Community Involvement in Tourism

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Association of Small Scale Enterprises in Tourism (ASSET)

creating awareness and inspired travel companies, NGOs, academia, media and industry

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Why Tourism & Intangible Cultural Heritage? UNWTO Study on Tourism and Intangible Cultural Heritage Intangible Cultural Heritage is embodied in those practices, expressions, knowledge, and skills, as well as in associated objects and cultural spaces, that communities and individuals recognize as part of their cultural heritage. Transmitted through generations and constantly recreated, it provides humanity with a sense of identity and continuity.* This global wealth of traditions has become one of the principal motivations for travel, with tourists seeking to engage with new cultures and experience the global variety of performing arts, handicrafts, rituals, cuisines, and interpretations of nature and the universe. As celebrated on World Tourism Day 2011, ‘Tourism – Linking Cultures’, the cultural interaction spurred by such encounters prompts dialogue, builds understanding, and, in turn, fosters tolerance and peace. One of the challenges currently facing the tourism sector is to contribute to the identification, protection and safeguarding of intangible cultural heritage through tourism development. Fostering the responsible use of this living heritage for tourism purposes can provide new employment opportunities, help alleviate poverty, curb rural flight migration among the young and marginally-employed, and nurture a sense of pride among communities. Tourism also offers a powerful incentive for preserving and enhancing intangible cultural heritage, as the revenue it generates can be channelled back into initiatives to aid its long-term survival. Intangible cultural heritage must be thoughtfully managed if it is to survive in an increasingly globalised world. True partnerships between communities and the tourism and heritage sectors can only occur if all sides develop a genuine appreciation for each other’s aspirations and values.

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