遗产重新构想 推动沉浸式、技术驱动和体验导向的旅游业 Heritage reimagined Driving immersive,tech

reimagined:

Drivingimmersive,tech-enabledandexperience-ledtourism

July2026

/in

KPMG.MaketheDifference.

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

meaningful.Theyareincreasinglydrawntodestinationsthatcombinecompelling

storytelling,culturalengagementand

technology-enabledinterpretation,creatingdeeperandmorememorableconnectionswithheritage.

Thisreport,developedinpartnershipwith

KPMGinIndia,exploreshowheritage

destinationscanrespondtotheseevolvingtrends.Ithighlightsthegrowingroleof

technology,innovation,community

participationandpublic-privatepartnershipsinenhancingvisitorexperienceswhile

safeguardingtheauthenticityandintegrityofculturalassets.

AsIndiaadvancestowardsthevisionof

ViksitBharat2047,heritagetourismhasthepotentialtobecomeapowerfulinstrumentforshowcasingourcivilizationallegacy,

generatinglivelihoodsandfostering

inclusivegrowthacrossregions.Wehopethisreportwillcontributemeaningfullytoongoingpolicydiscourseandinspire

collaborativeactiontowardsunlockingthefullpotentialofIndia’sheritagewealth.

OnbehalfofPHDCCI,Iextendmysincere

appreciationtoallpartnersandstakeholderswhosecontinuedsupportandcommitmentarehelpingpreserveoursharedheritage

whilecreatingnewopportunitiesfortourism-leddevelopment.

India’sheritageisoneofitsgreatestassets–

arichtapestryofmonuments,traditions,

crafts,cuisine,performingartsandliving

culturalpracticesthatreflectsthedepthanddiversityofourcivilisation.Astourism

continuestoevolve,heritageisincreasinglyemergingasacatalystforsustainable

development,culturalpreservation,

communityempowermentandeconomicgrowth.

Foroveradecade,PHDCCI,throughits

flagshipInternationalHeritageTourism

Conclave,haschampioneddialogueand

collaborationtoadvanceheritagetourisminIndia.InpartnershipwiththeMinistryof

TourismandCulture,StateGovernments,

industryleaders,heritageinstitutionsand

tourismstakeholders,wehaveconsistentlyworkedtowardspromotinginnovativeideasandpracticalsolutionsthatstrengthen

heritage-leddestinationdevelopment.

Asweconvenethe15thInternational

HeritageTourismConclaveattheiconic

SalarJungMuseuminHyderabad,acity

wherehistory,cultureandmodernity

converge;itistimelytoreflectonthe

changingdynamicsoftravellerexpectations.Thechoiceofthisdistinguishedvenue,hometooneoftheworld’sfinestcollectionsofartandantiquities,reinforcestheimportanceofpreservingandpresentingourheritagein

waysthatremainrelevanttocontemporaryaudiences.Today’svisitorsseekexperiencesthatareimmersive,authenticand

Chair–TourismandHospitalityCommitteePHDChamberofCommerceandIndustry(PHDCCI)

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

increasinglyleveragingtechnologynotonlytostrengthenconservationoutcomes,but

alsotoenhanceinterpretation,accessibility,operationalefficiency,andvisitor

engagement.Theconvergenceofheritage,technology,andexperiencedesignis

creatingnewopportunitiestoexpand

audiencereach,enrichculturalstorytelling,andstrengthendestinationcompetitiveness.

Thisthoughtleadershipreport,Heritage

Reimagined:DrivingImmersive,Tech-

EnabledandExperience-LedTourism,

exploreshowemergingtechnologiesand

evolvingvisitorexpectationsarereshapingthefutureofheritagetourism.Itexamines

howadvancementsindigitaltechnologies,immersiveexperiences,andnewformsof

culturalengagementareredefiningthewaysinwhichheritageisexperiencedbytourists.

Webelievetheinsightspresentedinthis

publicationwillsupportinformeddecision-makingamongpolicymakersandindustrystakeholders.Moreimportantly,wehopeitcontributestoongoingdiscussionsonhowtechnology,innovation,andexperience-ledapproachescanhelpreimagineheritage

tourismandunlocknewpathwaysfor

sustainablegrowthandholisticdestinationdevelopment.

Globally,theheritagetourismsectoris

undergoingaprofoundtransformation.

Whilethepreservationofculturalassets

remainsfundamental,thesuccessofheritagedestinationsisincreasinglydeterminedby

theirabilitytodeliverimmersive,engaging,andmeaningfulvisitorexperiences.Rapid

technologicaladvancements,evolving

travellerexpectations,andthegrowing

demandforpersonalisedandexperience-ledjourneysareredefininghowheritageis

interpreted,accessed,andexperienced.

Indiapossessesanextraordinaryportfolioofheritageassetsthatreflectitscultural

diversity,historicaldepth,andcivilisationalcontinuity.Whiletheseassetsprovidea

strongfoundationfortourismgrowth,

unlockingtheirfullpotentialrequiresashifttowardsmoreintegrated,technology-

enabled,andexperience-drivenmodelsofdestinationdevelopment.Suchanapproachcombinesheritageassetwithdigital

innovation,visitorengagement,destinationmanagement,andsustainabletourism

practicestocreatemoredynamicandcompetitiveheritagedestinations.

Throughourexperienceofworkingwith

publicandprivatesectorstakeholdersacrossgeographies,wehaveobservedthathigh-

performingheritagedestinationsare

PartnerandLead-IndustrialandInfrastructureDevelopment

GovernmentandPublicServicesHead-PublicInfrastructure

KPMGinIndia

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4Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism5

ExecutiveSummary07

1.Introduction:theneweraofheritagetourism08

2.BeyondSightseeing:TheRiseOfStoryLiving16

3.Technologyasacatalystinenhancingheritagetourism24

4.Designingimmersive,curatedheritageexperiences30

5.Spotlight:heritagetourismecosysteminHyderabad38

Thefutureofheritagetourism48

Conclusion52

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

Executivesummary

Heritagetourismisenteringanewphaseof

growthandtransformation.Whileconservation

remainsfundamental,thecompetitivenessof

heritagedestinationsisincreasinglyinfluencedbyhoweffectivelytheyinterprettheirculturalassets,engagevisitors,anddelivermeaningful

experiences.Evolvingtravellerpreferences,theexpansionoftheexperienceeconomy,andrapidtechnologicaladvancementaredrivingashift

fromconventionalsightseeingtowards

immersive,participatory,andpersonalised

culturaljourneys.Theglobalheritagetourism

market,valuedatUSD624.6billionin2025,is

projectedtoreachnearlyUSD937billionby2033,reflectingthegrowingeconomicand

strategicimportanceofheritagewithinthewidertourismecosystem.

Indiaiswellpositionedtobenefitfromthis

transition,supportedbyoneoftheworld'srichestportfoliosoftangibleandintangibleheritageandalargedomestictourismmarket.Thecountry

recorded2.948billiondomestictouristvisitsand9.95millionforeigntouristarrivalsin2024.5Its

heritagelandscapeincludesarchaeologicalsites,museums,protectedmonuments,numerous

worldheritagesites,andelementsofthe

intangibleculturalheritageofhumanity.5

However,theopportunityextendsbeyond

increasingvisitorvolumes.Bystrengthening

interpretation,connectivity,visitorservices,

culturalprogramming,andexperiencedesign,

Indiacanencouragelongerstays,higher

spending,repeatvisitation,andwiderdistributionoftourismbenefitsamonglocalcommunitiesandculturalpractitioners.

ThisthoughtleadershipbuildsuponBuilding

Public-PrivateSynergiesforHeritage

Conservation,releasedduringthe14th

InternationalHeritageTourismConclave,whichhighlightedtheimportanceofheritage

conservation,adaptivereuse,public-privatepartnerships,andtechnologicalinnovationinstrengtheningIndia'sheritageecosystem.

Extendingthisdialogue,thepresentreportexploresthenextphaseofheritagetourism,examininghowimmersiveexperiences,

technology-enabledinterpretation,andvisitor-centricdestinationdevelopmentcanenhance

destinationcompetitivenesswhileunlocking

greatercultural,social,andeconomicvaluefromheritageassets.

Thereporthighlightsthegrowingshiftfrom

sightseeingtostoryliving,astravellers

increasinglyseekauthenticlocalencounters,

culturalimmersion,learning,andactive

participation.Heritagewalks,culinarytrails,

culturalworkshops,festivals,storytelling,and

community-ledexperiencesarebecomingintegraltodestinationofferings,enablingvisitorsto

connectmonumentsandhistoricplaceswith

livingtraditions,localidentities,andeverydayculture.Supportedbytechnologiessuchas

augmentedandvirtualreality,digitaltwins,

artificialintelligence,multilingualguides,

gamification,andinteractivedigitalstorytelling,theseexperiencescanenrichheritage

interpretation,improveaccessibility,

personalisevisitorjourneys,andstrengthenconservationoutcomes.

Thereportadvocatesanexperience-ledapproachthatintegratesheritageassetswithstorytelling,localculture,gastronomy,community

participation,andtechnologytocreatericher

visitorexperiences.Layeredofferings-includingguidedinterpretation,immersivedigital

experiences,culturalperformances,workshops,andfoodtrails-canencouragelongerstays,

increasevisitorspending,diversifyrevenue

streams,andgeneratewidereconomicbenefitsforlocalcommunities.

Ultimately,thereportdemonstratesthatthe

futureofheritagetourismliesinbalancing

conservationwithinnovation.Destinationsthat

successfullyintegrateheritage,culture,

communityparticipation,immersiveexperiences,andtechnologywillbebetterpositionedto

enhancecompetitiveness,createsustainable

economicvalue,andensurethatheritageremains

accessible,relevant,andmeaningfulforfuturegenerations.

7

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Heritagereimagined:Drivingtechenabledandexperienceledtourism

01

Introduction:Theneweraofheritagetourism

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

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1.1Heritagetourismasaglobalgrowthdriver

Heritagetourismencompassestravelexperiencescentredonplaces,traditions,andcultural

expressionsassociatedwiththepast1,spanning

bothtangible2andintangibleheritageassets3.Asabroadandmultifacetedsegmentofthetourismeconomy,itenablesvisitorstoconnectwith

heritageindiverseways,rangingfromexploration

andlearningtoparticipationandcultural

exchange.Collectively,theseexperiencesprovidevaryinglevelsofculturalmotivationanddepthofengagement,shapinghowheritageisinterpreted,experienced,andvaluedbydifferentvisitor

groups.

Figure1:ComponentsofHeritage

Heritage

Intangibleheritage

MuseumHistoricLandscapeOralPerformingSocialRitualsFestiveKnowledge

SitesTraditionsArtsPracticesEvents&Skills

Tangibleheritage

Source:KPMGinIndiaanalysis2026basedonsecondaryresearch

Beyonditsculturalsignificance,heritagetourismhasbecomeanimportantdriverofeconomic

activityanddestinationcompetitivenesswithin

theglobaltourismindustry.Itenables

destinationstoshowcasetheircultural,historical,andlivingheritageassetswhilegenerating

commercialandeconomicvalue.Atthesame

time,itplaysacrucialroleinpreservingculturalidentity,supportinglocalcommunities,and

promotingtheconservationandinterpretationofheritageresourcesforfuturegenerations.

Theglobalheritagetourismsectoriscurrently

experiencingasignificantstructuralexpansion,

withitsmarketvaluationestimatedatUSD624.6billionin20254.Itisprojectedtoexpandata

compoundannualgrowthrate(CAGR)of5.4%,

reachingUSD936.97billionby20334.The

sustainedexpansionofthesectorhighlightstheincreasingroleofheritageassetsinshaping

tourismdemandanddestinationcompetitivenessacrossglobalmarkets.

1.Heritagetourism,EncyclopediaofArchaeology,SecondEdition,2024

2.UNTWOinternationalconferenceonheritagetourism:howdowefoster,presentandpreserveworldtreasures?,UNTourism

(Accessedon6July2026)

3.Whatisintangibleculturalheritage?UNESCO(Accessedon6July2026)

4.HeritageTourismMarket2026-2033,GrandViewResearch(Accessedon16April2026)

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Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

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Figure2:HeritageTourismMarketSize2025-2033

HeritageTourismMarketSize(InUSDBillion)

937

843888.7

758.6799.7

202520262027202820292030203120322033

624.6

1000

900

800

700

600

500

400

300

200

100

0

647.5682.6

719.6

Source:HeritageTourismMarket2026-2033,GrandViewResearch(Accessedon16April2026)

In2025,theheritagetourismmarketremained

geographicallydiversified,withrevenue

concentratedacrosskeyeconomicregions.TheAsia-Pacificregionaccountedforapproximately40.0%ofthetotalmarketshare,establishingitselfastheleadingregionalmarket4.Followedbytheregion'srichconcentrationofculturalassetsandgrowingtourismdemandhasfurtherreinforceditspositionwithintheglobalheritagetourism

1.2

landscape.

Alongsidethisgrowth,leadingheritagetourism

destinationsareevolvingbeyondtraditional

sightseeingmodelstowardsexperience-led

ecosystemsthatintegrateculturalstorytelling,

digitalengagement,communityparticipation,andsustainabletravelpractices.Thisshiftisredefininghowheritageassetsareinterpreted,experienced,andpositionedwithinincreasinglycompetitive

tourismmarkets.

India'shigh-growthtrajectoryandevolvingdemandpatterns

Indiapossessesoneoftheworld'srichestand

mostdiverseheritagelandscapes,comprisingofarchaeologicalsites,museums,worldheritageSites,andintangibleculturalheritagetraditions.Supportedbyavastdomestictravelmarketandincreasinginternationalinterest,theseassets

positionthecountryasoneoftheworld'smostsignificantheritagetourismdestinations.

In2024,Indiarecorded2.948billiondomestic

touristvisits,reflectingthescaleandresilienceofitstourismeconomy.5Thisstrongdomestic

demandiscomplementedbyinternational

visitation,withthecountrywelcoming9.95millionforeigntouristsduringthesameyear.5India

accountedfor1.40%ofglobaltouristarrivalswhilegenerating2.02%ofglobaltourism

earnings,highlightingthesector’ssignificanteconomiccontribution.5

5.IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia

11

Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

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Figure3:India’sheritageataglance

61

Museumsundernationalbody

3686

Archaeologicalsites

20.87million

Visitorfootfallinmuseums2024-25

145

Centrallyprotectedticketedmonuments

21

Newmuseumsunderdevelopment

56.64million

Visitorfootfallatticketedmonuments2024-25

INR126.08million

Revenueearnedfromothersourcesatticketedmonuments2024-25

16

Intangibleculturalheritageofhumanityelements

INR3.28billion

Revenueearnedfromsaleofentryticketatticketedmonuments2024-25

44

Worldheritagesites

Source:Conservationandprotectionofmonumentsofnationalimportance,PIB,23March2026;India,UNESCO(Accessedon07July2026);

Preservationofintangibleculturalheritage,PIB,12March2026;Developmentofmuseums,PIB,19March2026;IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia

Asdemandshiftstowardsimmersiveand

experience-ledculturalengagement,Indiahasa

significantopportunitytounlockgreatervalue

fromitsheritageassets.ThepopularityofgloballyrenownedsitesuchastheLouvreMuseum,whichwelcomedoverninemillionvisitorsin20256,

demonstratesthedemandforcompellingheritage

experiences.Byenrichingexperiencesacrossheritagedestinations,Indiacanstrengthen

destinationcompetitiveness,encouragehighervisitorspendingandrepeatvisitation,while

creatingadditionalresourcestosupport

conservation,sitemanagement,andfutureheritagedevelopment.

Figure4:ForeignTouristArrivalstoIndia2019-2025(InMillions)

ForeignTouristArrivals(InMillions)

10.93

9.51

9.95

6.44

2.74

1.52

201920202021202220232024

Source:IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia;AnnualTourismSnapshot2025,MinistryofTourism,GovernmentofIndia

6.Theworld’smostvisitedartmuseumsin2025:newvenuesabighitwithvisitors,Theartnewspaper,31March2026

12

10

8

6

4

2

0

12

Heritagereimagined:Drivingimmersive,tech-enabledandexperience-ledtourism

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Figure5:DomesticTouristVisitsinIndia2019-2024(InMillions)

DomesticTouristArrivals(InMillions)

3000

2500

2000

1500

1000

500

0

3500

2322

2509

2948

1731

610

677.6

201920202021202220232024

Source:IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia

Themarketisincreasinglysupportedbytherise

ofheritagehotelsthroughtheadaptivereuseof

palacesandforts,creatingahigh-yieldsegment

thatcombinesculturalpreservationwithluxury

experientialstays.Acriticalevolutioninthis

landscapeistheshifttowardclimate-conscious

travel,exemplifiedbytheintroductionofIndia’s

firstnet-zeroheritagecircuit.4Thenet-zero

heritagecircuitisdesignedtopromotelow-carbon

tourismthroughtheintegrationofsustainable

mobilitysolutions,energy-efficientinfrastructure,andenvironmentallyresponsiblevisitorservicesacrossinterconnectedheritagedestinations.

FocusedonhistorictempledestinationsinsouthIndia,thisprogramutilizeseco-friendlytransportandenergy-efficientaccommodationstooffsetenvironmentalimpacts.4

Figure6:Major5States/UTsinForeignTouristVisits,2024

Top5StatesByForeignTouristVisits2024(InMillions)

2

.0

7

2

2

.27

.2

7

00.511.522.53

3.4

9

3.

71

Gujarat

WestBengal

3.54

UttarPradesh

Maharashtra

Rajasthan

Others

3.12

Source:IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia

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Figure7:Major5States/UTsinDomesticTouristVisits,2024

TopfiveStatesByDomesticTouristVisits2024(InMillions)

Others

Rajasthan

AndhraPradesh

Karnataka

TamilNadu

UttarPradesh

0200400600800100012001400

230.08

290.27

304.56306.84

1169.52

646.81

Source:IndiaTourismDataCompendium2025,MinistryofTourism,GovernmentofIndia

ThesedevelopmentssignalabroadertransformationintheroleofheritagewithinIndia'stourism

economy.ViewedthroughthelensoftheViksitBharat2047vision,heritageisincreasinglybeing

recognisedasakeygrowthdrivercapableofgeneratingeconomicvalue,supportinglocallivelihoods,strengtheningculturalidentity,anddrivingsustainabletourism-leddevelopmentacrossurbanand

ruralregions.

1.3Riseofexperience-ledtravel

Heritagetourismisincreasinglybeingshapedbytravellersseekingdeeperandmoremeaningfulconnectionswiththeplacestheyvisit.Today's

visitorsviewheritagedestinationsnotmerelyashistoricallandmarks,butasspacesforcultural

immersion,learning,authenticlocalinteractions,andpersonalenrichment.Asaresult,heritage

experiencesarebecomingmoreimmersive,interactive,andstory-focused,changinghowdestinationsaredesigned,presented,and

experiencedacrosstheworld.

Adefiningfeatureofthistransformationisthe

emergenceofnewtravellerpersonas.Themarketisincreasinglyinfluencedbyconscioustravellerswhoprioritizeauthenticity,andsustainability.

Notably,GenZtravellersviewsustainabilitynot

asavalue-addedfeaturebutasabaseline

expectation.Theyincreasinglyfavourdestinationsthatdemonstratestrongcommitmentsto

communityengagementandresponsibletourismpractices.Reflectingthistrend,65%ofGenZ

travellersarewillingtopayapremiumfor

environmentallysustainableproductsand

services7,underscoringthegrowingimportanceofpurpose-drivendecision-makingamong

travellers.

Moreover,thereisaclearmoveawayfrom

checklisttourismtowardsexperience-ledtravel.Moderntravellersareincreasinglyseeking

opportunitiestoengagewithlocalsandconnectwiththelivingaspectsofadestination,suchas

interactingwithartisans,participatingin

traditionalculinaryworkshops,andattending

indigenousfestivals8.Thisshiftreflectsagrowingdesiretospendmoretimeinheritagesites

fosteringdeeperconnectionswithlocalenvironmentsandculturaltraditions.

7.2025GenZandMillennialSurvey,Deloitte8.Experientialtravelmarket,MarketUs,Jan2026

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