Balancing between the “World Heritage” brand and local recreation in Bagan

Resumen

The archaeological site of Bagan in Myanmar is one of Asia’s prominent Buddhist destinations. Its landscape with over three thousand monuments ranks it as one of Myanmar’s most visited sites. Nevertheless, its possible inclusion in the World Heritage List raises concerns around the conservation of its living heritage. Some scholars argue that the World Heritage title acts as a placebo brand attracting cultural tourism seeking authentic experiences (Adie et al., 2018). However, in settings such as Myanmar, with a recently isolated society and post-conflict situation, the prompt arrival of tourism could pose a threat to its socio-cultural dynamics. In this context, tensions arise while finding a balance between keeping alive heritage practices and adapting the site to tourism needs.