A recent academic article, “From the centre to the periphery: intangible cultural heritage in rural areas” by Greg Richards, highlights a rising trend in European tourism: the increasing importance of intangible cultural heritage for rural development. The paper discusses how tourism is shifting from focusing on physical landmarks and monuments to offering experiences based on living culture. Aspects such as gastronomy, rituals, craftsmanship, and local knowledge are becoming key ways for destinations to stand out and attract visitors. This change aligns with evolving traveler desires for authentic, meaningful, and immersive experiences connected to local communities.

Rural and peripheral regions are especially well-placed to benefit from this trend, as they often have rich cultural traditions conserved over generations but underused in tourism. By incorporating intangible heritage, these destinations can offer unique experiences while reinforcing local identity and community pride.

However, the article also points out several challenges. Good governance is vital to ensure tourism respects local values and avoids cultural commodification. Community involvement is crucial since local residents are the stewards of intangible heritage and must be integral to its presentation to visitors. Additionally, factors like accessibility, infrastructure, and balancing tangible and intangible heritage require careful management.

These insights are highly relevant for European tourism, particularly in the context of rural development and cohesion. Many regions across Europe are seeking new economic opportunities while preserving their cultural identity. Intangible cultural heritage offers a pathway to achieve both goals, supporting sustainable tourism that benefits local communities and diversifies regional economies.

The findings closely align with the goals of the CROCUS project, a Horizon Europe initiative dedicated to advancing cultural and creative tourism in rural and remote regions. CROCUS emphasizes innovative business models, stakeholder collaboration, and community-driven approaches, all of which are identified in the article as crucial success factors for promoting tourism centered on intangible heritage. Additionally, the article highlights increasing policy support at the European level, including Horizon Europe calls that focus on cultural and creative tourism in rural areas. This underscores how intangible heritage is gaining significance within EU tourism policy, connecting culture, sustainability, and regional development. For tourism stakeholders, the key takeaway is clear: the future of rural tourism in Europe depends not only on locations but also on people, traditions, and stories. Leveraging intangible cultural heritage can enhance visitor experiences, boost local economies, and foster more resilient and sustainable tourism systems.

More information and access to the article:
https://www.tandfonline.com/doi/full/10.1080/14766825.2026.2646565

Learn more about the CROCUS project:
https://crocuseurope.eu/

#Cultural Preservation #Cultural Tourism  #Sustainable Tourism #Tourism Development #Responsible Travel