Ethical or illicit? Unpacking the cultural heritage looting dilemma

Purpose Cultural heritage is a critical factor influencing tourists' destination choice. The theft of cultural heritage diminishes the attractiveness of destinations, leading to long-term community harm. Therefore, the current study aims to uncover how these tourism dynamics contribute to sustainable practices amid illicit trafficking and establish a conceptual framework for destination management. This framework attempts to facilitate the adoption of responsible tourism practices and sustainable heritage conservation strategies. Design/methodology/approach This study utilizes complexity theory and thematic analysis to qualitatively explore reports from secondary data of international media articles such as the BBC (British Broadcasting Corporation) and CNN (Cable News Network), supplemented with additional sources from governmental agencies and intergovernmental organizations. It specifically identifies the ongoing issue of cultural heritage looting and its impact on the tourism industry across various contextual destinations. Findings An assessment of 195 media articles and reports reveals significant deficiencies and challenges related to security and protection measures, ethical considerations, repatriation efforts, legal frameworks and international collaboration, and public awareness and education. These findings highlight the interconnectedness of these conceptual challenges, their intersections, and the operational impact on establishing effective sustainable tourism and destination management. Practical implications Destination managers can combat the illegal art market and protect cultural heritage by implementing four key strategies. These include enhancing legal frameworks and security measures, fostering stakeholder cooperation, clarifying sustainable development goals, and ensuring positive tourist experiences. By adopting these strategies, managers can significantly contribute to cultural heritage preservation, address the global illegal art market and support sustainable tourism development, ultimately unraveling the complexities of this pressing global issue. Originality/value This research provides critical insights into the functionality of cultural heritage looting as a global dilemma and its potential implications for destination management, the tourism industry and sustainable growth. It views cultural heritage looting not as a singular crime but as a complex systemic issue that requires adaptive, multi-level interventions aimed at key leverage points.