UNESCO’s World Heritage Sites

Designating UNESCO World Heritage Sites (WHS) can significantly influence destination branding, as demonstrated by the Gonbad-e Qābus Brick Tower in northeast Iran. This iconic structure, symbolizing ancient cultural exchange between Central Asian nomads and Iranian civilization, was registered as a WHS in 2012. A study involving 20 interviews with tourism experts and local people revealed that while international branding can enhance the site's visibility, it poses challenges for unifying global and local identities. The research highlights the tension between UNESCO’s mission of promoting cultural heritage and the acceptance of this branding by the Turkmen minority community, who may perceive it as an imposition on their own cultural identity.

Shabani, B., Tucker, H., & Nazifi, A. (2020). UNESCO’s World Heritage Sites. Cultural and Heritage Tourism in the Middle East and North Africa, 187–201. https://doi.org/10.4324/9780429279065-12