Cultural tourism: What it is and the different types

Traveling to experience new cultures and discover destinations through their history, art, and traditions is what defines the era of cultural tourism. Do you want to understand what it is, how it works, and the different types of cultural tourism around the world?

Cultural tourism offers an alternative to traditional sun-and-beach trips. It also helps reduce the seasonality of destinations that depend heavily on peak periods such as summer or Christmas holidays. These are some of the factors behind the rise and expansion of what we now call cultural tourism, a phenomenon that has become key in countries like Spain. According to data from the National Statistics Institute (INE), Spain receives around 11.9 million international visitors each year attracted by its cultural offering.

Major cities such as Madrid, Barcelona, London, Paris, Amsterdam, and Berlin rank among the most attractive destinations for travelers who prioritize culture when choosing where to spend their holidays. Museums, theaters, concerts, exhibitions, and gastronomy all play a key role. So, if you want to explore what cultural tourism really is, keep reading.

Definition of Cultural Tourism

“Culture is one of the main drivers of tourism growth, which is why protecting cultural heritage and promoting tourism for sustainable development are part of the same equation.” These were the words of Zurab Pololikashvili, former Secretary-General of the UNWTO, at the 3rd Conference on Cultural Tourism organized by UNWTO and UNESCO in 2018. They highlight the importance of a phenomenon that is here to stay.

These are the defining characteristics of this way of traveling:

• A type of tourism driven by the desire to discover destinations through their history and culture.
• Attractions include museums, art galleries, theaters, cinemas, monuments, historic buildings, local traditions, and gastronomy.
• It offers a more immersive experience, allowing travelers to engage directly with local customs and lifestyles.
• Cultural tourism is not seasonal and takes place throughout the year.

Impact of Cultural Tourism

Cultural tourism represents about 37% of the global tourism industry, and this figure continues to grow each year. Its impact is increasingly difficult to measure, but it is consistently positive. Tourism and culture are now seen as closely interconnected.

How does it shape destinations that invest in this model?

• It boosts local and regional economies, making certain cities and countries more attractive overall.
• It creates new jobs, driven by emerging destinations, innovation, and technological progress in the tourism sector.
• It encourages respect for different cultures.
• It promotes intercultural coexistence and helps people learn about diverse identities, including minority and underserved communities.
• It contributes to the sustainability of ecosystems and natural environments that might otherwise be at risk of overexploitation.

Key Characteristics of Cultural Tourism

What defines this way of traveling? What are the main characteristics of cultural tourism, and what is the profile of travelers who choose destinations based on culture? According to a study published on ResearchGate, these travelers typically share the following traits:

• A high level of education.
• A wide age range, from millennials to older generations.
• A strong interest in local culture, traditions, and everyday life.
• Frequent travel habits.
• A preference for comfort and good value for money.

Cultural tourism is defined by trips where the main motivation is to deeply explore the history, art, identity, and culture of a destination. These trips take place throughout the year and appeal to both younger and older travelers.

Some of the cities best positioned in this area, thanks to their rich cultural offerings, include:

1. Amsterdam
2. Dublin
3. Prague
4. Miami
5. Paris

It is also worth mentioning UNESCO World Heritage Sites, which are major attractions for many countries. There are currently 1,052 sites across 165 countries.

Types of Cultural Tourism

Cultural tourism is a broad concept that includes several different types. The most established forms are:

• Historical tourism, focused on monuments, buildings, and sites of historical significance.
• Heritage and art tourism, where travelers visit museums, palaces, and galleries, and enjoy cultural offerings.
• Literary tourism, following locations featured in books and literary works.
• Film and TV tourism, exploring locations used in movies and series.
• Gastronomic tourism, a growing trend where travelers choose destinations based on food and culinary experiences.

The segmentation of cultural tourism continues to expand, with increasing investment in promoting travel to specific regions around the world. Professionals in the tourism industry must continuously update their skills and specialize. Programs such as the Master in Sustainable Tourism Management or the Master in Event Management, Protocol and Business Tourism at EAE Barcelona offer excellent opportunities for those looking to develop in this field.