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Published on Thursday, April 29, 2021

Culture and heritage tourism NGOs establish global alliance

Two organisations focused on cultural tourism have signed a pact to propel culture, heritage and communities to the forefront of a post-Covid travel recovery.

Sydney based World Tourism Association for Culture and Heritage (WTACH), and the Culture Heritage Economic Alliance (CHEA), headquartered in Washington DC, signed a MoU.

The new partnership will see them work together to improve best practices, education and training, and advocate for better conservation, equity and access.

"WTACH and CHEA are experts in culture and heritage tourism. With CHEA, we aim to help destinations and the tourism sector present the unique aspects of their cultural heritage in a way that celebrates and respects host communities, while delivering more meaningful visitor experiences," said Chris Flynn, CEO of WTACH.

With the MoU operational, WTACH and CHEA are now ready to work with businesses and institutions globally which want to tap responsible culture and heritage tourism to fuel a travel revival.

"In partnership with WTACH, we aim to deliver capacity building and tourism readiness training for local stakeholders, cultural preservation and tourism marketing and development consultancy," said Stephanie Jones, Founder & CEO of CHEA.

"The aim is to benefit host communities in ways that serve to protect and preserve the uniqueness of place," added Flynn, who is a  former Pacific Director of the Pacific Asia Travel Association .

The Cultural Heritage Economic Alliance, Inc. works with DMOs, governments, travel brands and associations to create opportunities for under-served tourism businesses and attractions.

Both WTACH and CHEA said they are committed to advancing the UN's Sustainable Development Goals.

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