Gen Z social media storytelling in heritage tourism: the Sheikh Safi UNESCO World Heritage Site

Generation Z visitors to the Sheikh Safi al-Din Khānegāh and Shrine Ensemble, a UNESCO World Heritage Site in Ardabil, Iran, are actively shaping social media storytelling around cultural heritage tourism. Their narratives focus on local tales, visual aesthetics, sensory experiences, and sociocultural dimensions, often shared digitally. This study, using thematic analysis of 20 interviews, identified four global themes—local narratives, visual experiences, sensory experiences, and sociocultural experiences—that highlight Gen Z’s engagement with heritage sites. The findings suggest that integrating social media storytelling can enhance tourism experiences and foster deeper connections with cultural heritage among this generation.

Zarandian, N., & Madani, J. (2026). Gen Z social media storytelling in heritage tourism: the Sheikh Safi UNESCO World Heritage Site. Journal of Tourism and Cultural Change, 24(1), 91–116. https://doi.org/10.1080/14766825.2026.2619777