The role of digital transformation in cultural tourism

This article was written for Uncover magazine - Meaningful Leisure Experiences. 

Author: Jessika Weber is professor of Digital Transformation in Cultural Tourism at Breda University of Applied Sciences. 

As a research group, our role aligns closely with BUas' ambition of creating meaningful experiences and having a lasting impact on society. By integrating technology into cultural tourism, we strive to preserve heritage while making it more accessible and interactive. One of our early projects, the European Cultural Heritage Route of St. Martin, exemplifies this vision. In collaboration with bachelor’s students of AI & Data Science, Tourism, and Games, we have used digital storytelling and location-based gaming to breathe life into shared European values, ensuring cultural heritage is not just preserved but actively experienced.

Challenges and opportunities in a changing landscape
However, this journey is not without challenges. One pressing concern is the diminishing financial support for cultural institutions across Europe, threatening the preservation and dissemination of heritage. Reduced budgets for cultural heritage institutes and the cultural sites pose significant risks to the cultural sector. Additionally, the increasing politicization of culture adds complexity to heritage management. Museums and historical sites are no longer neutral spaces; they have become arenas for ideological contestation, raising questions about representation, inclusivity, and authenticity.

Yet, within these challenges lie opportunities. The rapid advancement of digital tools - such as AI, VR, and 3D modelling - presents new ways to engage with heritage. The shift towards digital cultural education and immersive storytelling opens up possibilities to reach broader audiences and foster deeper cultural connections. Our research explores these avenues, ensuring that technology enhances, rather than replaces, authentic cultural experiences. Our research focus is threefold and addresses digital transformation in the context of cultural tourism on different levels:

Step 1: Empowering cultural engagement through digital literacy - equipping people with the skills to navigate and interpret digital experiences.

Step 2: Fostering cultural understanding through digital transformation - using technology to break down barriers rather than create them.

Step 3: Tackling societal challenges with technology - ensuring that digital innovation addresses real-world issues rather than exacerbating them.

Shaping the future for students and stakeholders
As educators, it is our responsibility to equip students with the competencies needed to navigate this evolving landscape. Future tourism and cultural professionals must develop skills in digital literacy, cultural interpretation, and responsible technology applications. By fostering critical thinking and interdisciplinary collaboration, we prepare students to bridge the gap between technology and cultural heritage responsibly.

Moreover, our research has implications beyond academia. The stakeholders we engage with - heritage organizations, policymakers, and industry professionals - must also adapt to these shifts. Projects like Pantour, Next Routes and i-Demo address reskilling and upskilling needs of the sector, aiming at improving digital and creative competencies and making them fit for a digital transition in leisure and tourism. Strengthening partnerships with technology providers, cultural institutions, and digital entrepreneurs is essential to ensure sustainable and inclusive cultural tourism experiences.

A commitment to a responsible digital future
At the heart of our professorship is a commitment to balance technological progress with cultural integrity. By championing responsible digitalization, we aim to transform cultural heritage into a dynamic, interactive, and accessible domain that benefits both current and future generations. As we navigate this transformative era, the question remains: How can we ensure that technology serves culture rather than dictates it? Through continued research, collaboration, and education, we seek to find the answers - one digital experience at a time.