Cultural tourism is the idea that a place's cultural perception has enough value to make it a destination for travel. Communities characterized by a high level of cultural development are usually associated with a high level of satisfaction about living conditions and wealth.

The theory of cultural tourism is rooted in the "motivation" of the traveler to learn about, experience, and consume the tangible and intangible cultural attractions of a destination. It posits that travel is a form of identity construction, where individuals seek "authenticity" through engagement with history, art, architecture, and local lifestyles. Key concepts include Heritage Tourism (visiting historical sites), Creative Tourism (active participation in local crafts or arts), and Indigenous Tourism. Theoretically, cultural tourism is often contrasted with "mass tourism," as it emphasizes a deeper, more sustainable exchange between the visitor and the host community. It is viewed by economists as a high-value sector because cultural tourists typically stay longer and spend more than the average traveler.