What Ifugao farmers, locals and the youth want: beyond tokenism in UNESCO heritage tourism and activities

Heritage tourism, a subset of leisure, affirms culture and creates economic opportunities, but its capacity to empower communities remains contested. Using a convergent mixed-methods design, this study surveyed 250 individuals and conducted focus group discussions and interviews in four Ifugao municipalities within the UNESCO-listed Philippine Cordilleras’ Rice Terraces. Findings reveal strong cultural pride but limited, often symbolic, participation in tourism governance and benefit-sharing. While transparency rated highest, issues of fairness, accountability and inclusivity persisted. Benefits largely favoured those formally linked to tourism, with modest satisfaction among farmers, community members and the youth. The study calls for a non-traditional approach that opens up the planning and decision-making processes to local stakeholders towards meaningful and inclusive tourism governance and equitable benefits distribution. In this way, heritage tourism is made sustainable, shared and does not erode community values while maintaining the inflow of visitors who value authenticity.