Cultural Tourism Market to surpass USD 20,553.7 Mn by 2032 - Coherent Market Insights

The global cultural tourism market, valued at USD 7,961.3 million in 2025, is on a trajectory of rapid expansion. Projections indicate a USD 20,553.7 million valuation by 2032, exhibiting a CAGR of 14.5% during the forecast period. An emerging preference that is facilitating the market expansion is the growing desire to travel based on appearances. Other components that are supporting the industry include increasing interest in the area of heritage and religious tourism, as well as government-sponsored programs that advertise historic and cultural sites to travel to.

Key Market Insights

• The cultural tourism industry is growing rapidly as more people develop an interest in heritage tourism. With rising disposable incomes, consumers are increasingly exploring cultural heritage sites, and governments are capitalizing on this trend by actively promoting these destinations. By type, the heritage sites sub-segment is expected to highly contribute to the overall cultural tourism marketplace, with approximately 31.6% of the market share by the year This sub-segmentgrowsdueto a global increase in heritage conservation initiatives, UNESCO World Heritage Sites designations, and moretravelersforthesolepurpose of an authentic historical experience. Museums and monuments are anticipated to followsuitandexperienceconsistentgrowth with better digital and interactive exhibits attracting even more modern tourists.
• By purpose of visit, the pilgrimage segment is projected to account for approximately 31.8% of the market share by 2032, driven by increasing consumer preference for experience-based travel. The growing number of global pilgrimages, religious festivals, and spiritual retreats is a key factor contributing to this segment’s expansion.
• In terms of traveler type, solo travellers is expected to holda market share of7% by 2032, owing to growing interestin independent traveling and customized cultural experiences. Additionally, younger generations, particularly the younger halves of the millennial and combination of Gen Z, are helpingtofuel solo tourism as they seek self-directed experiences while traveling.
• In terms of region, Europe is expected to remain the overall largest cultural tourism market with almost 39.3% of the total market in 2032, primarily due to its number of historical sites, museums, and cultural festivals.

The full report is now available for purchase: https://www.coherentmarketinsights.com/industry-reports/cultural-tourism-market

Cultural Tourism Market Report Coverage

Market Dynamics

The cultural tourism market is experiencing strong growth, driven by increasing interest in heritage exploration, religious travel, and experiential tourism. Governments and tourism boards worldwide are investing heavily in the preservation and promotion of cultural landmarks to attract both domestic and international visitors.

In December 2024, the Ministry of Tourism, Govt of India, in a big boost for tourism sector, has approved 40 Projects worth Rs. 3,295.76 Crore for the development of lesser-known Tourism sites in 23 States, across the country. The initiative aims to ease pressure on high-traffic sites and promote a more balanced distribution of tourists across the country. By focusing on lesser-known destinations, the Ministry hopes to enhance the overall tourism experience, boost local economies, and ensure sustainable growth in the tourism sector through a strategic approach to new project selection.

Additionally, increase in digital engagement in tourism - such as virtual reality (VR) experiences and AI travel planning - will also drive accessibility and attraction to cultural areas. Organizations premiering cultural experiences with providers of digital content, like Google Arts & Culture, are enhancing the interaction and appeal for travelers to experience cultural spaces. Moreover, sustainability in tourism is emerging as a vital concern as regulatory organizations and organizations are pushing for responsible tourism practices. In March 2021, UNESCO launched new guidelines for sustainable cultural tourism that would spur destinations on tourism development based on historical and cultural integrity.

Market Trends

Integration of Digital and Immersive Technologies: Cultural tourism is being transformed by virtual reality (VR), augmented reality (AR), and AI-powered travel experiences. Museums, heritage sites, and cultural institutions are increasingly adopting VR tours, AI-driven personalized itineraries, and AR-enhanced historical reconstructions to enrich visitor experiences. In December 2024, the GITA Museum at Jyotisar, Kurukshetra, unveiled as a groundbreaking initiative that seamlessly merges ancient Indian wisdom with modern technology. Built within the 48-acre Krishn Circuit, this state-of-the-art museum employs Augmented Reality (AR), Virtual Reality (VR), projection mapping, holograms, kinetic installations, and AI-driven interactive displays to offer visitors an immersive exploration of the Mahabharata.

Rise in Sustainable and Responsible Tourism: Travelers are increasingly prioritizing eco-friendly and responsible tourism practices, leading to a surge in demand for sustainable cultural tourism experiences. UNESCO and major global tourism organizations have introduced stricter sustainability guidelines to protect historical sites from over-tourism. In 2024, the European Commission introduced new funding programs for eco-friendly tourism projects that support heritage conservation while reducing carbon footprints.

Market Opportunities

Expansion of Cultural Tourism in Emerging Markets

Emerging economies, particularly in Asia Pacific and Latin America, are witnessing a surge in cultural tourism investments, with governments promoting their heritage and local traditions to attract international visitors. Infrastructure development, including new heritage site restorations, tourism-friendly policies, and improved transportation facilities, is making cultural tourism more accessible.

Saudi Arabia has rolled out the Tourism Investment Enabler Program (TIEP) to fast-track its tourism market. Minister of Tourism His Excellency Ahmed Al-Khateeb is at the forefront of the program seeking to secure US$ 11 billion (SAR 42 billion) in private investment and improve GDP by US$ 4 billion (SAR 16 billion) by 2030. TIEP plans to reduce operational costs, modernize tourism regulations, and develop infrastructure, such as 42,000 new hotel rooms, adding 120,000 jobs. Moreover, a One Stop Shop for tourism investment will streamline procedures. Having exceeded its goal of 100 million visitors ahead of schedule, Saudi Arabia now aims to align with its 2030 Vision and reach 150 million visitors annually.

Increasing Religious and Pilgrimage Tourism

Religious tourism is a significant segment of cultural tourism, with destinations such as Mecca, Vatican City, and Varanasi witnessing millions of visitors annually. Governments are investing in infrastructure upgrades, including smart pilgrim tracking, improved amenities, and digital access to religious texts and rituals, to enhance the pilgrimage experience.

For example, in February 2025, the Ministry of Tourism under the “Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive” (PRASHAD) scheme provided financial assistance to the State Governments and Union Territory Administrations for the development of tourism infrastructure at important pilgrimage and heritage destinations. A total of 47 projects have been sanctioned in 27 States/UTs with estimated cost of US$ 185 million (INR Rs.1594.40 crore).

Analyst’s View

"The cultural tourism market is poised for substantial growth, driven by rising consumer interest in heritage exploration, religious travel, and immersive cultural experiences," said senior analyst Pankaj Poddar. "The integration of digital and immersive technologies, such as VR, AR, and AI-powered travel planning, is transforming the visitor experience, making cultural tourism more accessible and engaging. Additionally, government initiatives worldwide—such as UNESCO conservation efforts, infrastructure investments, and sustainable tourism programs—are further accelerating the market expansion."

Recent Developments

In December 2024, Opportunities, collaboration, and future growth took centre stage at Trip.com Group’s annual Global Partner Summit, where over 2,000 industry leaders, including representatives from accommodation providers, airlines, attractions and tour operators, tourism boards, and the media, gathered to envision the future of travel. With the theme ‘A Shared Journey to a Better World’, the summit was held at the Abu Dhabi National Exhibition Centre, and provided a forum for stakeholders to come together to celebrate the industry’s resilience, reflect on its achievements, and chart a collective path towards future success.

Competitor Insights

• Expedia Group
• Priceline Group
• China Travel
• China CYTS Tours Holding
• American Express Global Business Travel
• Carlson Wagonlit Travel
• BCD Travel
• HRG North America
• Travel Leaders Group
• Fareportal/Travelong
• AAA Travel
• Corporate Travel Management
• Travel and Transport
• Altour
• Direct Travel
• World Travel Inc
• Omega World Travel
• Frosch
• JTB Americas Group
• Ovation Travel Group

Market Segmentation

• • Type
    • Heritage Sites
    • Religious Sites
    • Parks & Gardens
    • Museums
    • Monuments
    • Others
  • Purpose of Visit 
    • Pilgrimage
    • Leisure
    • Educational/Study
    • Photography/Art
    • Others
  • Traveler Type
    • Solo Travelers
    • Friends/Families
    • Others
•  Regional Insights
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • Israel
    • Rest of Middle East & Africa