Coding the future: UNESCO webinar on sustainable tourism fosters community empowerment with digital storytelling

UNESCO's webinar 'Harnessing Digital Tools for Greater Community Involvement in Sustainable Tourism Narratives' took place via Zoom conferencing on 20 March 2024. The webinar-the third in an ongoing UNESCO Bangkok heritage project, 'Achieving Sustainable Tourism with Intangible Cultural Heritage and Creative City Network in Waterway Cities of ASEAN' (2023-2024)-aimed to foster community-driven sustainable tourism initiatives in the ASEAN region. Both the webinar series and its umbrella programme are supported by ASEAN-Türkiye Cooperation, Designated Areas for Sustainable Tourism Administration (DASTA), International Training Center for Intangible Cultural Heritage in the Asia-Pacific Region under the auspices of UNESCO (CRIHAP), K11 and ONYX Hospitality Group. Webinar sessions are facilitated by City Connext and b.Consulting Cambodia.

Keynote remarks were provided by Ms Pattamon Runchavanont, Head of Solutions Mapping, at the Accelerator Lab Thailand, United Nations Development Program's (UNDP). She cited the central role to be played by local people in community-based tourism (CBT) management, stating, '[We need to] empower [communities] as both drivers and beneficiaries of sustainable tourism efforts, and digital tools have a pivotal role in facilitating their involvement.' She also highlighted the power of storytelling and digital platforms in 1) amplifying community voices; 2) showcasing local traditions and histories; and 3) integrating diverse perspectives into tourism narratives. The keynote essentially advocated for repositioning tourism development towards greater sustainability as a driver for balanced regional economic, social, and environmental growth.

UNDP

The webinar's following panel discussion featured Prof. Dr Supitcha Tovivich from Silpakorn University (Thailand), Mr Philip Kao from Siem Reap Tourism Club (Cambodia), Prof. Dr Amran Bin Hamzah from Universiti Teknologi Malaysia, Dr Somphavanh Seukpanya, an independent Lao tourism consultant, Ms Sirada Pichayapaiboon from The Roots Routes (Thailand); and Mr Pat Pataranutaporn from MIT Media Lab.

UNESCO/City Connext

The panelists delved into strategies for overcoming challenges and building capacity in digital tourism initiatives; fostering equitable access to digital platforms for community engagement; utilizing innovative technologies for sustainable tourism; inserting digital marketing strategies for community-led tourism; and promoting collaborative efforts across sectors to support local tourism initiatives. The importance of 'inclusive digital design' was also cited as a critical component of successful tourism initiatives needing to accommodate diverse needs of their tourism clients, such as those from aging and disabled populations. The use of free digital platforms already widely available to the industry was also recommended to facilitate inclusion among all societal sectors.

The Roots Routes

Ms Pichayapaiboon, as a co-founder of a digital community tourism platform, The Roots Routes, stressed the importance of adapting digital platforms to the needs of local communities, especially towards helping those communities overcome 'cultural and generational' divides and 'facilitating easier access to digital tools.'

Dr Somphavanh Seukpanya

In comments lending a perspective from Lao PDR, Dr Seukpanya shed light on the country's digital divide, emphasizing the need for infrastructure improvement and external support to empower communities through storytelling, and highlighting the role of such infrastructure in showcasing local geography, culture, and natural beauty. According to Dr Seukpanya, the improvement of digital tools is essential, as 'social media can unveil hidden gems within communities, [thus] attracting tourists to lesser-known locales and fostering economic growth.'

Siem Reap Tourism Club

Mr Kao discussed an example of recent digital capacity-building in Siem Reap, Cambodia, commenting, 'Training locals to use digital platforms for promoting tourism products is essential.' From a more technical standpoint, Mr Paraeanupaporn, a researcher at MIT, highlighted the potential of artificial intelligence (AI) in sustainable tourism development, such as through the creation of interactive experiences which connect tourists with cultural heritage and nature.

MIT Media Lab

The dialogue underscored the transformative potential of digital platforms in revitalizing local markets, preserving cultural heritage, and fostering economic growth. Dr Tovivich and Dr Bin Hamzah emphasized the importance of collaborative partnerships among public and private sectors, NGOs, and academia in building digital and entrepreneurial skills within tourism communities.

Prof. Dr Supitcha Tovivich

Both speakers highlighted successful initiatives that leverage digital tools to create immersive tourism experiences, enhance storytelling, and promote community engagement, thereby helping to achieve sustainable tourism fundamentals.

National Tourism Policy 2020-2023, Malaysia

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