Who visits World Heritage? A comparative analysis of three cultural sites

Visitors to UNESCO World Heritage Sites exhibit distinct demographic trends that diverge from the broader heritage tourism profile. A comparative analysis of three iconic sites—Independence Hall (USA), Studenica Monastery (Serbia), and Volubilis (Morocco)—revealed that while these tourists are highly educated, they lack uniformity in age, income, or residence, contrasting with the typical middle-class, middle-aged heritage tourist. The study employed survey-based research and descriptive statistics to highlight these nuanced patterns, suggesting that World Heritage tourism may represent a specialized segment within the broader tourism landscape. Though limited to three sites, this work lays groundwork for deeper demographic studies on this globally significant visitor group.

Adie, B. A., & Hall, C. M. (2016). Who visits World Heritage? A comparative analysis of three cultural sites. Journal of Heritage Tourism, 12(1), 67–80. https://doi.org/10.1080/1743873x.2016.1151429