Sirada Pichayapaiboon, Founder and Chief Executive Officer of The Roots Routes
Coming from Bangkok, Thailand, and as a true Bangkokian, I have witnessed the rapid pace of modernity, urbanization, and gentrification. Heritage sites face deterioration, while intangible elements risk extinction. Heartfelt and unique neighbourhoods are disappearing day by day.
Additionally, the significant growth and transformation of the city have led to the continual loss of intangible heritage and historic communities. These problems are exacerbated by a lack of appreciation for cultural and historical value, causing a disconnection from our daily lives. It’s more challenging to pass on our identity to the next generation.
I believe this situation is not limited to Bangkok or Southeast Asia but is a global issue, as many traditional cultures face the threat of extinction. This puts pressure on local communities and results in the loss of valuable knowledge.
In many countries, tourism plays a significant role in the economy. At the same time, it can create great impacts, both positive and negative, through shared experiences. Tourism can serve as a tool for sustainable development, especially for cultural heritage, by using storytelling to foster connections and engagement. This not only helps heritage survive but thrive.
Storytelling is one of the most powerful tools we have to preserve culture. Every tale—whether about a sacred site, a local tradition, or a family recipe—contains fragments of a community’s history, values, and spirit. These stories connect the present to the past, weaving threads that tie generations together.
When an artisan shares the story of their craft with a visitor, it is not just about showcasing a beautiful piece of art. It’s about sharing an experience, hard work, and dedication. It’s an emotional connection that reveals “the soul of culture.”
This is what makes cultural tourism so powerful: the ability to engage with a culture on a deeper, more meaningful level. When tourists hear stories directly from those who live them, it sparks empathy, understanding, and a sense of shared humanity. A traveller who learns about the significance of a sacred site, the history behind a traditional dance, or the struggles and triumphs of an artisan gains more than just knowledge—they gain respect for the culture they are experiencing.
However, as the demand for cultural experiences grows, there is a risk that stories may be told for the sake of entertainment or commercial gain, losing their authenticity. It’s easy for cultural traditions to become diluted or misrepresented. That is why community-driven storytelling is so important. When locals tell their own stories, they ensure that their heritage is shared accurately and respectfully. They do not just offer a performance of their culture—they offer the real thing, with pride.
By supporting authentic, community-led tourism experiences, we can help preserve these stories and traditions for future generations.
To end with, cultural tourism is much more than just a way to see the world—it is an opportunity to engage with the heart and soul of the places we visit. Through storytelling, we can connect with cultures on a deeper level, build lasting respect, and ensure that the rich diversity of human heritage is preserved for future generations.
(If you have specific expertise, or would like to share your thoughts, please send us your writings at CAobservation@outlook.com)
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