Tourism is often viewed through the lens of holistic economic and cultural growth. Nevertheless, during my walks along the beautiful streets of Varanasi, I have come to realize the darker side of this global phenomenon, the commercialization of historical landmarks. While tourism undoubtedly brings energy and opportunities, it can also erode the very essence of these places. This creates a troubling paradox, where protecting cultural heritage for future generations clashes with the benefits of tourism. While aiding the economy, tourism increases global interest in cultural landmarks, but simultaneously, threatens the authenticity, physical integrity, and the spiritual significance of the landmarks. This is where our focus needs to go: coming up with innovative solutions to restore which has been lost. We need to cater to the business possibilities stemming from tourism, while ensuring cultural integrity is preserved, and protecting natural world heritage sites should be a goal on the list. This delicate equilibrium embodies the current global issues stemming from cultural conservation and this is the balance that we have set out to discover.
In this article, we will discuss how tourism can affect historical sites, the issues that arise from this, and how those issues can be resolved sustainably.
Just like many popular tourist places, Ayodhya receives a lot of visitors and tourists. While this brings a fresh energy into the city, there is usually a price to pay. In the streets buzzing with a growing number of new vendors and stores selling souvenirs to tourists who wanted to take a piece of history back home with them. While this economic embracement is good for business, it does come with the negative consequence of losing authenticity and charm. For many historical sites, tourist dollars provide funding that local governments cannot. Yet this financial influx comes with costs that can’t be measured in rupees or dollars.
A study by the Indian National Trust for Art and Cultural Heritage found that in popular heritage sites, nearly 65% of traditional businesses have been replaced by tourism-oriented enterprises within the past decade[1]. Each replacement represents not just a change in commerce, but the slow erasure of authentic cultural practices.
In Cities like Penang and Malaka in Malaysia, maintenance of heritage areas is left to the initiative and financial capacity of local entrepreneurs. For instance, in Penang, the city mayor has encouraged a culture of preservation, calling on heritage building owners to conserve their buildings with minimal changes. In this manner, enterprises are able to thrive while the historic character is maintained. By contrast, Melaka has used the status of being a World Heritage site to create new attractions that counter the impacts of mass tourism. These strategies provide valuable lessons in managing tourism in a way that respects cultural heritage.[2]
Future generations are at long-term risk from the commercialization of historical sites. Many young travelers disregard the historical significance of cultural landmarks and turn them into photo ops as social media dictates travel trends. These locations lose their significance as a result of this shallow involvement, becoming beautiful backgrounds rather than hubs for introspection and education.
“I’ve seen visitors spend less than five minutes at thousand-year-old temples,” says Rajiv Mehta, a tour guide in Varanasi for over twenty years. “They snap a photo and move on, without understanding the site’s heritage.” A 2023 survey by Travel Insights found that 64% of travelers choose destinations based on their “Instagrammability,” while only 32% prioritize cultural value.[3]
This mentality also contributes to crowding, as visitors flock to well-known locations purely for the sights, frequently ignoring conservation initiatives. Fragile historical districts in cities like Varanasi are overburdened, losing their genuine charm and suffering from worsening damage. The absence of deeper engagement means fewer visitors advocate for conservation, putting these sites at greater risk.
Some destinations are taking action. In Japan, authorities recently blocked certain views of Mount Fuji to curb disruptive tourist behavior, such as jaywalking and littering, after complaints from local residents[4]. These measures highlight a growing challenge—protecting cultural heritage from becoming a casualty of the digital age.
Many communities have started to engage with sustainable tourism techniques that guarantee conservation and local community participation. Even though the problems of overtourism are considerable, it is encouraging to see Amsterdam adopting the very radical measure of closing the city’s cruise terminal in an attempt to ban cruise ships and limit mass tourism. The Spanish island of Lanzarote is also changing its focus to quality tourism by trying to attract fewer visitors that will spend more money when they come to the island. This is a growing change in this region of the world, especially in Bali, where such emphasis is new.[5]
These win-win situations enhance sustainability for Chitwan National Park in Nepal, which has created a buffer zone around the park to let local inhabitants share the tourism revenue, while protecting their rights to harvest natural resources in a sustainable way. By doing so, the local economy is able to receive the benefits of tourism, and the environment is protected at the same time.[6]
The emerging Indian cities like Ahmedabad are also taking strong steps in heritage conservation. Thanks to the community activism and people’s participation in the safeguarding of these old buildings, the city was able to turn into the first Heritage City of India in 1996 with the creation of a heritage cell. People working together demonstrates that sustainable tourism is achievable and advantageous for both locals and tourists.[7]
To promote sustainable tourism, we need to rethink how we manage and approach it. A good strategy involves lobbying for off-the-beaten-path locations because social media influencers can redirect attention from overcrowded tourist areas[8]. Off-peak travel promotion or convincing individuals to travel during off-peak months can significantly reduce pressure on vulnerable regions[9]. Increasing tourist activity via the creation of unique schedules that focus on lesser-visited regions can also ensure that tourism is spread more evenly throughout various regions[10].
Investment in services and infrastructure creates a situation in which local communities gain from tourism rather than paying the price for it. The involvement of residents in tourism planning creates a sense of ownership and preserves local culture[11].Educating visitors to be sustainable—e.g., reduce litter, respect tradition, and shop locally—can mitigate the negative impact of tourism[12]. Regular monitoring of the impact of tourism on local cultures and environments allows data-driven adjustments to current policy[13]. Ahmedabad case studies prove that investment in amenities and infrastructure, and not just concern over gentrification, can preserve historic districts without distorting their fundamental nature[14].
The relationship between tourism and cultural heritage stands at a critical crossroads. Our historic sites weathered by centuries, ancient city streets, and monuments are facing unprecedented pressure from modern tourism. But with this risk lies an opportunity to rethink the way we experience our shared heritage.
The success stories of Ahmedabad’s heritage walks, Penang’s people-led preservation efforts, and Nepal’s conservation work demonstrate that tourism and preservation can coexist while complementing one another. These models teach us that when local people have power, tourists approach sites with respect rather than consumption, and where economic benefits flow back into preservation, everyone wins.
The future demands more than complacent appreciation. It demands action: the provision of visitor capacity controls at sensitive locations, the development of meaningful engagement educational experiences that transcend superficial contact, the provision of direct funding programs where tourism funds are directed directly into conservation, and the empowerment of local communities as the real custodians of their own heritage.
As travelers, our choices matter. Choosing for locally-guided experiences, respecting cultural protocols, and sometimes choosing to visit less-visited sites can make a big difference. To policymakers and site managers, though, success is not just measured in visitor numbers and revenue, but in the long-term integrity of the sites and the welfare of local communities.
These heritage places we hold dear today endured for centuries before they became tourist attractions. Their existence should not be subject to their popularity and profitability but to our common commitment to maintain what they symbolize—our human history, interpreted in stone, wood, and living practice. By taking the stance that tourism is an opportunity for cultural sharing and not for consumption, we make these precious treasures remain real, available, and living to future generations.
[1] Indian National Trust for Art and Cultural Heritage, Impact of Tourism on Heritage Business Districts (INTACH Research Series, 2022).
[2] Conflict of Image and Identity in Heritage Commercialization by Zalina Samadi and Rodzyah Mohd Yunus
[3]Travel Insights, Social Media Influence on Destination Selection (Travel Insights Annual Report, 2023).
[4] BBC News, ‘Barrier Blocking Mount Fuji View Removed – for Now’ (BBC News, 22 August 2024) https://www.bbc.com/news/articles/ckg2j7dery1o
[5] World Economic Forum, ‘What Is Overtourism and How Can We Overcome It?’ (22 October 2023) https://www.weforum.org/stories/2023/10/what-is-overtourism-and-how-can-we-overcome-it/
[6]‘Sustainable Heritage Management: Need and Challenges’ (2016) Paripex – Indian Journal of Research https://www.worldwidejournals.com/paripex/recent_issues_pdf/2016/December/sustainable-heritage-managementneed-and-challenges_December_2016_0031756190_3916159.pdf.
[7]Shradha Chandan and Ashwani Kumar, ‘Challenges for Urban Conservation of Core Area in Pilgrim Cities of India’ (2019) Journal of Urban Management https://www.sciencedirect.com/science/article/pii/S2226585619300032.
[8] World Economic Forum (n 5).
[9] Ecobnb, ‘Overtourism: Causes, Consequences, and Solutions’ (24 February 2020) https://ecobnb.com/blog/2020/02/overtourism-causes-consequences-solutions/#:~:text=Promote%20tourism%20in%20different%20periods,more%20responsible%20types%20of%20travelers.
[10] ‘Sustainable Heritage Management: Need and Challenges’ (n 6).
[11] Chandan and Kumar (n 7).
[12] World Economic Forum (n 5).
[13] ‘Sustainable Heritage Management: Need and Challenges’ (n 10).
[14] Chandan and Kumar (n 7).
Author Sonakshi Arya (24BBL046)