ITB Global Travel Collection 2026

cultural roots as tourism reconfigures social norms and aspirations. At the same time, tourism-driven standardisation can transform historic cities into uniform retail landscapes, diluting the distinctive character that originally drew visitors. Physical and intangible threats Cultural sites also face physical degradation from visitor pressure. Many lack effective carrying-capacity limits or robust protection frameworks. A long-term statistical analysis found that nearly 70% of threats to World Heritage sites were linked to inadequate or poorly implemented management plans. Beyond physical damage, intangible cultural heritage – including traditional practices, crafts, knowledge systems and performing arts – faces subtler challenges. Commercialisation can lead to “performed authenticity” that satisfies tourists but disconnects from living traditions, while economic benefits often bypass the communities who sustain these practices. Moving from protection to participation is key More effective approaches treat cultural heritage as living practice rather than static commodity. Empowering cultural stewards with decision-making authority, fair compensation and a central role in tourism planning is essential. When managed thoughtfully, tourism can support cultural revitalisation, sustaining traditional skills, inspiring contemporary interpretation, prove economic value to younger generations and fostering creative ecosystems where heritage informs innovation across art, design and local industries. World Heritage: a growing global list of sites and country firsts In late 2025, UNESCO’s World Heritage Committee added 26 new sites, reflecting an increasingly broad and inclusive understanding of heritage. Notable inscriptions included Cambodian memorial sites recognising the victims of the Khmer Rouge; King Ludwig II’s Bavarian palaces in

“Fragile yet essential, living heritage remains a pillar of cultural diversity in a world that can at times feel fragmented and divided. Living, creative, and carried by communities, it reminds us of what binds us together. Let us keep alive the hope that unites us: to share knowledge, strengthen connections, and build bridges across borders”

Khaled El-Enany, Director General, UNESCO

Germany; and Maratha military forts in India. Several nations, including Saudi Arabia and Vanuatu, received their first inscriptions, highlighting the expanding global reach of the list. Today, the World Heritage List comprises 1,248 properties of outstanding universal value: 972 cultural, 235 natural and 41 mixed sites across 170 countries. Together, they form a shared global map of humanity’s most significant places. Intangible Cultural Heritage: living traditions At the December 2025 session of the Intergovernmental Committee, 67 new cultural practices were inscribed on the Intangible Cultural Heritage list. A key theme was “practice by hand”, highlighting traditional craftsmanship – from musical instruments and foodways to performing arts – rooted in specialised skills passed down through generations. For many communities, these traditions are not only cultural expressions but vital sources of sustainable livelihoods. Their recognition reinforces UNESCO’s growing focus on the economic dimensions of safeguarding living heritage. Highlights included the inscription of Italian cuisine as the first entire national cuisine on the list, and Diwali, the Indian festival of lights. Several countries, including Barbados, Chad, Comoros, El Salvador, Gabon, Libya, and São Tomé and Príncipe, also celebrated their first Intangible Heritage inscriptions last year.

UNESCO & HERITAGE: THE NUMBERS 1,248 World Heritage properties worldwide 170 States Parties represented on the World Heritage List 972 cultural sites 235 natural sites 41 mixed cultural and natural sites 26 new World Heritage properties inscribed in 2025 67 new elements added to the Intangible Cultural Heritage list in 2025 First-time World Heritage inscriptions (2025): Saudi Arabia, Vanuatu, Papua New Guinea, San Marino First-time Intangible Heritage inscriptions (2025): Barbados, Chad, Comoros, El Salvador, Gabon, Libya, São Tomé and Príncipe

Source: UNESCO

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