ABSTRACT
In the tourism sector, there are certain destinations that have a marginal position or are unable to launch their off-season periods. These difficulties have direct effects on the socio-economic context of the destination. This chapter proposes the introduction of a new capacity-building model, the "Win-Win UNESCO Experience", which creates, with the bottom-up approach, an experiential tourism product. It consists of the joint public-private local stakeholders’ capacity-building modules tailored specifically for UNESCO destinations. The product manages to attract a new demand of cultural tourists who are willing to discover destinations through local experiences; this allows local entrepreneurs to reinvent a social role for themselves, through the dissemination of the intangible heritage and promotion of ancient know-how pertaining to the World Heritage Sites (WHS).
