Heritage Tourism: What is it, why it's important, and how to celebrate it

“Our Rich and varied cultural heritage has a profound power to help build our nation” – Nelson Mandela

South Africa has an extremely, if not the most, diverse population. From having 12 official languages, 9 incredibly diverse provinces, and a multitude of cultures, the country offers a vivid and colourful heritage experience to those daring to explore. Heritage tourism offers the ability to harness the incredible nature of diversity and curate a personalized experience.  

An underutilized sector within the hospitality industry, heritage tourism was valued at approximately R2.2 Billion in 2018, according to the South African Cultural Observatory. With a rise in the number of international travelers, heritage tourism may be one of the strongest drivers of success this holiday season.  Research has indicated the high-yielding markets of Europe are drivers of the focus on Heritage Tourism.  

  What is heritage tourism: 

At its core, heritage tourism focuses on the exploration of the historical aspects of a region. However, to fully encompass the breadth of this, one should dissect exactly what heritage is at its center- the tangible and intangible assets inherent to a specific group. These assets are handed from generation to generation. Heritage is thus more than simply shared historical experiences or landmarks, it encompasses the essence of culture, traditions, and tangibles.  

What is tourism if it isn’t a collection of shared experiences and new discoveries? Heritage tourism offers the consumer an opportunity to indulge in new shared experiences through the celebration of culture, traditions, and unique experiences.  

Heritage tourism is about honouring and celebrating rich culture and diversity of the region: 

As citizens of a Rainbow Nation, there’s an onus placed to ensure that heritage tourism is done responsibly through honoring and celebrating the cultures and diversity of the region, rather than through exploitation. Conservation should be a focal point when considering heritage tourism, through local activations and support of the communities. This includes creating youth employment opportunities, employing local artisans through providing a platform where they can display their art and cultural heritage, as well as upskilling community members to become patrons of their community. Heritage tourism should be done through the principles of Ubuntu. 

How to celebrate heritage through your service offering: 

According to ANEW Hotels & Resorts’ Social Media Manager, Madri van der Westhuizen, Heritage & cultural tourism offers guests a unique window into the traditions and cultural displays of the locals and their unique way of approaching life.  

“A key focus for us at ANEW Hotels & Resorts has been to provide a platform for our diverse staff and honour the diversity of each hotel & resort. With locations across Mzansi, we’re privileged enough to provide a uniquely local experience in each of these locations, telling the story of the local community through our amazing staff and service offering” 

Here are some of her favorite tips on how to add heritage and cultural experience to your strategy: 

Here’s some of her favorite's tips on how to add Heritage and cultural experience to your  strategy: 

1. Understand the unique selling points of your destination- think of what makes your environment different or unique. 
2. Create a personal experience which empowers your local community- how does your service offering stand out from the rest? How does it offer an experience unlike your competitors in your environment? 
3. Connect heritage sites and communities with your visitors- empower your local communities by providing a platform for local people to interact or showcase their cultural heritage with visitors. 
4. Promote your offerings on the correct communication channels- which above or below-the-line communication channels will be best? 
5. Develop a clear heritage tourism brand and narrative, so that your visitors can buy into the experience.  

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ANEW Hotels & Resorts received The Inspiration Award at Africa’s Travel Indaba 2022 as the organisation that has for the past two years inspired Africa’s travel Indaba community by the way in which it has challenged the odds to rise up and shine. As hospitality specialist, the group offers a uniquely different approach to the industry, focusing on curating a travel experience like no other!