Across the world an increasing number of communities are embracing cultural tourism as a means to strengthen or build local economies, to revitalize cultural traditions, and also to complement the management of local and cultural resources. The potential for cultural tourism to build cross cultural understanding and the importance of considering the human context of tourism is explored in this presentation by Lena Mortensen (Assistant Professor of Anthropology at the University of Toronto) and co-author Kristen Dobbin (Research Assistant for the IPinCH Cultural Tourism Working Group)