Philippine Cultural

Heritage Tourism
 Definition of Cultural and Heritage Tourism

UNWTO described cultural tourism as:

● "A kind of tourism operation in which the basic
motivation for tourists is to know, explore,
experience and use the cultural attractions /
products that are tangible and intangible in a
tourist destination.
● It is a collection of distinguishing material, mental, spiritual and
emotional features of a community that includes, with their
lifestyles, value systems, values and traditions, the arts and
architecture, cultural and historical heritage, culinary legacy,
literature, music, the creative industries and the living cultures.

● The National Trust defines heritage tourism as "a journey to

experience locations, objects and activities which genuinely
represent the stories and people of both past and present. It covers
cultural, historical and natural resources "
(National Confidence for the Preservation of History, 2008).
Cultural Heritage

❖ The National Confidence for Historic Preservation describes the tourism of

cultural heritage as "a quest to discover the sites, objects and events that
authentically reflect the stories and people of past and present."
Cultural Heritage types
Cultural heritage is distinguishable in:

● Built environment (constructions, villages, archeological remains) Built environment

● Natural Environment (Coasts and marine landscapes, agricultural heritage)
● Artifacts (books & records, objects, images) artifacts
 Tangible & Intangible Cultural Heritage

❖ 'Tangible Cultural Heritage' refers to ❖ The 'Intangible cultural heritage' indicates that

intergenerational created, preserved and communities and groups and, in some instances,

transmitted physical devices in a community. individuals recognize their cultural heritage as part of

The project includes artistic designs, structures, the practices, representations, expressions,

monuments and other physical or measurable knowledge and skills – as well as the instruments,

creative items, which have been invested in a objects, artifacts and cultural spaces associated with

community with cultural significance. them (UNESCO, 2003). Intangible heritage can be
seen in oral, acting, local and cultural cultures.
Forms of Cultural Heritage
● The tangible and intangible
heritage need different approaches
to the preservation and security,
one of the key reasons why the
2003 United Nations Convention
on the Security of the Intangible
Cultural Patrimony was drawn up
and ratified.

● The Convention lays down the

interdependence of intangible
cultural heritage with natural and
cultural heritage, and acknowledges
the importance of immaterial
cultural heritage as a source of
cultural diversity and a driver of
sustainability.
Topologies of Heritage & Cultural Tourism Products
NO TANGIBLE INTANGIBLE
1. Historical Buildings and Places Oral History and Traditions
2. Declared Heritage Resources Indigenous Knowledge Systems
(Sites & Objects)
3. Cultural Objects and Collections Rituals and Cultural
Performances
4. Artifacts and Crafts Performances and Creative Arts
5. Fine Art Skills and Techniques
6. Cultural Landscapes (including Belief Systems
natural environment)
7. Archeological evidence Cultural Festivals
8. Geological evidence Popular Memory
9. Paleontological remains
10. Sacred and spiritual sites
Benefits of Cultural Heritage Tourism
More than 70% of the visitors visited one or more of the following cultural historical
attractions in the region, local or national park, art gallery or music, or an ethnic or
ecological heritage

Additional benefits to the community with cultural heritage:

• Economic vitality
• Leverage human capital
• Restore, revitalize a geographical area
• Expand business and tax revenue
• Create an innovative habitat – to attract knowledge- based employees
• Create a sense of pride and belonging by residents
Profile of the Cultural Tourist Market

1) makes more income when on holiday and invests more income;

2) Spend more time on holiday in an area;
3) Has more chance of hotel or motel accommodation;
4) Shopping is much more likely;
5) Higher education than the general population; higher education rates as all findings show a
greater cultural preference for individuals in higher education.
6) Contains more females than males. (The number of women in our society in positions of power
and authority is growing since women appear to be more culturally focused than men);
(Women’s, of course, are disproportionate share of shoppers and bus tour passengers).
7) Tends to be in older age categories. (This is particularly important with the aging of the large baby
boom generation.)
Types of Packaging Arrangements

1. There are three types of partnership and packaging opportunities

1. Similar kind of cultural products. In other terms, theatre, galleries, museums and other museums. A typical
example is a museum or historic passport kit.
● Various kinds of cultural goods. Illustrations include festivals focusing cultural products over time and arts
districts focusing on products at a specific site.

1. The benefit of these strategies is to build a broader level of appeal for more consumers, minimize
competition among a broader range of cultural goods, increase the perceived value for time and money
invested, and widen the market for those attracted, partly by cultural tourism, both geographically and in
business sectors.

1. Cultural and non-cultural tourism products: hotels, resorts, shopping areas, outdoor and sporting events, bus
tours, fun attractions etc.
● This form of packaging gives adjacent and incidents cultural tourists the range of interactions most people try
and widens the cultural market to about 60% of the resident market and 85% of the visitor market.
Successful Culture-Tourism Partnerships
Museums and historic sites in urban environments have a variety of ways of implementing
policies and practices that reflect "what can I do for you." These could be much more effective if these
approaches also overcome tourism operators' issues and address neighborhood needs, these as
downtown regeneration.

1. The museums will enable hotels to build escape packages for weekends to solve a common
problem of high weekly occupancy and low weekend occupancy.
2. They can help convention planners who are in need of convenience for delegates and spouse
programs.
3. You may identify your ticket as a full day pass to allow tourists to shop, dine at local restaurants or
visit other attractions during the day. They are able to forget their own restaurants, most of which
are losing money, and welcome guests to dine in nearby restaurants.
Successful Culture-Tourism Partnerships
4. You will find deals with city shopkeepers and landowners. In exchange for a commitment to shows or special
exhibits during retail sales, special events or festivals, the heritage groups may provide free or low cost rooms.

5. You should establish operating schedules that align with rising retail hours as much as possible.
● The possibilities are infinite if everybody knows that Partnership and packaging benefits must flow in
two directions.
● The secret to effective partnerships in collaboration and packaging is to put together possible tourism
and cultural partners. In this context, government and the academic world, Chambers for Commerce
or Economic Development Offices, can play an important role in partnership with Visitor and
Convention Bureaus.
● It marks the first step along a dialogue path, an appreciation of what culture and tourism operators
need from each other and the creation of mutually beneficial opportunities by bringing together
potential cultural and other tourism partners.
Good Luck!!