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Cutting Edge | Bringing cultural tourism back in the game
Bringing cultural tourism back in the game The COVID19 pandemic has stopped cultural tourism in its tracks Throughout 2020 international arrivals plunged by 74 worldwide dealing a massive blow to the sector which faces ongoing precarity and unpredictability Amidst international travel restrictions border closures and physical distancing measures countries have been forced to impose widespread closures of heritage sites cultural venues festivals and museums some of which may never reopen Prior to the COVID19 pandemic global tourism was experiencing strong growth over several decades Destinations earning US$1 billion or more from international tourism have almost doubled since the late 1990s Tourism has become a key player in international commerce outpacing global economic growth and in 2019 injecting US$89 trillion into the global economy or 103 of the worlds Gross Domestic Product GDP The cultural sector as a whole depends greatly on the tourism industry Marbury Getty Images Cultural tourism defined by the UNWTO as tourism centred on cultural attractions and products is one of the fastestgrowing segments of the tourism industry accounting for an estimated 40 of all tourism worldwide It intersects with heritage and religious sites crafts performing arts gastronomy festivals and special events among others Countries around the world are harnessing their unique mix of tangible and intangible heritage and contemporary culture to boost economic growth and sustainable development through cultural tourism which can lead to job creation regeneration of rural and urban areas and the protection of natural and cultural heritage Cultural tourism is a continuingly evolving subsector which continues to be transformed by changing lifestyles burgeoning forms of culture and creativity and traditional and digital innovation It has also become an increasingly complex phenomenon taking on greater political economic social educational and ecological dimensions Cultural tourism is also a major pillar of employment globally and is considered by many countries around the world as a core priority to stimulate job creation notably for youth The tourism sector as a whole is estimated by the World Travel and Tourism Council WTTC to contribute 330 million jobs one in ten jobs around the world while cultural tourism alone accounts for a significant share of tourism employment by generating 40 of world tourism revenues Cultural tourism permeates across the whole cultural ecosystem sustaining employment around cultural and natural sites and museums including through restoration and maintenance work as well as throughout the different cultural domains particularly crafts gastronomy and performing arts and further stimulated by festivals and cultural events Beyond cultural jobs per say cultural tourism also spurs employment across global national and local economies given the interaction of the cultural tourism sector with many other economic sectors in services and industry notably auxiliary services such as the hospitality food and leisure sectors as well as in the construction sector particularly linked to the restoration and maintenance of cultural sites The COVID19 pandemic and related social distancing and travel restrictions measures has had a devastating impact on cultural tourism employment prompting a snowball effect across many subsectors while also exposing its volatility and the high prevalence of informality Women young people rural communities indigenous peoples and informal workers have been disproportionately affected by the abrupt drop in cultural tourism revenues In view of this major impact on employment in many countries notably in regions that are major tourism destinations such as Europe the Pacific or the Caribbean but also many countries in the developing world restarting cultural tourism is a major concern for governments around the world as strongly voiced by ministers at the Online Meeting of Ministers of Culture hosted by UNESCO on 22 April last mustafagull Getty Images Signature