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	Eugenio Yunis World Tourism Organisation Head of Sustainable Development of Tourism Whether we like it or not, tourism is a very important social and economic phenomenon of our time. We - and that is a broad, collective we - must be prepared. … We believe that heritage conservation, be it natural or cultural, and tourism can have a mutually sustainable relationship in that heritage is a major attraction. Today's more sophisticated tourists look for the differences remaining in our world, and cultural tourism is one of the antidotes to cultural globalisation. … I don't think anyone wants cultural globalisation. Back