We cannot amply emphasise the fact that, in times of grave conflict, tourism is one of the economic sectors that gets hit the hardest.
This is especially true of cultural tourism: war destroys national landmarks and a great deal of cherished heritage is often lost in the rubble.
Yet, like phoenixes, nations have risen from the ashes and have managed to preserve some of the greatest artefacts of their culture and even rebuilt key historic locations.
In this feature, we look into the ways by which nations who have emerged from conflict can revive cultural tourism and jump-start a renaissance for tourism in general.
What needs to be done first
In the aftermath of war, the first thing that governments look into is the wellbeing of their people: counting survivors, assessing overall well-being, and bringing medical and livelihood assistance to where it is needed the most.
After human needs have been looked after, the next thing on the rehabilitation agenda is to see how much damage has been sustained by infrastructure on both national and local levels.
As damage can seriously hamper reconstruction, governments must immediately deploy experts to document destroyed and surviving cultural sites.
They must also prioritise the physical reconstruction of the country’s best-known cultural landmarks and major heritage assets, an activity that could involve teams of historians, curators, as well as archaeologists.
To expedite the situation, governments may need to team up with organisations like UNESCO or privately-run organisations to raise financial aid, especially if reconstruction involves restoring heritage sites to a state of authenticity.
Ensuring overall safety in these sites is mandatory, thus the need to prioritise defusing or demining within the immediate area, especially if the site is truly meant to be a cultural attraction.
Retelling narratives
Marketing, especially destination marketing, is a prime consideration during reconstruction.
Especially in sites that were characterised by the media as areas where heavy fighting occurred, the narrative needs to change from that of a war zone to a dedicated area that celebrates the resilience of a nation and its people.
Post-conflict marketing also involves the use of heritage sites as symbols of reconciliation and national unity, as seen in the Hiroshima Peace Memorial in Japan and the Independence Palace in Vietnam.
In the contemporary age, rewriting the narrative also means making the most of available technologies such as augmented and virtual reality systems to show both what was lost and what still remains, as well as influencer campaigns highlighting the next chapter in a destination’s story.
Locations may also highlight the way they are working for peace through cultural festivals celebrating the common ground humanity has in music, art, and gastronomy.
How to get survivors involved
Involving residents is an experience that may prove cathartic and therapeutic for those hit hard by the horrors of war.
France did this throughout and after the Second World War enabling its people to take stock of the situation and make the most of it whilst defending themselves and their heritage.; it also served to make reconstruction a wholly community-driven effort in the years that followed.
Governments and private sector partners also need to offer grants to artisans, accommodations, and restaurants near sites particularly affected during the fighting as a way of helping them get back on their feet faster.
War by any measure is an ugly thing that leaves nothing but destruction in its path, but the strength of the human spirit has long ensured that nations can bounce back and tell their story to the world through the culture and traditions that are worth fighting for.
