<p class=”p_brief”>With COVID-19 bringing global tourism to a standstill, millions of people in quarantine have been seeking out cultural and travel experiences from their homes. Culture has proven indispensable during this period, and the demand for virtual access to museums, heritage sites, theatres and performances has reached unprecedented levels.
With more than 80% of UNESCO World Heritage properties having closed down, the livelihoods of millions of cultural professionals have been seriously jeopardized. If tourism is set to contribute to the survival of the culture sector, i.e. cinemas, arts and many other segments, it should strengthen the cultural identity and branding of tourism destinations.
Despite all the challenges, the tourism and culture sectors are facing an opportunity to create new partnerships and collaboration. They are bound to jointly reinvent and diversify the offer, attract new audiences, develop new skills and support the world’s transition to the new conditions.
The recommendations outlined below have been prepared by the UNWTO Ethics, Culture and Social Responsibility Department in collaboration with its international partners with competence in culture and tourism.