The UNESCO High-Level Forum for Museums has long been an essential platform for discussions surrounding the global cultural landscape, the role of museums, and the rapidly changing world of heritage preservation. Held every few years, this forum brings together experts, policymakers, museum directors, and cultural leaders from across the globe to share insights, debate new ideas, and formulate strategies for shaping the future of museums worldwide. The third edition of the UNESCO High-Level Forum for Museums officially opened on April 24, 2025, in Hangzhou, Zhejiang Province, China. With its varied and forward-thinking agenda, this event is poised to impact travelers and tourism industries across the globe.

A Glimpse into the Forum: Keynote Speakers and Global Participation

The opening ceremony was an event in itself, with notable figures such as Ernesto Ottone R., the Assistant Director-General for Culture at UNESCO, and Gao Zheng, Vice Minister of Culture and Tourism in China, delivering inspiring keynote addresses. Their speeches emphasized the evolving importance of museums in the modern world. They were joined by Zhao Cheng, a key governmental official from the Zhejiang Provincial Party Committee, along with Yao Gaoyuan, Mayor of Hangzhou, who highlighted the city’s cultural significance. With over 190 participants representing more than 60 countries, including cultural institutions such as the National Museum of Colombia and the National Museum of Singapore, the global nature of this forum was evident from the start.

Interactive Sessions and Field Visits: Opportunities for Global Dialogue

During the forum, delegates had the opportunity to engage in interactive sessions and participate in field visits, which included discussions on critical topics such as digital technology and artificial intelligence (AI) applications in museums, the evolving role of museums as educational hubs, and the future of the Virtual Museum of Looted Artifacts. These sessions offer unique insights into how museums are transforming from traditional repositories of art and history into dynamic spaces for public education and engagement.

For travelers, this signifies a shift toward more engaging and interactive museum experiences that will likely impact how cultural tourism is marketed and experienced. Museums will not only function as static locations but will increasingly become hubs of activity, learning, and digital engagement, attracting a new generation of visitors who value innovative and immersive experiences.

The Impact on Global Travelers and the Tourism Industry

The UNESCO High-Level Forum for Museums will undoubtedly influence the way museums are perceived and experienced by travelers, affecting tourism strategies globally. As museums are increasingly seen as not just cultural showcases but as educational and interactive spaces, tourists are likely to seek destinations where they can engage with culture in a more hands-on and innovative manner. This trend is reflected in the discussions at the forum, which emphasized the critical role of technology, digital engagement, and lifelong learning in shaping the future of museum experiences.

Museums are no longer just sites for passive observation but are evolving into active, immersive experiences that blend technology, art, history, and culture. Virtual reality (VR) and augmented reality (AR) technology are already playing a central role in many museum exhibitions, and these digital tools are expected to grow in prominence. For tourists, this means that travel experiences will become even more enriching, as they are able to engage with cultural narratives in innovative ways, whether through AI-powered guides, interactive displays, or virtual museum tours that provide access to collections worldwide.

Museums as Centers of Cultural Exchange

Another significant development discussed at the forum was the role of museums as centers for lifelong learning. The forum’s focus on educational programs within museums aligns with global trends towards cultural exchange and intellectual engagement. As travelers increasingly seek destinations that offer more than just sightseeing, museums that focus on educational value, such as workshops, lectures, and digital learning tools, are set to attract a larger and more diverse visitor base. These museums will become key players in global cultural exchange, offering opportunities for local communities and international visitors to come together and learn about each other’s histories, cultures, and traditions.

Future of Cultural Policies and Sustainable Development

The conversations at the UNESCO forum also set the stage for the upcoming 2025 World Conference on Cultural Policies and Sustainable Development in Spain. At this event, the key takeaways from Hangzhou will be presented, with a particular focus on how cultural institutions, including museums, can contribute to sustainable development goals (SDGs) by promoting cultural heritage preservation, fostering inclusive education, and creating a more equitable tourism economy. For the travel industry, this highlights a growing emphasis on sustainable tourism practices, where cultural experiences are central to the visitor experience but are balanced with environmental and social considerations.

The influence of these policies on travelers is twofold. First, there will be a growing demand for more sustainable and responsible travel options, as tourists become increasingly aware of the environmental and social impacts of their journeys. Second, destinations that can offer a genuine, ethical, and culturally rich experience will be more attractive to travelers who value authenticity and are committed to making positive contributions to the places they visit. Museums, which are seen as pillars of cultural preservation, will play an essential role in this shift by promoting awareness and understanding of sustainable development goals through exhibitions and programs that highlight sustainability.

Global Reach and Accessibility for All

The accessibility of museums is another key focus area of the forum. The event underscored the importance of ensuring that cultural institutions are accessible to all visitors, regardless of age, physical ability, or economic background. As the travel industry increasingly recognizes the importance of inclusivity, this will likely result in museums adopting more accessible features, both physically and digitally. Travelers with disabilities, for instance, will benefit from more inclusive museum experiences that are designed to be welcoming and accessible to everyone, whether through adaptive technologies or more inclusive exhibition designs.

Moreover, the adoption of digital technologies means that travelers from around the world can access museum collections remotely, further expanding the reach of cultural institutions beyond geographical boundaries. This global reach will open new avenues for cultural tourism, as people from diverse backgrounds can connect with museums without needing to travel long distances.

Key Points to Remember:

• The 3rd UNESCO High-Level Forum for Museums highlights global collaboration, with over 190 participants from 60+ countries.
• Museums are transitioning into dynamic, interactive educational hubs, integrating digital technology and AI.
• The travel industry will see a shift toward more immersive and educational tourism experiences, as museums evolve into interactive spaces.
• Sustainable tourism practices will become more important as cultural institutions advocate for responsible tourism and cultural heritage preservation.
• Museums will focus more on accessibility, offering inclusive experiences both physically and digitally for all types of travelers.

Conclusion: The Future of Cultural Tourism and Museums

The Third UNESCO High-Level Forum for Museums marks a pivotal moment in the intersection between cultural heritage and tourism. By addressing the future of museums, their role in education, the integration of cutting-edge technologies, and the growing demand for sustainable and accessible travel experiences, the forum will shape the tourism industry for years to come. Museums will become not just places to observe but destinations to experience, learn, and engage, making them central to the future of global travel. The lasting impact of this event is clear: travelers will increasingly seek out destinations that offer dynamic, educational, and sustainable cultural experiences.