011 | Is Selling Culture Selling Out?
Monica Poling
I partner with cultural tourism leaders to drive awareness for arts, heritage, and culinary traditions | Market with Purpose: Free Marketing Workbook | Speaker & workshop facilitator
Is Selling Culture Selling Out?
Cultural tourism is booming. The industry is projected to generate a staggering $7 billion globally by 2028. Visitors drawn to culture spend more, stay longer, and seek deeper connections to the places they visit. But as cultural tourism grows, so does a long-standing debate: Is selling culture the same as selling out?
Cultural Heritage in a Changing World
The fear of "selling out" is real. Can a culture remain authentic if it becomes a commercial product? Colonization, globalization, and now technology have long threatened cultural traditions. The disappearance of indigenous languages is a sobering example. UNESCO reports that one language vanishes every two weeks. If this trend continues, 90% of the world's languages could disappear by the end of this century.
But cultural tourism can also be a powerful tool for preservation. When travelers seek out authentic experiences, their dollars help sustain traditions, from language to artisan crafts to culinary heritage. Community-led experiences—like those the Yurok Tribe ’s Redwood canoe tours or Chickasaw Cultural Center’s immersive storytelling programs—demonstrate how cultural tourism can honor and preserve traditions rather than dilute them.
Cultural Sharing or Cultural Selling?
Sharing culture isn’t inherently exploitative. Take the food industry: Martin Yan (Yan Can Cook) popularized dim sum, and Emeril Lagasse brought Cajun and Creole cuisine into the mainstream. Native chefs like Sean Sherman (The Sioux Chef) and Crystal Wahpepah are following a similar path, elevating Indigenous cuisines while staying true to their roots. Are they selling out—or simply ensuring their foodways gain the recognition they deserve?
Cultural appreciation can also create demand for preservation. When Kim Kardashian attempted to trademark "Kimono" for shapewear, global backlash forced her to reconsider. Awareness can foster advocacy—if channeled correctly.
Lessons from Successful Cultural Tourism Models
Cultural communities worldwide are proving that tourism doesn’t have to erode authenticity—it can strengthen it. Consider:
These destinations showcase how cultural heritage can be shared on a community’s own terms—offering economic opportunities while preserving identity.
Creating Cultural Connoisseurs, Not Consumers
The best cultural experiences don’t just entertain—they educate. A visitor who learns why a handmade basket takes months to weave is more likely to support authentic artisans rather than buy mass-produced knockoffs. But where’s the line between appreciation and appropriation? Should visitors share their experiences, or should local guides be the only ones telling their own stories?
One solution: More community-driven education. Guided tours, cultural liaisons, and structured storytelling can ensure narratives are shared responsibly while creating jobs and mentorship opportunities.
The Future of Cultural Tourism: Differentiation is Key
In an increasingly homogenized world, cultural authenticity will only become more valuable. Destinations that lean into what makes them unique—rather than chasing a “something for everyone” approach—will stand out. Visit Detroit has done this brilliantly, weaving its musical legacy and its roadster acclaim into a tourism draw.
Major travel brands are taking notice. Companies like G Adventures and Insight Vacations are bringing visitors to places like Poeh Cultural Center and Museum and Tourisme Wendake , negotiating exclusive experiences that highlight Indigenous storytelling. But does this exclusivity benefit communities, or does it place more pressure on them to “perform” culture for visitors?
What Comes Next?
Cultural tourism is evolving rapidly. The demand is there, and so are the opportunities. The challenge is ensuring that sharing culture doesn’t mean losing control over it. Communities must define their own terms for engagement, ensuring that visitors leave not just entertained, but enlightened—ready to advocate for the preservation of cultural heritage.
Where do you see cultural tourism heading? Let’s talk in the comments.??
#CulturalTourism #HeritageTravel #SustainableTourism #IndigenousTourism #CulturalPreservation
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Host/producer at OnTravel Media
1 周Very well said - thank you, Monica!