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UNWTO Tourism Recovery Guide 2: Harnessing the Power of Culture and Creativity in Tourism Recovery


UNWTO Guide 2 cover page with large sculpture of hands touching an historical buildingMadrid, Spain, 25 February 2021 The shared values and close ties between tourism and culture stakeholders means both sectors can work together to ensure inclusive access to heritage, as countries around the world recover from the pandemic. In recognition of this mutually reinforcing relationship, the World Tourism Organization (UNWTO) and UNESCO have collaborated to produce a set of new guidelines focusing on the responsible restart of cultural tourism.

UNWTO invited the UN Educational, Scientific and Cultural Organization (UNESCO) to contribute to the UNWTO Inclusive Recovery Guide, Issue 2: Cultural Tourism. This is the second set of guidelines relating to the socio-cultural impacts of COVID-19 issued by UNWTO and will continue to be revised, as the situation evolves.

Make cultural tourism relevant in the recovery

The publication draws on the insights and expertise of the two UN agencies to analyse the impact of the pandemic on their respective sectors. This includes how lost revenues are severely impacting communities, heritage sites, cultural events, spaces and institutions, while also weakening destinations’ competitiveness and market differentiation.

The guidelines on cultural tourism also stress the need for support from policymakers to ensure the relevance of culture in the emergency and contingency planning within tourism destinations.

Read more and Download the UNWTO Recovery Guide 2 from the UNWTO Website. 

Download the UNWTO Press release from the right hand panel in PDF format.

General Information

Submitted by: Ivor Ambrose
Author(s): UNWTO and UNESCO
Language(s): EN


Publisher: UNWTO
Date published on the web: 25/02/2021


Heritage | Management of tourist venues and attractions | Museums and galleries | Nature parks | Policy, legislation