Cutting Edge | Bringing cultural tourism back in the game

culture sight vitamin tourism

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.

culture sight vitamin tourism

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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.

culture sight vitamin tourism

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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.

culture sight vitamin tourism

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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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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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.

culture sight vitamin tourism

Venice, Oliver Dralam/Getty Images

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

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.

culture sight vitamin tourism

Entabeni Game Reserve in South Africa by SL_Photography

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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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More cultural travel inspiration.

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  • My collection of cultural travel guides for 30+ cities and regions
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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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UN Tourism | Bringing the world closer

Preserving Cultural Identities for the Future of Tourism

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Preserving Cultural Identities for the Future of Tourism

  • All Regions
  • 13 Dec 2019

Kyoto (Japan), 13 December 2019 – The World Tourism Organization (UNWTO) and the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) Fourth World Conference on Culture and Tourism spotlights the added value of culture for destinations and focuses on the future sustainability of cultural tourism.

Over the past two days in Japan’s capital of culture, delegates debated how to keep the appreciation of heritage and contemporary cultural expression at the heart of tourism for generations to come. Intercultural dialogue, local communities and innovative measurement systems are at the core of the conference conclusions laid down in the Kyoto Declaration.

UNWTO Executive Director Manuel Butler said: “When managed responsibly cultural tourism can enrich the lives of both travelers and residents, promoting diversity and intercultural dialogue. The Kyoto Declaration will help us to ensure that our world’s rich heritage and diverse creativity are wonders that our children too will have the chance to discover for themselves"

UNESCO Deputy Director General, Mr. Xing Qu, added: “The international community needs to seize the benefits of connecting culture and tourism as global forces that bring people together. UNESCO is pleased to be partnering with UNWTO in this venture as we look to deepen and widen our collaboration.”

Responsible practices were at the forefront of the solutions put forward by leading experts in the field, such as including the local population at every level of cultural tourism development and using new technologies to sustainably manage visitor flows and the equal distribution of tourism benefits.

Kyoto City’s Mayor, Mr. Daisaku Kadokawa, presented the ‘Kyoto Model’ to representatives from over 50 countries across the world as a means of effectively striking the right balance between marketing cultural heritage and preserving it for future generations. 

UNWTO also launched the ‘UNWTO Recommendations on Sustainable Tourism Development of Indigenous Tourism’ during the conference that were compiled in close consultation with indigenous entrepreneurs, advocates and representatives. 

The recommendations provide guidance on developing sustainable and responsible operations to indigenous communities that want to open up to tourism development or improve the existing tourism experiences their communities offer.

Notes to the Editor

The 2019 UNWTO/UNESCO World Conference on Culture and Tourism is the fourth edition of the conference with previous editions held in Istanbul, Turkey in 2018, Muscat, Oman in 2017 and Siem Reap, Cambodia in 2015. The fourth edition is kindly hosted by the Japan Tourism Agency, the Japanese Agency for Cultural Affairs, Kyoto Prefecture and Kyoto City. 

Related Links

  • Kyoto Declaration EN
  • Déclaration de Kyoto FR
  • 4th UNWTO/UNESCO World Conference on Tourism and Culture
  • UNWTO Recommendations on Sustainable Development of Indigenous Tourism
  • UNWTO Global Code of Ethics for Tourism
  • Declaración de Kioto sobre turismo y cultura: invertir en las futuras generaciones

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Tourism Teacher

What is cultural tourism and why is it growing?

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Cultural tourism is big business. Some people seek to embark on their travels with the sole intention of having a ‘cultural’ experience, whereas others may experience culture as a byproduct of their trip. We can argue that there is some form of cultural tourism in most holidays (even when taking an all-inclusive holiday you might try to local beer, for example).

But what do we mean by the term ‘cultural tourism’? What’s it all about? In this post I will explain what is meant by the term cultural tourism, providing a range of academic definitions. I will also explain what the different types of cultural tourists are, give examples of cultural tourism activities and discuss the impacts of cultural tourism. Lastly, I will provide a brief summary of some popular cultural tourism destinations.

What is cultural tourism?

Cultural tourism is the act of travellers visiting particular destinations in order to experience and learn about a particular culture . This can include many activities such as; attending events and festivals, visiting museums and tasting the local food and drinks.

Cultural tourism can also be an unintentional part of the tourism experience, whereby cultural immersion (with the local people, their language, customs, cuisine etc) is an inevitable part of a person’s holiday.

Cultural tourism definitions

It has been suggested that tourism is the ideal arena in which to investigate the nature of cultural production (MacCannell, 1976). Tourism provides endless opportunities to learn about the way other people live, about their society and their traditions. Whether you are attending the Running of the Bulls Festival in Pamplona , visiting the pyramids in ancient Egypt , taking a tour of the tea plantations in China or enjoying the locally brewed Ouzo on your all-inclusive holiday to Greece, you will inevitably encounter some form of cultural tourism as part of your holiday experience.

The World Tourism Organisation (WTO) (1985) broadly define cultural tourism as the movements of persons who satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters. Cultural tourism is commonly associated with education in this way, some describing it more narrowly as educational cultural tourism (e.g. Bualis and Costa, 2006; Harner and Swarbrooke, 2007; Richards, 2005).

Although a common, more specific definition has not been agreed amongst academics due to the complexity and subjectivity of the term, there do appear to be two distinct viewpoints. The first focusses upon the consumption of cultural products such as sites or monuments (Bonink, 1992; Munsters, 1994), and the second comprises all aspects of travel, where travellers learn about the history and heritage of others or about their contemporary ways of life or thought (MacIntosh and Goeldner, 1986).

Csapo (2012) pertains that the umbrella term of cultural tourism can encompass a number of tourism forms including heritage (material e.g. historic buildings and non-material e.g. literature, arts), cultural thematic routes (e.g. spiritual, gastronomic, linguistic), cultural city tourism, traditions/ethnic tourism, events and festivals, religious tourism and creative culture (e.g. performing arts, crafts).

Types of cultural tourists

In attempt to understand the scope of cultural tourism academics have developed a number of typologies, usually based upon the tourist’s level of motivation.

Bywater (1993) differentiated tourists according to whether they were culturally interested, motivated or inspired.

Culturally interested tourists demonstrate a general interest in culture and consume cultural attractions casually as part of a holiday rather than consciously planning to do so.

Culturally motivated tourists consume culture as a major part of their trip, but do not choose their destination on the basis of specific cultural experiences, whereas for culturally inspired tourists culture is the main goal of their holiday. 

A more complex typology was proposed by McKercher and Du Cros (2002), who defined tourists based upon the depth of the cultural experience sought, distinguishing them in to one of five hierarchical categories. 

The first is the purposeful cultural tourist for whom cultural tourism is their primary motive for travel. These tourists have a very deep cultural experience. 

The second category is the sightseeing cultural tourist for whom cultural tourism is a primary reason for visiting a destination, but the experience is more shallow in nature.

The serendipitous cultural tourist does not travel for cultural reasons, but who, after participating, ends up having a deep cultural tourism experience, whilst the casual cultural tourist is weakly motivated by culture and subsequently has a shallow experience. 

Lastly, the incidental cultural tourist is one who does not travel for cultural tourism reasons but nonetheless participates in some activities and has shallow experiences. 

Adapting this theory, Petroman  et al (2013) segments tourists based upon their preferred cultural activities.

The purposeful cultural tourist, described as according to Mckercher and Du Cros (2002), enjoys learning experiences that challenge them intellectually and visits history museums, art galleries, temples and heritage sites that are less known.

The tour-amateur cultural tourist is akin with the sightseeing cultural tourist above and they often travel long distances, visit remote areas, enjoy tours and wandering through the streets.

The occasional cultural tourist plays a moderate role in the decision of travelling and enjoys an insignificant cultural experience, their preferred activities being to visit attractions and temples that are easy to reach and to explore, although not to the extent that the tour-amateur cultural tourist does.

The incidental cultural tourist plays a small or no role in the decision to travel and enjoys an insignificant cultural experience, whilst visiting attractions that area within easy reach and heritage theme parks.

The last segment is the accidental cultural tourist, who plays a small or no role in the decision to travel but enjoys a deep cultural experience. This tourist type is diverse and as such has no preferred activities attributed to it. 

Importance of cultural tourism

Cultural tourism is important for many reasons. Perhaps the most prominent reason is the social impact that it brings.

Cultural tourism can help reinforce identities, enhance cross cultural understanding and preserve the heritage and culture of an area. I have discussed these advantages at length in my post The Social Impacts of Tourism , so you may want to head over there for more detail.

Cultural tourism can also have positive economic impacts . Tourists who visit an area to learn more about a culture or who visit cultural tourism attraction, such as museums or shows, during their trip help to contribute to the economy of the area. Attractions must be staffed, bringing with it employment prospects and tertiary businesses can also benefit, such as restaurants, taxi firms and hotels.

Furthermore, for those seeking a deep cultural experience, options such as homestays can have positive economic benefits to the members of the community who host the tourists.

Read also: Overtourism explained: What, why and where

Personally, I think that one of the most important benefits of cultural tourism is the educational aspect. Tourists and hosts alike can learn more about different ways of life. This can help to broaden one’s mind, it can help one to think differently and to be more objective. These are qualities that can have many positive effects on a person and which can contribute to making them more employable in the future.

Cultural tourism activities

Whether a tourist is seeking a deep cultural experience or otherwise, there are a wide range of activities that can be classified as cultural tourism. Here are a few examples:

  • Staying with a local family in a homestay
  • Having a tour around a village or town
  • Learning about local employment, for example through a tour of a tea plantation or factory
  • Undertaking volunteer work in the local community
  • Taking a course such as cooking, art, embroidery etc
  • Visiting a museum
  • Visiting a religious building, such as a Mosque
  • Socialising with members of the local community
  • Visiting a local market or shopping area
  • Trying the local food and drink
  • Going to a cultural show or performance
  • Visiting historic monuments

Impacts of cultural tourism

There are a range of impacts resulting from cultural tourism activities, both good and bad. Here are some of the most common examples:

Positive impacts of cultural tourism

Revitalisation of culture and art.

Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example.

This may help promote traditions that may have become distant.

Preservation of Heritage

Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage.

This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful tourism planning  and sustainable tourism management.

This text by Hyung You Park explains the principles of heritage tourism in more detail.

Negative impacts of cultural tourism

Social change.

Social change is basically referring to changes in the way that society acts or behaves. Unfortunately, there are many changes that come about as a result of tourism that are not desirable.

There are many examples throughout the world where local populations have changed because of tourism. Perhaps they have changed the way that they speak or the way that they dress. Perhaps they have been introduced to alcohol through the tourism industry or they have become resentful of rich tourists and turned to crime. These are just a few examples of the negative social impacts of tourism.

Read also: Business tourism explained: What, why and where

Globalisation and the destruction of preservation and heritage.

Globalisation is the way in which the world is becoming increasingly connected. We are losing our individuality and gaining a sense of ‘global being’, whereby we more and more alike than ever before.

Globalisation is inevitable in the tourism industry because of the interaction between tourists and hosts, which typically come from different geographic and cultural backgrounds. It is this interaction that encourage us to become more alike.

Standardisation and Commercialisation

Similarly, destinations risk standardisation in the process of satisfying tourists’ desires for familiar facilities and experiences.

While landscape, accommodation, food and drinks, etc., must meet the tourists’ desire for the new and unfamiliar, they must at the same time not be too new or strange because few tourists are actually looking for completely new things (think again about the toilet example I have previously).

Tourists often look for recognisable facilities in an unfamiliar environment, like well-known fast-food restaurants and hotel chains. Tourist like some things to be standardised (the toilet, their breakfast, their drinks, the language spoken etc), but others to be different (dinner options, music, weather, tourist attractions etc).

Loss of Authenticity 

Along similar lines to globalisation is the loss of authenticity that often results from tourism.

Authenticity is essentially something that is original or unchanged. It is not fake or reproduced in any way.

The Western world believe that a tourist destination is no longer authentic when their cultural values and traditions change. But I would argue is this not natural? Is culture suppose to stay the same or it suppose to evolve throughout each generation? 

Take a look at the likes of the long neck tribe in Thailand or the Maasai Tribe in Africa. These are two examples of cultures which have remained ‘unchanged’ for the sole purpose of tourism. They appear not to have changed the way that they dress, they way that they speak or the way that they act in generations, all for the purpose of tourism.

You can learn more about what is authenticity in tourism here or see some examples of staged authenticity in this post.

Culture clashes

Because tourism involves movement of people to different geographical locations cultural clashes can take place as a result of differences in cultures, ethnic and religious groups, values, lifestyles, languages and levels of prosperity.

Read also: Environmental impacts of tourism

The attitude of local residents towards tourism development may unfold through the stages of euphoria, where visitors are very welcome, through apathy, irritation and potentially antagonism when anti-tourist attitudes begin to grow among local people. This is represented in Doxey’s Irritation Index, as shown below.

culture sight vitamin tourism

Tourist-host relationships

Culture clashes can also be exasperated by the fundamental differences in culture between the hosts and the tourists.

There is likely to be economic inequality between locals and tourists who are spending more than they usually do at home. This can cause resentment from the hosts towards the tourists, particularly when they see them wearing expensive jewellery or using plush cameras etc that they know they can’t afford themselves.

Further to this, tourists often, out of ignorance or carelessness, fail to respect local customs and moral values. 

There are many examples of ways that tourists offend the local population , often unintentionally. Did you know that you should never put your back to a Buddha? Or show the sole of your feet to a Thai person? Or show romantic affection in public in the Middle East?

Cultural tourism destinations

Whilst many would argue that cultural tourism is ingrained to some extent in travel to any country, there are some particular destinations that are well-known for their ability to provide tourists with a cultural experience.

Cultural tourism in India

It is impossible not to visit India and experience the culture. Even if you are staying in a 5 star Western all-inclusive hotel in Goa, you will still test Indian curries, be spoken to by Indian workers and see life outside of the hotel on your transfer to and from the airport.

For most people who travel to India, however, cultural tourism is far more than peeking outside of the enclave tourism bubble of their all-inclusive hotel.

Thousands of international tourists visit the Taj Mahal each year. Many more people visit the various Hindu and Buddhist temples scattered throughout the country as well as the various Mosques. Some visit the famous Varanassi to learn about reincarnation.

Most tourists who visit India will try the local dal, eat the fresh mutton and taste chai.

All of these activities are popular cultural tourism activities.

Cultural tourism in Thailand

Thailand is another destination that offers great cultural tourism potential. From the Buddhist temples and monuments and the yoga retreats to homestays and village tours, there are ample cultural tourism opportunities in Thailand .

Cultural tourism in Israel

Israel is popular with religious tourists and those who are taking a religious pilgrimage, as well as leisure tourists. I visited Israel and loved travelling around to see the various sights, from Bethlehem to Jerusalem . I’m not religious in any way, but I loved learning about the history, traditions and cultures.

Cultural tourism in New York

New York is a city that is bustling with culture. It is world famous for its museums and you can learn about anything from World War Two to the Twin Towers here.

Many would argue that shopping is ingrained in the culture of those who live in New York and many tourists will take advantage of the wide selection of products on offer and bargains to be had on their travels to New York.

You can also treat yourself to watching a traditional West End show, trying some of the famous New York Cheesecake and enjoying a cocktail in Times Square!

Cultural tourism in Dubai

Dubai might not be the first destination that comes to mind when you think of cultural tourism, but it does, in fact, have a great offering.

What I find particular intriguing about Dubai is the mix of old and new. One minute you can be exploring the glitz and glamour of the many high-end shopping malls and skyscrapers and the next you can be walking through a traditional Arabian souk.

Cultural tourism: Conclusion

As you can see, there is big business in cultural tourism. With a wide range of types of cultural tourists and types of cultural tourism experiences, this is a tourism sector that has remarkable potential. However, as always, it is imperative to ensure that sustainable tourism practices are utilised to mitigate any negative impacts of cultural tourism.

If you are interested in learning more about topics such as this subscribe to my newsletter ! I send out travel tips, discount coupons and some material designed to get you thinking about the wider impacts of the tourism industry (like this post)- perfect for any tourism student or keen traveller!

Further reading

Want to learn more about cultural tourism? See my recommended reading list below.

  • Cultural Tourism – A textbook illustrating how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. 
  • Deconstructing Travel: Cultural Perspectives on Tourism – This book provides an easily understood framework of the relationship between travel and culture in our rapidly changing postmodern, postcolonial world.
  • Re-Investing Authenticity: Tourism, Place and Emotions – This ground-breaking book re-thinks and re-invests in the notion of authenticity as a surplus of experiential meaning and feeling that derives from what we do at/in places.
  • The Business of Tourism Management – an introduction to key aspects of tourism, and to the practice of managing a tourism business. 
  • Managing Sustainable Tourism – tackles the tough issues of tourism such as negative environmental impact and cultural degradation, and provides answers that don’t sacrifice positive economic growth.
  • Tourism Management: An Introduction – An introductory text that gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.
  • Responsible Tourism: Using tourism for sustainable development – A textbook about the globally vital necessity of realising sustainable tourism.

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What is Cultural Tourism and Why is It Important?

What is Cultural Tourism

Tourism trends come and go. What was once deemed as a necessity in travel and tourism may not be a necessity today. So what is cultural tourism and why is it important? Let’s dive in!

How is Culture Defined?

In order to understand cultural tourism, we must first understand what constitutes culture. 

Culture is rooted in many complexities and many inner workings. On the surface level, culture can be defined through symbols, words, gestures, people, rituals and more. 

However, the core of culture is in its values. 

The way a culture perceives itself or stays preserved is through a set of shared values. 

Best Beaches in Zanzibar

Maybe its an ode to ancestry and tradition or a new breadth of 

However, the core of culture is in its values.

Whether it’s an ode to ancestry or creating a new set of values as time evolves, it can be also be held true to the 

Whether it’s an ode to ancestry or creating a new set of values as time evolves, cultural tourism is uprooted in holding and preserving cultures through traditions and heritage.  [1]

What is Cultural Tourism?

Adopted by the UNWTO General Assembly in 2017, Cultural Tourism is defined as the following: “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume tangible and intangible cultural attractions/products in a tourism destination.”

The main aim of cultural tourism is to improve the quality and livelihood of the local people who are committed to preserving cultural heritage and traditions. 

This can be through the purchase of locally made goods, initiatives through local food and the learning of recipes, 

This can be through the purchase of locally made goods, initiatives to learn how to cook local recipes and supporting local inbound operators who have a good knowledge of the cities they are operating in. 

This can be done through the following six aspects:

  • Handcrafted Goods and Visual Art
  • Social Practices
  • Rituals and Festive Events
  • Oral Traditions

Imagine visiting one of our destinations: Jordan, Tunisia, Kyrgyzstan, Uzbekistan or Tanzania. 

Imagine being able to experience all six of these aspects of cultural tourism all created in one package.

Where Can You Practice Cultural Tourism?

Jordan .

From the North to the South, Jordan’s landscapes and its people are ready to welcome you to each and every experience. 

In the North, experience the gastronomy of locally preserved recipes and take your hand at being able to learn how to cook yourself. 

Take your hand at handcrafted goods like making baskets out of wheat straws or learn the art of traditional weaving in Madaba. 

In the South, practice in rituals in the desert by learning about the infamous Bedouin tea, take some words and practices that are so pertinent to those in the South. 

See our packages in Jordan

Underground colonies, history and a rich culture are just waiting for you to learn about. 

Visit an artist in Gabes who has taken traditional methods of papermaking and carried it to the present today by honoring raw and organic materials pertinent to the atmosphere of Tunisia’s landscape. 

Then have an opportunity to stay in local accommodation in underground colonies which stay cool during the summer and warm in the winter.

You can also experience Amazigh history and the different languages present in Tunisia today that trace back to civilizations many years ago. 

See our packages in Tunisia

Uzbekistan 

One of Central Asia’s unknown wonders

Uzbekistan is located on the Silk Road and holds centuries of history that trace back to the Islamic Golden Age. It holds a unique architectural background and since it holds history between the Persian Empire and the Soviet Union, you can see a contradiction between both styles, all in one place. 

See our packages in Uzbekistan

Kyrgyzstan 

Where nature is a non-negotiable

With its beautiful nature, with over 2,000 lakes, Kyrgyzstan is another Central Asian wonder that holds beautiful fairytale naturescapes and semi-nomadic living. 

Kyrygz people still adhere to ancient civilizations and honor their ancestors by living in Yurts and sharing natural practices such as horseback riding and traditional old games, like Kok Boro and eagle hunting. 

See our packages in Kyrgyzstan 

Everything is “pole pole” in Tanzania

From visiting indigeneous tribes to participating in rituals to mother nature, Tanzanian people practice the “pole pole” lifestyle, which means slowly slowly in Swahili. 

With an intersection of different cultures and practiced rituals, Tanzania has become such a hub for many people to get together and enjoy the lifestyle and indigenous cultures. 

See our packages in Tanzania

Why is Cultural Tourism Important?

Cultural tourism is a travel and tourism trend that is here to stay. With more and more accessibility to the world and the people in it, there is peak interest in being able to immersively travel. 

  • Peaks an interest to immerse yourself in a particular culture
  • Creates meanings, stories and understanding between host and guest
  • Share cultural practices and be part of the preservation of cultural heritage
  • Gain a full understanding a culture without commodification 

What better way to honor a destination than by practicing in allowing something to be immortal. 

Also, if you’re interested in learning more about experiential tourism, check out this article. 

What are some cultural touristic experiences you are looking forward to trying?

10 Unique Things to Do in Aqaba – Jordan

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A Study on the Relationship between Mental Well-Being and Cultural Tourism Guides Based on the Interview Methodology

The purpose of this study was to find a way for modern tourists to enjoy increased well-being while being provided with high-quality information about cultural assets. In order for tourists to enjoy well-being, cultural tourism guides must provide quality services while using various storytelling techniques. As the number of tourists who are interested in cultural assets and use their leisure time for this purpose increases, quality cultural tourism commentary can be directly connected to the well-being of tourists. Modern tourists can experience richness of life and emotional stability while being provided with cultural tourism commentary services through various storytelling techniques rather than professional knowledge. In order for tourists to effectively experience well-being through cultural tourism commentary, cultural tourism guides need to implement the following effective commentary. First, culture tourism guides should try to have sense of unity with visitors. Second, they should encourage humanistic imagination through related information. Third, they should provide customized explanations for tourists’ understanding because tourists consist of various classes and ages. Cultural tourism guides who attract tourists’ interest, have appropriate wit, skillful responses to cope with unexpected situations, cheerful laughter, and a loud voice gained satisfaction from many tourists. In modern society, cultural tourism commentators are not limited to simply explaining tourist destinations, but play an important role in satisfying the well-being of modern tourists who seek leisure and emotional stability. The external environment that refers to outdoor atmospherics is also crucial as it influences visitor experiences. In museums, external physical environment factors such as architectural style, positioning of entrances, and exterior décor and signage can be a crucial facet of external ambiance affecting visitor experiences. The external environment (e.g., spacious design, pretty landscape design, outdoor natural surroundings) is a constituent of the tangibility aspect of museum performances. These external environment factors and internal factors together create perceived physical environments that visitors and staff cognitively/emotionally/physiologically respond to. The significance of this study is that various cultural storytelling activities performed by tour guides are examining the possibility of experiencing increased psychological well-being while making tourists as well as themselves aware of the happiness and joy of life.

1. Introduction

Modern tourists who travel to various tourist attractions are interested in mental well-being through leisure and emotional stability while being provided with interesting and effective cultural tourism commentary services. Modern tourists with diverse personalities, i.e., cultural tourism consumers, need various types of commentary services that cultural tourism guides can provide. Tourists can get away from their daily life and gain a sense of life satisfaction along with various daily pleasures through the culture and history of a tourist destination. Therefore, cultural tourism commentary can be said to be an important medium through which modern tourists can experience positive mental well-being.

Modern tourists, who value personal leisure, special experiences, and psychological stability, are not interested in a guide’s explanation using the simple knowledge transfer method in the process of cultural tourism. Pearce compares the tourist experience with an orchestra performance in his analysis of tourist behavior [ 1 ], meaning that various elements must be combined and harmonized to satisfy tourists. In this regard, cultural tourism guides should use various interpretive techniques such as storytelling to provide effective tourism services to tourists. The storytelling technique is an effective technique that can stimulate the interest of tourists [ 2 ].

Thus, various commentary techniques using storytelling are key means to satisfy the cultural tourism needs of tourists. These results have already been verified in several studies [ 2 , 3 , 4 ]. The discussion of the existing cultural tourism commentary relates to the function and role of the interpretation service [ 5 , 6 , 7 ] and the cultural tourism commentary [ 8 , 9 , 10 , 11 , 12 , 13 ] for specific regions. The distinctiveness of this study is that it focuses on the connection between cultural tourism and tourists’ perception of mental well-being rather than the interpretive function of the cultural tourism guide.

Looking at the preceding studies, it can be seen that they have been conducted based on the satisfaction of the interpretive service and the commentary on cultural assets located in a specific region. The implication of this study is that unlike previous research, it will closely discuss the technical aspects of effective and practical commentary of cultural tourism guides. The technical aspect of this commentary is important for cultural tourism guides because effective commentary techniques can serve to help tourists better understand the value and meaning of culture and tourism resources.

In particular, humor can be a great way to maximize the experience of tourists in tourist destinations [ 14 ]. This study was conducted mainly using cultural tourism guides who perform cultural tourism commentary for tourists in the Hanyangdoseong Program. Hanyangdoseong, Seoul City Wall was a fortress built during the Joseon Dynasty (1392–1910) to mark the boundaries of the capital and to defend against external enemies.

Thus, cultural tourism guides need to use various commentary techniques such as storytelling in order to provide effective tourism services to tourists.

2. Conceptual Framework

2.1. cultural commentary and previous research analysis.

Mental well-being refers to an individual’s perception of life and a state of satisfaction in psychological aspects [ 15 ]. Modern people tend to pursue mental well-being, as life and quality of life are improved. Mental well-being is a concept related to life satisfaction and positivity [ 16 ]. Modern people need to have the opportunity to experience joy in their daily life in order to experience mental well-being [ 17 ].

Awareness of personal mental well-being comes from positivity in life [ 18 ]. Therefore, this study aims to understand the possibility that modern tourists can experience mental well-being through cultural tourism. The cultural tourism guide of a modern concept provides tourists with fun and enjoyment rather than simply imparting knowledge [ 19 ].

Cultural tourism can draw the attention of tourists according to the method of interpreting various cultural heritages [ 9 ]. Reference [ 20 ] mentions the communication ability and situational coping ability of cultural tourism guides as factors that can attract tourists’ attention. Essentially, in cultural tourism, commentary has a great influence on the satisfaction of tourists [ 3 ]. [ 4 ] discusses tourist satisfaction according to the cultural tourism commentary service method.

Tilden pays attention to the following about cultural tourism: First, the need for a representative delivery method to increase the understanding of tourists is raised [ 21 ]. Second, tourists have diverse personal preferences in cultural tourism [ 22 ]. Cultural tourism needs to devise various techniques to satisfy the needs of tourists with various personalities [ 23 ].

These various commentary techniques can provide many possibilities for the cultural tourism industry [ 24 ]. Cultural tourism can improve the quality of life of tourists [ 25 ]. In other words, cultural tourism can be a means to increase tourists’ satisfaction with life [ 26 ]. This means that the role of cultural tourism guides can play an important role in tourist satisfaction [ 27 ].

Cultural tourism guides need to use storytelling techniques as a means to satisfy tourists. The techniques of storytelling include modified and processed storytelling, creative storytelling, real storytelling, and storytelling in the form of music [ 28 ]. Modified and fabricated storytelling includes parody storytelling and rumor storytelling [ 29 ]. The former is a technique of humorously expressing the material of a specific work by mimicking an author’s style, while the latter is a type of advertisement in which a company or brand creates stories that consumers may be interested in.

Creative storytelling includes series storytelling, dream storytelling, and imaginary storytelling [ 30 ]. Series storytelling is to develop a series of delivery contents using a subject or product as a material. Imaginary storytelling is a technique that utilizes an imaginary world to use unrealistic stories as advertisements [ 31 ]. Real storytelling includes episodic storytelling and experiential storytelling [ 32 ].

The former is a technique to approach consumers in a friendly way using everyday stories as the subject, and the latter is a technique to increase product reliability by delivering advertisements that consumers have directly experienced back to consumers. Storytelling in the form of music includes storytelling in the form of songs and storytelling in the form of music dramas [ 33 ]. The former is not just an advertisement with background music, but a product message that is included in the song in the advertisement. The latter is storytelling in the form of advertisements in which music, drama, and products harmonize in the form of a music video.

A cultural tourism guide is an expert who understands the tastes of tourists with various psychological and personalities and provides commentary services through appropriate expressions such as verbal actions and gestures [ 34 ]. Therefore, the directions that cultural tourism guides should pursue should be able to provide tourists with the enjoyment and leisure [ 35 ]. In order to effectively conduct these discussions, this study recorded in-depth interviews with cultural tourism guides on the spot in writing and suggested common requirements based on them.

2.2. Efforts to Satisfy and Interest Tourists

Cultural tourism guides need to have various commentary techniques as well as specialized knowledge on the subject of commentary. In one study [ 2 ], it was recognized that a cultural tourism guide’s ability to deliver commentary is related to the satisfaction of tourists. According to [ 36 ], the commentary method of cultural tourism guides can give tourists a negative or positive perception.

According to the study of [ 37 ], the curiosity and satisfaction of tourists comes from the vivid and interesting commentary of cultural tourism guides. Storytelling is a technique that cultural tourism guides can use effectively. Storytelling allows an individual to experience an emotional feeling called catharsis [ 38 ]. This is because the storytelling technique gives the story a sense of realism and liveliness, while allowing people to experience fun and enjoyment [ 39 ]. Therefore, cultural tourism guides need to use various storytelling techniques in order to perform effective commentary.

This study identified common factors through in-depth interviews and participatory observations with cultural tourism guides, who gave tourists a sense of pleasure and happiness. First, cultural tourism guides, who were popular with tourists, drew attention and pleasure from tourists through witty words, gestures, positive reactions, and funny expressions in common. The methods of the cultural tourism guide increased the satisfaction with cultural tourism by forming intimacy and sympathy with tourists. The satisfaction of these tourists can be a factor in raising awareness of mental well-being as it leads to a positive attitude toward life. The satisfaction of tourists affects the competitiveness of cultural tourism guides [ 40 ]. Cultural tourism guides need to satisfy the needs of tourists through differentiation strategies [ 41 ]. One of the strategies for securing competitiveness of cultural tourism guides is the use of storytelling [ 42 ]. Cultural tourism guides must have the ability to transform historical knowledge into stories that can resonate with tourists [ 43 ]. Modern tourists can experience emotional stability and life satisfaction through cultural tourism [ 44 ]. Therefore, cultural tourism guides need to secure various narrative techniques that can satisfy the needs of tourists [ 45 ]. This is because satisfaction with cultural tourism can be directly linked to the mental well-being of tourists.

The efforts of cultural tourism guides do not show consistent results [ 26 ]. This means that cultural tourism guides need the ability to quickly identify the needs of tourists [ 46 ]. This is because cultural tourism guides do not simply transfer knowledge, but promote the mental well-being of tourists [ 47 ].

Cultural tourism guides need to provide not only commentary but also a friendly attitude and various services to tourists. The kindness of cultural tour guides and the provision of various services can raise the expectations for mental well-being while promoting emotional stability of tourists. This is because cultural tourism commentary is an activity that allows tourists to enjoy their daily lives and acquire emotional stability based on the meaning and value of tourism resources [ 48 ]. In order to increase satisfaction, cultural tourism guides need to perform comfortable and natural explanations for the psychological stability of tourists [ 49 ]. Tourists’ positive image and satisfaction with tourism are closely related to the role of cultural tourism guides [ 50 ].

3.1. Research Subject

This study discusses the life satisfaction and mental well-being that tourists can experience through cultural tourism. Basically, in order for tourists to recognize mental well-being through cultural tourism, the role of cultural tourism guides is important. Therefore, this study will conduct a discussion focusing on the correlation between the interpretation technique of cultural tourism guides and the satisfaction of tourists.

In this study, through in-depth interviews with cultural tourism guides, the contents of the work of cultural tourism guides and how to perform them effectively were investigated. From 1 September to 31 October 2019, in-depth interviews were conducted with cultural tourism guides. Since the in-depth interviews were conducted before the outbreak of COVID-19, the researchers were able to hear the various stories of cultural tourism guides in depth.

In-depth interviews in this study were conducted individually for 2–3 h. The researchers also used phone calls or e-mails to ask additional questions when needed. The structure of the questions were: (1) Commentary method; (2) Tourist response; (3) Tourist satisfaction; (4) Effective cultural heritage commentary strategy; (5) Culture tourism and mental well-being.

The Hanyangdoseong program is hosted by the Jung-gu Office in Seoul and has about 40 cultural tourism guides in four sections centered in the old Hanyangdoseong. Hanyangdoseong, Seoul, has four sections: Baekak section (Changuimun to Hyehwamun), Naksan and Heunginjimun (Hyehwamun to Jangchung Gymnasium), Namsang (Mokmyeok Mountain) and Sungnyemun (Jangchung Gymnasium to Donuimun Site), and Inwang Mountain section (Donuimun Site to Changuimun) [ 45 ].

In 596 (1396), Hanyangdoseong was renovated several times after being built along the ridges of Baekak (Bukak Mountain), Nakta (Nak Mountain), Mokmyeok (Nam Mountain), and Inwang’s Naesa Mountain. Hanyangdoseong, with an average height of about 5–8 m and a total length of about 18.6 km, served as the longest (1396–1910 years) fortress in existence [ 51 ].

These researchers conducted in-depth interviews with 11 cultural tourism guides who work in Hanyangdoseong. In addition to in-depth interviews with cultural tourism guides, these researchers also conducted close participation observations. This is because in-depth interviews are one of the important means to achieve the purpose of research [ 52 ]. The cultural tourism guides, i.e., the subjects of the in-depth interviews, were mainly in their 50s and 60s, and they were evenly distributed with 6 males and 5 females. In addition, the experience of cultural tourism guides was relatively evenly distributed between 3 and 14 years. Two researchers not only conducted in-depth interviews with cultural tourism guides, but also checked the responses of tourists closely for two months.

Cultural tourism guides work in various tourist areas, and each commentary space is categorized as a course. In Table 1 , the commentary course means a space for each culture tour guide to explain. As can be seen from Table 1 , the interviewees who were cultural tourism guides were elderly people who were freed from their daily lives by retiring or raising children. Therefore, these cultural tourism guides were doing business with the intention of living healthily with the spirit of serving for the rest of their lives rather than making money.

Characteristics of the participants.

1 —Interviewees, cultural tourism commentators, will now be called Actors.

As mentioned earlier, the in-depth interviews for this study were held in 2019, and considering that it takes a long time, the researchers conducted the in-depth interviews from June 25 to 29, 2021 while strictly observing the COVID-19 safety rules. The in-depth interviewers were not replaced, and there were no major difficulties in conducting the in-depth interviews as they continued to work with cultural tourism guides.

In the interview, the order of questions was adjusted according to the response flow of the interviewees, and results were derived based on the results of collecting opinions from the target group through in-person interviews and phone calls. When writing the improvement plan, we gathered common and unified opinions, and after that, interviews were conducted over the phone again or reviewed to supplement the interview contents if necessary.

This study resulted in common and unified opinions and we also attempted to make phone calls or revisit participants in order to supplement the interviews. The procedure was conducted with the consent of the interviewees to ensure the recording of the interview and anonymity. Since the content of the in-depth interview was mainly related to the commentary technique and was not significantly different from 2019, duplicate content was not included in this study, and additional discussions were presented as follows. The main contents of the questions were about mental well-being and cultural tourism.

Additionally, this study focused on mental well-being and conducted in-depth interviews with cultural tourism guides. In addition, this study briefly recorded all the opinions of tourists who participated in cultural tourism at the time regarding spiritual well-being. Based on those results, this study tried to analyze the opinions and thoughts of tourism experts (two professors, two tourism industry officials), comprehensive cultural tourism guides, and tourists from the viewpoint of mental well-being.

3.2. Analytical Process of Research

Cultural tourism guides perform various functions to satisfy the needs of tourists who want to enjoy leisure and find emotional stability. This means that the role of cultural tourism guides is not limited to simply explaining cultural resources. This study focused on the role of cultural tourism guides leading cultural tourism in order to satisfy the needs of modern tourists who value leisure and psychological stability.

This study also focused on the possibility that tourists’ satisfaction with cultural tourism could be connected to their perception of mental well-being. Therefore, this study conducted a discussion on various commentary abilities of cultural tourism guides that can satisfy the needs of tourists. Based on these discussions, this study tried to draw results by closely examining the responses of tourists through in-depth interviews with cultural tourism guides and participatory observations.

4. Tourists’ Mental Well-Being Experiences through Effective Commentary

4.1. the wit of the guide and the pleasure of tourists.

Actor D started the commentary in a strong tone, but many tourists were distracted and were talking to each other. However, Actor D did not care and said:

Actor D: “This is a tree that has lived for over 1000 years. The tree’s name is “Seonbi Tree”. By the way, what does Seonbi mean in English? Who, who? Tourist: “ Scholar”.

Actor D: Uh, yes. Yes! It is a scholar tree (Seonbi in Korean is scholar in English)”!

Actor H: “Hanyangdoseong is a total of 18 km long, reaching the Bukak mountain to the north, the Nak mountain to the east, the Inwang mountain to the west, and the Nam mountain to the south. In 1392, Lee Seong-gye (the great king of Joseon) was Jeonju Lee, but do any of the people here have Jeonju Lee’s surname? Oh, a lot of Jeonju Lees came today. These are all cultural properties of your immediate ancestors. Tourist: “Really. I am proud of my ancestors. Please explain well”.

Actor I: “During the Joseon Dynasty, there was a saying that a person who participated in the government-administered exam would pass the exam if they went around Hanyangdoseong. If any of the people here are taking important exams, go around this place”.

Tourist: “Wow! My son has to go to university next year, and he has to go around Hanyangdoseong”!

Actor I: “Then, your son will definitely pass the university exams”! (laugh)

(All the tourists are smiling, having fun and being happy.)

Actor J: Despite being a strict society, King Jeongjo, the 22nd king of the Joseon Dynasty, granted the children of concubines of all aristocrats the qualifications to take the test to obtain office. Therefore, people who came to Hanyangdoseong after taking past exams in each region with a dream of obtaining an official position at the time believed that they would pass around Hanyangdoseong village once. There are many parents and students today, so everyone who comes here should have great enthusiasm for studying at Hanyangdoseong. (laugh). Tourist: During the Joseon Dynasty, which had a strict system of status, King Jeongjo was an awakening king. As a parent, I am very happy to learn about our educational history through this time with our children.

Actor K: Inwang mountain is a place to tell the story of a tiger and his devoted son, Park Tae-sung. Park Tae-sung had to cross the Mooak hill of Inwang mountain every day to find his father’s grave at the foot of Samgaksan Mountain. Then one day, a tiger, impressed by Park Tae-sung’s filial piety, saved him so that he could safely go to his father’s graveyard without eating him. The beast, the tiger, sincerely believed in Park Tae-sung’s words that he was the child of his deceased father, and had bowed with him in the tomb. The tiger thought that Park Tae-sung was his brother. So, when Park Tae-sung died, it is said that the tiger died together by the tomb. Your parents who have come here will soon die, and you will also die someday. When your parents are alive, do a lot of filial piety. Anyway, we all die one day. (Some tourists cry): This is a moving story. It was the first time I knew that this kind of story was handed down to Inwang Mountain. Yes. We all die someday, but I think we have to live well while we live.

As a result of the participation observation, Actor D approached the tourist who answered the feature he presented, held his hand, and smiled like a child, showing excitement. Other tourists who were watching this scene showed interest in Actor D’s commentary. All tourists loved it, applauding and cheering. It was a moment when guides and tourists felt a sense of unity. On the same day, Actor H brought out the surname of the tourist and the surname of the king of the Joseon Dynasty as a common interest. Among the many surnames in Korea, the distribution of Lee surnames is widespread, so Actor H succeeded in empathizing with tourists based on the full support of tourists as a common surname. Figure 1 shows a tour guide explaining cultural relics to tourists in Hanyangdoseong.

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Tourists and cultural tour guide in Hanyangdoseong.

Actor I used the stories handed down in Hanyangdoseong to deliver a positive message so that tourists could feel the comfort, change of mood, and happiness of reality. Such wit of Actor I can increase satisfaction with life in that it makes tourists feel good, regardless of the credibility of the story. These tourists’ life satisfaction can be related to their mental well-being.

Actor J found out that the tourists who participated that day were mainly parents and students, and focused on the government office examination during the Joseon Dynasty and succeeded in attracting the attention of parents and students who are interested in studying. Actor K created a consensus by stimulating the common filial piety of mankind while focusing on the real problems of middle-aged tourists. The actors D, H, J, and K each had their own personality, but the common point on which they could draw attention from tourists was the ability to actively communicate and empathize with tourists.

In the end, the approach to tourists differed for each cultural tourism guide, but the common feature of guides who were popular among tourists is the ability to consistently gain a sense of unity with tourists. Actors D, H, J, and K were able to maintain constant concentration after drawing out common interests among tourists. Tourism satisfaction refers to perceived satisfaction in tourism experience [ 53 ]. There is a correlation between preferences for tourist attractions and intention to visit [ 54 ].

Even when the same cultural property is described, the degree of interest of tourists varies depending on how a cultural tourism guide describes it. For example, differences were also revealed in the section describing how to build walls. The construction method of the wall depends largely on whether it was built during the three periods of King Taejo, Sejong and King Sukjong. The walls of King Taejo’s era had wide stones on the bottom and small stones on the top. The walls of King Sejong had rectangular stones on the floor, and debris was mixed between them. King Sukjong’s walls were made of ‘ㄱ’ and ‘ㄴ’ letters rather than perfect squares to increase friction between stones to reinforce the wall [ 55 ]. The following is a comparison of Actor A and Actor C describing the structure of the wall. Actor A was too faithful in their explanation:

Actor A: “The wall of King Taejo was built by roughly processing natural stone. King Sejong’s wall was made of many stone materials, unlike King Taejo. The next wall of King Sukjong was built by standardizing stones close to a 45 cm square”.

Actor C: “What kind of king is Taejo? When he was a subordinate general of the king of the Goryeo Dynasty before ascending the throne, he violated the king’s order to conquer Wihwa Island and killed the king of Goryeo with his soldiers. As Joseon Dynasty was newly established, there were too many things that were not equipped and there were too many things to do. As a result, these times were applied to the building of walls, and the walls were roughly built up at that time. Everyone knows who Sejong the Great is? He is the king of Korean words and is still respected. The stones on the walls of the city at this time were not roughened. The next king, King Sukjong, was charismatic as a historical friend. For example, he was Danjong. To restore the honor of the king and the sergeants (four servants who died to protect King Danjong), they completed the border with the Qing Dynasty (the last dynasty of China), who frequently occupied Mount Baekdu, and acquired sovereignty over Dokdo Island, a Korean territory. A person, Anyong-bok, was from the era of Sukjong’s reign. King Sukjong did very well in politics. This was also applied to the wall stone, and the wall stone at this time was made in a standard size of about 45 cm square on one side”.

Actor E: “At that time, the paintings generally drawn on the gates were drawn as dragons, white tigers, red birds, and black turtles, indicating the direction of the north, south, east, west, and north. Why? (Laughter) At that time, in the hot summer, did Changuimun people enjoy chicken like modern people like chicken and beer? (Laughter) Tourist: Where is the chicken at that time? It’s a very interesting thought”. (Everyone laughs).

Actor E: “Really? (laughs) The answer can be found in the fact that the village of Hanyang Castle in the south of Changimun is curved like a centipede. It was a wish”. (laugh)

Actor F: “Sukjeongmun, the large gate to the north of Hanyang Castle Village, was also called Sukcheongmun. It means the narrowing of the northern border to make the city comfortable. At Sukjeongmun, a ceremony was held to clear the sky after the rainy season. Inside, there is Samcheong-dong (Samcheong-dong means a village that has three kinds of cleanliness.) This village became Samcheong-dong because it has clear mountains, clear water, and the clear spirit of the people living there”.

According to the observations of the participants, while listening to Actor A’s explanation, tourists became bored and began to make noise. Tourists did not listen to Actor A’s explanation and instead took pictures or chatted with each other. Tourists seemed to need more than just knowledge of the walls. Meanwhile, Actor C was good enough to capture the attention of tourists while explaining the same wall. Actor C greeted tourists with a smile and humor before explaining the walls, and tried to get to know them as much as possible.

Actor C tried to provide a vivid story, not just a commentary, while explaining the walls. This storytelling technique allowed tourists to learn a wealth of stories beyond their prior knowledge of the walls and to remember the guide’s expertise for a long time. According to participant observations, while listening to Actor C’s story, tourists gave support for his commentary and encouraged it with applause.

Actor E, mixed with outright laughter and good speech, fascinated tourists who were not feeling well. He used the technique of turning hostile elements into enjoyment through cute smiles and gentle actions. Actor F used various tones and high pitches in their descriptions to minimize the boredom of tourists.

In addition, he prepared and linked various stories related to the depicted cultural properties, providing various pleasures to tourists. Cultural tourism guides who can capture tourists through these methods have in common that they plan and construct scenarios themselves, and applied methods to communicate with tourists through stories rather than simply commenting. The efforts of these cultural tourism guides can influence the formation of a local image. The image of the region begins by evaluating the existing image and trying to change it in a new direction [ 56 ]. The emotional image of the tourist destination is related to the emotion of the individual, which can increase emotional recollection of past experiences [ 57 ].

4.2. Communication and Empathy

Culture tourism guides should be able to grasp and understand the value and meaning of culture and tourism resources. This ability of cultural tourism guides not only increases concentration in specific classes, but also means customized commentary skills for tourists of various levels. For example, when referring to employees of a company, it is a method to elicit positive responses through continuous praise and encouragement, considering the high work stress of the employee.

Cultural tourism guides should have the ability to empathize with the tourist level in their commentary technique. Empathy is the ability to accurately predict what another person perceives from the other person’s point of view [ 58 ]. In other words, empathy is understanding the other person’s situation and sharing the other person’s feelings and point of view. Cultural tourism guides must have the ability to understand and react emotionally to other people’s experiences in order to give effective commentary to tourists [ 59 ].

Actors A, B: “Tourists with children on weekends do not need a simple history commentary. This is because historical knowledge can be fully grasped through schools and internet. We explain history to children. I think it’s not just about doing things, but adding stories to make kids interested in history”.

Actor C: “We have a variety of professions and we didn’t major in real history, so we can’t teach tourists professional history like a historian. We don’t give lectures, we give commentary. Historical contents are those taught in the classroom by professional historians”.

Actor B: “We want to be educated on the skills and attitudes to give effective commentary. History professors who conduct refresher education tend to focus only on theoretical content because they do not know the actual situation in the field. If professors actually explain cultural properties to kindergarteners who have visited the field, will their knowledge be accepted? I think refresher education should be led by people who have actually experienced it in the field. I think I need the practical teaching method that I have”.

Actor G: “When we go to refresher education, history professors focus on high-level expertise. For non-history majors like us, lectures are too difficult and useless. The education we want is a commentary technique with effective storytelling techniques”.

Cultural tourism guides play an important role in empathizing with tourists and conveying emotions in tourist destinations. Culture tourism guides should lead the commentary in an interactive way to communicate emotions with tourists rather than explaining it in just one way. Culture and tourism guides need excellent directing skills to interact with tourists. To carry out this commentary, you need a clear and easy way to convey the topic and core of the commentary.

Cultural tourism guides should be able to lead tourists with tourism needs to recognize the historical and cultural background and value of the cultural heritage and to experience the attraction of the resource. This ability is related to tourism satisfaction. Tourist satisfaction is an emotional result that tourists experience after experiencing a service and subjectively recognizing the result [ 60 ].

In the expectation discrepancy theory, satisfaction is concluded based on the difference between an individual’s actual performance and the level of expected performance. It can be said that customer loyalty determines the number of returning tourists [ 49 ]. Cultural tourism guides need excellent directing skills to increase the satisfaction of tourists. Tourism satisfaction can be said to be a combination of expectations for tourist destinations and emotional reactions and attitudes through interaction after experiencing the region [ 61 ].

The most basic strategy of cultural tourism guides to promote exchanges with tourists in the field is to identify and derive common interests between the two. Culture and tourism guides with excellent outputs draw out common interests and use their own strategies to maintain close relationships with tourists. For example, Actors H, J, and K focused on finding a common base for tourists on site.

After securing the common denominator of tourists, Actors H, J, and K’s directing strategy fused their individuality and maintained a sense of intimacy. Meanwhile, Actor D, from the beginning, used his own strategy to attract tourists’ curiosity and interest. First, Actor D’s voice was unique. Actor D properly used a push and pull technique with tourists. For example, it consistently attracted half of the tourists while also creating persistent problems. Sometimes, Actor D ignored tourists and caught tourists’ attention with excessive praise if their answer was correct. Actor D used open laughter and various questions. In addition, he built a sense of intimacy with the tourists and responded often when tourists answered his questions. In particular, the humor he used in his commentary played an important role in maintaining bonds with tourists. Actor D maintained a sense of unity and intimacy with tourists by repeatedly using these strategies.

When Actor H explained the family tree of the Joseon Dynasty, he drew on a common topic by additionally explaining the relationship between ordinary families. They used a strategy of breaking down the walls of the tourists, drawing consensus among them by adding everyday family stories. Moreover, even though Actor H was a man, he brought out the laughter of tourists with his friendly smile and language skills reminiscent of the image of a friendly neighborhood aunt.

Actor J always tried to maintain a close relationship through a strategy of caring for tourists. At each point of the commentary, the safety and atmosphere of tourists were carefully checked, and the commentary continued in a soft and calm tone. It imprinted the image of motherhood by giving the impression that they cared more about the safety of tourists than the commentary. She further captured the attention of tourists with her meticulous attention to detail. Actor J was praised by tourists for her gentle technique that seemed to embody a fairy tale for young children, rather than being overactive or laughing. Table 2 is the step-by-step mental well-being experience stage for tourists that can occur in the process of providing a tour guide’s commentary service. In Table 2 , Stage 1 presents key factors that tour guides can use to experience the mental well-being of tourists. And based on the core services of these tour guides, tourists’ well-being experiences are presented in Steps 1 and 2.

Step-by-step mental well-being awareness process through cultural tourism commentary.

Actor K used a strategy to stimulate the emotions of tourists. In the course of his commentary on history and culture, he presented common interests such as the nature of life and the relationship between parents and children. This technique of Actor K was able to capture tourists’ interest effectively. His key explanatory skill was emotional stimulation.

Various commentary services provided by cultural tourism guides to tourists can provide enjoyment and leisure in life. This leisure and joy of life is the foundation for experiencing positive mental well-being [ 62 ]. This is because cultural and tourism guides can experience life satisfaction and self-fulfillment through commentary services, and tourists can experience daily pleasures. Daily small pleasures are closely related to mental well-being [ 17 ]. Daily happiness can increase the possibility of experiencing mental well-being while securing life positivity [ 18 ].

5. Discussion and Implications

According to the various interpretation services provided by cultural tourism guides, there are more opportunities to experience not only satisfaction but also daily leisure and emotional stability. These new daily experiences of tourists raise awareness of mental well-being in life. Therefore, various storytelling techniques and interpretation service skills of cultural tourism guides can have a great impact on the emotional stability and life satisfaction of tourists.

In order to achieve this goal, cultural tourism guides must have a sense of unity, different strategies, and interpretive abilities suitable for the type of tourist. In this study, cultural tourism guides used the various strategies mentioned above to improve not only the concentration of tourists but also their positive attitudes. The implication of this study is that the cultural commentary service of cultural tourism guides is not limited to simply providing information on cultural heritage, but can also have a great impact on the lives of tourists.

Existing prior studies conducted discussions on the form, method, and attitude of cultural tourism guides. On the other hand, this study conducted a detailed and in-depth discussion on the effect of modern tourists, who have increased income levels and increased leisure time to tour various regions in their daily life and receive commentary services. In other words, the implication of this study is that it discussed not only the commentary attitudes of cultural tourism guides, but also the effect on well-being of tourists.

6. Limitations

The ability of cultural tourism guides to promote the mental well-being of tourists in this study was found in effective storytelling commentary service and communication skills. Effective explanation means that the subject explaining it and the listener can communicate smoothly and form a consensus [ 63 ]. This study conducted a detailed discussion on the role, function, and effect of a cultural tourism interpreter as an important medium that enriches the lives of modern tourists.

The role of the cultural tourism guide is to induce revisiting by drawing a positive image of the region and its cultural properties from tourists [ 64 , 65 , 66 ]. This study showed that cultural tourism guides’ effective commentary strategies lie in their ability to draw consensus from tourists, to explain rich knowledge about cultural properties for in-depth commentary services, and in their communication skills. This study specifically dealt with various techniques and effective service methods for cultural tourism guides. Nevertheless, the limitation of this study is that it discussed an effective commentary service method for tourists’ mental well-being limited to one specific area.

The cultural tourism commentary service can be applied in various ways and various commentary services can be presented according to the characteristics of the region. However, this study had its limitations as it presented a method of commentary service targeting cultural and tourism guides in one specific region. Future research needs to be conducted while utilizing the interpretation service methods and regional characteristics of cultural and tourism guides in more diverse regions.

7. Conclusions

The modern society is an era of complexity, speed, and an abundance of information. In this social atmosphere, tourists want to experience peace of mind, rest, and relaxation. Tourists with diverse personalities want to experience leisure and peace of mind outside of everyday life. The cultural tourism guide should be able to apply the interpretation service while recognizing the various cultural consumption desires of these tourists. Cultural tourism guides not only provide cultural heritage commentary services, but also interact with tourists to acquire a sense of community unity and intimacy.

This intimacy can be a motif for tourists to experience peace of mind. Because cultural tourism guides do not educate tourists, but provide fun and enjoyment while interacting and interacting with them. Tourists can experience cultural needs and spiritual well-being through various services of the cultural tourism guide. In fact, at the site of the cultural tourism commentary, all the tourists were full of bright expressions and joy. Tourists are experiencing the joy of life by experiencing conversation, empathy, and pleasure with a cultural tourism guide. In other words, in the modern tourism industry, cultural tourism guides perform a function that can provide an experience of mental well-being to tourists with diverse personalities and cultural consumption desires.

Author Contributions

Conceptualization, J.K. and Y.S.; methodology, Kang formal analysis, Y.S.; investigation J.K. and Y.S.; writing—original draft preparation, J.K. and Y.S.; writing—review and editing, J.K. All authors have read and agreed to the published version of the manuscript.

This paper was not supported by any external founding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Informed consent was obtained from all the participants involved in the study.

Conflicts of Interest

The authors declare no conflict of interest.

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.

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Understanding the Surge in Cultural Tourism: An In-depth Look into Its Popularity

By: Author Valerie Forgeard

Posted on Published: August 3, 2023  - Last updated: August 4, 2023

Categories Travel

You’ve probably heard the term ‘cultural tourism’ buzzing around travel circles, but have you ever wondered why it’s so popular? It’s more than just a trend.

Cultural tourism lets you dive deep into the heart of different societies, providing an up-close view of diverse traditions, customs, and ways of life.

Imagine walking through ancient ruins, participating in vibrant festivals or learning local crafts; it’s about experiencing a culture firsthand rather than observing from afar.

It’s not just about taking photos for your social media feed; it’s about expanding your knowledge and understanding of the world.

This article will guide you through the reasons behind cultural tourism’s popularity, its future prospects, and offer some tips on planning your own immersive adventure.

So let’s explore why more tourists are trading standard vacations for this enriching travel experience.

Key Takeaways

  • Cultural tourism provides an up-close view of diverse traditions and customs, allowing for a firsthand experience of a culture.
  • It expands knowledge and understanding of the world, while also ensuring cultural preservation and the passing down of traditions.
  • Cultural tourism offers a distinct experience from mainstream tourism, providing immersive experiences beyond mere sightseeing.
  • The role of media, including travel shows and social media influencers, and the economic impact of cultural tourism also contribute to its popularity.

Understanding the Concept of Cultural Tourism

Understanding the concept of cultural tourism involves more than just visiting historical sites or watching traditional dances. It is about immersing yourself in the very heartbeat of a society, experiencing its customs, traditions, and way of life. It requires appreciating and respecting another culture’s way of living. Cultural tourism involves exploring art forms, religious practices, and even participating in local festivals.

Cultural preservation plays a crucial role in cultural tourism. It ensures that these rich traditions are not lost but passed down through generations. Tourism policies also come into play by creating an environment conducive for tourists to learn while ensuring respect towards the host culture.

In essence, cultural tourism is popular because it offers a distinct experience from mainstream tourism. It allows you to walk away with valuable insights into diverse cultures.

Desire to Experience Other Cultures First-hand

Imagine stepping into a world so different yet so captivating, immersing yourself in the customs and traditions of an unfamiliar land. That’s the allure of exploring new civilizations first-hand. Cultural tourism lets you do just that, offering a rich tapestry of experiences that stretch beyond mere sightseeing.

With cultural immersion experiences, you get to:

  • Spend time with locals, learning their ways and absorbing their wisdom.
  • Participate in traditional activities or crafts, gaining insights not accessible through books or media.
  • Savor authentic regional cuisines cooked by local chefs.

In cultural tourism, authenticity is paramount. It’s about more than just visiting; it’s about deeply connecting with people and places. This desire for genuine connections and immersive experiences fuels the popularity of cultural tourism.

Pursuit of Knowledge

In your quest for knowledge, there’s no better way than diving headfirst into new experiences and soaking up the wisdom of different societies. Cultural tourism offers this opportunity on a silver platter. It’s not just about sightseeing; it’s an explorative journey that quenches your thirst for historical learning and artistic exploration.

You can traverse through time, from ancient civilizations to contemporary cultures, discovering how past events have shaped today’s world. Artistic exploration becomes a sensory feast as you witness diverse art forms – be it painting, sculpture, or dance – each narrating a unique story of its people.

Cultural tourism is popular because it transforms travel into an enriching educational experience. So pack your curiosity and embark on this enlightening adventure!

Personal Growth and Development

There’s no denying that delving into new experiences can significantly contribute to your personal growth and development. Cultural tourism offers a unique opportunity for this, providing an avenue for personal introspection and cultural immersion.

When you journey into new cultures, you’re not just observing different traditions or customs. You’re connecting with the essence of human diversity, broadening your horizons while deepening your understanding of the world. It challenges your perceptions and biases, compelling you to reassess what you thought you knew about people, their way of life – even yourself.

This process of self-discovery through cultural exploration is transformative. It expands your empathy, fosters tolerance, and enhances your worldview. So embrace cultural tourism; it’s more than a vacation—it’s a journey towards becoming a better version of yourself.

The Role of Media in Promoting Cultural Tourism

Imagine immersing yourself in the vibrant cultures of the world right from your living room, thanks to travel shows and documentaries.

With social media’s influence, you don’t just have to visualize it; you can experience it virtually, even interact with locals before stepping foot on their land.

The role of media in promoting cultural tourism has become increasingly essential, making distant cultures accessible and inspiring us to explore them firsthand.

Travel shows and documentaries

You’re sitting comfortably on your couch, engrossed in a travel documentary that transports you to the vibrant streets of Tokyo, making cultural tourism incredibly appealing without even leaving your living room. The allure lies not just in the exotic locales but also in the way these places are presented by charismatic show hosts.

Documentary filming and the influence of show hosts play a critical role in this:

  • They narrate captivating stories about historical landmarks.
  • Their enthusiasm is infectious and engages viewers emotionally.
  • They provide firsthand experiences about local cultures and traditions.
  • They introduce viewers to authentic local cuisine, highlighting its connection to regional culture.

In essence, travel shows and documentaries work as virtual tour guides, making cultural tourism popular from the comfort of your home.

Social media influence

Switch on your phone and the world is at your fingertips, thanks to the immense influence of social media. It’s a significant player that’s making cultural tourism more popular than ever.

You see, it’s not just about snapping selfies anymore. The ‘Influencer Impact’ has changed the game. Instagram stars and travel bloggers are showcasing diverse cultures, traditions, and hidden gems from around the globe.

These viral destinations often become bucket-list entries for their followers who yearn for authentic experiences. They’re using platforms like Instagram or YouTube to share captivating stories and vivid imagery which inspire others to explore these culturally-rich locales themselves.

Social media is acting as a window into different cultures, promoting understanding and appreciation in an engaging way. And you can’t deny – it adds an exciting dimension to cultural tourism!

Economic Impact of Cultural Tourism

You’ll find it fascinating how cultural tourism significantly bolsters local economies by creating jobs, generating income, and fostering entrepreneurship. The tourism policies enacted to safeguard cultural heritage preservation translate into substantial economic gains.

Here’s a snapshot:

Such impacts can revitalize struggling regions or diversify the economic base of an area. Cultural tourism isn’t just about appreciating diversity; it’s also a catalyst for sustainable economic growth.

Environmental Impact of Cultural Tourism

While cultural tourism can be a boon to local economies, it’s important to consider its potential environmental impact. Done right, cultural tourism can result in sustainable practices that preserve and enhance the natural environment.

  • Tourists visiting heritage sites often contribute to their maintenance and conservation efforts.
  • Sustainable practices, such as eco-friendly accommodations and transport options, are increasingly associated with cultural tourism.
  • Community involvement is crucial in ensuring these practices are maintained. Locals take ownership of protecting their cultural heritage and the surrounding environment.
  • The enhanced appreciation for nature nurtured by cultural experiences can inspire tourists to adopt more environmentally friendly habits.

So remember, your travels don’t just impact you – they shape the world around us too!

The Thrill of Adventure and Discovery

Shifting gears from the environmental implications of cultural tourism, let’s delve into the element that truly fuels its popularity: the thrill of adventure and discovery. There’s an innate curiosity within you, a desire to uncover new cultures, heritage sites or historical landmarks.

Adventure preparation and discovery methods play a pivotal role in this quest. The table below elucidates this further:

In essence, preparing well amplifies your adventurous spirit while innovative discovery methods help you experience culture at its most authentic. So go ahead! Immerse yourself in the excitement of cultural tourism—it’s your passport to understanding our diverse world better.

The Role of Cultural Festivals and Events

Imagine being swept up in the vibrant whirl of a local festival, each beat of the drum resonating with your heartbeat, every splash of color etching an unforgettable memory. This is what cultural tourism offers you – an immersive experience that’s more than just sightseeing.

Now picture this:

  • You are contributing to something bigger – festival financing. Your participation supports local economies by funding these grand spectacles and sustaining traditions.
  • Not only does your ticket purchase help fund the event, it also helps finance future festivals.
  • You’re aiding in creating job opportunities for locals and boosting small businesses.
  • You’re supporting event sustainability. By choosing events mindful of their environmental impact, you demonstrate responsible tourism.
  • Opting for eco-friendly events shows respect for the host cultures and their environment.

Cultural tourism isn’t merely a pastime but a pathway to global understanding and unity.

The Growth of Cultural Tourism Industry

The growth of the cultural tourism industry is evident as you journey through various world traditions. It’s clear to see that the industry of immersive travel experiences has flourished exponentially. Cultural tourism is no longer a niche market; it’s a booming industry, thanks in part to well-crafted tourism policies that emphasize cultural preservation.

These policies not only cater to your longing for unique and authentic experiences but also safeguard local customs and heritage. By choosing cultural tourism, you’re supporting the communities you visit while quenching your thirst for knowledge. You’re contributing to an eco-system that values diversity, respects tradition, and promotes mutual understanding.

So next time you plan your travels, consider this: Cultural tourism isn’t just popular because it’s interesting or exotic – it’s popular because it makes a positive impact on both travelers and host communities alike.

Challenges and Solutions in Cultural Tourism

As you explore the realm of cultural tourism, you’ll find that there are certain challenges. These challenges include overtourism and issues around cultural sensitivity and respect. Overtourism can lead to environmental damage and strain on local resources. A lack of cultural sensitivity can result in misunderstandings or even offense. However, by being aware of these potential pitfalls, we can work towards solutions. These solutions will allow us to enjoy the richness of diverse cultures while preserving their integrity for future generations.

Overtourism

You might’ve heard the term ‘overtourism’ thrown around, which refers to the negative impacts of too many tourists flocking to a particular cultural hotspot. It’s when infrastructure and resources are strained, locals feel pushed out, and cultures become degraded under the sheer weight of visitors.

This is where tourism regulation steps in as an immediate solution. Regulations may limit visitor numbers or implement timed entries on popular sites, ensuring that tourism doesn’t overwhelm local communities.

But it’s not just about restrictions; sustainable strategies are key. These can include encouraging off-peak travel or promoting lesser-known destinations to spread tourism more evenly.

So while overtourism poses challenges, with thoughtful planning and respect for local culture, we can ensure our love for travel doesn’t spoil what makes these places special.

Cultural sensitivity and respect

Navigating unfamiliar destinations, it’s essential to remember that your actions can greatly impact the communities you visit, particularly when it comes to their traditions and customs. Cultural etiquette isn’t just about being polite; it’s a way of showing respect for diversity appreciation.

In the spirit of cultural sensitivity:

  • Imagine how you’d feel if someone disregarded your culture or beliefs.
  • Understand that what might seem strange to you could be deeply meaningful for others.
  • Be open-minded, willing to learn and adapt.
  • Remember that observing can sometimes be more respectful than participating.
  • Ask questions politely if you’re unsure about something.

By doing so, you not only enrich your travel experiences but also contribute towards preserving these precious cultural heritages.

The Future of Cultural Tourism

Looking towards the horizon, it’s clear that cultural tourism isn’t just a passing trend – it’s molding the future of travel in fascinating ways.

Advancements like virtual reality tours are bringing faraway cultures right into our living rooms, allowing us to experience unique traditions and landmarks without leaving home.

But don’t worry, nothing can replace the thrill of actual travel. Instead, these innovations inspire curiosity and promote sustainable practices. You’ll be more inclined to respect local customs and protect natural resources when you understand their value firsthand.

So as we move forward, brace for a future where cultural immersion is possible from anywhere in the world yet still encourages responsible exploration.

It’s an exciting time to be a traveler indeed!

How to Plan a Cultural Tourism Trip

Planning your next journey with a focus on immersion in local traditions and heritage can be an eye-opening experience, revealing the vibrant tapestry of human societies just waiting to be explored. Here’s a simple guide to help you plan your cultural tourism trip.

Firstly, consider budgeting considerations such as travel costs and dining expenses. You’ll need to balance these with accommodation choices that allow you to immerse yourself in local culture without breaking the bank.

Remember, planning leads to better experiences. So, take your time and choose wisely. Enjoy discovering new cultures!

Case Studies of Popular Cultural Tourism Destinations

Get ready to explore some fascinating case studies of popular cultural tourism destinations. These renowned destinations celebrate local traditions and heritage, offering immersive experiences that allow you to truly delve into the soul of a place.

Let’s start with Kyoto, Japan. This city is known for its serenity, with traditional tea ceremonies, a vibrant geisha culture, and ancient temples. The preservation of its historic charm is evident in its destination branding.

Next, we have Marrakech, Morocco. This city is famous for its vibrant souks and aromatic cuisine. Exploring the local cuisine here is a sensory delight that immerses you in the culture.

Moving on to Puebla, Mexico. This destination is renowned for its Talavera pottery and Mole Poblano, showcasing how food can be an integral part of cultural tourism. The unique flavors and traditions of Puebla make it a must-visit for food enthusiasts.

Let’s not forget about Rome, Italy. This city is a living testament to history, with iconic landmarks that serve as powerful brand ambassadors. Everywhere you turn in Rome, you’ll encounter a piece of history.

Lastly, we have Jaipur, India. This city is home to heritage sites that showcase intricate architecture and colorful festivals. Exploring Jaipur allows you to immerse yourself in the rich cultural tapestry of India.

Each of these destinations has a unique story waiting to be discovered by curious travelers like you. So pack your bags and get ready to embark on a cultural adventure!

Tips and Advice for Cultural Tourists

Having explored various case studies of popular cultural tourism destinations, you might feel inspired to embark on your own journey. As you prepare for this enriching experience, it’s important to remember certain tips and advice that can make your cultural tourism more enjoyable and respectful.

Firstly, immerse yourself fully in the experience by exploring local cuisine. This not only tantalizes your taste buds but also gives you a deeper understanding of the culture.

However, while indulging in this exploration, ethical considerations should be at the forefront. Be conscious of the environmental footprint you leave behind and show respect for local customs and traditions.

Remember that cultural tourism isn’t just about what you take away from it; it’s equally about appreciating and respecting the cultures you encounter along your journey.

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The Top 11 Cultural Destinations in Vietnam from the North to the South

“The Top 11 Cultural Destinations in Vietnam from the North to the South” is locked The Top 11 Cultural Destinations in Vietnam from the North to the South

Exploring the cultural Vietnam has never been easy, but with these 11 destinations, you will know where to kick start your culture-vulture journey in Vietnam.

Born and raised for 4000 years and vertically stretching over 3260 kilometers, Vietnam is an interesting cultural destination in the Indochina Peninsular and all over Southeast Asia.

The beauty of Vietnam culture assembles the finest essence of the Chinese, Indian, Cambodian, French, and an overall local Vietnamese tradition. All of these turn Vietnam into a newly emerging destination for culture-vulture visitors worldwide.

The 11 destinations below are carefully selected by both native and foreign travelers. Every city represents a unique cultural attractiveness up and down the length of the country.

The Top 11 Cultural Destinations in Vietnam from the North to the South

Table of Contents

1. Hanoi – A Thousand Years of Civilization

2. sapa – the harmonious beauty of the northwestern tribes, 3. ninh binh – the 10th century capital of feudal vietnam, 4. halong – culture of the serene fishing villages in the heart of a unesco’s heritage, 1. hue – footsteps of the last monarchy, 2. quang nam – vestiage of a long-lost kingdom and cultural integration, 3. central highlands – a private world of the central mountainous ethnic dwellers, 1. saigon – where food says it all, 2. can tho – where the exiles preserve a 300-year wetland civilization, 3. tra vinh –  the “holy land” of the khmer cambodian, 4. chau doc – a sanctuary of religion and aquaculture, northern vietnam.

Hanoi – A Thousand Years of Civilization

For over 1000 years of culture and civilization, Hanoi has long been a well-established capital of Vietnam.

Fast-forward to the year 2019, Hanoi is still the largest cultural city across the country with multiple heritages.

The ancient land of Hanoi has well assembled a huge gallery of legends, poems, songs, stories and heroes that have been ever living along with the revolution of Vietnam over time.

What makes Hanoi special is the collection of various features and aspects that make Hanoi a representative of the cultural Vietnam .

Those can be seen as the villages born nested to one another bearing a tranquil beauty of Buddhism which lie in between the French-built architectural icons.

All of the two distinct sites have beautifully blended into each other and drawn travelers’ attention to Hanoi, making it one of the most sought-after cultural and historical destinations in Vietnam.

Hanoi culture as well shines through an archive of the handicraft villages and the “36 streets for 36 trades’, which hide their vibrant attractiveness within the iconic Hanoi Old Quarter .

The most popular picks in this category are as follows: Bat Trang Ceramic Village, Ngoc Ha Flower Village, Hang Ma Street and Hang Bac Street.

Lastly, one of the biggest things that represent Hanoi the best is the huge diversity of its authentic gastronomy from the local taste to a high-end dining vibe.

Hanoi – A Thousand Years of Civilization

If you’re coming to Hanoi and wondering what to take, make sure you check these out:

1.2-  Nem Chua Be (Crab Rolls)

1.3-  Cha Ca (Turmeric Fish with Dill)

1.4-  Bun Thang (Rice Vermicelli with Chicken, Egg, Pork)

1.5-  Banh Goi (Fried Dumplings)

1.6- These are just few of the mouthwatering dishes that bring the truest savor of Hanoi to your taste buds.

Sapa – The Harmonious Beauty of the Northwestern Tribes

Sapa is a “heaven on Earth” for travelers with the utmost desire for learning cultures of the minorities.

Moving a little further to the North West mountains leads you to the next famous cultural destination in Northern Vietnam, Sapa.

Sapa is a popular relaxing hilly land located in Lao Cai province. There are five other minority groups that share the same neighbor with the Vietnamese Kinh people.

Amongst those, the H’mong and Red Dao indigenous people are the two most populous groups in the city. Each of which is a separate “kingdom” whose culture, profession and costumes bear a contrast to the others.

2.1- The Black H’mong

Making up 53% of the population, the Black H’mong is mostly the representative cultural symbol in Sapa. You can tell them apart with their green and purple outfits, on which the big patterns are embroidered on the collar and belt.

If you want to visit the tribal villages where the H’mong settle down, remember to follow the trails to the hamlets of Cat Cat – San Sa Ho, Sa Pa, Lao Chai, Seo Mi Ty, and Giang Phinh.

Boasting the techniques of planting rice from Southern China, the Black H’mong has long been “crafting” the mountain slopes into the spectacular terraced fields.

The Black H'mong

2.2- The Red Dao

Being the second biggest population in Sapa, the Red Dao people plant corn, rice, and cardamom down the valley and down the sides of the hills.

They’re scattered throughout the hamlets of Ho, Nam Sai, Thanh Phu. These are known to be the flat grounds cracked with a system of rivers and streams, where the aquaculture and rice plantation are believed to result in an abundant harvest.

Visitors in Hanoi usually choose Sapa as their immediate trip up North due to such a huge reputation this city owns.

Your memories to Sapa would be filled with the exotic cuisine, the colorful costumes of the ethnic ladies and the mystic cultural rituals in the daily life of the tribes.

Ninh Binh – The 10th Century Capital of Feudal Vietnam

Making a farewell to Sapa and leaving for Ninh Binh, a newly emerging cultural destination in the Southeast of Hanoi, you will be welcomed to the former capital during the 10th century of the Dinh, Le and Ly dynasties of ancient Vietnam.

Ninh Binh is an ancient land which is regarded as “The Little Vietnam” since it is composed of most of the major topography of the country: the delta, the mountains, the river, and the sea.

Ninh Binh is home to over 800 historical relics along with a wide diversity of stunning natural landscapes. Other than those, a huge collection of 114 traditional folk festivals are waiting for you to explore.

If asked to pick the best places to showcase the finest cultural essence of Ninh Binh, here is what we’ve got to recommend:

3.1- Phat Diem Cathedral

Commonly known as Phat Diem Stone Church, the Phat Diem Cathedral is a Catholic Church complex covering a 22-hectare-large ground in Kim Son District, Ninh Binh Province. This is one of the most breathtaking cathedrals all over Vietnam with its eclectic architectural style. This religious icon is considered to be the “Capital of Vietnamese Catholicism”.

3.2- Hoa Lu Ancient Capital

Hoa Lu Ancient Capital

Hoa Lu is a special cultural-historical relic complex lying in the innermost of the Trang An Landscapes Complex. Its’ history expanded for over 1000 years, with the Hoa Lu Ancient Capital housing a huge number of historical relics through different dynasties.

Halong – Culture of the Serene Fishing Villages in the Heart of A UNESCO's Heritage

Without a doubt, Halong Bay is one of the most talked-about destinations in the North of Vietnam thanks to such a huge reputation granted by UNESCO.

Halong Bay is recognized as a World Natural Heritage thanks to the massive formation of 1969 limestone islands covering an area of 1553 square kilometers.

If the biggest feature in the beauty of Halong is the picturesque Bay itself, the second biggest specialty comes from the long-lasting aquaculture.

The aquaculture in Halong shines through the tranquil fishing villages sleeping hiddenly betwixt the giant limestone mountains and has been preserved by generations of the local fishermen. The most popular fishing villages here are Cua Van, Vung Vieng and Ba Hang.

Amongst those, Cua Van fishing village seems to be the most sought-after site greatly representing the image of a real cultural Vietnam . It can be seen as a spectacular man-made wonder housing an elegant and peaceful heritage-like beauty. The fishing life here in Halong cannot go without the related rituals and festivals, which includes the worshipping the God of Whale and the God of the Sea.

A culture trip here around these fishing villages also brings you closer to the day in the life of the local fishermen, a fascinating exploration into the mystic caves, a night off-shore catching squids and an overnight at a fisherman’s homestay.

Central Vietnam

Hue – Footsteps of the Last Monarchy

If Hanoi is the cultural capital in the North, then Hue represents the Central land as a peaceful former capital, with a famous relic complex recognized by UNESCO as a World Cultural Heritage.

Hue was the capital of Vietnam during the Nguyen Dynasty from 1802 to 1945. It’s not hard to spot out the temples, houses, mausoleums, and palaces with a significant Oriental architecture that have long been worn out in time.

When the travel industry in Vietnam integrates with the world, Hue gradually became the “Festival City” of Vietnam, which was first held in 2000 and takes place every two years.

The Imperial City is a complex of 147 buildings built in several years under the rules of the first and second Nguyen Kings. This is the symbol of power and traditional Vietnamese architecture.

Within only a day wandering around the Hue Imperial City, you will get to feel the royal breeze behind the forbidden walls and learn about the rituals and customs once strictly applied by the royal family.

If the Imperial City and the system of mausoleums reflect a royal ambiance, then Thien Mu Pagoda depicts the religious beauty of the ancient capital.

The Thien Mu Pagoda was built during the 1600s under the rule of Lord Nguyen Hoang. A trip to Thien Mu Pagoda not only brings you to the best vista of the city but also reveals the mystic legend behind the building of the pagoda.

Quang Nam – Vestiage of A Long-lost Kingdom and Cultural Integration

The province of Quang Nam once belonged to a mighty Indian-influenced kingdom named Champa stretching along the lengthy coastal land in Central Vietnam.

Being situated by the ocean and granted with special sea topography, Quang Nam was once an important trading port and stop-over during the 17th and 18th centuries.

These periods of time mark the presence of a great integration formed by the Chinese, Spanish, Dutch, Portuguese, French, and the Japanese.

Because of such, your exploration in Quang Nam will take you to the abandoned ruins of the Champa temples, which shows the beauty of an Indian-influenced culture, and Hoian Old Quarter, a typical Oriental vibe.

These two sites are both UNESCO heritages, which make Quang Nam even more worthwhile for your trip.

The My Son Holy Land houses over 70 ancient religious temples firstly constructed in the 4th century. They were used as the holy sites where the royal Champa families and practitioners offered prayers to the deities and Gods. Whereas, some of the other buildings were constructed as tombs and mausoleums.

Hoian Old Quarter is famous for being an ancient town where the rustic yellow-walled tubed buildings line up. The town was built and developed by the Japanese, Chinese and Vietnamese in which the Chinese architecture is the main theme throughout the whole site.

Hoian Old Quarter

Lying behind these walls are various traditional handicraft villages. They are still playing an essential role in the economy of the town as well as being the interesting attractions for travelers.

The most sought-after destinations are the Thanh Ha Pottery Village, Tra Que Herb Village, and Kim Bong Carpentry Village.

Central Highlands – A Private World of the Central Mountainous Ethnic Dwellers

If Sapa is where you can fully explore the days in the life of the tribal indigenous in Northwestern Vietnam, then the Central Highlands is that one section that gives you an akin experience with a more colorful and distinctive picture.

Central Highlands , or Tay Nguyen in Vietnamese, is not a single high land but a group of multiple highlands sitting next to one another. The whole region expands on five different provinces: Kon Tum, Gia Lai, Dak Lak, Dak Nong, and Lam Dong.

The culture in Central Highlands is diverse and vibrant, which is evident through 18 various ethnic groups. They have contributed a giant collection of poems, stories, and songs through words of mouth.

Other than these, the Space of Gong Culture and the archive of colorful and vivid festivals are other features that make Tay Nguyen an outstanding cultural destination in Vietnam .

All of these take root from the special terraced agriculture, which is a significant contrast against the one applied by the citizens from the lower land – deltas.

The Space of Gong Culture is the most recognizable form of culture listed by UNESCO as a Masterpiece of the Intangible Heritage of Humanity. It plays a crucial part in the spiritual life of tribes, which connects the voice of human with the deities in the back of the mind of the indigenous.

These gongs are played in most of the important cultural rituals, ceremonies, and festivals, such as the Buffalo Sacrifice Festival, Village Land Praying Festival, Harvest Festival, Gong Festival, and Elephant Race Festival.

Southern Vietnam

Saigon – Where Food Says It All

Saigon – Ho Chi Minh City , is such a young and modern city born and raised for roughly over 300 years. As a result, many people perceive that there’s no such thing as a “traditional culture” that Saigon has obtained.

However, the culture of Saigon does not simply come from a long-lasting history. Saigonese culture is a culture of integration and development, which makes it a significant metropolis and also a heaven of all kinds of cuisine worldwide.

If asked to pick one thing that represents Saigonese culture, food definitely comes on top. Saigon food culture was initially influenced by the French, which is now seen through the iconic Banh Mi followed by a sip of coffee with condensed milk.

Banh Mi

With just a short walk along downtown, you can easily catch sight of a street vendor selling a smoky savory noodle soup where people line up on the pavement waiting to enjoy.

Sea snails, noodles, rice papers, broken rice, spring rolls and many more are other popular street food waiting to blow your mind.

These are staple daily food, yet they have a magical temptation that any Saigon locals would love to have each day.

The culture of eating in Saigon started by the sidewalks on the streets, which is now one of the must-do experiences for beginners travelling to Saigon, street food.

A night food tour like that for 3 to 4 hours is a typical nightlife activity that gives you a closer look at the real food culture in Saigon.

Apart from the tasty street food, Saigon is home to various international cuisines. You can easily find a decent restaurant serving Chinese Dim Sum, Indian curry, English tea or Japanese sushi when traveling to Saigon.

Can Tho – Where the Exiles Preserve a 300-year Wetland Civilization

Can Tho is regarded as the “capital of the Mekong Delta”. It is of the five municipalities in Vietnam and a typical trading center of the Mekong wetland.

The beauty of Can Tho City comes from the immense network of rivers, which is best displayed through the famous Cai Rang Floating Market, a sensational tourist attraction in Can Tho.

Cai Rang is one of the largest floating markets across the Mekong Delta. The culture of trading on the surface of the rivers started hundreds of years ago when the immigrants from Central Vietnam rushed to the Southern land seeking a new and better future.

300 years ago, this gigantic delta was filled with scattered dense forests, with swamps and muddy roads in between.

Mekong Delta

Trading and moving up and down the length of the rivers was hence a must, and Cai Rang Floating Market was then born as a vivid witness of such lively and exceptional culture of the Mekong dwellers.

Other than that, the shady tempting orchards are the next big thing that draws an outstanding attractiveness for this city. Over here, almost any kind of Southern tropical fruits are available.

The most famous orchards that should be on your bucket list are My Khanh, Phong Dien, and Tay Do. Get ready to indulge in the utmost relaxation under the shades of the tropical trees, pick the freshest fruits with your bare hands and enjoy a memorable trip with your family.

Tra Vinh –  The "Holy Land" of the Khmer Cambodian

Located 130 kilometers away from Saigon to the South, Tra Vinh is a Khmer-influenced locality that has witnessed a harmonious life of the Khmer and Chinese.

Tra Vinh is a “sanctuary” of the glamorous pre-sectarian Buddhist temples that usually lie in the center of the flat spacious ground. Surrounding those pagodas are multiple hamlets and villages where the Khmer citizens have long settled down.

Tra Vinh is home to more than 140 Khmer temples, which have been constructed throughout different eras. Each of which bears a congenial Brahmanism and Buddism styles, which can be seen from the illustration of Nagar, Garuda, Gods, and fairies.

Due to the cordial neighbor of the three different races, the culture and religions here in Tra Vinh hence showcases an attractive fusion, in which the Khmer tradition is still taking over as the main facade.

Apart from the distinctive Cambodian-influenced culinary, the Khmer culture is well reflected by a number of unique festivals held in various points of time. Most of them mirror the agricultural life, such as Chol Chnam Thmay – Khmer New Year, Ok-Om-Bok – Moon Festival, Sene Đôl-ta – Ancestor Worshipping and a lot more.

The last city in the list belongs to an off-beaten destination situated along the Vietnam-Cambodia border, Chau Doc, An Giang Province.

This symbolic locality printed the footsteps of the Vietnamese forefathers during the reclamation of Vietnam’s ending cape 300 years ago.

Talking about Chau Doc , the local travelers think of the alluvial-rich rivers and lakes where hundreds of fishermen live their life with the waves. The Chau Doc fishing village was then born and hence expanded further to the rest of the Mekong Delta.

Visiting this fishing village is one of the best ways to explore Chau Doc to the fullest. Apparently, boating is the only method to travel around the village, as all of the floating houses are on the surface of the river.

Chau Doc – A Sanctuary of Religion and Aquaculture

Religion is another remarkable that makes up another side of Chau Doc’s culture.

Tay An Pagoda is the first Buddhist temples in Vietnam that blends the traditional Vietnamese and Indian architectures into a religious building. The pagoda houses more than 200 wood-made statues carved with sharp and sophisticated designs following the 19th-century characteristic.

Last but not least, the culture of Chau Doc natives stands out through the Khmer gastronomy, in which the Khmer dwellers are famous for their techniques of creating savory dishes from dried fish.

If you have long been seeking a collective list of top cultural destinations in Vietnam , bookmark this article right now. These 11 top destinations from the North to the South paints the finest picture that illustrates the real Vietnam, which explains everything that ever happened to this S-shaped country for the past 4000 years.

The Top 11 Cultural Destinations in Vietnam from the North to the South

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Viet Nam explores cultural-religious heritage tourism - Viet Nam National Authority of Tourism

Viet Nam holds huge potential for cultural and spiritual tourism thanks to its diversity in terms of culture, customs and traditions, which have been shaped and practised across the nation for thousands of years.

culture sight vitamin tourism

Hue Ancient Citadel at night (Photo: VNA)

Official statistics show that Viet Nam has around 40,000 tangible and 60,000 intangible heritages. Most of them are in connection with temples, pagodas, monuments, churches, and expressed in religious rituals, traditional festivals and art forms.

The United Nations Educational, Scientific and Cultural Organization (UNESCO) has recognised 11 intangible cultural heritage of humanity in Viet Nam. They are the Vietnamese beliefs in the Mother Goddesses of Three Realms, Tugging rituals and games, Vi and Giam folk songs, Art of Don Ca Tai Tu music and songs, Worship of Hung Kings, Giong festival of Phu Dong and Soc temples, Quan Ho Bac Ninh folk songs, Nha Nhac court music, Space of gong culture, and two in need of urgent safeguarding, namely Xoan singing of Phu Tho, and Ca tru singing.

Five places have also gained the UNESCO-recognised world cultural heritage status, namely Central Sector of the Imperial Citadel of Thang Long – Ha Noi, Citadel of the Ho Dynasty, Complex of Hue Monuments, Hoi An Ancient City, My Son Sanctuary, and the natural-cultural Trang An – Bai Dinh Landscape Complex.

Socio-economic aspects of cultural-religious travel

Spiritually and religiously motivated travel has proven its position in the tourism sector. In 2016, one-third of 62 million domestic tourists visited destinations with spiritual significance, according to the Viet Nam National Administration of Tourism (VNAT).

Cultural-religious tourism generates an important source of revenue while creating stable incomes and jobs for local residents. Local residents participate in tourism activities such as sales of worship offerings, souvenirs, local products and restaurant-transport services.

There are more than 2,000 boats on Yen Stream in the Huong Pagoda relic site. Tran Thi Mai, owner of a boat said one festival season is as lucrative as five rice crops. She can earn about 300,000 VND (14 USD) a day by transporting tourists to Huong Pagoda. Men who row bigger boats can earn even more.

Pensioner Nguyen Van Trinh, 80, who records donations at the Ngu Nhac Linh Tu Temple in the Huong Pagoda relic complex said, there are more than ten desks in the temple recording donations made by visitors. On average, he records up to 15 million VND (660 USD) of donations a day. The proceeds are used to maintain, manage, operate the site and contribute to local budget.

The Imperial Ancient Citadel of Hue alone attracts millions of tourists, generating hundreds of billions VND per year. Part of the revenue is used to preserve the site’s conditions and values, including resurrecting the Earth and Crop Gods worshipping “Xa Tac” and “Nam Giao” offering rituals, thus reducing the load on the State budget for the work, according to VNAT's Deputy Director General Ngo Hoai Chung.

Only tourism can inspire so many people to visit historical and cultural relic sites. Only tourism can generate and mobilise such huge resources to fund preservation, upgrade, and day-to-day operational costs of the relic sites. And only by preserving, marketing and investing in support infrastructure can relic sites attract visitors and pilgrims, Chung told the Vietnam News Agency (VNA).

culture sight vitamin tourism

Bai Dinh Pagoda (Photo: VNA)

Ancient Bai Dinh Pagoda in Ninh Binh Province has been in place for over 1000 years. However, not until multi-million USD of investment was poured into building the Bai Dinh Pagoda complex, improving traffic network and support infrastructure facilities, and marketing efforts has the site become attractive to tourists. The complex has hosted numerous international and national religious events, including the United Nations Day of Vesak 2008 and 2014.

The UNESCO-recognised Trang An-Bai Dinh world natural and cultural heritage site is a success. The model is expected to create an impetus for tourism development of Ninh Binh and surrounding localities, Chung elaborated.

Cultural-religious trips promote humanitarian values

According to Most Venerable Thich Thanh Nhieu, Standing Vice Chairman of the Viet Nam Buddhist Sangha (VBS) Executive Council, Buddhism is more of a religion. It has become a cultural identity that takes deep roots in the nation. There are pagodas in almost every community, from remote areas to cities. There are nearly 15,000 pagodas across the nation, accounting for nearly 40 percent of the nation’s relic sites. Nearly 500 have been recognised as national relic sites and become tourism attractions.

Buddhism is a tolerant faith and has the largest number of followers among religions in Viet Nam. In any Vietnamese pagoda, there are three major altars, worshipping the Buddha, Mother Goddesses, and national heroes or great masters who honour the country. Trips to and experience in sacred places, including pagodas, will inspire good behaviors, gratitude and physically and mentally healthy lifestyle among visitors, said Most Venerable Thich Thanh Nhieu.

Dr. Duong Van Sau, Dean of the Faculty of Cultural Tourism of the Ha Noi University of Culture (HUC) also underlined the beyond-economic values of spiritual tourism, saying that most religious and sacred sites are endowed with cultural, religious and historic significance. Spiritual travel products explore the living culture, tradition, history and beliefs. Therefore, they present opportunities for educational and cultural experiences.

Visitors can contemplate or even get themselves involved in ritual ceremonies, traditional festivals and art forms. This is the most effective way to ensure the continuity of cultural values. They also learn about history and culture from proper instructions at religious destinations. Hence, spiritual tourism in some way, offers hands-on lessons for tourists, contributes to raising people’s awareness and knowledge about culture, beliefs, tradition and history of the nation, Sau elaborated.

More and more visitors come to heritage sites. Religious adherents wish to fulfill their faith, some visit sacred places out of curiousity and others simply enjoy their journeys for leisure, seek mental getaways rather than for spiritual or educational purposes.

Crowds of people flock to Huong pagoda during spring festivals. Many of them are actually motivated by the romantic experience and relaxation on boat journeys on the peaceful Yen Stream, between mountain ranges and in the foggy atmostphere, rather than looking forward to the spiritual values.

Le Van Duyen, from Hung Tien commune in Ha Noi’s My Duc District, who is head of the art performance boat on the Yen Stream said the dragon-shaped boat has been deployed for almost ten years. “Our amateur artists in traditional dresses sing folk songs, Cheo and chanty. Most of tourists to Huong Pagoda express their excitement when seeing us. They take photos with us. Some sing and row their boats along ours on the stream”, he said.

Spiritual tourism picks up in Viet Nam

Joint efforts by administrations all levels and sectors have been made to promote spiritual tourism in a professional and sustainable manner while focusing on preserving cultural and religious values, Ngo Hoai Chung told VNA, adding that they include connections among localities and between localities and tourism agencies to explore cultural and religious tourism potential and to lengthen tourists’ stay.

Quang Ninh, Thai Binh, and Nam Dinh are parts of the Tran Dynasty heritage journey. The Central Highlands provinces promote their space of gong culture while the central localities of Da Nang, Hoi An, Hue, and Quang Binh make up an attractive heritage road, Chung gave examples.

The first International Conference on Spiritual Tourism for Sustainable Development was jointly held in Ninh Binh in 2013 by the Ministry of Culture, Sports and Tourism, and the World Tourism Organisation. International and domestic experts discussed planning, management, conservation, and promotion of spiritual tourism products. The event marked the first-time significance the Government attached to developing cultural-religious tourism, Chung said.

Most Venerable Thich Thanh Nhieu, who is also Head of the Bai Dinh Pagoda, said there are many old pagodas in Ninh Binh, including the ancient Bai Dinh pagoda on Trang An mountain. However, few tourists visited the pagoda in the past because it is located on a high mountain. Now, the 550-hectare Bai Dinh Pagoda Complex, including the original pagoda, receives crowds of visitors throughout the year. Tens of thousands of tourists and Buddhist followers visit the pagoda a day during the festival season.

According to Dr. Duong Van Sau from the HUC, religious travel is not new. It has become a global phenomenon. International studies have shown that religion and spirituality are among the most common motivations for travel. Hundreds of millions of people travel to sacred places whether or not they adhere to an official religion. Viet Nam is not an exception in the trend.

Many destinations have become major tourism attractions as a result of their connections to sacred people, places and events, such as Tran Temple in Nam Dinh, Bai Dinh Pagoda in Ninh Binh, Yen Tu Temple in Quang Ninh, Hung King Temple in Phu Tho, and Ba Chua Xu Temple in An Giang.

However, excessive numbers of visitors may adversely affect the structure and spirituality of religious sites. Mismanagement and overuse can also be destructive for the environmental conditions at religious travel destinations. Stakeholders should focus on management when encouraging visitation to conserve the cultural and religious aspects, Dr. Sau suggested.

Health Recovery Tips

Sources of Vitamin A, B, C, D and E

sources of vitamin a b c d e

If your parents made a point of reminding you to eat your veggies when you were a kid, they weren’t simply aiming to ruin your day. Vegetables — and many other types of foods — are packed with vitamins that can keep your body working effectively. Sufficient usage of vitamins such as vitamin A, B, C, E and D can prevent a wide variety of diseases. Find below main sources for the vitamins.

Consuming vitamin An offers a host of health advantages, consisting of reinforcing your eyes, immune system and production of red cell. Typically, adults should get 700 to 900 micrograms of this vitamin each day. Veggies such as sweet potatoes, carrots, spinach and kale are high in vitamin A, as are fruits such as pumpkin and cantaloupe. Half a cup of baked sweet potato, for instance, includes 961 micrograms of vitamin A. The same serving size of canned pumpkin has 953 micrograms of the vitamin.

List of foods rich in vitamin A

  • Sweet potato
  • Winter squash

B vitamins include a long list of nutrients, including not just B-12 however also B-6, B-9 and B-1 through 3. Vitamin B-6 adds to the function of your hormone and nerve systems, vitamin B-12 help the health of your nerves and blood cells, and vitamin B-9 contributes in brain function. Your recommended dietary allowance differs according to the particular B vitamin; adults need to get 1.3 milligrams of vitamin B-6, for example. In general, food sources of B vitamins include animal products such as meat, eggs and milk. Leafy greens are likewise a source of B vitamins. A 3-ounce serving of wild salmon has about 0.5 milligram of vitamin B-6. Shellfish is extremely high in vitamin B-12; a 3-ounce serving of steamed clams has 84 micrograms of vitamin B-12.

Vitamin B1 Thiamine Foods

  • Brussels Sprouts
  • Sesame Seeds
  • Sunflower seeds
  • Crimini mushrooms
  • Ground flaxseed

Vitamin B2 Riboflavin Rich Foods

  • Natural yogurt
  • Sun-dried tomatoes
  • Salmon (wild)

Vitamin B3 Niacin Foods

  • Grass-fed Beef

Vitamin B6 Foods

  • Grass-Fed Beef
  • Pinto Beans
  • Blackstrap Molasses
  • Sunflower Seeds

Vitamin B12 Foods

  • Atlantic mackerel
  • Wild-caught salmon
  • Nutritional yeast
  • Feta cheese
  • Grass-fed beef
  • Cottage Cheese

Vitamin C has lots of functions inside your body, consisting of acting as an antioxidant to keep your cells healthy. Adults ought to have 75 to 90 milligrams of vitamin C day-to-day. Veggies and fruits, especially citrus fruits and juices, are packed with this vitamin. Examples include oranges and grapefruits and their juices; strawberries; kiwis; red pepper; and broccoli. A 6-ounce serving of orange juice can consist of as numerous as 93 milligrams of vitamin C, while 1 cup of whole strawberries supplies 85 milligrams of vitamin C.

Vitamin C Foods

  • Black Currant
  • Green peppers
  • Strawberries
  • Brussels sprouts

Vitamin D might be known as the sunlight vitamin, but according to a new survey by Prevention and supplement company Centrum, few of us think to look for it in the fridge — and that’s a big error.

Compounding the issue is our alert use of sun block; SPF 15 blocks 93% of UVB rays, the type our bodies use to make D. Skin likewise has a more difficult time producing vitamin D with age. All this adds up to a huge issue, as evidence continues to mount that the vitamin, long related to bone health, likewise helps to manage the immune system, lower high blood pressure, safeguard versus depression, and reduce risk of type 2 diabetes, high blood pressure, and several kinds of cancer.

Sources and Foods Rich in Vitamin D

  • Sunlight: Promotes vitamin D synthesis from cholesterol in the skin.
  • Cod liver oil

Vitamin E consists of a family of anti-oxidants that add to cell health and can help prevent disease. Daily, adults must get 15 milligrams of vitamin E. This vitamin is common in foods such as oils and nuts. Oil from olives, soybean, corn, canola, safflower and sunflower supplies a source of the vitamin’s alpha-tocopherol and gamma-tocopherol antioxidants. Almonds, peanuts and hazelnuts are likewise an important source of these two anti-oxidants. One ounce of almonds, for example, has 7.4 milligrams of alpha-tocopherol. A tablespoon of soybean oil has 8.7 milligrams of gamma-tocopherol.

Vitamin E Foods

  • Sweet Potato
  • Butternut squash
  • Vitamins to Prevent BV
  • What Vitamins Do Avocados Have?
  • Vitamin C for BV
  • How Much Vitamin C Can You Take When Pregnant?
  • Vitamin B6 and Renal Disease/Failure
  • Can Vitamin B-12 Cause Side Effects?

As a healthy lifestyle advisor I try to guide individuals in becoming more aware of living well and healthy through a series of proactive and preventive measures, disease prevention steps, recovery after illness or medical procedures.

Education: Bachelor Degree of Medical Equipment and Electronics.

Health Recovery Tips

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  12. Visit Vietnam: The Official Tourism Website of Vietnam

    Live fully in Vietnam. Vietnam opens its door widely to welcome visitors all around the world! Starting from 15th August 2023, Vietnam extends e-visa validity to 90 days and unilateral visa exemption will be valid in 45 days! We are more than happy to welcome you all here and admire our stunning landscapes, free your soul on white sandy beaches ...

  13. Understanding the Surge in Cultural Tourism: An In-depth Look into Its

    Understanding the concept of cultural tourism involves more than just visiting historical sites or watching traditional dances. It is about immersing yourself in the very heartbeat of a society, experiencing its customs, traditions, and way of life. It requires appreciating and respecting another culture's way of living.

  14. Sustainability

    Tourism culture is the key resource by which the tourism industry of a region survives. This study analyzed the cultural perception image of Wuxi among tourists by using content analysis techniques, such as word frequency analysis, semantic network analysis, and sentiment analysis based on the tourist reviews on major tourism websites. The results showed that tourists' perceptions of local ...

  15. (PDF) The cultural heritage experience of visually impaired tourists

    Keywords: visual impairment, tourist experience, cultural heritage tourism, accessible tourism, tourism for all, sensory Concepts for developing an understanding of disability Source: Adapted from ...

  16. The Top 11 Cultural Destinations in Vietnam from the ...

    Halong - Culture of the Serene Fishing Villages in the Heart of A UNESCO's Heritage. Central Vietnam. 1. Hue - Footsteps of the Last Monarchy. 2. Quang Nam - Vestiage of A Long-lost Kingdom and Cultural Integration. 3. Central Highlands - A Private World of the Central Mountainous Ethnic Dwellers. Southern Vietnam.

  17. Cultural value a great resource for tourism development

    Cultural tourism is a priority in Vietnam's tourism development strategy and planning until 2020 with a vision to 2030 as it aims to attract more foreign visitors who are interested in exploring ...

  18. Practice-Test-2

    A. culture B. sight C. vitamin D. tourism Mark the letter A, B, C or D to indicate the word that differs from the other three in the position of. primary stress in each of the following questions. 3. A. reverse B. perform C. prefer D. visit.

  19. Vietnam focuses on developing cultural tourism

    Chairman of the Vietnam Tourism Association Vu The Binh said that the tourism development strategy and planning to 2020, with a vision to 2030, sets a goal that revenue from cultural tourism will ...

  20. Viet Nam explores cultural-religious heritage tourism

    Viet Nam explores cultural-religious heritage tourism - Viet Nam National Authority of Tourism. Viet Nam holds huge potential for cultural and spiritual tourism thanks to its diversity in terms of culture, customs and traditions, which have been shaped and practised across the nation for thousands of years.

  21. culture sight vitamin tourism

    culture sight vitamin tourism. Lớp 12. Lớp 11. Lớp 10. Lớp 9. Lớp 8. Lớp 7. Lớp 6. Kiến thức chung. Trang chủ ...

  22. Sources of Vitamin A, B, C, D and E

    In general, food sources of B vitamins include animal products such as meat, eggs and milk. Leafy greens are likewise a source of B vitamins. A 3-ounce serving of wild salmon has about 0.5 milligram of vitamin B-6. Shellfish is extremely high in vitamin B-12; a 3-ounce serving of steamed clams has 84 micrograms of vitamin B-12.

  23. Sight and Life Magazine: Focus on Food Culture

    sight and life food culture. 18. social marketing in sudan. 32. beyond nutrition. 46. mother-child food relationship. 78. nutrition and school performance © mike bloem photography. vol. 31 (1 ...