In an age when technology permeates every aspect of life, cultural heritage is at the crossroads between tradition and innovation. Emerging digital technologies - from artificial intelligence (AI) to augmented reality (AR) - are no longer mere tools but essential allies in preserving humanity's shared history.

While climate change, urbanisation and abandonment threaten physical heritage, digitalisation offers a lifeline, ensuring that ancient temples, medieval manuscripts and endangered traditions endure. Beyond preservation, these technologies are redefining how we experience culture, transforming static artefacts into dynamic narratives and turning tourism into an immersive journey rather than a passive activity.  It is, therefore, essential to continue helping to connect the past and the future.

 

Cultural Heritage and Tourism: A Symbiotic Relationship

Cultural heritage accounts for around 40% of global tourism, attracting travellers searching for a connection with the past. Iconic sites such as Machu Picchu or the Colosseum are economic engines that sustain local jobs and businesses. However, this dependence comes with risks: overcrowding accelerates degradation, while fragile sites face irreversible damage. The pandemic has revealed another vulnerability: tourist revenues have evaporated without physical access. Here's the paradox: heritage drives tourism, but tourism can threaten heritage. Digital innovation offers a solution, balancing accessibility with preservation and creating sustainable revenue streams.

 

Digital Technologies: Guardians and Amplifiers of Heritage

The new digital technologies are already recognised as essential for recording and studying heritage and as tools to enhance its management, preservation and reconstruction. Some examples of significant impact:

Preserving with Precision

When the Islamic State destroyed the Arch of Triumph in Palmyra in 2015, the Institute for Digital Archaeology's 3D scans allowed it to be rebuilt. Today, drones and LiDAR (Light Detection and Ranging) map threatened sites such as Chan Chan in Peru, creating models for restoration. These technologies save heritage and generate ‘digital twins’ for virtual tourism (virtual tours), reducing the physical flow of visitors. 

Creating Transparency with Blockchain

The British Museum and the Museum of Modern Art (MoMA) have already established partnerships and carried out experiments to certify the provenance of works of art via blockchain, combating forgeries and strengthening trust. For visitors, this means authentic experiences, knowing that the artefacts on display are verified.

Bringing Ruins to Life with Augmented Reality

New AR applications appear daily in archaeological contexts, with some reports from site curators arguing that these initiatives can represent a 60% increase in visitor engagement. For example, Pompeii's AR app, launched in 2023, superimposes vibrant frescoes and bustling streets onto the ruins, transforming them into tangible history. It's not just about seeing or hearing about history; it's about entering, interacting, and experiencing it. Nowadays, we have time machines at our fingertips or, more precisely, in the lens of the smartphones or tablets we use.

Customise with AI 

The British Museum's AI chatbot personalises visits according to the user's interests. At the same time, predictive analyses manage visitor flows at Angkor Wat, mitigating wear and tear on the ancient structures and contributing to effectively managing and optimising visitor experiences.

 

Global Initiatives Leading Digital Change

In this process of exploiting technologies in the service of cultural heritage, some initiatives deserve special mention because they are more transversal, more universal and have a broader impact:

Europeana: Europe's Cultural Time Capsule

This EU-funded platform has digitised 50 million artefacts, from Van Gogh sketches to traditional Balkan songs, making them globally accessible. For example, the virtual exhibition on ‘Textile Culture’ allows visitors to explore European textiles and arouses interest in lesser-known destinations. 

European 3D Digital Twin Projects 

Multiple European initiatives, such as the' Time Machine' project, aim to create 3D models of important heritage sites. Others seek to address more regional locations and sites, such as the digitisation of Diocletian's Palace in Croatia. Virtual tours will serve both preservation and tourism promotion. 

Google Arts & Culture: Open Heritage

In partnership with CyArk, Google has digitised over 250 sites, such as the Erbil Citadel in Iraq. During the lockdowns, virtual visits recorded 500 million views, boosting post-pandemic tourism in these regions. 

UNESCO Heritage Drone Initiative 

Using drones in Mali and Nepal, UNESCO monitors hard-to-reach sites, sharing data with local governments to prioritise conservation and tourism infrastructure.  More broadly, UNESCO and the European Space Agency (ESA) work together to use space technologies and the data they provide to monitor natural and cultural heritage sites.

 

The Historical Role of the CCG/ZGDV Institute in Digital Innovation for Heritage

At a national level, the CCG/ZGDV Institute stands out as a pioneering institution in applying digital technologies to cultural heritage. Its legacy includes three decades of innovative projects, both in Portugal and in international collaboration. Its work has been fundamental in redefining methodologies for documenting, preserving, and disseminating heritage, combining scientific research and cutting-edge technological solutions.

Over the decades, the CCG/ZGDV has established itself as an innovation hub, promoting multidisciplinary collaborations between universities, public organisations, and international partners. Its projects have anticipated global trends—such as 3D digitisation and AR—and demonstrated how technology can be a strategic ally in safeguarding heritage and cultural identity. In a world where globalisation and threats to heritage are intensifying, the work of the CCG/ZGDV continues to be a beacon for the sustainable integration of the past and future.

His portfolio of emblematic projects includes many others:

European project ‘ARCHEOGUIDE’ (2000)

Implemented in the ruins of Olympia (Greece), the project gave visitors their first contact with AR, GPS positioning and mobile computing technologies to explore the archaeological site with digital overlays of ancient structures, reconstructing the sanctuary in real-time. A pioneer in using AR in a heritage context, it was a model for subsequent applications in museums and historical sites worldwide.

Côa Rock Art Museum (end of the first decade of 2000)

In partnership with the University of Minho, the CCG/ZGDV developed digital exhibition solutions for the museum, including interfaces that contextualise the rock engravings of the Côa Valley. It has transformed the museum experience in Portugal, making it more accessible and educational, especially for non-specialised audiences.

Augmented Reality for Rock Engravings (Recent Projects)

The CCG/ZGDV used AR and mobile computing and developed applications that allow visitors to visualise digital interpretations of rock engravings directly on the rocks, enriching the in situ visit. It increased tourist and educational engagement, bringing the public closer to complex archaeological contexts.

 

In Conclusion: A Call for the Fusion of Digital and Physical

The fusion of heritage and technology does not replace physical travelling and visiting but amplifies it. Virtual experiences arouse curiosity, while on-site technologies deepen knowledge. For governments and institutions, investing in digitalisation is no longer optional. It's a strategic imperative to sustain tourism, protect heritage and foster global citizenship. As we navigate this digital renaissance, the question is not whether technology belongs to culture but how quickly we can harness it to ensure that our past thrives in the future. The digital age asks us: Will we build bridges to yesterday or let them crumble?

 

Opinion article by:

Luís Almeida, International Science and Business Manager