Hippos congregate in the flood waters from the Okavango River. Hippos congregate in the flood waters from the Okavango River. Picture: Supplied
Image: Supplied
TOURIST demands have evolved significantly. The industry is shifting from a narrow focus on sightseeing to a more integrated model that combines leisure vacations with cultural exploration. In this context, cultural tourism has emerged as a powerful trend, blending the strengths of both cultural and tourism sectors. This synergy not only meets the diverse needs of modern travellers but also contributes to building culturally rich nations.
Intangible Cultural Heritage (ICH) refers to traditional cultural expressions passed down through generations, forming a vital part of a nation’s identity. These include oral traditions, performing arts, social practices, rituals, festive events, traditional craftsmanship, and the physical spaces associated with these expressions.
The Swedish International Development Agency (Sida) highlights tourism as the world’s largest industry, with cultural heritage serving as its lifeblood. Experts argue that heritage rejuvenates declining tourism products, revitalising both urban and rural areas. As DJ Timothy and SW Boyd note in their book Heritage Tourism, heritage has been instrumental in regenerating derelict industrial regions and breathing new life into struggling communities.
Tourism is now a dynamic element of national life, inseparable from societies that open their doors to the world. The United Nations World Tourism Organisation (UNWTO) defines tourism as “the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes.”
In recent decades, the tourism industry has adapted to global changes, including advancements in travel and the rise of conscientious travellers seeking unique experiences. Janice Francis-Lindsay, in her article The Intrinsic Value of Cultural Heritage and its Relationship to Sustainable Tourism Development, notes the decline of mass tourism and the emergence of specialised markets such as health and wellness tourism, sports tourism, eco-tourism, and cultural heritage tourism.
Cultural heritage tourism has become one of the most successful niches, offering a blend of history, tradition, and authenticity. However, it faces challenges, particularly the delicate balance between tourism consumption and heritage conservation. Growing social and environmental pressures threaten tangible heritage sites, including those on Unesco’s World Heritage List.
For example, KwaZulu-Natal’s Sibudu Cave was added to the list in 2024. While the list aims to protect sites of universal value, many countries now seek inclusion for economic gains. Although there is no conclusive evidence that Unesco listing boosts visitor numbers, natural and cultural resources remain key indicators of a destination’s appeal, as highlighted in the 2008 Travel and Tourism Competitiveness Report.
South Africa’s tourism industry must move beyond its reliance on the “Big Five” game reserves. While wildlife tourism is important, the country’s rich tangible and intangible heritage remains underutilised. Visitors often leave with a limited understanding of South Africa’s diverse cultures, as the focus remains predominantly on wildlife.
Architecture, a powerful cultural symbol, is another overlooked aspect. South Africa’s infrastructure, particularly its airports, reflects Western influences rather than indigenous heritage. As a post-colonial nation, South Africa’s architectural identity remains dominated by European styles, overshadowing African cultural expressions.
The question arises: when will African nations take ownership of their cultural practices—architecture, cuisine, attire, and arts—and package them for tourism? Without a formal trajectory of cultural evolution, Africa risks being defined by its colonial past rather than its unique heritage.
To harness the economic potential of cultural heritage, innovative thinking is essential. South Africa must creatively package its heritage, offering tourists immersive experiences that showcase traditional homes, cuisine, and cultural practices. Upscale accommodations and starred restaurants should extend beyond cities into rural areas, the heart of African heritage.
A shift towards smaller group experiences and outdoor activities can reconnect visitors with nature, fostering sustainable tourism. This approach aligns with the intrinsic value of cultural heritage, which emphasises the inherent worth of a nation’s cultural identity.
However, the commodification of heritage poses a challenge. Sustainable tourism requires authenticity, ensuring that shared cultural experiences are believable and respectful. Communities must play a central role in developing tourism niches, ensuring that visitors gain insights into local lifestyles, traditions, and daily activities.
Sustainable tourism hinges on community involvement. Local residents must act as marketers and promoters of their heritage, ensuring that tourism reflects their way of life. However, this requires a population that values and understands its cultural heritage.
Japan offers a valuable model, integrating cultural heritage into early education. By instilling pride in their history, the Japanese ensure the continuity of their traditions. Similarly, legislation and policies that protect tangible heritage can foster a deeper appreciation among individuals.
As Janice Francis-Lindsay aptly states, “To change attitudes and awaken appreciation among local populations about their cultural heritage, governments, the private sector, and non-government bodies must encourage and expand domestic tourism. Sustainable heritage tourism can only be realised when locals acknowledge and embrace the intrinsic value of their tangible heritage.”
The sustainability of heritage tourism depends on the authenticity of the experiences shared with visitors. Tourists are increasingly drawn to destinations that offer genuine cultural interactions, which in turn supports sustainable tourism programs. This “believability” factor is crucial for creating memorable and meaningful visitor experiences.
There is a growing consensus that all tourism niches must be community-driven. Sustainable tourism embraces a community-oriented approach, emphasising local involvement and participation. This model prioritises three key features:
Local residents must ensure that visitor experiences go beyond architectural appeal, reflecting their lifestyle, food, traditional parades, dance performances, religious rites, and daily activities. Heritage tourism encompasses dynamic issues of identity, humanity, respect, and attitude—all rooted in value systems that shape authentic experiences.
In many developing countries, the emphasis on tourism as a source of foreign exchange has overshadowed the importance of cultural awareness and domestic tourism. This has led to cultural decay, as local populations fail to connect with their heritage.
Government efforts to promote tourism often exclude heritage, despite their intrinsic connection. As Janice Francis-Lindsay notes, tourism and heritage are “Siamese Twins,” inseparable in their impact on national identity and economic development.
The absence of intrinsic value placed on cultural heritage is partly due to underdeveloped domestic tourism markets. Societies that value their cultural heritage are better equipped to execute sustainable tourism programs.
To revitalise the intrinsic value of cultural heritage, South Africa can draw inspiration from Japan’s best practices. By integrating cultural education into the school curriculum, the Japanese ensure that children become custodians of their heritage. Similarly, legislation and policies that protect tangible heritage can instil a sense of pride and responsibility among citizens.
It is time for South Africa to think innovatively, roll up its sleeves, and package its rich heritage for economic gain. By commercialising cultural artefacts and promoting immersive experiences, the country can unlock the full potential of its heritage tourism sector.
Through cultural heritage tourism, visitors can stay in accommodations that reflect traditional South African homes, dine on authentic cuisine, and participate in cultural activities. This approach not only enriches the visitor experience but also supports local economies and preserves cultural traditions.
Cultural heritage tourism holds immense potential for economic growth and sustainable development. By diversifying offerings, embracing authenticity, and empowering communities, South Africa can unlock the full value of its rich heritage. It is time to move beyond colonial legacies and showcase the unique cultural tapestry that defines the nation.
* Dr Vusi Shongwe works in the Department of Arts and Culture in KwaZulu-Natal and writes in his personal capacity.
** The views expressed here do not reflect those of the Sunday Independent, Independent Media or IOL.
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