Journey towards unlocking intangible heritage’s tourism potential: supply-side perceptions, involvement and dynamics

This research addresses the challenges and opportunities in integrating Intangible Cultural Heritage (ICH) into Cultural Heritage Tourism (CHT) offerings. Despite the growing interest in ICH, comprehensive research on its effective incorporation into CHT is lacking. Qualitative research was used employing interviews with 13 representatives from four case study areas known for their significant ICH offerings in the Dutchspeaking regions of Belgium and the Netherlands. Three research questions were formulated and tested to understand stakeholder collaboration, knowledge levels, and the complexities surrounding the term ‘ICH.’ The findings reveal a deficiency in stakeholder cooperation and varying levels of knowledge among supply-side stakeholders. The term ‘ICH’ itself was found to be complex but manageable through education and ethical sensitivity. The study recommends the involvement of an impartial mediator to facilitate stakeholder collaboration and suggests that heritage communities should be actively engaged in the process. Limitations include focusing on specific cultural and linguistic groups and incomplete stakeholder representation. The research has practical implications for policy formulation and Destination Management Organisations (DMOs) and offers a nuanced understanding of the challenges and solutions for integrating ICH into IHT.