Abstract
<p>The objective of this paper is to reflect on the characteristics of the growth of world tourism and its relationship with the development of cultural tourism. The coming years will be marked by a steady increase in visitors, with diverse demographic, geographic, functional and cultural perfiles. Under the paradigm that cultural tourism should contribute to the improvement of the quality of life of all those involved, this paper proposes different lines of action that contribute to the sustainability of the cultural and tourism sector. The paper addresses other trends such as the need for balance between marketing and planning, the collective construction of tourist images, the current importance of intangible heritage or the growing presence of new technologies in all aspects of cultural tourism.</p><div><p> </p></div>
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