The ongoing conflict in West Asia has certainly had an adverse impact on global travel and tourism.
Cultural tourism, in particular, stands to lose more than it can possibly gain under the circumstances.
Not only does conflict reduce traffic to key destinations, but the safety of World Heritage sites has also been compromised and both tangible and intangible artefacts are in danger of being lost forever.
This is especially true in war-riddled West Asia where inbound tourism has already fallen off by as much as 20 percent in recent weeks and where decades of armed conflict have led to the irreparable destruction of the region’s cultural heritage.
This feature outlines key challenges to the cultural tourism sector in the region and what may be done to at least soften the impact of ongoing conflict.
The wages of war
For many of us born in the 1970s and early 1980s, there has never seemed to be a time when West Asian nations were not at war.
Circumstances have only become more complicated since the Arab Spring of 2011, as armed conflict and terrorism have not only destroyed a number of key cultural destinations, but have also jeopardised the potential of nations as growth areas for cultural tourism.
As Jose L Groizard and Maria Santana-Gallego of Spain’s Universitat de les Illes Balears wrote in a 2018 study:
“International tourism is highly sensitive to terrorism, conflicts, and political violence. Since tourists want to travel to safe places, if they see a risk of injury, death, or even just becoming involved in a stressful situation, they will avoid that destination.”
It should be noted that, as of 2013, the United Nations’ World Heritage Committee chose to place six World Heritage Sites (WHS) in the Syrian Arab Republic on its List of World Heritage in Danger.
By doing so, they have drawn attention to the risks these locations face under the circumstances affecting the nations these are located in.
But raising awareness alone has been insufficient in preventing further destruction within and around these areas.
Is there anything that can be done?
According to independent researcher Dr Mohamed Amer, West Asia was already outperforming international tourism recovery trends following the onslaught of COVID-19, despite isolated incidents throughout the region.
Indeed, the UN World Tourism Organisation (UNWTO) reported that West Asia saw a significant rebound as international arrival numbers rose by 30 percent compared to what was last seen at the end of 2019 and experts forecast significant growth for the regional tourism sector.
But all that has changed since 28th February, and perhaps the best thing to do at this point in time is to consider what may be done to ameliorate the situation, for cultural tourism at the very least.
Likewise, perhaps tourism boards in affected nations need to look forward and contemplate preventive strategies.
As Amer explains:
“Cultural destinations should embed resilience into tourism planning through risk-aware marketing that communicates safety measures and destination stability, and flexible product offers, such as regional cultural hubs combining heritage with soft-adventure and remote experiences.”
He added that recognising environmental, social, economic, and cultural pillars of sustainability are all in sync with global expectations and standards.
By safeguarding heritage preservation, securing community engagement, and putting eco-efficiency in place, key cultural destinations in the region could also boost their competitiveness in the global tourism context.
The use of technology has also been posited as a tool for the job, specifically virtual and augmented reality systems and artificial intelligence which all have the potential to complement physical tourism with immersive cultural experiences.
Such solutions will be able to drive tourist engagement whilst minimising pressure on damaged areas which may still be in high-conflict zones or are in the process of restoration.
While the conflict is still ongoing with no apparent resolution in sight, it pays to be prepared for a time when peace, no matter how tenuous, may return along with travellers seeking to experience the richness of the region’s heritage.
