The Media and Cultural Studies Doctoral Program (Kajian Budaya dan Media/KBM) at the Graduate School of Universitas Gadjah Mada organized a Discussion Series titled “Urban Heritage as a Tourism Commodity” on Thursday, 5th March 2026. The event was held online via Zoom Meeting and was attended by students of the Media and Cultural Program, members of the academic community, and participants interested in urban cultural studies, tourism, and the management of cultural heritage in urban areas.
The Discussion Series featured Muhamad, a lecturer from the Tourism Program at the UGM Graduate School, as the speaker. The discussion was moderated by Rina Widiastuti. The participants were invited to explore various perspectives on how urban heritage is understood, managed, and utilized within the context of the tourism industry and the dynamics of urban culture.
The speaker explained the urban heritage did not merely refer to historic buildings or heritage districts with historical value, but also encompasses social practices, cultural expressions, and collective memories embedded in urban spaces. Many elements of urban heritage, as interest in cultural tourism continues to grow, are increasingly packaged and promoted as tourist attractions with economic value.
He also emphasized that the commodification of urban heritage is closely related to the dynamics of urban development and the expansion of the tourism sector. In many cases, historic areas have been transformed into attractive tourism spaces with urban revitalization initiatives, developed cultural tourism destinations, and strong historical narratives and local identities.
The use of urban heritage as a tourism commodity also presents several challenges. One of the challenges lies in maintaining a balance of preserving historical and cultural values and pursuing economic development with tourism. Without proper management, the commodification of urban heritage may shift the historical meaning and authentic value of these cultural spaces.
The discussion also highlighted the importance of adopting sustainable approaches in managing urban heritage areas. Collaboration among government institutions, local communities, academics, and tourism industry stakeholders is essential to ensure that heritage-based tourism development continues to prioritize cultural preservation, environmental sustainability, and the well-being of local communities.
The Doctoral Program in Media and Cultural Studies at the UGM Graduate School, with this Discussion Series, aims to provide an open academic forum for students and scholars to discuss contemporary issues in cultural and media studies. Such forums are expected to enrich academic perspectives, strengthen intellectual traditions, and encourage the development of research that responds to evolving social and cultural dynamics.
This activity is part of the ongoing efforts of the Doctoral Program in Media and Cultural Program at the UGM Graduate School to promote interdisciplinary exchange and broaden critical understanding of various cultural phenomena, including urban cultural dynamics and the commodification of culture in contemporary society.
Author: Khoirul Mujazanah