Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close



According to UNESCO, cultural and natural heritage tourism is ‘the most rapidly growing international sector of the tourism industry’. Although international data on the size of this market are hard to come by, the OECD and the UNWTO report that in 2007, cultural tourism accounted for 40% of all international tourism, up from 37% in 1995.

Use Travel and Tourism Analyst to:

  • Identify opportunities for growth

  • Increase your market intelligence quickly and easily

  • Strategise consumer targeting

  • Translate consumer trends into business drivers

  • Pin-point threats and adjust your business plans accordingly

What's included

What's included

Table of contents

Table of contents

  1. Introduction

    • Data Sources

      • Overview

        • Market Background

          • Diversity of cultural and heritage tourism
            • Built heritage
              • Natural heritage
                • Underwater heritage
                  • Galleries and museums
                    • Arts and music tourism
                      • Sports tourism
                        • Ecotourism
                          • Religious tourism
                            • Gastronomic tourism
                              • Rural and agritourism
                                • Spa and wellness tourism
                                  • Volunteering and study tourism
                                    • Income and sustainability
                                      • Sustainable tourism
                                      • Market Size

                                          • Top cultural heritage activities
                                              • Figure 1: Types of cultural attractions visited, by international tourists, 2007*
                                          • Major Source Markets

                                              • US
                                                  • Figure 2: Activities undertaken by US travellers when abroad, 2008
                                                  • Figure 3: Activities undertaken by US travellers in Europe, 2008
                                                • Europe
                                                  • Figure 4: Major influences on choice of holiday destination, by Europeans in selected markets, 2008
                                                • Asia and the Pacific
                                                • Market Characteristics

                                                  • Independent travel versus package tours
                                                    • Figure 5: How Europeans organise different types of holiday, 2008
                                                  • The cultural heritage traveller profile
                                                      • Figure 6: Profile of European travellers, by main type of holiday and influence, 2008
                                                    • Expenditure
                                                      • Researching cultural and heritage travel
                                                          • Figure 7: Information tools used prior to departure of a cultural trip, 2007*
                                                          • Figure 8: Sources of information used, by Europeans according to type of holiday, 2008
                                                        • Off the beaten track
                                                        • International Cultural and Heritage Destinations

                                                              • Figure 9: Number of UNESCO World Heritage sites, by region, 2009
                                                              • Figure 10: Number of UNESCO World Heritage sites inscribed, by each country, 2009
                                                            • Primary cultural destinations
                                                                • Figure 11: Travel destination of EU citizens, by main objective of holiday, 2008
                                                              • Europe
                                                                • Italy
                                                                  • Figure 12: Foreign tourist arrivals at cultural heritage sites in Italy, 2006-07*
                                                                • Spain
                                                                  • Figure 13: Type of tourist activity, by international visitors to Spain, 2008-09
                                                                • France
                                                                  • Germany
                                                                      • Figure 14: Holidays taken, by Europeans in Germany, 2008
                                                                    • UK
                                                                      • Figure 15: Top ten UK visitor attractions (in membership with ALVA), 2009
                                                                    • Emerging cultural markets in Europe
                                                                      • Americas
                                                                        • North America
                                                                          • Figure 16: Activity participation in the US for top inbound markets, 2008
                                                                        • Latin America
                                                                          • Asia-Pacific
                                                                            • China
                                                                              • India
                                                                                • Australia
                                                                                    • Figure 17: Activities undertaken in Australia, by cultural and heritage visitors from abroad, 2006 and 2008
                                                                                    • Figure 18: Characteristics of cultural and heritage visitors in Australia, 2008
                                                                                • Industry Overview

                                                                                    • Organised tours
                                                                                      • Independent tour specialists
                                                                                        • Small-group cultural tours
                                                                                          • Martin Randall
                                                                                            • Cox & Kings
                                                                                              • Medium- and large-group tours
                                                                                                • Page & Moy
                                                                                                  • Destination-centric tour operators
                                                                                                    • Cultural Expeditions Peru
                                                                                                      • Cultural Travel and Tours (CTT)
                                                                                                        • Private luxury tours
                                                                                                          • Cultural cruises
                                                                                                            • Voyages of Discovery
                                                                                                              • Independent travel
                                                                                                                • Cultural Crossroads
                                                                                                                  • Niche-themed travel operators
                                                                                                                  • Cultural and Heritage Organisations

                                                                                                                      • Cultural Heritage Tourism Alliance (CHTA)
                                                                                                                        • European Commission (EC)
                                                                                                                          • European Cultural Tourism Network (ECTN)
                                                                                                                            • European Institute of Cultural Routes
                                                                                                                              • International Council of Monuments and Sites (ICOMOS)
                                                                                                                                • The International Ecotourism Society (TIES)
                                                                                                                                  • National Tourist Boards (NTBs)
                                                                                                                                    • National Trust
                                                                                                                                      • National Trust for Historic Preservation (NTHP)
                                                                                                                                        • United Nations Educational, Scientific and Cultural Organization (UNESCO)
                                                                                                                                        • What Next?

                                                                                                                                          About the report

                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                          • The Consumer

                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                          • The Competitors

                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                          • The Market

                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                          • The Innovations

                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                          • The Opportunities

                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                          • The Trends

                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                          Trusted by companies. Big and small.

                                                                                                                                          • bell
                                                                                                                                          • boots
                                                                                                                                          • google
                                                                                                                                          • samsung
                                                                                                                                          • allianz
                                                                                                                                          • kelloggs
                                                                                                                                          • walgreens
                                                                                                                                          • redbull
                                                                                                                                          • unilever
                                                                                                                                          • Harvard
                                                                                                                                          • pinterest
                                                                                                                                          • new-york-time