Keywords

1 UNESCO World Heritage Sites (WHSs)

There are currently 1154 cultural, natural and mixed (cultural and natural) World Heritage Sites (WHSs) located in 167 countries (UNESCO, 2021). Many of these are national symbols, such as the Acropolis in Greece, Taj Mahal in India, Machu Pichu in Peru, and the Pyramids in Egypt. A substantial visitor economy exists alongside WHSs. UNESCO, the responsible governing body within the United Nations (UN), acknowledges that there is an interdependent relationship between WHSs and tourism (UNESCO, 2018, 2019a):

  1. 1.

    WHSs are often major attractions for the tourism sector.

  2. 2.

    Tourism offers World Heritage stakeholders the ability to meet the requirements of the Convention to “present” WHSs to the public and to generate funds for their conservation while also realizing community and economic benefits through sustainable use.

The advent of the COVID-19 pandemic, however, has impacted national tourism sectors worldwide. In WHSs worldwide, visitation has dropped by almost 90% at some of the more popular urban venues. On a positive note, this decrease provides the local tourism ecosystem with an opportunity to Build Back Better (OECD, 2020). The opportunity to adopt digital technology-based interventions can help build a sustainable and resilient tourism model in alignment with the UN Sustainable Development Goals (SDGs) (UN, 2021).

“Better,” when defined in terms of the SDGs, is when technology models can offer platforms that collect data from all stakeholders of different regions and utilize data analytics to design sustainable policies and governance models. Digital technologies can align with the direction of SDG 11 Sustainable Cities and Communities – Make cities and human settlements inclusive, safe, resilient and sustainable and its specific Target 11.4 – Strengthen efforts to protect and safeguard the world’s cultural and natural heritage.

Curated content and stories of host communities can align with SDG Targets 8.7 – “Take immediate and effective measures to eradicate forced labour” and 12.b – “Develop and implement tools to monitor sustainable development impacts for sustainable tourism which creates jobs, promotes local culture and products”, and help onboard local communities and provide them with an opportunity to highlight and preserve their local tangible and intangible cultural heritage via their unique crafts, art, cuisine, music, dance, etc. (UNWTO, 2021). This value proposition’s intention is to help host communities develop sustainable livelihoods in the vicinity of WHSs by promoting and preserving the tangible and intangible heritage of regions worldwide.

As part of SDG 4 – Quality Education, younger generations at schools and universities can be reached out to and onboarded to help better appreciate the world’s rich history and culture in an engaging way. Digital technology can also be used to train them as contributors in documenting and curating the content for WHSs. The UNESCO World Heritage Education Programme encourages young people to get actively involved in the protection of cultural and natural heritage. Its goal is to enable future decision makers in the conservation and protection of WHSs from the threats they face.

This study assessed the implication that digital technologies can have on WHSs. Specifically, it briefly presents case studies from Greece and India. These case studies are from simple to more elaborate uses of digital technologies to enhance WHS visibility and/or visitation experiences that could be adopted by managers of other WHSs.

2 World Heritage Sites and Technological Advances

Technological advances in transportation allow the visitation of even remote areas in a less expensive and time-consuming way. From 2010 to 2017, the number of international tourists increased by 50% (Dinu, 2018). While this might be economically favourable, many of the locations were not ready for this increase. Some researchers have found a positive relationship between WHSs and tourist numbers that can lead to long-term GDP growth (Farid, 2015). Unfortunately, in most cases, emphasis has not been placed on the negative impacts of mass tourism. Tourism pressures along with increased urbanization continue to negatively impact WHSs. There is often no planning for the infrastructure and other types of development and no appropriate regulation or implementation of regulations that directly impact the cultural values of WHSs (Wu, 2010).

In the WHS “Venice and its Lagoon,” after the enforcement of the lockdown conditions due to COVID-19, major changes occurred. A sharp decrease in different pollutants such as plastic marine litter and microplastic leachable contaminants were recorded as the result of the lack of mass tourism to this site (Cecchi, 2021). In another study, pre-COVID mass tourism increased greenhouse gas emissions that required mitigation measures (Cavallaro et al., 2017). Similar problems are occurring in many WHSs, even in remote ones. These new urban and tourism conditions require the implementation of strategies and policies to protect WHSs. Accurate and prompt tracking of the effectiveness of conservation measures should be a priority in WHSs with extensive urban development and where mass tourism is expected to continue; otherwise, the damages that may occur will be irrevocable (Pham et al., 2021).

Technological advances, if utilized properly, can benefit WHSs. Earth observation satellites and detection methods are recent examples of such advances. Through these methods, WHSs can be mapped and monitored more accurately with minimal impact on the actual sites, thus preserving them better. In the European Union, the Copernicus program provides satellite imagery, models and field measurements as free and open data (European Commission, 2018). One of the objectives is to use this data for the better protection of WHSs. GIS technologies (e.g., kernel maps, viewshed analyses) and a radial intensive archaeological survey model were combined to develop a new tool to more diligently assess archaeological surface assemblages (Mingo et al., 2021). This was implemented in the WHS of Rock Art of the Mediterranean Basin on the Iberian Peninsula in Spain. In the Cahokia Mounds WHS in Illinois, USA, Unmanned Air Vehicle photogrammetry provided a very accurate, fast, cost-effective and relatively large-scale surveying tool of archaeological sites with low-lying vegetation (Vilbig et al., 2021).

In modern archaeology, remote sensing tools and geospatial data can help in the preservation of sites and the discovery of new ones. Interferometric synthetic aperture radar (InSAR) methods are being used to assess the potential impacts of geohazards on cultural heritage sites (Elliott et al., 2016). Tapete and Cigna (2017) found that InSAR provides data on many WHSs in Italy, Netherlands, Germany, Spain, Greece and the UK. The existing InSAR geoinformation covers 36% of overall WHSs in Europe. It was also found that InSAR covers a similar percentage of “urban” (40%) and “rural” (34%) WHSs.

Virtual experiences for visitors are another example of the positive use of digital technologies. Avebury is a Neolithic heritage site in the UK. This area is part of the Stonehenge, Avebury, and Associated Sites WHS. Visitors can get a better sense of the place and presence by the virtual simulations of the Avebury area (Falconer et al., 2020). It was also found that such simulations have wide appeal for heritage and museum visitors, regardless of age, gender or familiarity with technology. For the old fortress site of A Famosa in Melaka, Malaysia, a mobile application was developed to assist visitors in the walkthrough of this WHS (Izani et al., 2020). Overall, this application was an effective method to promote cultural heritage because it makes the experience more interesting and engaging. In Indonesia, researchers developed a digital heritage knowledge platform that showcases its national WHSs online (Permatasari et al., 2020). This digital platform provides associated websites and mobile apps for these sites. Overall, new technologies can help in the discovery, protection, conservation, enhanced experience and increased visibility of WHSs.

The potential usage of new digital technologies is described in detail in the next sections. Initially, simple and applied technologies used in Greece are presented, followed by complex technologies in the case of India. Specifically, the Greek case studies showcase the experiences and the role that UNESCO Chairs can have in supporting and enhancing the World Heritage programme. In addition, the Greek case studies highlight how digital technology contributes to tourism diversification in order to meet the SDGs. In India, Augtraveler has implemented a model that links tourism, heritage and sustainable development that has already been recognized for its potential within UNESCO and ICOMOS.

3 Case Studies from Greece

Greece is a touristic hotspot, where this sector is a major part of its economy. Before the COVID-19 pandemic, particularly in the summer, certain cities and areas were extremely crowded. The new COVID conditions are leading to a shift from traditional mass tourism. Despite being a relatively small country, Greece has 18 WHSs (16 cultural and 2 mixed) and 14 more sites on its Tentative List (sites that are intended to be considered for WHS nomination) (UNESCO, 2021). Some of the sites (e.g., the Acropolis) are very heavily visited, while others (e.g., the Archaeological Site of Philippi) have substantially fewer visitors. The new COVID conditions indicate that that the number of visitors per site can be better balanced to achieve sustainable management. In addition, many of the visitors in Greece do not visit some of the WHSs because they are unaware of their existence, even though they might be vacationing nearby. Promoting WHS awareness should help diversify tourism in Greece and elongate the touristic period. This diversification of tourism will help meet SDG 8 – Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all (United Nations, 2021).

The mission of the UNESCO Chair Con-E-Ect (Conservation and Ecotourism of Riparian and Deltaic Ecosystems) is to promote sustainable tourism in unique ecosystems (Emmanouloudis et al., 2017). A university or a higher education or research institution group partners with UNESCO to establish a chair of practices and knowledge in areas that both the institution and UNESCO focus on. Greece has many such unique ecosystems, including the Gorge of Samaria and Mount Olympus, which are part of the UNESCO Man and the Biosphere Programme. Ecotourism is the best way to promote the conservation and protection of natural ecosystems, as long as it is done in a responsible, environmentally friendly way (Iakovoglou & Zaimes, 2018). Currently, in the WHSs of Greece, there are only two mixed sites (Meteora and Mount Athos), while Mount Olympus is still on the Tentative List. Ecotourism can be used as a tool to promote awareness and education among the general public, which would enhance the protection of sites to meet SDG 13 – Climate Action, SDG 14 – Life Below Water and SDG 15 – Life on Land (United Nations, 2021).

The diversification of tourism can be achieved with the utilization of new technologies. An example is the development of an interactive webmap. Specifically, the UNESCO Chair Con-E-Ect, in collaboration with the Municipality of Avdyra, Greece, developed an interactive map with the most important cultural and natural sites of the area (Fig. 28.1). For example, the Greek philosopher Democritus, who is considered the father of the “atom theory”, was born in Avdyra, but this has not been well advertised to visitors to the area. The “interactive webmap” informs visitors about Democritus and the potential sites of interest to visit. In addition, it provides information about the roads, railroads, services and amenities, as well as cultural sites: Christian and Muslim monuments, traditional-maintained houses, restaurants where traditional meals can be tasted or shops where traditional artefacts or products can be purchased. This was the first interactive webmap developed by a municipality in the region. Similar approaches could be adopted for lesser-known WHSs in Greece.

Fig. 28.1
A geographical map depicts different destinations using lines.

The interactive webmap developed for the Municipality of Avdyra, Greece. (Note. Webmap from ROUTE MAPS. G. N. Zaimes 2020. Source: www.routemaps.gr)

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In another project with the Municipality of Drama, eco-routes are being developed, such as the “Water-Riparian route,” where tourists can visit the urban springs and riparian areas of the city (Fig. 28.2) (Gkiatas et al., 2021). Drama has the unique riparian-wetland ecosystem of Agia Varvara within its urban area. The other is the “Forest-Urban Route,” where people can visit the suburban forest and important cultural areas (e.g., Archaeological Museum, Muslim Mosque, Byzantine walls, Macedonian Tomb) of the city of Drama (Fig. 28.2). The next step is to develop an interactive webmap for the city with the two routes. In addition, an easily downloaded app will be developed that will provide navigation of the route that the visitor chooses. Signs have been installed depicting the “connections points” of the city’s history with water and the riparian areas. The final activity will be to develop barcodes for the signs that will allow the visitor to get additional information on these areas. These are relatively inexpensive and easily implemented activities for lesser-developed WHSs that can really promote interest and visitation, thus, reinforcing their sustainable management (Argyropoulou et al., 2011).

Fig. 28.2
A satellite map highlights different areas of forest urban route, water Riperian route, and sites of interest.

The suggested two eco-routes (Forest-Urban and Water-Riparian) for ecotourism activities. (Note. Prepared by I. Kasapidis and G. Gkiatas, 2021)

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4 Case Studies from India

India was one of the first countries to ratify the World Heritage Convention in 1977. Today, India has 40 nominated WHSs: 32 cultural, 7 natural and 1 mixed and 48 on its Tentative List (UNESCO, 2021). The Indian Government spends millions of rupees in conserving WHSs and maintaining their appeal as destinations. The “Incredible India” tourism marketing campaign, initiated by the Government in 2002, projected the country as an attractive destination by showcasing different aspects of Indian tangible and intangible culture heritage (NITI Aayog, Government of India, 2020).

However, the problems of inadequate visitor interpretation within the WHSs have been arguably below expectations. The limited and qualified guide services are an issue, while hardware-based audio guides in the current scenario of COVID, site visitations might spread infection and, therefore, are not feasible.

The Augtraveler app-based platform was subsequently conceived in 2017 as a concept and adopted a digital technology stack of Augmented Reality (AR), Geo-location, Multimedia and E-commerce, which is implicitly curated in a storytelling narrative of the WHSs and the communities that live around them. These experiences are consumed by users on their mobile phones and, therefore, are accessible to all age groups and user backgrounds in their vernacular languages. It is worth noting that 91% of respondents identified their mobiles as preferred devices in daily use across age groups (Falconer et al., 2020).

The project’s design approach and methodology ensure that the host community remains at the centre to promote heritage-based tourism, highlighting how all stakeholders across the value chain can benefit from cultural tourism. The Augtraveler platform helps host communities highlight their local and tribal crafts, cuisines, handlooms, theatre, art, meditation, experiences and homestays, through a value-added approach, which reflects, extends and builds on the heritage and culture of any region, but also helps promote a “viable economic model.”

The goal is to promote sustainable tourism at WHSs where the local community connect with the international and domestic tourists directly and, therefore, may receive a greater share of the visitor economy through the development and promotion of experiential and immersive travel. This Augtraveler sustainability approach has been documented as a case study in the ICOMOS SDG Policy guidance document and aligns with UN SDG 8 (Fig. 28.3) (ICOMOS, 2021).

Fig. 28.3
An interface of COVID ready platform with pictorial representations.

The Augtraveler Case Study listed in the ICOMOS SDGs policy guidance document. (Note. Augtraveler platform proposition. Pankaj Manchanda 2021. Source: Augtraveler Concept Deck)

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The global pandemic has also seen digital interventions such as Augtraveler take on an important destination interpretation role. As an independent and personalized user-led experience, the app extends its value as a self-contained, COVID-ready innovation that facilitates independent, socially distanced travel.

Another mandate for Augtraveler has been to reach out to students at schools and encourage them to build a deeper appreciation and constituencies of support for these WHSs and their associated cultural heritage. The WHS experiences on the app are complimented by multi-disciplinary activity books, which are aligned to the grade-level school curriculum and are focused on Science Technology Engineering and Maths (STEM)-based learning. The intent is that the monuments and sites should evolve from being merely Instagram photo opportunities or picnic spots to knowledge dissemination and learning zones. The vision is to develop this module to align with the intents of SDG Target 4.7 – Ensure all learners acquire knowledge and skills needed to promote sustainable development (Fig. 28.4) (UNESCO, 2019b).

Fig. 28.4
A framework of social and emotional learning is represented through pictures.

Augtraveler’s School Outreach program aims to evolve WHSs as Knowledge Dissemination Zones whilst building on the Framework of Systemic Social and Emotional Learning. (Note. Augtraveler Education Series. Pankaj Manchanda 2021. Source: Augtraveler Concept Deck)

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One of Augtraveler’s recent projects was in the “Pink City” of Jaipur, where the firm was invited by its knowledge partner DRONAH (www.dronah.org) to co-create a project to curate the tangible and intangible heritage of the historic neighbourhood of “Chowkri Modi Khana” within the UNESCO WHS-prescribed area of the Old Town.

Jaipur was founded in 1727 and originally envisaged as a trade capital in the state of Rajasthan, where the main avenues of the urban ensemble were designed as markets, which remain characteristic bazaars of the city to date. Due to this extensive tangible and intangible cultural heritage, Jaipur was named as a UNESCO Creative City of Craft and Folk Art in 2015 and as a WHS in 2019.

A mandate of the municipal government is to elaborate a mechanism to preserve and protect its 710-hectare World Heritage-designated urban landscape. A detailed inventory of every building within the site’s perimeter and its various elements, including the socio-economic relations with the local population, will be prepared to understand the distinctive tangible and intangible cultural heritage features of each street and district.

Through this approach, Augtraveler and DRONAH developed the Chowkri Modi Khana heritage trail to provide visitors with an opportunity to experience the city’s many different facets, including the beautiful architecture of the old city (Fig. 28.5), from Rajput/Mughal style to Colonial and Art Deco-themed structures. This trail also extends to AR tours of high-profile venues such as the Amer Palace Fort, Jantar Mantar historic observatory and the iconic Hawa Mahal.

Fig. 28.5
An interface for Chowkri Modi Khana Walk heritage trail segment using video and picture based content.

Chowkri Modi Khana Walk heritage trail segment and example of traditional brassware with an online community marketplace for local products and services. (Note. Augtraveler Culture Haat – Promoting and Preserving Livelihoods and Cultural Heritage Pankaj Manchanda 2021. Source: Augtraveler Concept Deck)

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Augtraveler’s digital trail allows visitors to directly experience Jaipur’s living intangible cultural heritage traditions at a COVID-safe distance through the many havelis (traditional courtyard houses) and temples, along with the work of traditional crafts communities. This includes being informed about the living practice of brass utensil making.

Through a multimedia approach combined with AR, the Augtraveler platform offers historical narratives and production techniques of local arts and crafts. Additionally, in line with the vision to promote sustainable livelihoods of host communities, the platform makes them discoverable on trail maps by geo-tagging local community businesses in the historic city that craft and sell traditional brassware authentic in Jaipur. The methodology provides the visitor with an opportunity to explore community-based cultural tourism opportunities while developing a resilient livelihood model for host communities through a unique intervention (UNWTO, 2021). The Chowkri Modi Khana walk on Augtraveler has been listed in the UNESCO Creative Cities report as a use case of creative economies that can benefit from new-age digital technology (UNESCO, 2019b).

The Augtraveler methodology and its platform, including its use of AR/VR reality interfaces accessible on mobile phone devices, are well recognized as a first-in-class comprehensive digital interpretive, educational and community interaction platform. The platform has also received several commendations, including being named the Best COVID-ready Innovation at the India Responsible Tourism Awards 2021, a Finalist at the World Tourism Forum Lucerne’s Indian Startup Innovation Camp 2019 and a top innovative Startup in Heritage Travel by the Ministry of Tourism and Invest India in 2017.

5 Conclusions

Technological advances and traditional tourism practices, in some cases, may have detrimental impacts on WHSs. However, the adoption and implementation of new digital technologies can also provide an opportunity to establish sustainable tourism and enhance public awareness while educating decision makers and visitors about their importance and wide-ranging benefits. Technology can also onboard host communities, which are often marginalized in traditional tourism circuits, and their active participation can eventually promote the conservation, protection and sustainable management of WHSs. By applying such approaches, as exemplified by the case studies of Greece and India, digital platforms can serve as vital instruments to instil resiliency and also opportunities to pivot when dealing with unforeseen calamities like the COVID-19 global pandemic.