Tourism trends are shifting, with visitors increasingly drawn to authentic, tradition-rich experiences. Today’s travelers seek deeper connections with the places they visit—participating in creative workshops, enjoying cultural performances, tasting local cuisine, and learning about unique traditions. This evolution has given rise to experiential tourism, a booming sector that emphasizes meaningful engagement over mere sightseeing.
Intangible Cultural Heritage (ICH) provides a crucial avenue for delivering these enriching experiences. By preserving and sharing ICH—local crafts, culinary traditions, festivals, music, oral histories, and more—communities can distinguish themselves in an increasingly globalized world. Moreover, tourism becomes a tool for safeguarding cultural practices, engaging younger generations, and generating economic benefits for local communities.
As part of the HIGHRES project, we are exploring how storytelling, particularly digital storytelling, can be utilized to preserve and promote ICH for tourism development.
However, balancing authenticity and commercialization is delicate. Ensuring that ICH is respected requires collaboration among various stakeholders, including local communities, NGOs, tourism businesses, and local authorities.
Case studies: Latvia’s approach to cultural heritage tourism
In Vidzeme region, Latvia, during the HIGHRES project, we explored successful case studies that incorporate digital storytelling into ICH tourism.
Valmiermuiža: Revitalizing a historical manor
Nestled outside Valmiera, the Valmiermuiža manor complex houses a craft beer brewery, shop, restaurant, and stables. To breathe life into the area, the Valmiermuiža Cultural Association has been active for over 13 years, collecting local ICH and organizing events such as farmers’ markets, seasonal celebrations, and craftsmanship showcases.
One of the highlights is a multimedia installation, Ausma, which uses historical materials to tell the story of the Hernnhutian movement’s beginnings in the 18th century there. Some of these stories are now permanently accessible via QR codes embedded in benches throughout the manor’s park. Alongside the brewery and stables, the association has placed Valmiermuiža on Latvia’s tourism map, celebrating local heritage and fostering pride in the community. Digital storytelling serves as a complementary element, conveying local history to visitors and enriching their tourism experience.
Alūksne: Transforming a train station into a cultural hub
In Alūksne, a small northern town, the narrow-gauge train Bānītis is both a historical treasure and an active mode of public transport. Recognizing its potential, the municipality launched an ambitious project to revitalize the train station quarter, once a neglected area.
The centerpiece of this transformation is a renovated barn showcasing digitized stories and memories of Bānītis, creating an engaging visitor experience. This initiative has not only attracted tourists but also rejuvenated local identity and pride. Infrastructure improvements and the development of hospitality businesses, such as a café and a hotel, have further boosted the area’s appeal. The quarter now hosts various cultural ventures, including a ceramics workshop, brewery, and private exhibitions, forming a vibrant cultural ecosystem.
This example underscores the importance of a comprehensive strategy where tourism development is just one part of a broader initiative, with digital storytelling playing a crucial role in connecting visitors to local heritage.
Carnikava: Preserving the art of lamprey fishing
Carnikava, a coastal town, has embraced lamprey fishing as its cultural hallmark. By working closely with local fishermen and producers, the municipality has secured Protected Geographical Indication status for Carnikava lamprey, highlighting its significance in Latvian heritage. Lamprey there is called “Currency of Carnikava”.
The annual Lamprey Festival attracts visitors eager to experience this tradition firsthand. Additionally, the local history museum has digitized stories of lamprey fishing, incorporating a video installation, Lampreys Are Coming, which is accessible via mobile phones. By combining storytelling with tasting sessions and lamprey production, Carnikava has transformed its ICH into a compelling attraction that supports the local economy.
Key takeaways for sustainable tourism
These case studies illustrate how ICH can drive tourism development when integrated into strategic plans with active stakeholder participation. By celebrating local traditions, communities not only enrich visitors’ experiences but also strengthen their cultural identity and economic resilience.
When nurtured responsibly, Intangible Cultural Heritage becomes a powerful catalyst for sustainable growth in both rural and urban areas. The digitalization of ICH makes these local stories more accessible and appealing to modern audiences, ensuring their preservation for future generations.
Written by Eva Koljera from the Vidzeme Tourism Association