Boosting Tourism through the UNESCO ‘World Heritage Site’ List

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This week, all eyes have been on UNESCO, the France-based body that bestows the ranking of “World Heritage Site” on some of the world’s most beautiful, historic and otherwise important places.

2021 List

In many years, the announcement of new additions to the UNESCO list is a cause for some excitement, at least in the travel world. But 2021’s announcement season has been significantly more dramatic. First, the will-they-or-won’t-they tug of war between Australia and UNESCO over the latter’s discussion of whether to add the Great Barrier Reef to the official list of “sites in danger” turned into a soap opera, completed with ambassadors going on a press junket.

Ultimately the Barrier Reef escaped the “in danger” designation, while the city of Liverpool had its status revoked completely, which UNESCO said was “due to the irreversible loss of attributes conveying the outstanding universal value of the property.”

Enhancement of Tourist Spots

It’s called “The UNESCO effect.” Maria Gravari-Barbas is the coordinator of the UNESCO Chair “Tourism, Culture, Development” program at the Sorbonne in Paris, and she knows better than nearly anyone how the power of the UNESCO brand can skyrocket a lesser-known destination to a different level.

With a UNESCO announcement comes free global advertising. With the free global advertising come thousands of people who might hear of a place for the first time and make an effort to seek it out or add it to their next itinerary. And with those tourists come money.

“Yes, there’s clearly a difference,” she says. “UNESCO is very well known among tourists.” Having an international “brand name” endorsement can be the deciding factor in why a traveler chooses one potential vacation spot over another. “People search the list.”

Tourist Infrastructure Investment

Gravari-Barbas points out that with a UNESCO designation comes a deeper tourism infrastructure investment — all those new visitors will need beds to sleep in, restaurants to eat in, and souvenirs to buy. Considering how much work goes into a nomination bid, none of this happens by accident.

At its best, UNESCO World Heritage designation can bring much-needed money, support, and global recognition to a deserving destination. At its worst, it could be the first step toward over-tourism.