Booking.com maps less-visited UNESCO sites for cultural travellers
The travel platform highlights destinations including South Korea's Hahoe Village and Albania's Gjirokastër, responding to 29% of travellers seeking cultural trips this year.
Booking.com's Cultural Travel Focus
Booking.com has compiled a selection of UNESCO World Heritage Sites, directing travellers towards cultural and natural landmarks that are less frequented by large crowds. This initiative by the travel platform responds to a notable trend: nearly a third, or 29%, of travellers have expressed interest in taking a cultural holiday during 2026, according to Booking.com's insights.
Globally, the United Nations Educational, Scientific and Cultural Organization designates 1,273 sites for their outstanding universal value and distinct cultural or natural beauty. The newly presented itinerary aims to facilitate travel to these significant but often overlooked locations, offering an alternative to popular, congested destinations.
Asia Features: South Korea and Laos
Among the destinations highlighted, two Asian sites are featured prominently. South Korea's Hahoe Village, located in Gyeongsangbuk-do province, earned its UNESCO status as a well-preserved historic clan village.
Established by the Pungsan Ryu clan between the 14th and 15th centuries, the village retains its Joseon Dynasty architecture, including over 100 traditional hanok mansions. Laos' Luang Prabang, situated at the confluence of the Mekong and Nam Khan rivers, is recognised for its fusion of traditional Lao structures and 19th and 20th-century European buildings. The town is considered a centre for Buddhism, housing more than 30 temples and observing daily rituals like Tak Bat.
European and Global Selections
The compilation extends beyond Asia to include Gjirokastër, Albania, a historic hillside settlement often referred to as the 'Stone City'. Its UNESCO designation acknowledges its rare and well-preserved Ottoman town planning, featuring distinctive limestone tower houses and winding, cobbled streets, alongside the commanding Gjirokastër Castle.
This site provides a glimpse into centuries of history, from its first recording in 1336 to its flourishing under Ottoman rule. The list also features destinations in the United States and Uruguay, offering a broader geographical range for cultural exploration that avoids typical tourist congestion.
Implications for Asian Travellers
This emphasis by Booking.com on exploring less-crowded cultural sites reflects a broader shift in traveller preferences, particularly within Asia, towards more authentic and immersive trips. The inclusion of destinations like South Korea's Hahoe Village and Laos' Luang Prabang provides direct and compelling options for Asian travellers seeking cultural engagement closer to home.
This trend may also prompt Asian tourism boards and operators to re-evaluate their promotional strategies for UNESCO sites. They could potentially focus on developing and marketing lesser-known attractions and implementing effective visitor management techniques to preserve heritage and enhance the visitor experience, rather than solely promoting heavily visited landmarks.
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