Sustainable Heritage Tourism: Balancing preservation and economic growth

by The Faculty of Humanities | Apr 1, 2025 | Academic insight, Institute for Cultural Practices | 0 comments

Cultural and heritage tourism, when managed well, can drive local economic growth and promote sustainable urban and rural development while protecting landmarks and traditions for future generations. However, achieving this balance requires careful planning and innovative strategies.

The global heritage tourism market was valued at approximately $605 billion in 2024 and is projected to grow by 4.5% annually from 2025 to 2030¹. While this growth presents economic opportunities, it also raises challenges, such as site degradation, loss of authenticity, displacement, and gentrification.

Dr. Catherine Roberts, Lecturer in Creative and Cultural Industries at The University of Manchester, explores the impact of heritage tourism on local communities and discusses how we can ensure accessibility while safeguarding cultural sites.

Understanding the impact of heritage tourism

The relationship between culture and local prosperity presents both opportunities and challenges. Heritage tourism can generate significant revenue, which can fund maintenance and preservation efforts. However, over-tourism can lead to negative social, cultural, environmental, and economic consequences ².

A prominent example is Machu Picchu. Rediscovered in 1911 and designated a UNESCO World Heritage Site in 1984, the site gained further global recognition in 2007 as a New Wonder of the World. The resulting surge in tourism provided significant income for the Peruvian government but also led to environmental damage, vandalism, and excessive wear on the ruins ³.

In 2017, UNESCO warned Peru that Machu Picchu could be classified as endangered if overcrowding persisted. Although visitor restrictions were implemented, the site still experiences double the recommended daily tourist limit during peak seasons ⁴. Machu Picchu is not alone in facing these issues—many heritage sites worldwide struggle to balance economic benefits with cultural preservation.

Finding the balance between cost and culture

Effective management strategies are essential for sustainable heritage tourism. Solutions such as controlled visitor numbers, strategic tourism policies, and community-led initiatives can help protect cultural heritage while ensuring economic benefits.

Beyond restricting visitor numbers, tourism policies are evolving to mitigate negative impacts. One successful approach is eco-taxes, which encourage responsible tourism while generating funds for conservation. For example, the Balearic Islands introduced an eco-tax in 2016 to counteract tourism’s environmental effects on Majorca, Menorca, Ibiza, and Formentera. Funds from this tax support historical and cultural projects ⁵. While some hoteliers and travel companies initially opposed the policy, its benefits are clear—nearly €377 million in revenue from the tax is set to be invested across 79 sustainability projects in 2025, including environmental conservation and heritage preservation initiatives ⁶.

Adopting modern methods of heritage preservation

Emerging digital tools like Augmented Reality (AR), Virtual Reality (VR), and digital archives are revolutionising heritage preservation by making cultural sites more accessible and sustainable. Augmented Reality (AR) enhances visitor experiences by overlaying digital information onto real-world sites, providing a more interactive way to explore cultural heritage. This technology reduces the need for physical signage and printed materials, ultimately minimising waste.

Virtual Reality (VR), on the other hand, offers fully immersive experiences that enable users to explore fragile or remote heritage sites without causing any physical harm. Since 2015, the British Museum has used VR to engage visitors with digital recreations of Bronze Age artifacts. This technology reduces the need to handle delicate objects, preserving them while still allowing people to interact with and learn about them in a meaningful way ⁷.

Meanwhile, digital archives help preserve heritage records and artifacts for future generations while making cultural history more accessible to everyone. By digitising collections, museums and institutions allow people around the world to explore heritage sites without having to travel. This makes cultural history more inclusive and available to anyone, anywhere, promoting wider learning and understanding.

Preparing future leaders in heritage management

The University of Manchester’s MA Heritage Studies equips students with the knowledge and skills to address emerging challenges in heritage preservation and sustainable tourism. Through innovative approaches, students learn to balance cultural conservation with economic growth, ensuring that heritage sites remain protected for future generations.

Find out more information about the course and how to apply here.

Dr Catherine Roberts – Catherine has a MA in English Literary Culture and a PhD in Tourism Studies from the University of Central Lancashire. A practitioner in regional and national museum learning programmes for over 15 years, Catherine has undertaken project consultancy for UK and European heritage and education projects. Her research interests and practice relate to experiential learning, placemaking and psychologised readings of visitor experience in dissonant/difficult heritage environments. Learn more about are staff.