across various sectors. From direct roles in hospitality and tour operations to indirect employment in related industries, tourism plays a vital role in contributing to global job growth and economic development.

SMEs, with their entrepreneurial spirit and innovation, play a significant role in tourism employment, providing localized opportunities and fostering community integration. The industry’s job diversity allows individuals to find fulfilling careers aligned with their interests and skills, whether it be in hospitality, adventure tourism, cultural preservation, or event planning.

By embracing these strategies and prioritizing sustainable practices, the tourism industry can maximize employment opportunities while preserving natural and cultural heritage for future generations. Governments, industry stakeholders, and local communities must work together to create an enabling environment that fosters growth, supports entrepreneurship, and empowers communities.

As we look to the future, it is essential to prioritize job creation in the tourism industry, recognizing its potential to drive economic prosperity and improve livelihoods. By investing in skills development, promoting sustainable practices, and cultivating diverse tourism products, we can ensure that the tourism industry continues to be a powerful engine for job creation, economic growth, and sustainable development worldwide.

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Cutting Edge | Bringing cultural tourism back in the game

job opportunities in tourism and culture

The growth of cultural tourism

People have long traveled to discover and visit places of historical significance or spiritual meaning, to experience different cultures, as well as to learn about, exchange and consume a range of cultural goods and services. Cultural tourism as a concept gained traction during the 1990s when certain sub-sectors emerged, including heritage tourism, arts tourism, gastronomic tourism, film tourism and creative tourism. This took place amidst the rising tide of globalization and technological advances that spurred greater mobility through cheaper air travel, increased accessibility to diverse locations and cultural assets, media proliferation, and the rise of independent travel. Around this time, tourism policy was also undergoing a shift that was marked by several trends. These included a sharper focus on regional development, environmental issues, public-private partnerships, industry self-regulation and a reduction in direct government involvement in the supply of tourism infrastructure. As more cultural tourists have sought to explore the cultures of the destinations, greater emphasis has been placed on the importance of intercultural dialogue to promote understanding and tolerance. Likewise, in the face of globalization, countries have looked for ways to strengthen local identity, and cultural tourism has also been engaged as a strategy to achieve this purpose. Being essentially place-based, cultural tourism is driven by an interest to experience and engage with culture first-hand. It is backed by a desire to discover, learn about and enjoy the tangible and intangible cultural assets offered in a tourism destination, ranging from heritage, performing arts, handicrafts, rituals and gastronomy, among others.

Cultural tourism is a leading priority for the majority of countries around the world -featuring in the tourism policy of 90% of countries, based on a 2016 UNWTO global survey . Most countries include tangible and intangible heritage in their definition of cultural tourism, and over 80% include contemporary culture - film, performing arts, design, fashion and new media, among others. There is, however, greater need for stronger localisation in policies, which is rooted in promoting and enhancing local cultural assets, such as heritage, food, festivals and crafts. In France, for instance, the Loire Valley between Sully-sur-Loire and Chalonnes , a UNESCO World Heritage site, has established a multidisciplinary team that defends the cultural values of the site, and advises the authorities responsible for the territorial development of the 300 km of the Valley.

While cultural tourism features prominently in policies for economic growth, it has diverse benefits that cut across the development spectrum – economic, social and environmental. Cultural tourism expands businesses and job opportunities by drawing on cultural resources as a competitive advantage in tourism markets. Cultural tourism is increasingly engaged as a strategy for countries and regions to safeguard traditional cultures, attract talent, develop new cultural resources and products, create creative clusters, and boost the cultural and creative industries. Cultural tourism, particularly through museums, can support education about culture. Tourist interest can also help ensure the transmission of intangible cultural heritage practices to younger generations.

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Cultural tourism can help encourage appreciation of and pride in local heritage, thus sparking greater interest and investment in its safeguarding. Tourism can also drive inclusive community development to foster resiliency, inclusivity, and empowerment. It promotes territorial cohesion and socioeconomic inclusion for the most vulnerable populations, for example, generating economic livelihoods for women in rural areas. A strengthened awareness of conservation methods and local and indigenous knowledge contributes to long-term environmental sustainability. Similarly, the funds generated by tourism can be instrumental to ensuring ongoing conservation activities for built and natural heritage.

The growth of cultural tourism has reshaped the global urban landscape over the past decades, strongly impacting spatial planning around the world. In many countries, cultural tourism has been leveraged to drive urban regeneration or city branding strategies, from large-sized metropolises in Asia or the Arab States building on cultural landmarks and contemporary architecture to drive tourism expansion, to small and middle-sized urban settlements enhancing their cultural assets to stimulate local development. At the national level, cultural tourism has also impacted planning decisions, encouraging coastal development in some areas, while reviving inland settlements in others. This global trend has massively driven urban infrastructure development through both public and private investments, impacting notably transportation, the restoration of historic buildings and areas, as well as the rehabilitation of public spaces. The expansion of cultural city networks, including the UNESCO World Heritage Cities programme and the UNESCO Creative Cities Network, also echoes this momentum. Likewise, the expansion of cultural routes, bringing together several cities or human settlements around cultural commonalities to stimulate tourism, has also generated new solidarities, while influencing economic and cultural exchanges between cities across countries and regions.

Despite tourism’s clear potential as a driver for positive change, challenges exist, including navigating the space between economic gain and cultural integrity. Tourism’s crucial role in enhancing inclusive community development can often remain at the margins of policy planning and implementation. Rapid and unplanned tourism growth can trigger a range of negative impacts, including pressure on local communities and infrastructure from overtourism during peak periods, gentrification of urban areas, waste problems and global greenhouse gas emissions. High visitor numbers to heritage sites can override their natural carrying capacity, thus undermining conservation efforts and affecting both the integrity and authenticity of heritage sites. Over-commercialization and folklorization of intangible heritage practices – including taking these practices out of context for tourism purposes - can risk inadvertently changing the practice over time. Large commercial interests can monopolize the benefits of tourism, preventing these benefits from reaching local communities. An excessive dependency on tourism can also create localized monoeconomies at the expense of diversification and alternative economic models. When mismanaged, tourism can, therefore, have negative effects on the quality of life and well-being of local residents, as well as the natural environment.

These fault lines became more apparent when the pandemic hit – revealing the extent of over-dependence on tourism and limited structures for crisis prevention and response. While the current situation facing tourism is unpredictable, making it difficult to plan, further crises are likely in the years to come. Therefore, the pandemic presents the opportunity to experiment with new models to shape more effective and sustainable alternatives for the future.

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Harnessing cultural tourism in policy frameworks

From a policy perspective, countries around the world have employed cultural tourism as a vehicle to achieve a range of strategic aims. In Panama, cultural tourism is a key component of the country’s recently adopted Master Plan for Sustainable Tourism 2020-2025 that seeks to position Panama as a worldwide benchmark for sustainable tourism through the development of unique heritage routes. Cultural tourism can be leveraged for cultural diplomacy as a form of ‘soft power’ to build dialogue between peoples and bolster foreign policy. For instance, enhancing regional cooperation between 16 countries has been at the heart of UNESCO’s transnational Silk Roads Programme, which reflects the importance of culture and heritage as part of foreign policy. UNESCO has also partnered with the EU and National Geographic to develop World Heritage Journeys, a unique travel platform that deepens the tourism experience through four selected cultural routes covering 34 World Heritage sites. Also in Europe, cultural tourism has been stimulated through the development of cultural routes linked to food and wine , as well as actions to protect local food products, such as through labels and certificates of origin. The Emilia-Romagna region in Italy, for example, produces more origin-protected food and drink than any other region in the country. One of the regions' cities Parma - a UNESCO Creative City (Gastronomy) and designated Italian Capital for Culture (2020-2021) - plans to resume its cultural activities to boost tourism once restrictions have eased. Meanwhile, Spain has recently taken steps to revive its tourism industry through its cities inscribed on the UNESCO World Heritage List . In this regard, the Group of the 15 Spanish World Heritage Cities met recently to discuss the country's Modernization and Competitiveness Plan for the tourism sector. Cultural tourism has progressively featured more prominently in the policies of Central Asian and Eastern European countries, which have sought to revive intangible heritage and boost the creative economy as part of strategies to strengthen national cultural identity and open up to the international community. In Africa, cultural tourism is a growing market that is driven by its cultural heritage, crafts, and national and regional cultural events. Major festivals such as Dak-Art in Senegal, Bamako Encounters Photography Biennial in Mali, Sauti za Busara in United Republic of Tanzania, Pan-African Festival of Cinema and Television of Ouagadougou in Burkina Faso, and Chale Wote Street Art Festival in Ghana are just a handful of vibrant and popular platforms in the continent that share cultural expressions, generate income for local economies and strengthen Pan-African identity.

Countries are increasingly seeking alliances with international bodies to advance tourism. National and local governments are working together with international entities, such as UNESCO, UNWTO and OECD in the area of sustainable tourism. In 2012, UNESCO’s Sustainable Tourism Programme was adopted, thereby breaking new ground to promote tourism a driver for the conservation of cultural and natural heritage and a vehicle for sustainable development. In 2020, UNESCO formed the Task Force on Culture and Resilient Tourism with the Advisory Bodies to the 1972 World Heritage Convention (ICOMOS, IUCN, ICCROM) as a global dialogue platform on key issues relating to tourism and heritage management during and beyond the crisis. UNESCO has also collaborated with the UNWTO on a set of recommendations for inclusive cultural tourism recovery from the COVID-19 crisis. In response to the crisis, the Namibian Government, UNESCO and UNDP are working together on a tourism impact study and development strategy to restore the tourism sector, especially cultural tourism.

UNESCO has scaled up work in cultural tourism in its work at field level, supporting its Member States and strengthening regional initiatives. In the Africa region, enhancing cultural tourism has been reported as a policy priority across the region. For example, UNESCO has supported the Government of Ghana in its initiative Beyond the Return, in particular in relation to its section on cultural tourism. In the Pacific, a Common Country Assessment (CCA) has been carried out for 14 SIDS countries, with joint interagency programmes to be created building on the results. Across the Arab States, trends in tourism after COVID, decent jobs and cultural and creative industries are emerging as entry points for different projects throughout the region. In Europe, UNESCO has continued its interdisciplinary work on visitor centres in UNESCO designated sites, building on a series of workshops to strengthen tourism sustainability, community engagement and education through heritage interpretation. In the Latin America and the Caribbean region, UNESCO is working closely with Member States, regional bodies and the UN system building on the momentum on the International Year of Creative Economy for Sustainable Development, including through Creative Cities, and the sustainable recovery of the orange economy, among others.

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In the context of the 2030 Agenda for Sustainable Development, tourism has the potential to contribute, directly or indirectly, to all of the 17 Sustainable Development Goals (SDGs). Tourism is directly mentioned in SDGs 8, 12 and 14 on inclusive and sustainable economic growth, sustainable consumption and production (SCP) and the sustainable use of oceans and marine resources, respectively. This is mirrored in the VNRs put forward by countries, who report on cultural tourism notably through the revitalization of urban and rural areas through heritage regeneration, festivals and events, infrastructure development, and the promotion of local cultural products. The VNRs also demonstrate a trend towards underlining more sustainable approaches to tourism that factor in the environmental dimensions of tourism development.

Several countries have harnessed cultural tourism as a policy panacea for economic growth and diversification. As part of Qatar's National Vision 2030 strategy, for example, the country has embarked on a development plan that includes cultural tourism through strengthening its culture-based industries, including calligraphy, handicrafts and living heritage practices. In the city of Abu Dhabi in the UAE, cultural tourism is part of the city’s plan for economic diversification and to steer its domestic agenda away from a hydrocarbon-based economy. The Plan Abu Dhabi 2030 includes the creation of a US$27 billion cultural district on Saadiyat Island, comprising a cluster of world-renowned museums, and cultural and educational institutions designed by international star architects to attract tourism and talent to the city. Since 2016, Saudi Arabia has taken decisive action to invest in tourism, culture and entertainment to reduce the country’s oil dependency, while also positioning the country as a global cultural destination. Under the 2020 G20 Saudi Presidency, the UNWTO and the G20 Tourism Working Group launched the AlUla Framework for Inclusive Community Development through Tourism to better support inclusive community development and the SDGs. The crucial role of tourism as a means of sustainable socio-economic development was also underlined in the final communique of the G20 Tourism Ministers in October last.

job opportunities in tourism and culture

Siem Reap, Cambodia by nbriam

On the other hand, cultural tourism can catalyse developments in cultural policy. This was the case in the annual Festival of Pacific Arts (FestPac) that triggered a series of positive policy developments following its 2012 edition that sought to strengthen social cohesion and community pride in the context of a prolonged period of social unrest. The following year, Solomon Islands adopted its first national culture policy with a focus on cultural industries and cultural tourism, which resulted in a significant increase in cultural events being organized throughout the country.

When the pandemic hit, the geographic context of some countries meant that many of them were able to rapidly close borders and prioritize domestic tourism. This has been the case for countries such as Australia and New Zealand. However, the restrictions have been coupled by significant economic cost for many Small Island Developing States (SIDS) whose economies rely on tourism and commodity exports. Asia Pacific SIDS, for example, are some of the world’s leading tourist destinations. As reported in the Tracker last June , in 2018, tourism earnings exceeded 50% of GDP in Cook Islands, Maldives and Palau and equaled approximately 30% of GDP in Samoa and Vanuatu. When the pandemic hit in 2020, the drop in British tourists to Spain’s Balearic Islands resulted in a 93% downturn in visitor numbers , forcing many local businesses to close. According to the World Economic Outlook released last October, the economies of tourism-dependent Caribbean nations are estimated to drop by 12%, while Pacific Island nations, such as Fiji, could see their GDP shrink by a staggering 21% in 2020.

Socially-responsible travel and ecotourism have become more of a priority for tourists and the places they visit. Tourists are increasingly aware of their carbon footprint, energy consumption and the use of renewable resources. This trend has been emphasized as a result of the pandemic. According to recent survey by Booking.com, travelers are becoming more conscientious of how and why they travel, with over two-thirds (69%) expecting the travel industry to offer more sustainable travel options . Following the closures of beaches in Thailand, for example, the country is identifying ways to put certain management policies in place that can strike a better balance with environmental sustainability. The  UNESCO Sustainable Tourism Pledge  launched in partnership with Expedia Group focuses on promoting sustainable tourism and heritage conservation. The pledge takes an industry-first approach to environmental and cultural protection, requiring businesses to introduce firm measures to eliminate single-use plastics and promote local culture. The initiative is expanding globally in 2021 as a new, more environmentally and socially conscious global travel market emerges from the COVID-19 context.

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Senja, Norway by Jarmo Piironen

Climate change places a heavy toll on heritage sites, which exacerbates their vulnerability to other risks, including uncontrolled tourism. This was underlined in the publication “World Heritage and Tourism in a Changing Climate” , published by UNESCO, UNEP and the Union of Concerned Scientists, which analyses the consequences of climate change on heritage, and its potential to permanently change or destroy a site’s integrity and authenticity. Extreme weather events, safety issues and water shortages, among others, can thwart access to sites and hurt the economic livelihoods of tourism service providers and local communities. Rising sea levels will increasingly impact coastal tourism, the largest component of the sector globally. In particular, coral reefs - contributing US$11.5 billion to the global tourism economy – are at major risk from climate change.

Marine sites are often tourist magnets where hundreds of thousands of annual visitors enjoy these sites on yachts and cruise ships. In the case of UNESCO World Heritage marine sites – which fall under the responsibility of governments - there is often a reliance on alternative financing mechanisms, such as grants and donations, and partnerships with non-governmental organizations and/or the private sector, among others. The West Norwegian Fjords – Geirangerfjord and Nærøyfjord in Norway derives a substantial portion of its management budget from sources other than government revenues. The site has benefited from a partnership with the private sector company Green Dream 2020, which only allows the “greenest” operators to access the site, and a percentage of the profits from tours is reinjected into the long-term conservation of the site. In iSimangaliso in South Africa, a national law that established the World Heritage site’s management system was accompanied by the obligation to combine the property’s conservation with sustainable economic development activities that created jobs for local people. iSimangaliso Wetland Park supports 12,000 jobs and hosts an environmental education programme with 150 schools. At the Great Barrier Reef in Australia, where 91% of all local jobs are linked to the Reef, the Coral Nurture Programme undertakes conservation through planting coral, and promotes local stewardship and adaptation involving the whole community and local tourist businesses.

job opportunities in tourism and culture

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With borders continuing to be closed and changeable regulations, many countries have placed a focus on domestic tourism and markets to stimulate economic recovery. According to the UNWTO, domestic tourism is expected to pick up faster than international travel, making it a viable springboard for economic and social recovery from the pandemic. In doing so it will serve to better connect populations to their heritage and offer new avenues for cultural access and participation. In China, for example, the demand for domestic travel is already approaching pre-pandemic levels. In Russian Federation, the Government has backed a programme to promote domestic tourism and support small and medium-sized enterprises, as well as a cashback scheme for domestic trips, which entitles tourists to a 20% refund for their trip. While supporting domestic tourism activities, the Government of Palau is injecting funds into local businesses working in reforestation and fishing in the spirit of building new sustainable models. The measures put in place today will shape the tourism to come, therefore the pandemic presents an opportunity to build back a stronger, more agile and sustainable tourism sector.

Local solutions at the helm of cultural tourism

While state-led policy interventions in cultural tourism remain crucial, local authorities are increasingly vital stakeholders in the design and implementation of cultural tourism policies. Being close to the people, local actors are aware of the needs of local populations, and can respond quickly and provide innovative ideas and avenues for policy experimentation. As cultural tourism is strongly rooted to place, cooperating with local decision-makers and stakeholders can bring added value to advancing mutual objectives. Meanwhile, the current health crisis has severely shaken cities that are struggling due to diminished State support, and whose economic basis strongly relies on tourism. Local authorities have been compelled to innovate to support local economies and seek viable alternatives, thus reaffirming their instrumental role in cultural policy-making.

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Cultural tourism can be a powerful catalyst for urban regeneration and renaissance, although tourism pressure can also trigger complex processes of gentrification. Cultural heritage safeguarding enhances the social value of a place by boosting the well-being of individuals and communities, reducing social inequalities and nurturing social inclusion. Over the past decade, the Malaysian city of George Town – a World Heritage site – has implemented several innovative projects to foster tourism and attract the population back to the city centre by engaging the city’s cultural assets in urban revitalization strategies. Part of the income generated from tourism revenues contributes to conserving and revitalizing the built environment, as well as supporting housing for local populations, including lower-income communities. In the city of Bordeaux in France , the city has worked with the public-private company InCité to introduce a system of public subsidies and tax exemption to encourage the restoration of privately-owned historical buildings, which has generated other rehabilitation works in the historic centre. The city of Kyoto in Japan targets a long-term vision of sustainability by enabling local households to play an active role in safeguarding heritage by incrementally updating their own houses, thus making the city more resilient to gentrification. The city also actively supports the promotion of its intangible heritage, such as tea ceremonies, flower arrangement, seasonal festivals, Noh theatre and dance. This year marks the ten-year anniversary of the adoption of the UNESCO Recommendation on the Historic Urban Landscape (HUL). The results of a UNESCO survey carried out among Member States in 2019 on its implementation show that 89% of respondents have innovative services or tourism activities in place for historic areas, which demonstrates a precedence for countries to capitalize on urban cultural heritage for tourism purposes.

Cultural tourism has been harnessed to address rural-urban migration and to strengthen rural and peripheral sub-regions. The city of Suzhou – a World Heritage property and UNESCO Creative City (Crafts and Folk Art) - has leveraged its silk embroidery industry to strengthen the local rural economy through job creation in the villages of Wujiang, located in a district of Suzhou. Tourists can visit the ateliers and local museums to learn about the textile production. In northern Viet Nam, the cultural heritage of the Quan họ Bắc Ninh folk songs, part of the Representative List of the Intangible Cultural Heritage of Humanity, is firmly rooted in place and underlined in its safeguarding strategies in 49 ancient villages, which have further inspired the establishment of some hundreds of new Quan họ villages in the Bắc Ninh and Bắc Giang provinces.

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Many top destination cities are known for their iconic cultural landmarks. Others create a cultural drawcard to attract visitors to the city. France, the world's number one tourist destination , attracts 89 million visitors every year who travel to experience its cultural assets, including its extensive cultural landmarks. In the context of industrial decline, several national and local governments have looked to diversify infrastructure by harnessing culture as a new economic engine. The Guggenheim museum in Bilbao in Spain is one such example, where economic diversification and unemployment was addressed through building a modern art museum as a magnet for tourism. The museum attracts an average of 900,000 visitors annually, which has strengthened the local economy of the city. A similar approach is the Museum of Old and New Art (MONA), established in 2011 by a private entrepreneur in the city of Hobart in Australia, which has catalysed a massive increase of visitors to the city. With events such as MONA FOMA in summer and Dark MOFO in winter, the museum staggers visitor volumes to the small city to avoid placing considerable strain on the local environment and communities. Within the tourism sector, cultural tourism is also well-positioned to offer a tailored approach to tourism products, services and experiences. Such models have also supported the wider ecosystems around the iconic cultural landmarks, as part of “destination tourism” strategies.

Destination tourism encompasses festivals, live performance, film and festive celebrations as drawcards for international tourists and an economic driver of the local economy. Over the past three decades, the number of art biennials has proliferated. Today there are more than 300 biennials around the world , whose genesis can be based both on artistic ambitions and place-making strategies to revive specific destinations. As a result of COVID-19, many major biennials and arts festivals have been cancelled or postponed. Both the Venice Architecture and Art Biennales have been postponed to 2022 due to COVID-19. The Berlin International Film Festival will hold its 2021 edition online and in selected cinemas. Film-induced tourism - motivated by a combination of media expansion, entertainment industry growth and international travel - has also been used for strategic regional development, infrastructure development and job creation, as well to market destinations to tourists. China's highest-grossing film of 2012 “Lost in Thailand”, for example, resulted in a tourist boom to Chiang Mai in Thailand, with daily flights to 17 Chinese cities to accommodate the daily influx of thousands of tourists who came to visit the film’s location. Since March 2020, tourism-related industries in New York City in the United States have gone into freefall, with revenue from the performing arts alone plunging by almost 70%. As the city is reliant on its tourism sector, the collapse of tourism explains why New York’s economy has been harder hit than other major cities in the country. Meanwhile in South Africa, when the first ever digital iteration of the country’s annual National Arts Festival took place last June, it also meant an estimated US$25.7 million (R377 million) and US$6.4 million (R94 million) loss to the Eastern Cape province and city of Makhanda (based on 2018 figures), in addition to the US$1.4 million (R20 million) that reaches the pockets of the artists and supporting industries. The United Kingdom's largest music festival, Glastonbury, held annually in Somerset, recently cancelled for the second year running due to the pandemic, which will have ripple effects on local businesses and the charities that receive funding from ticket sales.

Similarly, cancellations of carnivals from Santa Cruz de Tenerife in the Canary Islands to Binche in Belgium has spurred massive losses for local tourism providers, hotels, restaurants, costume-makers and dance schools. In the case of the Rio de Janeiro Carnival in Brazil, for instance, the city has amassed significant losses for the unstaged event, which in 2019 attracted 1.5 million tourists from Brazil and abroad and generated revenues in the range of US$700 million (BRL 3.78 billion). The knock-on effect on the wider economy due to supply chains often points to an estimated total loss that is far greater than those experienced solely by the cultural tourism sector.

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Guggenheim Museum Bilbao, Spain by erlucho

Every year, roughly 600 million national and international religious and spiritual trips take place , generating US$18 billion in tourism revenue. Pilgrimages, a fundamental precursor to modern tourism, motivate tourists solely through religious practices. Religious tourism is particularly popular in France, India, Italy and Saudi Arabia. For instance, the Hindu pilgrimage and festival Kumbh Mela in India, inscribed in 2017 on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, attracts over 120 million pilgrims of all castes, creeds and genders. The festival is held in the cities of Allahabad, Haridwar, Ujjain and Nasik every four years by rotation. Sacred and ceremonial sites have unique significance for peoples and communities, and are often integral to journeys that promote spiritual well-being. Mongolia, for example, has around 800 sacred sites including 10 mountains protected by Presidential Decree, and lakes and ovoos, many of which have their own sutras. In the case of Mongolia, the environmental stewardship and rituals and practices connected with these sacred places also intersects with longstanding political traditions and State leadership.

Cities with a vibrant cultural scene and assets are not only more likely to attract tourists, but also the skilled talent who can advance the city’s long-term prospects. Several cities are also focusing on developing their night-time economies through the promotion of theatre, concerts, festivals, light shows and use of public spaces that increasingly making use of audio-visual technologies. Situated on Chile’s Pacific coast, the city of Valparaíso, a World Heritage site, is taking steps to transform the city’s night scene into a safe and inclusive tourist destination through revitalizing public spaces. While the economies of many cities have been weakened during the pandemic, the night-time economy of the city of Chengdu in China, a UNESCO Creative City for Gastronomy, has flourished and has made a significant contribution to generating revenue for the city, accounting for 45% of citizen’s daily expenditure.

The pandemic has generated the public’s re-appropriation of the urban space. People have sought open-air sites and experiences in nature. In many countries that are experiencing lockdowns, public spaces, including parks and city squares, have proven essential for socialization and strengthening resilience. People have also reconnected with the heritage assets in their urban environments. Local governments, organizations and civil society have introduced innovative ways to connect people and encourage creative expression. Cork City Council Arts Office and Creative Ireland, for example, jointly supported the art initiative Ardú- Irish for ‘Rise’ – involving seven renowned Irish street artists who produced art in the streets and alleyways of Cork.

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Chengdu Town Square, China by Lukas Bischoff

Environment-based solutions support integrated approaches to deliver across the urban-rural continuum, and enhance visitor experiences by drawing on the existing features of a city. In the city of Bamberg, a World Heritage site in Germany, gardens are a key asset of the city and contribute to its livability and the well-being of its local population and visitors. More than 12,000 tourists enjoy this tangible testimony to the local history and environment on an annual basis. Eighteen agricultural businesses produce local vegetables, herbs, flowers and shrubs, and farm the inner-city gardens and surrounding agricultural fields. The museum also organizes gastronomic events and cooking classes to promote local products and recipes.

In rural areas, crafts can support strategies for cultural and community-based tourism. This is particularly the case in Asia, where craft industries are often found in rural environments and can be an engine for generating employment and curbing rural-urban migration. Craft villages have been established in Viet Nam since the 11th century, constituting an integral part of the cultural resources of the country, and whose tourism profits are often re-invested into the sustainability of the villages. The craft tradition is not affected by heavy tourist seasons and tourists can visit all year round.

Indigenous tourism can help promote and maintain indigenous arts, handicrafts, and culture, including indigenous culture and traditions, which are often major attractions for visitors. Through tourism, indigenous values and food systems can also promote a less carbon-intensive industry. During COVID-19, the Government of Canada has given a series of grants to indigenous tourism businesses to help maintain livelihoods. UNESCO’s Intergovernmental Committee for the Protection and Promotion of the Diversity of Cultural Expressions announced that it will grant, through the International Fund for Creative Diversity (IFCD), US$70,000 dollars to Mexican indigenous cultural enterprises, which will support indigenous enterprises through training programmes, seed funding, a pre-incubation process and the creation of an e-commerce website.

Tourism has boosted community pride in living heritage and the active involvement of local communities in its safeguarding. Local authorities, cultural associations, bearers and practitioners have made efforts to safeguard and promote elements as they have understood that not only can these elements strengthen their cultural identity but that they can also contribute to tourism and economic development. In recent years, there has been a growing interest in the role of intellectual property and in the regulation of heritage. In the field of gastronomy, a lot of work has been done in protecting local food products, including the development of labels and certification of origin. Member States are exploring the possibilities of geographical indication (GI) for cultural products as a way of reducing the risk of heritage exploitation in connection to, for example, crafts, textiles and food products, and favouring its sustainable development.

The pandemic has brought to the forefront the evolving role of museums and their crucial importance to the life of societies in terms of health and well-being, education and the economy. A 2019 report by the World Health Organization (WHO) examined 3,000 studies on the role of the arts in improving health and well-being, which indicated that the arts play a major role in preventing, managing and treating illness. Over the past decade the number of museums has increased by 60%, demonstrating the important role that museums have in national cultural policy. Museums are not static but are rather dynamic spaces of education and dialogue, with the potential to boost public awareness about the value of cultural and natural heritage, and the responsibility to contribute to its safeguarding.

Data presented in UNESCO's report "Museums Around the World in the Face of COVID-19" in May 2020 show that 90% of institutions were forced to close, whereas the situation in September-October 2020 was much more variable depending on their location in the world. Large museums have consistently been the most heavily impacted by the drop in international tourism – notably in Europe and North America. Larger museums, such as Amsterdam’s Rijksmuseum and Vienna’s Kunsthistorisches Museum have reported losses between €100,000 and €600,000 a week. Smaller museums have been relatively stable, as they are not as reliant on international tourism and have maintained a closer connection to local communities. In November, the Network of European Museum Organisations (NEMO) released the results of a survey of 6,000 museums from 48 countries. Of the responding museums, 93% have increased or started online services during the pandemic. Most larger museums (81%) have increased their digital capacities, while only 47% of smaller museums indicated that they did. An overwhelming majority of respondents (92.9%) confirm that the public is safe at their museum. As reported in the Tracker last October, the world’s most visited museum, the Louvre in France (9.3 million visitors annually) witnessed a ten-fold increase in traffic to its website. Yet while digital technologies have provided options for museums to remain operational, not all have the necessary infrastructure, which is the case for many museums in Africa and SIDS.

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New technologies have enabled several new innovations that can better support cultural tourism and digital technologies in visitor management, access and site interpretation. Cultural tourists visiting cultural heritage sites, for example, can enjoy educational tools that raise awareness of a site and its history. Determining carrying capacity through algorithms has helped monitor tourist numbers, such as in Hạ Long Bay in Viet Nam. In response to the pandemic, Singapore’s Asian Civilizations Museum is one of many museums that has harnessed digital technologies to provide virtual tours of its collections, thus allowing viewers to learn more about Asian cultures and histories. The pandemic has enhanced the need for technology solutions to better manage tourism flows at destinations and encourage tourism development in alternative areas.

Shaping a post-pandemic vision : regenerative and inclusive cultural tourism

As tourism is inherently dependent on the movement and interaction of people, it has been one of the hardest-hit sectors by the pandemic and may be one of the last to recover. Travel and international border restrictions have led to the massive decline in tourism in 2020, spurring many countries to implement strategies for domestic tourism to keep economies afloat. Many cultural institutions and built and natural heritage sites have established strict systems of physical distancing and hygiene measures, enabling them to open once regulations allow. Once travel restrictions have been lifted, it will enable the recovery of the tourism sector and for the wider economy and community at large.

While the pandemic has dramatically shifted the policy context for cultural tourism, it has also provided the opportunity to experiment with integrated models that can be taken forward in the post-pandemic context. While destinations are adopting a multiplicity of approaches to better position sustainability in their plans for tourism development, there is no one-size-fits-all solution.

A comprehensive, integrated approach to the cultural sector is needed to ensure more sustainable cultural tourism patterns. Efforts aimed at promoting cultural tourism destinations should build on the diversity of cultural sub-sectors, including cultural and heritage sites, museums, but also the creative economy and living heritage, notably local practices, food and crafts production. Beyond cultural landmarks, which act as a hotspot to drive the attractiveness of tourism destinations, and particularly cities, cultural tourism should also encompass other aspects of the cultural value chain as well as more local, community-based cultural expressions. Such an integrated approach is likely to support a more equitable distribution of cultural tourism revenues, also spreading tourism flows over larger areas, thus curbing the negative impacts of over-tourism on renowned cultural sites, including UNESCO World Heritage sites. This comprehensive vision also echoes the growing aspiration of visitors around the world for more inclusive and sustainable tourism practices, engaging with local communities and broadening the understanding of cultural diversity.

As a result of the crisis, the transversal component of cultural tourism has been brought to the fore, demonstrating its cross-cutting nature and alliance with other development areas. Cultural tourism – and tourism more broadly – is highly relevant to the 2030 for Sustainable Development and its 17 SDGs, however, the full potential of cultural tourism for advancing development – economic, social and environmental - remains untapped. This is even though cultural tourism is included in a third of all countries’ VNRs, thus demonstrating its priority for governments. Due the transversal nature of cultural tourism, there is scope to build on these synergies and strengthen cooperation between ministries to advance cooperation for a stronger and more resilient sector. This plays an integral role in ensuring a regenerative and inclusive cultural tourism sector. Similarly, tourism can feature as criteria for certain funding initiatives, or as a decisive component for financing cultural projects, such as in heritage or the cultural and creative industries.

job opportunities in tourism and culture

Houses in Amsterdam, adisa, Getty, Images Pro

Several countries have harnessed the crisis to step up actions towards more sustainable models of cultural tourism development by ensuring that recovery planning is aligned with key sustainability principles and the SDGs. Tourism both impacts and is impacted by climate change. There is scant evidence of integration of climate strategies in tourism policies, as well as countries’ efforts to develop solid crisis preparedness and response strategies for the tourism sector. The magnitude and regional variation of climate change in the coming decades will continue to affect cultural tourism, therefore, recovery planning should factor in climate change concerns. Accelerating climate action is of utmost importance for the resilience of the sector.

The key role of local actors in cultural tourism should be supported and developed. States have the opportunity to build on local knowledge, networks and models to forge a stronger and more sustainable cultural tourism sector. This includes streamlining cooperation between different levels of governance in the cultural tourism sector and in concert with civil society and private sector. Particularly during the pandemic, many cities and municipalities have not received adequate State support and have instead introduced measures and initiatives using local resources. In parallel, such actions can spur new opportunities for employment and training that respond to local needs.

Greater diversification in cultural tourism models is needed, backed by a stronger integration of the sector within broader economic and regional planning. An overdependence of the cultural sector on the tourism sector became clear for some countries when the pandemic hit, which saw their economies come to a staggering halt. This has been further weakened by pre-existing gaps in government and industry preparedness and response capacity. The cultural tourism sector is highly fragmented and interdependent, and relies heavily on micro and small enterprises. Developing a more in-depth understanding of tourism value chains can help identify pathways for incremental progress. Similarly, more integrated – and balanced – models can shape a more resilient sector that is less vulnerable to future crises. Several countries are benefiting from such approaches by factoring in a consideration of the environmental and socio-cultural pillars of sustainability, which is supported across all levels of government and in concert with all stakeholders.

job opportunities in tourism and culture

abhishek gaurav, Pexels

Inclusion must be at the heart of building back better the cultural tourism sector. Stakeholders at different levels should participate in planning and management, and local communities cannot be excluded from benefitting from the opportunities and economic benefits of cultural tourism. Moreover, they should be supported and empowered to create solutions from the outset, thus forging more sustainable and scalable options in the long-term. Policy-makers need to ensure that cultural tourism development is pursued within a wider context of city and regional strategies in close co-operation with local communities and industry. Businesses are instrumental in adopting eco-responsible practices for transport, accommodation and food. A balance between public/ private investment should also be planned to support an integrated approach post-crisis, which ensures input and support from industry and civil society.

The COVID-19 crisis has highlighted the essential role of museums as an integral component of societies in terms of well-being, health, education and the economy. Digitalization has been a game-changer for many cultural institutions to remain operational to the greatest extent possible. Yet there are significant disparities in terms of infrastructure and resources, which was underscored when the world shifted online. Museums in SIDS have faced particular difficulties with lack of access to digitalization. These imbalances should be considered in post-crisis strategies.

The pandemic presents an occasion to deeply rethink tourism for the future, and what constitutes the markers and benchmarks of “success”. High-quality cultural tourism is increasingly gaining traction in new strategies for recovery and revival, in view of contributing to the long-term health and resilience of the sector and local communities. Similarly, many countries are exploring ways to fast track towards greener, more sustainable tourism development. As such, the pandemic presents an opportunity for a paradigm shift - the transformation of the culture and tourism sectors to become more inclusive and sustainable. Moreover, this includes incorporating tourism approaches that not only avoid damage but have a positive impact on the environment of tourism destinations and local communities. This emphasis on regenerative tourism has a holistic approach that measures tourism beyond its financial return, and shifts the pendulum towards focusing on the concerns of local communities, and the wellbeing of people and planet.

job opportunities in tourism and culture

Entabeni Game Reserve in South Africa by SL_Photography

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job opportunities in tourism and culture

Tourism industries are largely labour intensive and provide jobs for many people. They include well trained professionals, but also a large number of workers with difficulties to find a job elsewhere, such as newcomers to the labour market (young people and migrants), women with family responsibilities who can only work part time, and workers with little qualification in general. Tourism provides working people with income and experience, and therefore contributes to their social inclusion and personal development. On the other hand, the tourism sector suffers from shortage of workers with required minimum qualifications or skills. Because employment and working conditions often do not meet their expectations, people working in tourism tend to look for better jobs elsewhere and may, at the first opportunity, leave to take up more decent work elsewhere. The world of work in tourism is generally not well-known because reliable data are missing. Only a handful of countries have meaningful statistics on employment in the tourism industries. Contributing to the improvement of methods of statistical data collection and better coverage of persons employed in tourism industries will provide reliable and consistent information on employment, occupational structure, qualifications, skills, working conditions, wages and remuneration, etc.

This is the area where, over the past years, UNWTO has been cooperating on with the International Labour Organisation (ILO) through an agreement in the area of employment and decent work in tourism. The work is being carried out jointly by the ILO Department of Statistics and the UNWTO Statistics Department.

job opportunities in tourism and culture

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job opportunities in tourism and culture

5 compelling reasons why you should choose travel and tourism as your career

Here are five compelling reasons why choosing a career in the travel and tourism industry can be a great option:.

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5 compelling reasons to pursue a career in travel and tourism

Choosing a professional path with good prospects is essential for long-term success in today's competitive employment market. However, choosing the right career is becoming more challenging day by day. And, finding a career that has maximum stability & growth is a daunting task.

The travel and tourism sector is one such sector with many career paths and alluring advantages. The industry is growing rapidly and offers ample career opportunities for multiple reasons.

The current growth projections in the industry point to a manifold increase in the tourism workforce and the revival of tourism that has led to a surge in demand for various travel-related services too.

1. Recognised as the fastest growing sector and a promising future

The growth potential of the travel and tourism industry has been enormous, and it has been a significant driver of economic growth and development. The growth of the travel and tourism industry has also led to the development of many other industries and its growth potential is expected to continue in the future.

2. Multiple career options

Travel and Tourism is an extensive term in itself and is an industry with countless job roles to excel in, thereby giving people a wide range of opportunities for career advancement. With the expected growth in the sector, there is a steady demand for skilled professionals. Successful careers in this industry require a blend of hard and soft skills.

job opportunities in tourism and culture

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School for the Creative and Cultural Industries

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Creative Careers: Curating for the community

27 February 2024

We invited curator, researcher and community-engaged practitioner Veronica Wong to share her experiences and advice for pursuing a career in the museums and heritage sector.

Veronica Wong speaking into a microphone

Students from the School for the Creative and Cultural Industries (SCCI) joined Veronica Wong for an interactive, online discussion, charting Veronica’s career path from a Master’s in Visual Culture at University of Westminster in London, to her current role as the Education and Public Programmes Curator at the Tai Kwun Contemporary in Hong Kong.

Following her Master’s, Veronica had several roles in the arts and cultural sectors, including at the British Council and the Guangdong Times Museum, before taking on her current role at Tai Kwun. Since then, Veronica has curated many public art exhibitions art festivals, cross-disciplinary projects, and symposiums, whilst demonstrating a commitment to community engagement, museum learning, and accessibility. 

This discussion centred around Veronica’s 2 most recent roles at Guangdong Times Museum and Tai Kwun Contemporary. 

Times Museum is a non-profit organisation funded by the private sector and set up in a residential building, which created a unique connection between everyday life, local communities, and the arts. Situated in a remote area away from the city, Veronica’s core focus was on building their audience reach and engagement through public programmes. 

She took an open approach, welcoming different institutional partners to use the museum spaces and inviting the public to engage with the  exhibitions in different ways. This included mapping alternative, illustrated routes through the museum, community events and film screenings, and inviting the public to stay overnight! As Veronica points out, museums are so often exclusive places where there are so many rules– opening up the museum to residents and communities enabled them to create a more safe and accessible space.  

In 2020, Veronica joined Tai Kwun in Hong Kong, a former historic site transformed into an accessible world-class centre for arts, culture and heritage. This marked an exciting time in Veronica’s career, joining a new institution in a vibrant cultural city. 

Since joining Tai Kwun Contemporary, Veronica has curated several public programmes. This includes Hi! & Seek, a dedicated corner for visitors to start new conservations with curators and artists, other visitors, and the museum; Artist Walk, where different artists invite participants to see their city anew through a creative lens; and Family Day, an initiative which aims to engage intergenerational family members to visit the space and explore new ways of communicating through art.

Veronica's top tips for a career in arts and heritage 

  • Make good use of work placements, internships, and residencies – you will gain invaluable skills and connections.
  • Build up your international network through joining events, career and sector-specific networks, and training programmes.
  • Develop your knowledge of art ecology. Regardless of what type of role you want, it’s important to understand the whole art ecosystem
  • Always be open to learning and exploring  

Veronica Wong is the Education and Public Programmes Curator at Tai Kwun Contemporary . Her writings are included in several publications and journals, including New Museum Practice in Asia (edited by Caroline Lang and John Reeve), the first book to focus specifically on museum and heritage practice in Asia . 

This talk is part of our Creative Careers series, which aims to highlight different career pathways and employment options through talks and learning from inspiring speakers and leaders in the creative and cultural industries.   

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The Best Markets for First-Time Home Buyers

A study ranks U.S. areas for younger buyers based on metrics like availability, affordability, job opportunities and local culture.

By Michael Kolomatsky

In a market with high prices, low inventory and high mortgage interest rates, no one faces a steeper uphill climb than first-time home buyers. Generally, they have lower incomes and are younger, meaning they’ve had less time to build good credit and amass a down payment.

But there is hope. A new study from Realtor.com ranks the 10 best U.S. markets for buyers between the ages of 25 and 34 based on several metrics: availability, affordability for median-earning 25-to-34-year-old households, job opportunities, unemployment rate, average commute time, potential growth of local home prices , cultural and entertainment options, and the local proportion of similarly aged residents.

In all, 2,738 markets within the 100 largest U.S. metro areas (with populations of more than 5,000) were considered. For geographic diversity, the top 10 list was limited to one market per metro area.

The median home price in each of the top 10 markets was below $300,000 — less than the national median of about $380,000 — and in four of the 10, it was below $200,000. Inventory was above the national level in six of the 10. These are all causes for optimism.

Recommended locales were generally suburbs or satellites of major cities, which can offer employment and cultural opportunities in the city as well as greater affordability at the fringes. Irondequoit, N.Y., a suburb of Rochester, was deemed most promising for first-timers; Benton, Ark., a half-hour drive from Little Rock, followed. Next were Winterset, Iowa, about a half-hour from Des Moines, and markets in the vicinities of Harford, Conn., Omaha, Buffalo, Oklahoma City, Baltimore and Syracuse, N.Y.

Mortgage applications and home sales are at historically low levels, but hopeful younger buyers are still trying. According to a separate study by LendingTree , 65 percent of its mortgage approvals in 2023 were issued to first-time buyers. And that makes sense: While homeowners are avoiding the market to hang on to their low mortgage rates, first-timers are out there making moves.

Spots for First-Time Buyers

The 10 best markets for home buyers aged 25 to 34, based on prices and availability (shown below), affordability, employment opportunities, commute times and local culture and entertainment options.

job opportunities in tourism and culture

Irondequoit, N.Y.

Benton, Ark.

Winterset, Iowa

Newington, Conn.

Council Bluffs, Iowa

Cheektowaga, N.Y.

Grand Rapids, Mich.

Moore, Okla.

Mattydale, N.Y.

Riviera Beach, Md.

job opportunities in tourism and culture

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Inside the World of Gen Z

The generation of people born between 1997 and 2012 is changing fashion, culture, politics, the workplace and more..

Young people tend to lean more liberal on issues pertaining to relationship norms. But when it comes to dating, the idea that men should pay in heterosexual courtships  still prevails among Gen Z-ers .

The current generation of young Americans feels particularly apprehensive, new polling shows — anxious about their lives, disillusioned about the direction of the country  and pessimistic about their futures.

With active lawsuits in five states, TikTok videos that mix humor and outrage, and marches in the streets, Gen Z is taking on climate change .

We asked Gen Z-ers to tell us about their living situations and the challenges of keeping a roof over their heads. Here’s what they said .

What is it like to be part of the group that has been called the most diverse generation in U.S. history? Here is what 900 Gen Zers had to say .

Young people coming of age around the world are finding community in all sorts of places. Our “Where We Are” series takes you to some of them .

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World’s Best Cultural Tourism Destinations: 30 Cultural Trips to Take This Year

Discover the best cultural trips and immersive travel experiences our world has to offer. From Southern India to the High Arctic, here are the top 30 countries and regions for cultural tourism this year .

With many of us now on the lookout for deeper and more meaningful travel experiences , cultural tourism – travel that prioritises learning about and appreciating different ways of life – has never been more appealing.

Immersive cultural experiences give travellers an opportunity to see the world from a different perspective, form meaningful relationships, and develop new skills. They can also open the door to a slower, more sustainable type of travel that has benefits for local communities and a lighter impact on the planet.

Whether you’re a seasoned cultural traveller researching for your next trip or you’re interested in getting off-the-beaten-track but aren’t sure where to start, I hope this guide to culture and travel offers you some food for thought!

I also suggest reading these tips for socially responsible travel for advice about engaging with different cultures in a sensitive and mindful way.

Please note: This post contains affiliate links, meaning I may earn a commission if you make a purchase by clicking a link (at no extra cost to you). Learn more.

This post may contain sponsored links for which I received compensation.

What is cultural tourism?

Cultural travel is as broad and multifaceted as culture itself – it’s difficult to pin down, and highly subjective. For me, cultural tourism is a kind of travel that prioritises activities and experiences designed to immerse you in a way of life that differs from your own.

It might involve consuming tangible cultural products (museums, archaeological sites, food , tea ) or encountering intangible cultural elements (rituals, performances, processes). As well as art, literature, religious monuments and the like, it also encompasses ways of living, values and beliefs – both historical and contemporary.

It’s almost impossible to avoid local culture when you travel. No matter your motivation, it’s inevitable that you’ll end up experiencing some aspect of local culture, even if it’s something as simple as eating local cuisine or learning a few words of the language.

Apart from these incidental encounters, cultural tourism represents a more concerted effort to engage with local culture through specialised activities. In the same way an adventure traveller might seek out a particular hiking route, for example, a cultural traveller might plan their trip around a festival.

Cultural vacations might involve:

  • Learning a new skill, for example through a cooking class or craft workshop
  • Attending a local festival or event
  • Participating in a ritual or ceremony
  • Eating local food
  • Staying with a family at a homestay
  • Immersing yourself in the local community by teaching English as a foreign language
  • Visiting a community-based tourism project
  • Visiting World Heritage Sites and immersive museums
  • Taking a locally guided tour

There’s lots more to cultural trips (as you’ll soon see), but these are some of the common elements we tend to associate with this genre of travel.

Practicing Hmong embroidery at a homestay in Sapa, Vietnam.

Pros and cons of cultural travel

Cultural travel is almost a guaranteed way to enrich your experience as a tourist. But it’s worth noting that this type of travel has both benefits and downsides for host communities.

Cultural tourism helps to encourage the preservation of culture and heritage by keeping endangered traditions alive. There might be little demand for heritage handicraft skills, for example, but outside interest (and an opportunity to earn an income) could be enough to safeguard a tradition that might otherwise have been lost.

By the same token, cultural tourism can incentivise better protections for physical heritage sites, ensuring that monuments and the like remain accessible for future generations. Cultural tourism can have far-reaching social impacts and environmental benefits when it gives rise to new social enterprises, local businesses and women-led ventures geared towards giving tourists an immersive experience.

On the other hand, there’s always a question mark around authenticity when it comes to cultural travel. If a ritual is performed for the benefit of outsiders, does it lose its meaning? Commodification of culture for tourism is a serious issue that impacts many communities and can be damaging to social and economic development more broadly.

Cultural tourism often involves travelling to more remote areas, which introduces a whole host of other pros and cons. A road constructed for the benefit of tourists is also new infrastructure for the community – but it might speed up globalisation and cultural erosion, while the very presence of tourists can worsen environmental pollution or cause rifts between different social groups.

These are complicated issues. Personally, I think cultural exchange is one of the most important aspects of travel and when managed properly and in a way that actively involves communities, the benefits can outweigh the drawbacks.

Top 30 countries & regions for cultural trips

There’s not a town, city, county or region in the world that doesn’t have something amazing to offer in terms of local culture. This makes it very hard to pick the ‘best’ places for cultural tourism.

However, each of these 30 hand-picked destinations stands out for its extravagant festivals and celebrations, rich cuisine and heritage handicrafts that give travellers a window on culture, heritage and the local way of life.

At the end of the list, you’ll find my top tips for having a more culturally immersive travel experience no matter where in the world you go.

Cultural destinations in the Americas

Antioquia Department, Colombia • Cuba • Ecuador • Big Island of Hawaii, USA • Orleans Parish, USA • Oaxaca, Mexico

Colombia’s Antioquia Department – for pueblos, bandeja paisa & Botero

A woman looks out the window of her colourful house in Jerico, Colombia.

A melange of Indigenous traditions and colonial influences, there are few destinations in the world more culturally vibrant or intriguing than Colombia.

Antioquia Department in the north-west – with the city of Medellin as its capital – has become one of the most popular destinations in the country for tourists, beloved for its exquisite landscapes, colourful small towns and coffee farming heritage.

Along with several other departments, this part of Colombia is home to the Paisas , a self-defined cultural group whose name is derived from a Spanish word meaning ‘countryman’. They speak their own dialect, eat their own cuisine, and pass down their culture through a rich tradition of music and folklore.

Modern-day Antioquian culture is defined by the region’s artists, writers and poets. And then there’s the city of Medellin itself, which has undergone a huge transformation in recent years and is now considered one of the country’s main cultural hubs.

Top cultural experiences in Antioquia

Eat Paisa cuisine: One of the biggest joys of visiting Antioquia is experiencing the food scene. Paisa cuisine is heavily influenced by the topography and way of life in the Colombian Andes – carb-heavy dishes that feature beans, rice and maize are designed to fuel bodies for back-breaking work on the land. Bandeja Paisa is by far the most popular traditional dish and a must-eat in Medellin. The Antioquian version of a ploughman’s lunch, it consists of carne asada (grilled steak), chicharrón (crispy pork rind), rice and red beans served with a slice of avocado, fried plantains, a fried egg and a corn arepa on the side. It’s not for the faint hearted!

Visit a pueblo : Colombia is renowned for its small towns with colourful painted facades and pretty flower boxes. Antioquia is home to some of the loveliest pueblos in the country, including  Jardin , Jericó and Santa fe de Antioquia, to name but a few. Developed during Spanish times, most follow the same basic town plan: A public square, a market, a church, and rows and rows of houses built in the region’s vernacular style. If you’re short on time, Pueblo Paisa in Medellin is a model village in the heart of the capital.

Shop at the San Alejo Handicraft Market: If you happen to be visiting Medellin on the first Saturday of the month, don’t miss this unique opportunity to see Colombia’s handicraft traditions on display. Vendors from across the region descend on the city to sell traditional products, including woven Wayuu bags, and artisanal foods. You can chat to the vendors and watch live demonstrations to see how these Indigenous handicrafts are produced.

Visit Comuna 13: A locally guided tour of Medellin’s Comuna 13 will allow you to delve into the city’s tumultuous recent past in a respectful and mindful way. This collection of once-notorious city neighbourhoods has become a symbol for the nation’s transformation and cultural revitalisation. Street art, music and other expressions of local creativity are all on display for visitors to enjoy.

Cuba – for Mambo, classic cars & casas particulares

A colourful car parked in front of brightly painted houses in Cuba.

The native Taino Indians called their beautiful island Cubanacán. When the Spaniards arrived in 1511, they shortened it to ‘Cuba’ and claimed it for Spain, labelling it “the most beautiful land human eyes have ever beheld.”

Ethnically, the country is a vibrant mix of Europeans, Africans brought over as enslaved workers throughout the 1700s, and a large group of Chinese imported as indentured servants. Sadly, the original inhabitants have largely disappeared.

On December 31, 1959 the Cuban Revolution succeeded in converting the country into a communist nation. Since then – and due to the mutually adversarial relationship with the United States – the island nation has existed in semi-isolation, frozen in time.

The cars that roam the streets are the same classic American models from the 1950s, and the frequently crumbling buildings have enjoyed little renovation.    

Despite Cuba’s trying history, the spirit of the people lives on and in its rich and celebrated culture. Before you go, learn the dos and don’t of visiting Cuba . 

Top cultural experiences in Cuba

Dance the night away at a musical venue: Cuba is the birthplace of dozens of musical genres including Mambo, Cha-Cha-Cha and Afro-Cuban Jazz. These Afro-European genres have contributed and enriched music categories around the world. Be sure to experience one of Cuba’s world-famous carnivals and Jazz Festivals.

Overdose on art and architecture: With nine UNESCO World Heritage sites and an amazing collection of museums, Cuba is a culture vulture’s paradise. Most are found in the capital city of Havana, but you also find little gems in the second city, Santiago de Cuba, and the perfectly preserved colonial city of Trinidad. Cuba’s architecture ranges from Spanish colonial and French Baroque to 1920s Art Deco. Visit the Museum of Fine Arts in Havana and the Bacardi Museum in Santiago to start; but don’t miss the quirky Rum Museum or the delectable Museum of Chocolate either.

Stay at a Cuban homestay: These Airbnb-type experiences are called ‘ casas particulares ‘. This is your opportunity to live with a Cuban family and delve into the culture.

Go hiking: Cuba’s national parks, biosphere reserves and 1,500 miles (2,400km) of coastline provide an opportunity to experience the outdoor culture.

By Talek from Travels With Talek

Ecuador – for jungle homestays, festivals & colada morada

The streets of Quito, Ecuador.

A country with just over 17 million people, Ecuador is an extremely culturally diverse nation and a cultural tourism destination that should not to be overlooked.

Retaining a strong influence from Spanish colonisation, with widely-celebrated Catholic festivals and traditions, there is also a diverse mix of Andean Indigenous groups and traditions that dominate the mountainous centre of the country. In the east, the influence of various Amazonian Indigenous groups and their traditions is strong.

The coast of Ecuador, meanwhile, is marked by African influence from the cultures of enslaved peoples brought during colonisation.

With such a diversity of cultures – each with their own festivals, traditional foods and more – there are plenty of immersive experiences to partake in across the country that make a trip to Ecuador a must for any cultural traveller.

Top cultural experiences in Ecuador

Visit a remote community in the Amazon rainforest: One of the most popular and fascinating cultural experiences for travellers to Ecuador is to visit an Indigenous community to learn about and experience the rich traditions. Even a jungle tour of the Amazon on a budget can be tailored to include a visit to an Indigenous community, where you’ll learn to make traditional dishes and beverages such as chicha . Tribes deeper in the Amazon that welcome visitors often offer more in-depth cultural experiences including homestays, ritual cleansings, or even ayahuasa retreats.

Celebrate Easter in Ecuador: In addition to the Indigenous traditions in Ecuador, there are many popular celebrations from the Catholic tradition that travellers can partake in. Easter celebrations during Holy Week include Quito’s parade, known as the Procesión Jesús del Gran Poder, which features thousands of purple-hooded devotes carrying crosses and statues. Make sure you enjoy a bowl of traditional Fanesca , a rich and creamy soup made with 12 grains representing the 12 Disciples.

Dress up for Día de los Difuntos : Another cultural celebration with Indigenous roots is the Día de los Difuntos or ‘Day of the Deceased’, marked on November 2nd. Ecuador celebrates by honouring the dead and visiting cemeteries. Celebrations also include preparing and eating guaguas de pan , bread in the shape of a baby filled with fruit jam, and drinking colada morada , a thick, sweet drink made with berries and fruit and thickened with blue corn flour before being served warm. These delicious treats are sold in bakeries across the country for at least a month prior to the festivities. The largest celebrations are held in Indigenous communities such as Otavalo in Northern Ecuador.

By Carley from Home to Havana

The Big Island of Hawaii – for palm weaving, stargazing & petroglyphs

Traditional Hawaiian totems on the beach.

The natural abundance of the Big Island of Hawaii, the largest island in the Hawaiian archipelago, is nothing short of spectacular. With eight different climate zones, three active volcanoes, and the most mesmerising waterfalls and beaches in different shades, there’s a wealth of diversity to explore on the Big Island .

This unique natural setting is also home to several important cultural sites. After all, this is the Hawaiian island where the first Polynesian settlers arrived, where the first ruler of the Kingdom of Hawaii, King Kamehameha the Great, was born, and where the European explorers first arrived.

With such a rich heritage, it comes as no surprise that Hawaiian culture is still very much alive on the Big Island. Here are some experiences that allow you to explore the island’s heritage.

Top cultural experiences on the Big Island of Hawaii

Take a self-guided tour of the Pu’uhonua o Hōnaunau National Historical Park: Just south of Kailua-Kona, there’s a site where the royal family and their warriors once lived. It’s very well preserved and you can still see the thatched huts, an ancient temple, wooden carvings and fishponds. But this site was more than just a royal retreat: When Hawaiians broke the law or kapu , they were condemned to death. The only option to escape their fate was reaching this sanctuary, known as the Place of Refuge. You can visit this intriguing site on a self-guided tour.

Learn the traditional Hawaiian art of weaving palm fronds: In the Hawaiian craft known as lau niu , the leaves of the coconut palm were used to thatch roofs, create baskets and even hats. There’s a handful of workshops where you can learn this traditional craft from a professional weaver. Not only does it make for a unique experience, it also allows you to craft your own handmade Hawaiian souvenir.

Go stargazing at Maunakea: In Hawaiian culture, the dormant Maunakea volcano, with its unique alpine Lake Waiau, is considered sacred. They believed the summit to be the realm of the gods and the meeting place of earth and sky. To this day, cultural rituals are performed on the slopes of Maunakea. This intriguing volcano is home to the world’s largest astronomical observatory, the Onizuka Center for International Astronomy, which hosts a regular stargazing program.

Check out the Hawaiian petroglyphs: Hawaiian petroglyphs tell the stories of ancient times and give a unique inside into the different cultural beliefs on the islands. You can find carvings of canoes, turtles, babies and more at one of the petroglyph sites that dot the Big Island, such as the Puuloa Petroglyph site in Hawaii Volcanoes National Park or the Puako Petroglyph Archaeological Preserve near the Mauna Lani Resort.

Conquer the ocean in an outrigger canoe: Step aboard a double-hull outrigger canoe and explore the shore in the same way the Polynesian settlers did centuries ago. This type of canoe features lateral support floats or outriggers fastened to one or to both sides of the hull. Learn how to paddle and work as a team as you glide along the Kona reefs teeming with fish. If you’re lucky, you might even spot a pod of dolphins.

By Sarah from CosmopoliClan

Orleans Parish – for jazz, Madi Gras & creole cooking

New Orleans city.

When it comes to cultural destinations, few cities have as much to offer as New Orleans and the surrounding parishes. Located in Southeastern USA, New Orleans is all about tradition and culture. The city’s unique heritage comes from a blend of French, Spanish, Cajun, and Creole cultures.

Combined, these groups have given birth to something truly iconic. The beautiful Mardi Gras celebrations are a remnant of the French colonial era, while the beautiful Spanish colonial architecture in Jackson Square is worthy of a walking tour .

You will also find unique Cajun cuisine served in the city’s most popular restaurants. Add in the many historical museums, southern plantation homes, and distinct architectural styles and Orleans Parish makes for the ultimate cultural destination in the US.

Top cultural experiences in New Orleans

Join a Mardi Gras parade: New Orleans is well-known for its lavish and grand Mardi Gras parades and balls. Visitors can enjoy the festivities for an entire month in the lead up to the big day. Outside of Mardi Gras, there are plenty of other festivals in New Orleans to check out as well. 

Listen to jazz: New Orleans is the birthplace of jazz. The city’s Creole population gathered and celebrated in the city’s Congo Square on Sundays and thus jazz was born!

Tour a plantation home: Many southern plantation homes are located along the banks of the Mississippi. These can be seen on a road trip along the Great River Road. On a tour, you will learn about pre-Civil war life in the South and the history of slavery. Learn more about the ethics of visiting plantation homes here .

By Ketki from Dotted Globe

Oaxaca – for Indigenous cuisine, Zapotec rugs & mezcal

A church in Oaxaca, Mexico.

The state of Oaxaca is a cultural hub in Mexico. Void of resorts or even big-name hotel chains, Oaxaca is rich in flavourful cuisine, celebrations, and Indigenous revitalisation.

Located in southern Mexico, Oaxaca features a variety of different landscapes, from lush hills and forests, to dry arid deserts and blissful beaches. However, the community atmosphere of Oaxaca is what keeps people coming back, both international visitors and Mexican residents alike.

Oaxaca is known as the food capital of Mexico, with dozens of celebrity chefs. Notably, Indigenous culture is very visible in Oaxaca, with 16 recognised Indigenous groups in the state. Zapotec weaving is one of the most sought-after souvenirs in the area – and Mexico in general – and it comes from Oaxaca.

Top cultural experiences in Oaxaca

Celebrate Dia de los Muertos : Oaxaca City is a top destination for Dia de los Muertos (Day of the Dead), with its dazzling parades, intricate family altars and abundant festivities. Dia de los Muertos is a pre-Columbian tradition that honours deceased loved ones with food, drink, and merriment. So, if you happen to visit Oaxaca during a festival like Dia de los Muertos, bring comfortable shoes for fun activities throughout the day. Oaxaca City is an extremely walkable city, and you will want to explore every inch of its mural lined walls.

Eat Oaxacan cuisine: Since Oaxacan cuisine is also central to the region’s identity, sign up for a food tour with a local to learn the origins of some of the most popular dishes and what makes Oaxacan food and flavour so unique and different from other states in Mexico. Or, if you want to take a more hands-on approach, take a cooking class with a world-class chef at Casa de los Sabores and learn how to make mole and other Oaxacan staples.

Visit a Zapotec village: If you’d prefer to focus on Indigenous cuisine, take a day trip out to the Zapotec village of Teotitlán del Valle for a cooking class at El Sabor Zapoteco . After you finish, there are many things to do in Teotitlán del Valle , but you will probably want to get your fill of shopping at the many boutique shops for best quality Zapotec rugs.

Drink mezcal: If you’re a fan of hard drinks, Oaxaca is a great destination for mezcal tasting! Hop on any tour and view the vast agave fields as you taste mezcal throughout the day. Depending on the season, you may even get to try your hand at using the harvesting machete!

By Kay from The Awkward Traveller

Learn more: A local’s guide to the best of Mexican culture and an in-depth guide to Mayan culture in the Yucatan .

Cultural travel destinations in Europe

French Basque Country • Armenia • Sicily • Greece • Bosnia & Herzegovina • Russia • Northern Europe’s Arctic Regions • The Greater Caucasus • Andalusia, Spain

French Basque Country – for frontons , fêtes & espadrilles

Architecture in Basque Country, France.

The Basque country at the southwestern-most tip of France is one of those regions you might not guess is French – at least not at first.

The half-timbered houses are painted oxblood or green, and the Euskara (Basque) language, Europe’s oldest, is related to no other tongue. The Basques are also among the oldest ethnic groups of Europe.

Basque culture is unique and is spread among seven provinces, of which three are in France (the other four are in Spain). The Basques have their own festivals, music and dances, their own foods, games and folklore, as well as an acute sense of history and heritage.

Top cultural experiences in French Basque Country

Here are just a few cultural experiences to whet your appetite for all things Basque!

Gastronomy: The food is different from your regular French fare. For example, the Espelette pimento is spicier than seasonings you’ll find elsewhere in France, and food itself is taken to new heights here – the region has the highest number of Michelin stars per capita in the world. And let’s not forget the pintxo , the Basque equivalent of the Spanish tapas.

Fronton s: You’ll find one of these walls in every Basque village – it’s what Basques use to play their national sport, Basque pelota (known in some countries as jai alai). It’s played with a racquet-like bat which scoops up the ball. Then, a bit like squash, the players fling it back and forth against the wall, or fronton.

Family-owned businesses: Basque artisanal traditions run deep, whether it’s leatherwork, espadrilles, Basque linen or beret making. This is a region in which hand-made goods thrive and where mass-production takes a back seat. The local government makes sure family businesses are promoted and Basque know-how exported, however stiff the competition – there are special labels for family businesses, and even labels for those businesses that have been around for more than a century (and there are plenty). As a result, hand-made goods from this small region find their way around the world, symbolising not only Basque savvy but Basque determination to hang on to its heritage.

Bayonne Festival: With its one million annual participants, the Fêtes de Bayonne is France’s largest festival. It was ‘borrowed’ in 1932 from not-too-distant Pamplona in Spain, but has grown immeasurably since. Each July, visitors dress up in white clothes and red scarves (and a red beret, of course) and spend five days eating, drinking, singing Basque songs and watching Basque sports. The Festival includes bullfighting, which has a long tradition in the region, although this particular sport might be short-lived given the growing opposition to it.

By Leyla from Offbeat France

Bosnia & Herzegovina – for old bazaars, woodcarving & kahva

Bosnian coffee.

Bosnia and Herzegovina is one of the most culturally and ethnically diverse countries in the Balkans . If you have your sights set on this lesser-visited part of Europe for your next cultural trip, it’s the perfect setting to learn about the region’s different – often competing – influences and how they’ve shaped modern life.

Bosnia is the original cultural melting pot, and Sarajevo is where it all comes to a head. The city is divided into two parts – Ottoman and European – with the sprawling Old Bazaar on one side, and the Austro-Hungarian planned portion of the capital on the other. A plaque on the pavement marks the spot where East Meets West.

But the boundaries aren’t always that clear. Bosnia and Herzegovina’s character is a combination of Bosnian, Serb and Croat, layered with Jewish, Romanian, Albanian and Turkish traditions. The vignette of a mosque’s minaret and a church bell tower rising up side by side is a perfect motif for the country’s diversity.

Top cultural experiences in Bosnia & Herzegovina

Explore Sarajevo’s Old Bazaar: One of the most beautiful Ottoman bazaars in the region (and there are a lot), just wandering the rows of picturesque wooden shops connected by cobbled streets – the sound of coppersmiths beating intricate designs onto plates ringing in your ears – is a completely immersive experience. At the kafane coffeehouses, where kahva and rakia are served with much pageantry, you get a feel for famous Bosnian hospitality.

Take a food tour of Sarajevo: Bosnians are fiercely proud of their national cuisine. Dishes such as burek (filled savoury pastry) and cevapi are a common ground and bring the country together. A food tour of Sarajevo takes you behind the scenes on some of the city’s liveliest markets and busiest restaurants while giving you an insight into the history behind some of the country’s most iconic dishes.

Visit a woodcarving master in Konjic: Sarajevo in particular has an incredibly rich art and literature scene, as evidenced in the many festivals that take place in the city throughout the year. Bosnia’s heritage handicrafts shine a light on the culture of craftsmanship that has bestowed the country with so many beautiful landmarks over the years. Woodcarving has been practiced for generations in the city of Konjic and today, visitors can tour the masters’ workshops for an up-close encounter.

See the Stećci Medieval Tombstone Graveyards: Stećci medieval tombstones were laid during the time of the Bosnian Kingdom. Recognised as a UNESCO World Heritage Site, they’re found throughout the territory including in forests close to the border with Serbia . Carved from limestone, the Stećci contain motifs and inscriptions and provide a rare window onto this epoch of the country’s history that’s still shrouded in much mystery.

Greece – for markets, mythology & Orthodox Easter

Ancient Athens.

Greece is a country rich in culture, from the legacy of ancient history and mythology to traditional cuisine and celebratory festivals that still bring people together to this day. Greek nationals tend to be very proud of their history and culture , which can be seen in the well-executed museums, galleries and archaeological sites throughout the country.

Believed to be the ‘birthplace of Western civilisation’, Greece is known for its scholars, medics, architects, philosophers and politicians that shaped the way the world works today. This makes the country an excellent choice for cultural tourism as there are simply so many things to see and do that will both satiate your wanderlust while also teaching you new things.

Whether you’re interested in archaeological excavations, gastronomic tours, local festivals or ancient architecture, Greece certainly has you covered.

Top cultural experiences in Greece

Take a Mythology Tour of Ancient Athens: Athens has a whole host of archaeological sites to explore , from the Ancient Agora and Hadrian’s Library to the world-famous Acropolis and Parthenon perched on a hillside overlooking the city. One of the best ways to discover these sites is via a Mythology Tour that takes you around the best historic monuments and ruins while also giving you interesting information about the city and country’s history and mythology. This tour , suitable for all ages, gives you skip-the-line access to some of Athens’ most important landmarks along with an experienced guide to give you detailed history about how Greece became the centre of the world.

Visit the Athens Central Market: If your idea of cultural tourism involves food, you might be interested in a trip to the Athens Central Market and a local cookery class. A gastronomic experience allows you to soak up the sights and smells of the city’s biggest market, picking up local produce and souvenirs while also trying some tasty titbits along the way . You’ll then take your purchases back to the kitchen where you’ll cook up a storm using local recipes and techniques. Try classics like Dolmades (stuffed vine leaves), Tzatziki and Spanakopita (spinach and feta pies) to give you a real taste of traditional Greek cuisine.

Attend the Epidaurus Festival: The Ancient Theatre of Epidaurus, a grand amphitheatre located on the bank of the Acropolis Complex, runs an annual summer festival of art. The festival combines modern and traditional music, theatre and dance with the picturesque Ancient Greek setting, making it a real highlight for any traveller. Over the years, the Epidaurus festival has played host to names like Frank Sinatra, Maria Callas and Luciano Pavarotti.

Celebrate Orthodox Easter in Greece: Easter is one of the biggest traditional festivals on the Orthodox calendar, so no matter where you are in Greece during this time, you’re sure to come across some pretty exciting celebrations! One destination that always enjoys epic Easter festivities is the island of Corfu. Local Easter traditions begin on Palm Sunday (a week before Easter) and there are different festivities each day leading up to the main event.

Palm Sunday sees a large procession of the Holy Shrine; Monday, Tuesday and Wednesday see locals preparing their Easter meals and sweet specialities, going to evening ceremonies and lighting up the town with lanterns; Maundy Thursday is egg-painting day; Good Friday features the mournful marches of the philharmonic orchestra and the procession of epitaphs; Good Saturday features an artificial earthquake(!), bell ringing, the throwing of clay pots and tossing coins into a barrel; and the whole week culminates on Easter Sunday with a celebration of the Resurrection of Christ – fireworks, marches, music and traditional family meals galore!

By Chrysoula from Athens and Beyond

Learn more: 7 awesome cultural activities in Athens .

Russia – for ballet, banyas & borscht

A gold-domed building surrounded by snowy trees in Russia.

While many may think of Russia as cold and grey, this could not be further from the truth. From the famous colourful onion domes of St. Basil’s Cathedral to the gilded fountains of the Peterhof Palace, Russia’s beauty is undeniable.

Russia is also a country rich in culture and filled with literature, ballet, painting and classical music.

Top cultural experiences in Russia

To really delve into Russian culture, there are a few experiences you should have whilst here.

Experience a Russian banya : One of the best cultural experiences you can have in Russia is to visit a banya . A banya is similar to a sauna. The biggest difference, though, is that a banya has high levels of humidity, while a sauna usually has dry air. They’ve been a part of Russian life for over a thousand years! You wear funny felt hats to protect your hair and ears from the heat. This also helps to regulate your body temperature, so you are able to sit in the banya for a longer period of time.

Another interesting aspect of the Russian banya is ‘flogging’ using birch twigs ( venik ). This is supposed to benefit your health and improve your immune system, and honestly, if you have someone who knows what they are doing, it does feel really good!

After you’ve gone in and out of the banya a couple times, you then cool yourself off by taking a quick, cold shower, jumping into a cold pool or tub (banyas do have these), jumping into a snowbank (seriously). Or… You can just jump in a frozen lake!

See a ballet at the Bolshoi: Seeing a ballet at the Bolshoi Theatre is one of the best things to do in Moscow and all of Russia in general. Even though ballet did not originate in Russia, Russian ballet is world-renowned, and the locals are incredibly proud of the tradition. If you can, try to see a performance of The Nutcracker or Swan Lake on the historic stage. Tickets sell out very quickly, so don’t delay in purchasing them once they go on sale!

Experience NYE: New Year’s Eve is the biggest holiday in Russia. This is because Christmas was forbidden during the Soviet years. Many traditions were moved from Christmas to the New Year, including keeping presents under the Christmas tree and visits from the Russian equivalent of Santa. Celebrations and fireworks take place across the country on December 31 – the biggest and most famous displays are in Moscow’s Red Square and Gorky Park.

Sample Russian cuisine: No trip to Russia would be complete without experiencing the local cuisine. The best Russian food and drinks to sample on your visit are: Pelmeni (a Russian dumpling filled with meat and usually topped with sour cream); borscht (a traditional Russian soup whose main ingredient is beetroot); beef stroganoff (a Russian dish made with sautéed beef in a sauce with smetana ); syrniki (essentially a cottage cheese pancake topped with jam or sour cream – SO good!); kvass (a fermented beverage made from rye bread); and caviar and vodka (alas, you can’t come to Russia and not try caviar and vodka!)

By Lindsey from Have Clothes, Will Travel

Northern Europe’s Arctic Regions – for reindeer & Sami traditions

Reindeer in the Northern Arctic.

In Europe’s high northern reaches, you will find one of the continent’s oldest and most distinct cultures, the Sami. Spread across the Arctic regions of Norway, Sweden, Finland, and Russia, the Sami are Indigenous people who have traditionally led a nomadic lifestyle, known for herding their reindeer between their summer and winter feeding grounds.

The origins of the Sami are largely unknown, and it is believed that they once inhabited grounds much further south. But years of persecution drove them north and forced them to decrease livestock numbers in order to maintain their way of life. 

Against all odds, they have managed to hold onto large parts of their culture, including languages, traditions and ceremonies. As the modern world has encroached further north, there have been clashes over natural resources and land, which has put the plight of the Sami at the forefront of people’s minds in recent years and led to movements to protect the people and the culture. 

Top cultural experiences in the Arctic regions

Head to Tromso for an immersive Sami experience: Today, there are plenty of ways you can learn about and experience Sami culture. During the winter months, there are many Sami experiences in Tromsø, Norway and beyond where you can educate yourself about the Sami way of life, hear stories that have been passed down through the generations, and eat traditional foods.

Shop at a Sami market: Keep an eye out for Sami markets where you can purchase handmade traditional items.

Participate in a Sami festival: Norway is known to have the largest festivals and in various Arctic cities, you will find Sami festivals on National Sami Day (February 6th). In the summer, there are also Sami music festivals, such as the one found near Murmansk in Russia.

A visit to Northern Europe’s Arctic region is one of the most meaningful cultural trips in Europe as it helps bring attention to a group of people who have spent many years marginalised in their respective modern-day societies.

By Megan from Megan Starr

Andalusia – for Moorish architecture, tapas & Flamenco

Architecture in Andalusia, Spain.

Andalusia is an autonomous region in Southern Spain, geographically bounded by Spain’s southern coast. It’s culturally vibrant and very distinctive when compared to other parts of Spain such as Catalunya.

This part of the country was ruled by the Moors for centuries, and Moorish influence is evident in the cuisine, architecture and culture. Seville, Cordoba and Granada are all among the best Spain city breaks and each serve as a good base for exploring more of the region.

Top cultural experiences in Andalusia

Marvel at the Moorish architecture: The Andalusian architecture will capture your attention as soon as you land there, and this is probably the easiest way to start digging into the region’s past and cultural evolution. Cities like Seville and Granada have major UNESCO sites that will blow your mind – the style is in no way similar to buildings in France or even northern Spain for that matter. Islamic calligraphy and intricate details are most evident at the Real Alcazar Palace in Seville, the Alhambra in Granada , and the Mezquita in Cordoba.

Go tapas hopping: People in Andalusia are known for being a more little laid back, and generally enjoy food, family and companionship. Popular ‘tapas hopping’ is best experienced in Andalusia. Tapas bars in the south cultivate a cosy atmosphere with rounds of $1 dollar beers, spinach and chickpeas, cheese, and churros. Moorish/Muslim influence can be seen in the preparation of some foods, especially marzipan, and in the use of herbs and spices such as cumin and cilantro.  

Watch a Flamenco performance: After food, flamenco is what defines Andalusia. Flamenco is a dance that is synonymous with Southern Spain and is one of the most energetic and passionate forms of dance/storytelling. Flamenco shows in Seville and other cities in Andalusia are a great way to understand and enjoy this side of Southern Spanish culture.

By Mayuri from To Some Place New

Cultural tourism destinations in the Asia Pacific

Central Australia • Timor-Leste • Sarawak, Malaysia • Cambodia • Japan • Bhutan • Kerala, India • Rajasthan, India • Uzbekistan • The Tibetan Plateau • Taiwan

Central Australia – for ancient landscapes, ochre & bush tucker

Uluru viewed from above.

The Arrernte and Anangu people have lived in Central Australia for over 20,000 years. From Uluru and Kata Tjuta (the Olgas) to the MacDonnell Ranges and Alice Springs, they have made their home in one of Australia’s driest and hottest regions.

The landscape, its plants and animals permeate every aspect of their culture. The natural environment is the basis for the Creation (or Dreamtime) stories at the core of their beliefs, ceremonies and traditions.

Their relationship with the land also has a practical aspect as a source of food, shelter and medicine. The Arrernte and Anangu’s land management techniques, native foods and art have all found their ways into broader Australian life.

Today, members of the communities have roles as guides, ranges and managers of major tourism businesses. For travellers, there are many opportunities to appreciate the on-going connection the Arrernte and Anangu people have with the Central Australian landscape.

Top cultural experiences in Central Australia

Visit Uluru (Ayres Rock): You can’t go to Central Australia and not visit Uluru. It is an iconic Australian landmark and when you visit this enormous rock, you’ll find many ways to immerse yourself in Indigenous culture. At Yulara Resort you can join a free session to learn about Indigenous food, crafts and didgeridoo playing.

On your way to Uluru, stop at the Cultural Centre. There are ranger talks about the area’s wildlife, how the Anagu have lived in the area for thousands of years, and how that knowledge is used to manage the park today. There are also galleries featuring local art and craft. For something a bit different, try a Segway tour of the rock . As you cruise around the 10 km base, you get a wonderful explanation of the Creation Stories tied to many of the rock’s features, caves and waterholes.

Ochre Pits: Ochre is a natural clay that comes in a range of colours and has been used for ceremonial and medicinal purposes for thousands of years. The Ochre Pits are at a site in the West MacDonnell Ranges where ochre has been collected by Arrernte men for generations. The Ochre Pits are an easy and accessible stop as you tour the gorges of the West MacDonnell Ranges. The colourful ochre cliff face is spectacular and it is quite an experience to be in the presence of a site that has been used for so long and continues to play a role in Arrernte life.

Alice Springs Desert Park: With the lives and lore of the Arrernte tied so closely to the environment, this combination of a wildlife park and botanic garden gives you a great insight into their relationship with the land. Besides the fantastic desert animal exhibits, there is a full program of keeper and cultural talks over the day. Learn about surviving in the desert, bush food and the meaning many of the animals have in the daily life of the Arrernte. The park is in Alice Springs with the West MacDonnell Ranges providing a spectacular backdrop.

By Natalie & Steve from Curious Campers

Timor-Leste – for sacred houses, tais weaving & Cristo Rei

A woman weaves a brightly coloured textile in her home in Timor-Leste.

Asia’s youngest nation, tiny Timor-Leste fought hard for its independence, first from Portugal and later from Indonesia. Holding strong to customs and beliefs is part of the resistance and against all odds, the Timorese have managed to pass down many traditions through music, dance and storytelling.

Fiestas held year-round throughout the country showcases these oral traditions, while in recent years, contemporary collectives have began building on the nation’s heritage of performance arts to process the events of the past and express their visions for the future.

There aren’t many physical reminders of Timor’s time as a Portuguese colony left – most architecture was subsequently destroyed – but the invisible influence is still there, along with the influence of the Catholic Church.

In the more remote regions, ethnic groups such as the Fataluku speak their own language and observe a fascinating array of cultural practices you won’t find anywhere else on Earth.

Top cultural experiences in Timor-Leste

Tais weaving: Timor’s ornate national textiles are storytelling objects, filled with symbols inspired by folktales and animist traditions. At the Tais market in Dili you can shop for handwoven tais scarves and tablecloths, while visiting a weaving centre such as Koperativa Lo’ud gives you a chance to see the natural dyeing and weaving process in person.

See the uma lulik in Lospalos: Part of the Fataluku tradition, these sacred houses perched high on stilts symbolise the link between the dead and the living. They are sacred objects that cut an impressive profile as you pass them on the coast around far-eastern Timor.

Make the pilgrimage to Cristo Rei: Standing 27 metres tall on a hill overlooking the capital, Dili, Cristo Rei is the ultimate symbol of Timor-Leste’s piety. More than 99% of Timorese are Christian, and the church has played a huge role in shaping the island’s character post-independence. Walking the 590-step path lined with Stations of the Cross is a right of passage. At the top, views of Dili, Atauro Island and the sparkling coastline.

Sarawak, Malaysia – for ikat textiles, longhouses & forest trekking

A mosque on the water in Kuching, Malaysia.

The largest of Malaysia’s 13 states , Sarawak envelops much of Borneo. Local culture and way of life is intimately intertwined with the island’s flora and fauna and offers visitors experiences quite distinct from anything you find in Peninsular Malaysia.

Life, history, culture and spirituality is all heavily influenced by the area’s Indigenous peoples, most notably the Iban. Malaysia’s mix of Malay, Indian, Muslim, Chinese and British culture can also be felt in Kuching , the autonomous state’s biggest city and a hub for culture and the arts.

Top cultural experiences in Sarawak

Visit a museum in Kuching: The Tun Jugah Textile Museum, the Sarawak Cultural Village and the Sarawak State Museum – all in or near Kuching – offer immersive exhibits that explore Iban culture. The former is dedicated almost completely to the art of ikat weaving, a time-honoured craft tradition that’s kept alive by artisans and students who learn to dye and weave at the museum workshop.

Stay in an Iban longhouse: Travelling up river into the forest to spend the night at an Iban longhouse is an unforgettable experience. As well as sleeping in traditional quarters, you’ll get to taste home-cooked food and experience various oral traditions, including Renong singing and Ensera storytelling.

Eat Sarawak cuisine: Malaysia is a foodie’s paradise and Sarawak is no exception. In addition to the usual mix of cuisines served up at hawker markets, the state boasts many regional breakfast specialties including Sarawak laksa, kolo mee (Sarawakian noodles) and ayam pansuh (chicken cooked in bamboo).

Cambodia – for Theravada Buddhism, apsara & golden silk

A temple in Cambodia.

It’s easy to think of Cambodian culture as a relic of the past – a crumbling stupa or a cobwebbed museum display. But nothing could be further from the truth.

Khmer culture is a living, breathing thing, and it permeates everything – from underrated Cambodian cuisine to the country’s handicraft industry and the young collectives in Battambang and Kampot who are reviving the arts scene.

Many traditions and art forms almost lost during the 1970s have been brought back from the brink by artists and entrepreneurs determined to keep Cambodian culture alive.

Whether you’re interested in the legacy of the most powerful Golden Age state, the Khmer Empire, or discovering reminders of the Kingdom’s time as part of French Indochina in the beautiful colonial architecture and peppercorn plantations, it’s never been easier for visitors to get a feel for Cambodian culture.

Top cultural experiences in Cambodia

Take a Buddhism tour of Siem Reap: Spirituality plays a huge role in contemporary Cambodian life and there’s no better lens for exploring the country through. After you’ve taken in the Temples of Angkor that blend Hinduism and Buddhism, learn the ins and outs of Theravada Buddhism with an immersive Buddhism tour of Siem Reap . It’s a life-changing experience that teaches you how ancient beliefs coexist with modern society.

Watch an Apsara performance: It wasn’t so long ago that Cambodia’s national dance, Apsara, was considered an endangered art form. Artist and genocide surviver Arn Chorn-Pond has almost single-handedly revived Apsara traditions through his organisation Cambodian Living Arts. Nothing captures the Cambodian spirit like the understated but immensely beautiful performance. Nightly shows are held in Phnom Penh along with hands-on Apsara workshops that teach visitors the basic moves.

Go forest trekking in Mondulkiri: Mondulkiri and Ratanakiri in Cambodia’s far north-east are two of the country’s most remote provinces , known for their thick forests and biodiversity, including wild elephants. Ethnic minority groups including the Tampuan and the Bunong have developed sustainable tourism offerings, hosting guests at homestays and organising guided forest treks. During the tours, you get a glimpse of how people have coexisted with the forest for generations, and learn about the struggles they face today.

Seek out Khmer handicrafts: From Siem Reap’s Golden silk to Takeo cotton and clay pottery in Kampong Chhnang, every Cambodian province has its specialty crafts, many of which are still made by hand according to traditional techniques. In addition to making the perfect Cambodia souvenir , many co-ops offer tours and workshops so you can see the processes up close.

Japan – for ryokans , geisha culture & tea ceremonies

A traditional Japanese meal served at a ryokan.

For those seeking an immersive cultural travel experience, Japan offers visitors a unique look at some of the oldest and most beautiful traditions in the world.

From the historic temples and shrines found throughout the country to the many spiritual and cultural celebrations, there are plenty of opportunities for visitors to Japan to learn about the various philosophies and spiritual traditions that underpin Japanese culture. 

Top cultural experiences in Japan

Observe a temple ritual: Consider participating in some of the various rituals at Japan’s temples and shrines. This is especially beneficial if you’re visiting Japan with kids , as it helps to gain a better understanding and appreciation for Japanese customs. Many people in Japan have deep-seated beliefs in symbolism. At the temples and shrines, you can observe and participate in practices that will bring you good fortune, luck, prosperity or health.

Spend the night in a ryokan : To truly embrace Japanese culture, book a stay at a ryokan rather than a hotel. These traditional Japanese inns typically feature rooms with tatami-matted floors and communal onsens or bathhouses. Guests tend to walk around the ryokan in a yukata or lounging kimono and slippers. It is also common for guests to walk around barefoot, as it is considered unclean to wear shoes inside.

Drink matcha : A tea ceremony is another immersive experience that is unique to Japan. Although popular throughout Japan, tea ceremonies are especially prominent in Kyoto, the home of geisha culture. Geishas are treated somewhat like celebrities in Japan, and booking a geisha performance and tea ceremony can be expensive and fairly difficult to arrange. However, you can book a tea ceremony with a maiko , or geisha apprentice, for a more modest price. This one-of-a-kind ritual ceremony is sure to be one of the most memorable travel experiences you’ll have in Japan!

By Melissa from Parenthood and Passports

Bhutan – for handicrafts, thangka & fertility symbols

A Bhutanese ritual.

Most people think of the Tiger’s Nest when they think of Bhutan. But this small, mountainous nation has a wealth of cultural history to offer in addition to its ornate monasteries.

Bhutan is a nation of crafters. In every town and city you will find streetwise vendors selling all manner of clothing, kitchenware, homeware and decorations that have been made using techniques that have been taught and passed down for hundreds of years.

Likewise, if you turn your attention to the buildings, you’ll see that many of them are adorned with colourful decals and patterns, especially designs that depict the eight auspicious signs which, among other things, represent wealth, good fortune, purity and harmony.

Bhutan is the only country in the world to measure their country’s wellbeing based on Gross National Happiness as opposed to Gross Domestic Production, which makes it (un)officially the happiest country on Earth.

Best cultural experiences in Bhutan

Attend a Tshechu ceremony: The annual Tshechu ceremonies show off Bhutan’s handicraft history perfectly. Throughout the year, locals gather across the country in regional Tshechus to celebrate Bhutan’s culture by singing traditional songs and performing dances in elaborate, brightly coloured costumes. At the Tsechu celebrations, an enormous religious banner or thangka depicting the country’s founder, Guru Rinpoche, is unveiled. The thangka is the size of a three storey building, hundreds of years old, and has not faded through the centuries due to the tradition of making sure that the light of the sun never touches it, so it’s still incredibly colourful and detailed.

Visit the Choki Traditional Art School: In order to see the historical handicrafts of Bhutan in production for yourself, make sure to visit the Choki Traditional Art School. Located just to the north of the capital city of Thimpu, here you can witness the students being taught how to weave, paint and sculpt masks, clothes, models, tapestries and dioramas from Bhutan’s history. Students’ ages range from elementary through to late teens, with all levels of skill on display. The students’ creations can then be bought from the school craft shop, with the proceeds helping fund the continuation of the institute’s classes.

Spot the phallus in Punakham: Punakham is the former capital of Bhutan, and was the seat of government until 1955. Located in the north of the country, the town is notable to western tourists for one particular reason. In the 15th century, a controversial master named Lama Drukpa Kunley (also known as the ‘Divine Madman’) popularised the phallus as a means to ward off slander and provide protection for those who lived in houses that displayed it prominently. Yes, it may be taboo for most of the world, but not here – these graphic symbols of fertility and good luck are artistically painted on walls everywhere!

By Jeremy from Cultura Obscura

Kerala, India – for houseboats, tea estates & contemporary art

A houseboat in Kerala.

Dubbed ‘God’s Own Country’, Kerala is a noodle-shaped state in the Southwest of India on the Malabar Coast. It’s known for its beautiful nature – especially a series of canals known as the backwaters and the hilly terrain of the Western Ghats Mountains.

Kerala people are officially the most literate in India and have the longest life expectancy. It is often said the Keralites have the best quality of life in this part of India, and that things are a lot more advanced. This is conveyed in the increasingly popular field of ecotourism and other initiatives.

The region is a beautiful mix of influences and religions. The spice trade has flourished in the area, which brought about European colonisation. You can feel Portuguese influence to this day, especially in the town of Kochi.

Top cultural experiences in Kerala

Cruise Kerala’s backwaters on a houseboat: With the decline of goods being transported on water, Kerala’s trade boats were repurposed into houseboats, and now provide a unique immersive experience on the famous backwaters. The most popular route is between Alleppey and Kumarakom or Kolam. Spending at least one night on the backwaters is necessary for the ultimate houseboat experience.

Soak up the tea heritage in Munnar: Munnar in the Western Ghats is famous for its tea production. You can visit several tea estates in the area and enjoy a tasting. In the village of Munnar, you can also experience the peaceful coexistence of three religions. There’s a Hindu temple, a Catholic church and a mosque all within a few meters from each other. 

Attend the Muziris Biennale in Kochi: A bi-annual international exhibition of contemporary art takes place in Kochi. This is the largest festival of its kind in Asia. When the biennale is on, the whole city lives it. The main space for the festival is a large complex of empty buildings near the port. Here, art installations covering all possible mediums bring the space to life. It’s a wonderful sight and quite a modern undertaking in Kerala.

Watch the artists at work at Kerala Kalamandalam: This is one of India’s most traditional universities of art and culture. Students learn Indian performing arts, especially those typical for Kerala. When visiting, you can observe students practicing unique dances with distinct facial expressions such as the Kathakali or Ottan Thullal, learning martial arts, and playing on unique musical instruments. The school is located in Cheruthuruthy.

By Veronika from Travel Geekery

Learn more: 9 amazing cultural encounters in Kerala .

Rajasthan, India – for folk dance, thaali & camel fairs

Architecture in Rajasthan, India.

Rajasthan, the ‘Land of Kings’, is one of the most historically and culturally significant states of India. Over the centuries, Rajasthan has witnessed many rulers and many epic battles. Each built their own magnanimous fort and helped develop the region’s rich culture of art, dance and literature.

Over the past few decades, the Ghoomar dance from Jodhpur region and Kalbeliya dance of the deserts of Jaisalmer and Bikaner have become famous all over the world. Along with dance, folk music and songs relating the heroic tales of epic battles, these form an essential part of Rajasthan culture.

Against a backdrop of the vast Thar Desert, this has all shaped the culture of Rajasthan as we see it today.

Top cultural experiences in Rajasthan

Rajasthan offers travellers a plethora of unique cultural experiences .

Be a bystander at the Pushkar Camel Fair: The Pushkar Camel Fair, held every year in November, is one of the largest animal trading fairs in the world. This colourful carnival is a great opportunity for travellers to experience the charm-in-chaos of traditional melas (Indian fairs) along with a huge tribal gathering. In 2018, nearly half-a-million people visited this multi-day festival. Pushkar is only 150km from Rajasthan’s capital, Jaipur, and is easily accessible by road. 

Visit Choki Dhani: A resort village merely 20km from Jaipur, Choki Dhani is the go-to place to experience a collection of Rajasthan cultural experiences. Spread across 10 acres, this uniquely designed resort-village reflects the grandeur of the Rajasthani tradition. Visitors can experience Rajasthani traditional folk dance, watch a puppet show, see skits and sketches depicting important battles, and relish a traditional Rajasthani thaali (set meal), eaten while seated on the floor.

Watch a Dharohar dance performance: The Dharohar dance show at Bagore Ki Haveli in Udaipur is a mesmerising experience in itself. This hour-long show is a combination of many traditional, tribal and folk dances local to the region along with a puppet show. One of the highlights of the show is when an 80-year-old folk dancer performs with more than 10 earthen pots stacked on her head.

By Mainak from Places in Pixel

Uzbekistan – for ceramics, Silk Road heritage & plov

Architecture in Uzbekistan.

Uzbekistan is an upcoming cultural destinations in Central Asia. With a new visa policy, it is now easier than ever to visit the country – and there are many good reasons to do so.

Uzbekistan was once an important part of the famous Silk Road and has a rich cultural heritage that is still visible in the beautiful Islamic architecture and historic sites throughout the country. 

Uzbekistan’s major cities including Samarkand, Khiva and Bukhara were multicultural melting pots where people from all over the world exchanged goods, ideas and philosophies. The Turks, Greeks, Persians, Russians and Mongols all ruled parts of what is now Uzbekistan. Each of them left behind their own influence.

With so much history around, it’s sometimes easy to forget modern Uzbek culture, but this is just as interesting. The Uzbek people are very friendly and will give you a warm welcome to their world of delicious Uzbek food, traditional dance and music, and beautiful handicrafts.

Top cultural experiences in Uzbekistan

Taste Uzbek cuisine: One of the highlights of Uzbek culture is without doubt its food. The best way to learn more about Uzbek food is by taking an Uzbek cooking class. Tashkent is a great place to do so and also has some great restaurants where you can try the country’s national dishes. The Plov Center serves plates of the national dish to thousands of people every day – the huge steaming pots and pans outside are impressive enough to warrant a visit. 

Explore ikat and ceramic traditions: Another great cultural experience in Uzbekistan is to explore the country’s beautiful handicrafts. The Fergana valley is home to several centres of handicraft production where they still use traditional techniques. Margilon is famous for its ikat silk textiles and there are several silk factories that offer free tours to see how it’s done. The Usmanov Ceramic Workshop in Rishton also welcomes visitors for a short visit to see its pottery production and design process. 

Watch a dance performance: Traditional dance and music is an important part of Uzbek culture. Uzbek dance is an ancient art that has been perfected over hundreds of years. In Bukhara, there are almost daily performances in the Nadir Divan Begi madrasah showing the traditional dances from the different regions in the country.

By Ellis from Backpack Adventures

Learn more: Things to do in Uzbekistan for cultural travellers .

The Tibetan Plateau – for horse trekking & nomadic culture

A monastery in Tibet.

Sprawled across the eastern edge of the Tibetan Plateau, in the remote northern tip of China’s Sichuan province, Ruoergai town and county do not appear on Google maps. To Google, this locality is known by its Tibetan name, Zoige.

After 12 hours of following your car GPS from Chengdu to Zoige, climbing onto the Tibetan Plateau , Chinese road signs welcome you to Ruoergai, 3,500 meters above sea level.

Top cultural experiences on the Tibetan Plateau

Witness nomadic culture: Remote and isolated, Zoige/Ruoergai is the best place in the world to witness the disappearing Tibetan nomadic culture. All you have to do is drive around this vast, open grassland to catch a glimpse. You’ll see white nomads’ tents with smoky chimneys scattered on the sides of the road, surrounded by herds of domestic yak and protected by the menacing Tibetan mastiffs. The nomads are mistrustful of outsiders, which is not surprising given political tensions in the region.

Go horse trekking: Yet there is a way to experience the nomadic culture first-hand here – by taking a horse-trekking adventure with the local Tibetan Horse Trekking Agency in the nearby town of Langmusi. Tours range from a day hike to the hills – the domain of the nomads – to a multi-day horseback adventure with overnight stays in nomad tents. Guides are local Tibetans, so while you may not be having extensive discussions in English, you’ll be welcome in nomadic households.

Visit the monasteries and mosques in Langmusi: Encircled by forest-covered mountains, the small sleepy town of Langmusi is inhabited by three ethnic groups: Amdo Tibetans, Han Chinese and Hui Muslims. So, even just a visit to the town is a unique cultural experience. There are two large Tibetan monasteries on the hills above the town and a Hui mosque at its centre.

The nearest airport to Langmusi is Gannan Xiahe Airport, 130 km away. From Xiahe, you can take a bus to Langmusi, or arrange a car with a driver via Tibetan Horse Trekking.

By Margarita from The Wildlife Diaries

Taiwan – for night markets, Confucianism & forbidden relics

A temple gate in Taipei, Taiwan.

An island nestled off the coast of Mainland China, Taiwan is fast becoming one of the best cultural tourism destinations in Asia.

Its long history and combination of cultural influences – including Indigenous culture, Mainland China, Korea and even Japan – make Taiwan as intriguing as it is complex. Bustling with life, amazing food and beautiful scenery, this island has it all.

Top cultural experiences in Taipei

Eat your way through the Night Markets in Taipei: The capital city of Taiwan, Taipei, offers a world of things for people to see and do . One of the most popular culturally immersive activities for visitors is to head down to the local night market, the biggest one being the Shiling Night Market. Along with delicious local foods, you can also find clothes, accessories, games, cosmetics and more. Night Markets are significant because they play a huge role in Taiwanese culture . Locals and tourists alike flock to these areas each and every day to shop and socialise.

Observe the rituals at a Taiwanese temple: Taiwan is a very religious country with most people following either Buddhism or Confucianism. Many temples are built around these religions in a very extravagant manner. Visitors can take part in the prayer ceremony, burn some incense, or just sit back and observe. If you’re interested in visiting these temples, one of the best places to start is the Songshan Ciyou Temple, which is conveniently located right next to the Raohe Night Market. 

Visit the National Palace Museum: This museum houses thousands of cultural relics, art and artefacts, including many items that were carried out of the Forbidden City in China and moved to Taiwan to protect them from destruction during the Chinese Civil War. It’s one of the largest collections of its kind in the world. Here, you can learn how the Chinese language was formed, see what kinds of ancient tools and weapons were used throughout history, and witness what life was like many hundreds of years ago.

By Wayne from Daily Tourist

Learn more: The best cultural experiences in Taiwan .

Cultural trips in Africa & the Middle East

Ethiopia • Oman • Mauritius • Morocco

Ethiopia – for coal-fired coffee, churches & injera

A man in traditional dress presents artefacts at a church in Ethiopia.

Ethiopia is a country like no other. Here in North East Africa, the steaming tribal lowlands of the Rift Valley collide with the cool thin air of the Northern highlands. The fertile lands towards the West produces some of the world’s best coffee, while the wind from the East carries whispers from Arabia. It’s truly a spectacular place to visit.

Ethiopia is even more unique in terms of its cultural treasures. As the only country in Africa never to be colonised, Ethiopia is a truly African country with African culture. If you want to see lions chase and eat zebras, go somewhere else. If you want to see and experience African culture at its purest, then book your ticket to Ethiopia already!

Top cultural experiences in Ethiopia

Visit the city of Lalibela: Situated in the northern highlands, Lalibela is the most important pilgrimage site in the country for the predominantly Orthodox Christian population of Ethiopia. It is here that you’ll find eleven incredible churches completely hewn from the rock. If you see only one place in Ethiopia, make it Lalibela.

Attend Sunday Mass: The UNESCO recognised Lalibela churches still function as churches, and attending a Sunday morning service before sunrise with hundreds of pilgrims is an experience that you won’t forget. Afterwards you can join the crowds eating injera while basking in the morning sun. Be prepared for the fact that everyone will want to come and talk to you.

Hike to a remote mountain community: Hiking into the mountains surrounding Lalibela will take you to small farming communities where time has seemingly stood still. It’s also possible to visit one of these communities for a day and learn how to cook traditional Ethiopian dishes such as injera , tibs or shiro . You’ll also find a few cave churches and monasteries in these mountains. The priests will be eager to show off their ancient treasures for a small tip.

Participate in a traditional coffee ceremony: Ethiopia is considered the birthplace of coffee, and man are you in for treat! The best way to drink a cup of buna (Ethiopian coffee) is to attend a coffee ceremony. It starts off with the hostess washing green coffee beans and then roasting them in a pan over an open fire. The coals are infused with natural incense made from tree resin. You’ll see bags of these tree resin for sale in markets all over Ethiopia. Finally the coffee beans are ground and brewed in a special coffee pot called a jebena . It’s expected that guests will have at least three cups of buna, but why stop there?

By De Wet & Jin from Museum of Wander

Oman – for dhow boats, frankincense & Bedouin culture

A fortress in Oman.

Unlike some of its more glitzy neighbours who’ve traded their souqs for skyscrapers, Oman has approached cultural preservation from a different angle. It’s often called out as the most culturally ‘authentic’ country in the region .

This part of the Middle East has long been a melting pot of Arabian and East African cultures, with a strong South Asian influence. Semi-nomadic Bedouin tribes that paint the desert with their costumes and brightly coloured carpets are less accessible, but a range of tourist-friendly desert experiences allow you to brush with this part of Omani culture.

Contemporary Omani traditions are deeply tied to Ibadism and revolve around an annual calendar of Islamic festivities.

Top cultural experiences in Oman

Get lost in a souq: Perfumed by rose petals and frankincense, Oman’s souqs are a treat for the senses. Roam displays of henna and spices while getting a feel for commerce and culture. Muttrah Souq in the capital, Muscat, and the delightful Nizwa Souq are both must-visits.

Visit a dhow workshop in Sur: Not only are Oman’s wooden boats an impressive feat of engineering, they’re steeped in legend and tradition. In Sur, the home of Sinbad the Sailor, you can watch expert craftsmen fitting the vessels together without glue or nails.

Spend the night at a desert camp. The Sharqiya Sands, Oman’s slice of The Empty Quarter, is the territory of nomads. Bedouin-inspired desert camps recreate the experience of staying with a Bedouin tribe – albeit with a luxury edge! Spending the night in a desert camp involves listening to folk music, eating Omani food, while the very lodgings – the tent lined with carpets you’re sleeping in – is part of the Bedouin tradition.

Mauritius – for street food, Sega & sugarcane

A Hindu temple in Mauritius.

The island nation of Mauritius is normally associated with splendid white-sand beaches and luxury resorts – thus its inclusion on this list of cultural trips might come as a bit of a surprise.

Yes, this is an island paradise incarnate, but it also happens to be one of the most ethnically and religiously diverse countries in the region, with African, Indian, Chinese and South Asian cultures – along with layers of Dutch, French and British influence – all accounted for.

Many elements of Mauritian culture can be traced back to the island’s plantation roots and the legacy of slavery. Mauritians honour this period of history while proudly showing off their culture in everything from the cuisine to the music.

Top cultural experiences in Mauritius

Take a street food tour of Port Louis: Mauritian food, much like Mauritian society itself, combines Chinese, Indian, Creole, East African and European flavours. Must-try dishes include vindaye , an adaptation of West Indian vindaloo, Chatini (chutney) is a popular condiment and traces its roots back to British-Indian origins, briani (biryani) and creations gifted from the island’s Chinese community, such as bol renversé (a layered dish of rice, chicken, shrimp and vegetables). The best way to get a grasp of these edible delights is by joining a guided street food tour of the capital, Port Louis .

Watch a Sega performance: Recognised by UNESCO for its value to Intangible Cultural Heritage, Mauritian Sega is a performance art characterised by music, song, dance and costume. It started out as an expression of pain and loss practiced by slave communities but has morphed over time into a colourful, optimistic expression of local culture. Elaborate Sega costumes moving to the tune of Creole lyrics is a . Many hotels offer Sega performances.

Visit an old sugarcane farm: Mauritius’ history of slavery and plantation farming has left an indelible mark on the island. Visiting preserved plantation homes and crumbling sugar mills is a step back in time to the colonial period, while regenerated cane fields such as those on Frederica Reserve now serve as a sanctuary for the island’s wildlife.

Learn more: 8 ways to experience Mauritian culture .

Morocco – for riads , tajines & mint tea

Moroccan handicrafts.

By all accounts, Morocco is a beguiling destination . The most popular country to visit in North Africa, it stands out for its diversity of landscapes and cultural experiences.

Morocco is an important gateway to the rest of Africa, and has been since Roman times. Its position at the northernmost tip of the continent – with a coast shared between the Atlantic and the Mediterranean – means it’s been at the centre of conquests and various cultural overlap throughout the ages.

Today, Morocco lives with the legacies of various civilisations, including Roman, Phoenician, Jewish, Berber, Arabic, Spanish and French. Morocco has a very hospitable culture, steeped in a refined art of living. When you visit the imperial cities of Marrakech and Fes, or the coastal towns of Essaouira and El Jadida, you will notice a multitude of little details typical of Moroccan life.

This art of living and careful hospitality is very important in Morocco and, as a visitor, you can experience it in many different ways.

Top cultural experiences in Morocco

Try your hand at Moroccan cuisine: Moroccan cuisine is world-famous for its use of spices and mix of sweet and savoury flavours. Every restaurant offers a selection of delicious tajines , a stew of meat and vegetables. Couscous is on the menu every Friday and if you like sweets, you will be in heaven. Sweet biscuits mixing flower, almond and spice flavours make a delicious afternoon treat. If you’re interested in learning new skills, cooking classes are often available in traditional riads in Marrakech. Moroccan cuisine takes time and care, but the results are delicious and quite easy to recreate at home.

Shop for authentic handicrafts at a souq : Another great way to experience the heart of Morocco is to spend time in the souks. Shopping in Morocco is a fun experience and haggling for a good price is the norm. You have to engage with merchants, ask questions, make small talk and, most importantly, have fun with it! Never lose your smile and sense of humour, and it will great fun! The most spectacular shopping experience is in Marrakech due to the volume and intensity of the medina. It’s easy to get lost but that’s part of the experience too!

Sip mint tea, a Moroccan tradition: When you travel throughout Morocco, you will notice that mint tea is served everywhere. This is a pivotal element of Moroccan hospitality. Green tea is mixed with fresh mint leaves and served in little decorated glasses. There is a little bit of theatre in serving mint tea, with the brass or silver teapot held high above the glass… Traditionally, mint tea is served with a lot of sugar, but these days it is common for sugar to be served on the side, so you can dose it yourself. And you can even buy a set of decorated tea glasses in the souk as a souvenir!

By Delphine from Lester Lost

How to have a more culturally immersive travel experience anywhere in the world

It doesn’t matter if it’s a remote community or a popular city – there are things you can do to have a more enriching cultural travel experience no matter where you’re going.

Here are 10 practical tips to help you on your way.

1. Do your research before you go: Familiarise yourself with local customs and learn a bit of the history so you know what types of experiences to look out for. This guide is a great start!

2. Seek out festivals and special events: Many tourism boards feature a calendar on their website, or you can try using Facebook to find local events. Check out my four-part series about the world’s best festivals, starting here .

3. Eat local. Food is one of the easiest routes to culture. Here are my tips for eating local when you travel.

4. Stay at a homestay. Spending time with a local family will give you an invaluable insight into daily life. Here are my tips for using homestays in Vietnam.

5. Participate in a class or workshop . Trying a cooking class, handicraft workshop or any other hands-on experience is one of the easiest ways to immerse yourself in local culture. I recommend using Get Your Guide , Airbnb Experiences, Cookly or Backstreet Academy to find opportunities.

6. Learn a bit of the language. Even knowing a few basic words will show you’re interested and can go a long way to forming relationships.

7. Shop local. Support artisans and heritage skills. Here are my tips for finding authentic and meaningful souvenirs .

8. Slow down. The best cultural experiences are often spare-of-the-moment and can’t be planned in advance. Keep some flexibility in your travel itinerary for spontaneous detours.

9. Go your own way. You don’t always have to follow the pack. Venturing away from the crowds will often give you access to unique and meaningful experiences.

10. Don’t be afraid to ask questions. If in doubt, ask a local. Remember that cultural tourism is all about exchange – don’t just take, make sure you give something back in return.

Are you a cultural tourist? Which of these destinations is your favourite? What other places would you add to the list? I’d love to hear your suggestions in the comments below!

Discover the best cultural trips our world has to offer. From India to the Arctic, here are the 25 best countries and regions for cultural tourism. #Travel #Culture | Cultural travel destinations | Cultural travel photography | Cultural traveller | Slow travel destinations

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This is a very wonderful article about cultural destinations! Thank you so much for sharing!

One can easily visit India and experience the different kinds of cultures in a particular place. Tourism in India has been much more managed and safe with passage of time. Rajasthan tourism has been the most reliable and safe in India. One can enjoy all the traditional dishes and enjoy living in the palaces as a hotel room in different cities. But, whenever you are visiting to Rajasthan, India travel guide is a must because one can easily lose track of pathways in the puzzle like roads of the cities in Rajasthan. One can easily plan for a Kerala tour packages because of the minimal expenses in the state.

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