By Si Thu Kyaw (MoHTC)

MYANMAR is a nation richly endowed with cultural traditions and heritage. From its own language, customs, cuisine, traditional at­tire, music, dance, and arts to its historical monuments, religious structures, and unique ways of life, both tangible and intangible cul­tural elements continue to flourish in magnificent diversity. A form of tourism rooted in these cultur­al inheritances has long existed prominently in Myanmar. For this reason, Myanmar has tradition­ally been introduced to the world tourism community as a “cultural destination”.

Within the tourism sector, the mere mention of Myanmar often brings to mind Bagan, followed by Mandalay and Sagaing – world-re­nowned destinations where vis­itors can vividly experience the country’s rich cultural heritage. Likewise, the colonial-era build­ings in Yangon evoke memories of history and stand as tangible representations of Myanmar’s cul­tural legacy. Beyond these physical attractions, the intangible cultural traditions of Myanmar’s ethnic communities have also earned recognition on the global tourism stage.

Myanmar is not alone in utiliz­ing its cultural wealth to promote tourism. Countries across the world that possess rich cultural heritage actively showcase and promote their cultural assets, striving for recognition through international heritage listings and preservation initiatives. Con­sequently, Cultural Tourism and Heritage Tourism have become indispensable components within the tourism development agendas of many nations. It has even been remarked in a tourism workshop that to truly understand a coun­try’s tourism industry, one must first study its culture, traditions, and heritage sites.

During a pilgrimage to Bagan, I once gazed peacefully upon the graceful Bu Pagoda standing along the Ayeyawady River while view­ing it from a small boat drifting upon the water. The river flowed continuously beneath the pago­da, symbolizing movement with­out end. In many ways, tourism resembles that river, constantly flowing and continuously evolving.

As tourism studies became more widely discussed within academic institutions, scholars increasingly emphasized the mul­tidimensional nature of tourism. Tourism is economic in nature. It promotes peace. It contributes to the preservation of culture and the environment. It creates opportuni­ties for women, youth, and margin­alized communities. Today, in the age of information technology and digital transformation, tourism continues to move dynamically alongside technological progress.

This raises an important ques­tion: Is cultural tourism evolving in step with the modern era? The words “culture” and “modernity” may at first appear contradictory. I once encountered this debate dur­ing an online tourism discussion forum where participants ques­tioned whether promoting cultural tourism in the digital age could be considered conservative. Initially, one may confuse the term “con­servative” with “conservation”. However, the debate centred on whether reviving and promoting cultural tourism in the digital era represents a return to outdated traditions or even a step back­wards against modernization.

Although merely theoretical discussions, such debates are highly valuable because conversa­tions specifically focused on cultur­al tourism have become increas­ingly rare today. More attention is now given to other tourism-relat­ed policies and emerging trends. Likewise, tourism research and academic writings have diversified significantly, leading scholars to explore a wide range of contem­porary tourism topics rather than concentrating solely on cultural tourism.

Returning to the original question, it is impossible to de­finitively state whether cultural tourism is inherently conservative. This is because Cultural Tourism simultaneously embodies both conservation and development. On one hand, cultural tourism seeks to preserve historical heritage, traditional lifestyles, ethnic cus­toms, festivals, clothing, and artis­tic expressions from disappearing. Religious sites, pagodas, festivals, and sacred spaces often enforce restrictions against inappropriate attire, disrespectful behaviour, al­cohol consumption, and drug use. Such regulations exist not only in Myanmar but also in Buddhist-ma­jority countries such as Thailand, Laos, and Cambodia, all of which actively promote tourism while preserving their cultural values.

Similarly, many heritage des­tinations prohibit the construction of modern buildings and uncon­trolled commercial development within heritage zones. Areas are carefully divided into Heritage Zones, Buffer Zones, and Com­mercial Zones to ensure proper management. Guidelines outlin­ing acceptable and unacceptable behaviour are also established to protect the lifestyles and traditions of local communities.

Therefore, promoting culture in tourism does not mean alter­ing or commercializing culture itself. Rather, it means utilizing cul­ture as a medium through which tourism can be developed. If tour­ism expansion relies on imitating, distorting, or excessively modify­ing cultural traditions merely to attract visitors, the authenticity of the culture will eventually be lost, threatening the sustainability of tourism itself.

At the same time, there are also strong reasons why cultural tourism cannot simply be labelled conservative. As previously men­tioned, tourism is inherently dy­namic and constantly evolving. When tourism is developed based on cultural heritage, infrastruc­ture, and local communities, it generates tax revenues for gov­ernments and creates employ­ment and income opportunities for local people. In this sense, cul­tural tourism is progressive and development-oriented.

Japan serves as an excellent example. Despite being one of the world’s most technologically advanced nations, cultural tour­ism remains one of the primary driving forces behind Japan’s tourism industry. In 2025, Japan welcomed over 40 million inter­national tourists, and studies in­dicate that nearly 70 per cent of these visitors travelled specifically to experience Japanese culture. Major cultural attractions include historical temples and heritage sites, traditional festivals and per­forming arts, Japanese cuisine, and kimono culture.

Furthermore, Japan con­tinues to preserve and promote “Omotenashi”, the deeply root­ed Japanese spirit of hospitality, within its tourism and hospitality sectors. Thus, cultural tourism exists delicately between preser­vation and progress.

While visiting Japan, I once experienced its famous traditional ramen. Although the dish retained its authentic cultural essence, the dining experience itself reflected modern innovation, cleanliness, and technological advancement. In other words, Japan enhances visitor experiences through inno­vation without compromising the authenticity of its cultural herit­age.

The same principle can be observed throughout Japan’s tourism destinations. The coun­try possesses 26 UNESCO World Heritage Sites, of which the vast majority are cultural heritage sites. These heritage locations are carefully preserved while also being made highly accessible and convenient for visitors through modern infrastructure and tech­nology. As a result, tourists experi­ence both cultural authenticity and technological sophistication simul­taneously. Therefore, Japan’s cul­tural tourism can be described as both conservative and progressive at the same time.

In today’s technological era, the flow of tourism continues to accelerate rapidly. Artificial Intel­ligence (AI) has already become integrated into many aspects of the tourism industry. Significant­ly, the theme for World Tourism Day 2026 is “Digital Agenda and Artificial Intelligence to Redesign Tourism”. This theme highlights the importance of reshaping tour­ism through digital technology and AI.

Amid global conflicts, eco­nomic crises, and climate change, the tourism industry must adapt swiftly to remain resilient and sustainable. Moreover, overtour­ism at major destinations must be effectively managed to ensure long-term sustainability, particu­larly in cultural heritage sites and cultural tourism destinations.

Therefore, for cultural tour­ism to continue contributing meaningfully to national econ­omies and sustainable develop­ment, it is essential to preserve the past, utilize the present wise­ly, and build the future respon­sibly.