Heritage Tourism Market Size Growth - By Type (Cultural Heritage, Natural Heritage, Intangible Heritage), By Booking Channel (Online, Offline), By End-user (30 & under, 31 to 50, 51 to 70, 71 & above), and By Region: Statistics Reports, Supply & Demand Analysis, Global Opportunity 2025-2032

Global Market Synopsis, Forecast, Trend, and Growth Up To 2032

The Heritage Tourism Market size was valued at US$ 762.18 Bn in 2025, it is estimated to grow at a CAGR of 8.03% from 2025 to 2032 and reach US$ 1,235.22 Bn by the end of 2032. This massive growth of the heritage tourism industry is highly driven by the governmental efforts to promote culture into the tourism sector.

Market Insights

Heritage tourism is traveling towards a destination to experience its cultural, historical, and natural heritage. The site fascinates history lovers, culturists, and nature enthusiasts. Heritage tourism has increased remarkably, contributing considerably to the GDP of most developing countries.

Over time, the development of heritage tourism impacted the ways by which income was accrued in every country throughout the world as visitor spending on heritage attractions increased drastically. Countries that rely heavily on culture and heritage utilize unique marketing promotional activities to popularize their heritage sites. Heritage tourism is considered to be an amalgamation of learning, financial gain, and leisure activities.

Factors for Heritage Tourism Market Growth

• Cultural significance in international travels drives the heritage tourism market.
• A major impetus given by the governments of all countries to heritage tourism is expected to boost the market growth of heritage tourism.
• The trend for digitization and digital innovation in travel is anticipated to continue as a source of further growth in the heritage tourism market.

Top Key Players

Some of the major players functioning in the heritage tourism industry include:

• ACE Cultural Tours Ltd.
• Exodus Travels Ltd.
• Expedia Group, Inc.
• BCD Travel
• TUI AG
• ATG Travel
• Kesari Tours Pvt. Ltd.
• Carlson Wagonlit Travel
• Martin Randall Travel Ltd.
• Travel Leaders Group

Segment Analysis

Type Segment

The cultural segment managed to take the highest share of the international heritage tourism market in 2023. This is mainly because cultural sites are readily available, and also because of the substantial need on the part of travelers who go to the historical and cultural locations. Cultural sites are composed of monuments, buildings, and artifacts that are tangible.

In addition, cultural sites are considered to hold a high value for preservation purposes and demand from the side of cultural tourists. This is likely to be positive in the growth of the market for cultural tourism.

Over the forecasting period, heritage tourism will gain more growth in the natural segment. National parks, wildlife sanctuaries, and beautiful landscapes constitute natural heritage, which attracts tourism among those who can experience the glory of nature and serenity.

Untouched environments and opportunities for tourism related to nature and adventure attract visitors to these places. Sustainable tourism visits to UNESCO natural heritage sites are increasing, and this seeks to reduce human activities affecting these areas.

Booking Channel Segment

The offline segment dominated the heritage tourism market in 2024. As a demography, such individuals book their holidays by visiting travel agents and other off-line channels for purposes of ease and simplicity of the services availed. This is because the offline channels have more consumer preference and perception than the online ones.

Moreover, the fact that these channels exist over a long period and are highly accessible globally is likely to impact the global market considerably. Thus, baby boomers and the older generation are major travelers in the global market.

The heritage tourism market is also expected to experience the fastest growth through the projected period from the online segment. Travel planning normally involves huge amounts of time and effort to study and make sound choices.

However, online travel agencies have undoubtedly accelerated the process with the dissemination of more choices to the clients. Online bookers typically compare travel options on booking portals and hotel website. This can further propel the segment growth.

End-user Segment

The 51 to 70 segment dominated the heritage tourism market in 2024. This can be attributed to a change in consumer preference and increased interest in cultural travel and tourism, and this is some of the significant reasons that account for the same.  In essence, older people tend to visit cultural sites more often and will readily spend money on such trips than younger generations, who typically prefer leisure and adventure activities.

This mature segment of travelers will be well-heeled, educated as well as likely to travel for a long period of time. In addition to this, the market in this age group is expected to grow massively in the near future as people gain more interest in cultural travel and are willing to invest in travelling and tourism.

The heritage tourism market is expected to experience the maximum growth in the age group 31-50 years during the forecast period. Heritage tourism appeals to this age group because, with increased disposable income and a strong desire for personal development and renewal, this age group feels more inclined to discover the 'old' or historical and cultural destinations.

This age group values the educational significance and nostalgic charm of heritage sites. Also, their desire for various and different experiences leads to the demand for niche heritage tours and packages, which also stimulates market growth as travel companies define their products in line with these interests and preferences.

Market Scope

Heritage Tourism Market Dynamics

Drivers

Culture and natural heritage consumer

Heritage, culture, and nature are part of social and economic development policies. Countries use their richer historical heritages as a basis of competition since the tourism sector is more closely related to a country's identity and heritage than any other.

Heritage directly affects the economic and social spheres in regard to income generation and job provision, social welfare improvement, and social capital development. The culture and economy relationship has gradually grown from mere conservation of heritage sites to currently actively promoting economic growth that could propel the expansion of the market in heritage tourism.

Source of funding

Laws and regulation on preservation can hinder developments and changes at a heritage site. This may limit the space for upgrading facilities and service offered to visitors to a heritage site hindering development of the heritage tourism market. Heritage sites include significant funding in terms of maintenance and preservation.

For this reason, there is limited funding, which presents a tremendous challenge. Issues of this nature contribute to the degradation of the sites, which in turn makes the places less attractive to tourists. There can be opposition from local residents who might be concerned with the effects of tourism on their cultural and social environment.

Opportunity

Growing popularity of historical TV shows and movies

Heritage Tourism Market is influenced by the growing popularity of historical TV shows and movies. Historical TV programs and movies influence travel decisions and consumption of authentic and immersive experiences, thereby contributing an economic impact that benefits the local economy and supports cultural preservation initiatives.

In addition, audiences become enthralled with the presentation of the story and the visual executions behind historical events, thus increasing the level of heritage tourism through a desire to visit those sites. In addition, the entertainment media also provide an interesting view of history, resulting in great interest and curiosities regarding the time span and iconic places portrayed by the respective stories.

According to an article published in Business Standard, almost 94% of Indians are inspired by movies or TV shows for travel destinations they've seen on the big or small screen, be it Paris, inspired by the hit sitcom 'Emily in Paris, or Manali, shown in superhit film 'Yeh Jawaani Hai Deewani.

Regional Analysis

Asia Pacific led the heritage tourism market in 2024. The massive cultural heritage found within this region, particularly across China, India, and Japan, is the primary reason for such growth. A majority of destinations within Asia Pacific can provide an array of cultural spectacles for a heritage tourism client-the ancient civilizations of the region as well as the colonial histories of the countries.

Heritage tourism is promoted in combination with improved travel infrastructure and internet-based booking platforms. Not to mention, the cultural discovery phenomenon is enjoying a growing popularity among the travelers who seek experiences closer to the authentic and immersive experience that connects them with their historical roots.

As far as growth is concerned, the Middle East & Africa will witness the most dramatic upsurge during the period covered. The region will register growth due to increased government initiatives to popularise tourism and culture. The Middle East & Africa region, or rather, the cradle of both Western and Arab civilizations, is teeming with influential global religions.

As such, the region is dispersed with heritage sites frequently visited by tourists as markers of national, cultural, and religious identity. However, heritage within the region is very much contested and, in fact, has even come under terrorism, making it difficult to engage with heritage in terms of its management and development into sustainable tourism.

Current Developments

• April 2023, Booking.com has partnered with Google whereby it will allow customers to book hotels as well as flights directly through Google when searching in the domestic tourism market.
• Marriott International continued to expand its footprint in the local tourism market within the region through the acquisitions of a portfolio of 15 hotels across Germany in February 2023.
• EF Go Ahead Tours, one of the biggest players in tour operation has declared a new heritage tour package into Ghana, in partnership with Beyond the Year of Return campaign. The tour will run for 12 days; it'll be an expert tour through Ghana's history. This will be an opportunity to educate and reconnect

Segments Covered in the Report

By Type

• Cultural Heritage
• Natural Heritage
• Intangible Heritage

By Booking Channel

• Online
• Offline

By End-user

• 30 & under
• 31 to 50
• 51 to 70
• 71 & above

By Geography

• North America
• Asia Pacific
• Europe
• Latin America
• Middle East & Africa