Unveiling Greece’s Potential: Tour Operators’ Perspectives on Sustainable Management of Intangible Cultural Heritage Tourism in Greece

The following findings are derived from the academic research undertaken as part of the master’s dissertation entitled: “Unveiling Greece’s Potential: Tour Operators’ Perspectives on Sustainable Management of Intangible Cultural Heritage Tourism in Greece” conducted by Eleftheria Karamitrou, supervised by Dr. Evangelia Georgitsogianni, and examined by Dr. Vassiliki Costarelli, Dr. Evangelia Georgitsogianni and Dr. Sofoklis Skoultsos (all Professors at the Department of Economics and Sustainable Development at Harokopio University of Athens).

The master’s dissertation was undertaken as part of the Transnational, Interinstitutional, and Interdepartmental Postgraduate Program “Sustainable Tourism Development: Heritage, Environment, Society”, which is implemented through the collaboration of three universities: the Harokopio University of Athens (Department of Economics and Sustainable Development, Department of Geography, Department of Informatics and Telematics), the University of Paris 1 – Panthéon Sorbonne (IREST – Institut de Recherche et d’ Etudes Supérieures du Tourisme), and the University of the Aegean (Department of Business Administration).

The academic research aimed to investigate the approach of tour operators to the sustainable management of ICH tourism in Greece, a topic that seems relatively underexplored in the academic literature.

Problem Statement

Authenticity has emerged as one of the most desirable qualities sought by today’s travellers. ICH holds significant importance in this context, as authentic experiences are typically found in the intangible and living cultural heritage of destinations. In the growing quest of travellers to experience authentic local cultures, tour operators, as product developers and suppliers within the industry, to remain relevant and by extension secure their position in the competitive global marketplace, align their offerings with these evolving preferences. It is only a quick search on travel agency websites to reveal that ICH assets now feature prominently in travel packages. Traditional ceremonies, cultural festivals, culinary classes and crafts workshops are just a few examples of the many ICH elements included. However, when ICH is treated as a tourism resource, the distinction between safeguarding and commercialization it becomes increasingly blurred. This ambiguity is particularly evident among tour operators, who are often driven by business and commercial motives, potentially lacking the necessary awareness regarding ICH management practices. While some level of commodification seems inevitable to make ICH accessible as a tourism product, the real issue arises with over-commodification and adaptation process. Finding the balance between safeguarding ICH and satisfying tourists’ needs remains a key challenge.

Sustainable tourism is crucial for ensuring that ICH, when utilized as a heritage-based tourism resource, generates revenue while simultaneously preserving its authenticity, cultural continuity, and diversity. Sustainable tourism is a positive approach to tourism that aligns exceptionally well with the safeguarding of ICH. The principle of sustainability is particularly significant in the context of ICH, as it is not merely an external goal imposed upon it, but rather a principle fundamentally embedded within its very essence. This intrinsic connection is clearly articulated in various provisions of the 2003 UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage. The Convention’s definition of ICH underscores this relationship: “For the purposes of this Convention, consideration will be given solely to such intangible cultural heritage as is compatible with existing international human rights instruments, as well as with the requirements of mutual respect among communities, groups and individuals, and of sustainable development” (UNESCO, 2003, Art. 2.1). Sustainability holds immense potential for achieving the balance between safeguarding ICH and satisfying tourists’ needs.

Overview of the Main Findings

Before delving into sustainability and sustainable management practices, it was essential to first explore tour operators’ perspectives on balancing profitability with cultural preservation. By initially focusing on the balance between profitability and cultural preservation, the discussion aligned more closely with the immediate business challenges faced by tour operators. This approach helped set the stage for a subsequent discussion on sustainability, which is perceived as a long-term process of continuous improvement.

Tour operators seem to recognize the need for a balance between profitability and cultural preservation. This recognition is not limited to theoretical level but extends to practical level and translates into tangible actions by being embedded in their business philosophy. Tour operators follow strategies and make efforts aimed at achieving this balance, with a focus that, in general context, aligns with sustainability principles. However, the effectiveness of their efforts and the depth of their engagement remain unclear requiring further investigation. However, when it comes to direct reveal their approach to sustainability in relation to ICH tourism, the dynamics become blurred. Tour operators’ awareness and understanding of sustainability appear to be in an early stage. Of course, not all tour operators share the same level of comprehension. While their efforts and strategies reflect a willingness to sustainability in relation to ICH – whether they are approaching sustainability in the most effective and comprehensive manner is another discussion that requires further investigation – their understanding of sustainability and sustainable management in this context seems fragmented, limited and somewhat generic. Despite this limited understanding, the key point is that tour operators’ actions demonstrate a shift in mindset. Although this may seem like a small step, it marks a crucial move forward. Even the mere recognition of sustainability as something positive and important lays the foundation for further progress. This acknowledgment, however modest, is paving the way for more meaningful, long-term commitments to the sustainable management of ICH tourism.

The study suggests that awareness of sustainability in ICH tourism among tour operators in Greece needs to be significantly advanced. This need is particularly pressing, given that the selection and inclusion of ICH elements in travel packages often depend heavily on market demand, which can pose several risks to ICH and its authenticity. However, efforts by themselves do not necessarily imply progress. True progress is contingent upon countries’ commitment to develop and promote sustainable practices. As well illustrated by the International Labour Organization referring to the implementation of the 2030 Agenda for Sustainable Development, both the implementation and effectiveness will be governed by the sustainable development policies, plans, and programs of the countries, which will lead this process. National tourism policy could help provide the necessary resources, guidance, and frameworks to ensure that sustainable management of ICH tourism is approached in the most comprehensive and effective manner possible by tour operators. Such policy-driven support would help bridge the gaps in understanding and implementation, ensuring that both ICH preservation and business viability are addressed in a balanced and sustainable way.

Greece and its tourism policy could promote targeted initiatives, such as capacity-building programs, awareness-raising campaigns, and the sharing best practices from other countries, to enhance tour operators’ understanding of sustainable ICH tourism practices. The study highlights the “Web Dossier on Intangible Cultural Heritage and Sustainable Tourism”, published by the ICH NGO Forum as an exemplary introductory resource for Greek tourism policy. This online platform, accredited by UNESCO, offers valuable guidelines and recommendations for integrating sustainability into ICH tourism. What is needed and being crucial right from the planning stage of tourism products is a tourism design that is sensitive to ICH considerations.

About the Author

Eleftheria Karamitrou holds a Bachelor’s degree in Archaeology (University of Ioannina), a Master’s degree in Cultural Heritage Studies (University College London), and a Master of Science double degree in Sustainable Tourism Development (Harokopio University of Athens & University of Paris 1 – Panthéon Sorbonne). Her research interests encompass topics such as cultural heritage, with a special focus on ICH, tourism management, public archaeology, sustainable development, and coach tourism. Professionally, she is actively engaged in the travel and tourism industry, contributing to a family-owned coach tourism business.

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