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Two Culture and Heritage Tourism bodies agree to global alliance

Two Culture and Heritage Tourism bodies agree to global alliance
April 29, 2021

The World Tourism Association for Culture and Heritage (WTACH), based in Sydney, with offices in Europe, and the Culture Heritage Economic Alliance (CHEA), headquartered in Washington D.C. signed an MOU on 27th April 27 agreeing to put culture, heritage and communities at the forefront of the post-COVID tourism recovery.

The new partnership will see the two organisations work together to boost best practices, deliver education and training and advocate for better conservation, equity and access.

WTACH Chief Executive, Chris Flynn notes “WTACH and CHEA are experts and global leaders in culture and heritage tourism. With CHEA, we aim to help destinations and the tourism sector present the unique aspects of their cultural heritage in a way that celebrates and respects host communities, while delivering more meaningful visitor experiences.”

Stephanie Jones, Founder and Chief Executive of CHEA, added “In partnership with WTACH, we aim to deliver capacity building and tourism readiness training for local stakeholders, cultural preservation and tourism marketing and development consultancy — in short, a full support program to destinations and industry, big or small, new or old, that want to get culture and heritage tourism right.”

Pre-COVID, culture and heritage tourism was bruised by over-tourism at famous attractions, while financially neglected at the local level, especially in emerging economies.

Evidence by, a strategic partner of WTACH, shows that culture and heritage tourists (pre-COVID) spent up to 38% more per day and stayed 22% longer compared to other kinds of travellers. Chief Executive Carolyn Childs observed that when culture and heritage tourism is done right, the advantages are many: social capital, civic pride, economic benefit, cultural stewardship and a clear case for protecting assets.

With the MOU operational, WTACH and CHEA said that they are now ready and eager to work with businesses and institutions around the world which seek to put responsible culture and heritage tourism at the forefront of the revival of travel.

Flynn advised “the aim is to benefit host communities in ways that serve to protect and preserve the uniqueness of place.”

Both WTACH and CHEA are committed to advancing the UN’s Sustainable Development Goals.

Further information at and

Images: Top courtesy of WTACH and WTACH Chief Executive Chris Flynn and CHEA Founder and Chief Executive Stephanie Jones: helping communities put responsible cultural and heritage tourism at the forefront of travel revival (above).

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