Since 2018, UNESCO World Heritage Centre and National Geographic Partners have worked together to raise public awareness and create public engagement in the field of sustainable tourism development through culture. One of the major initiatives of the collaboration is World Heritage Journeys, a project that aims to increase sustainable tourism at World Heritage sites, while encouraging visitors to stay longer and support local culture and the creative industries. The project was initially launched in Europe, with support from the European Union, and later expanded to South Asia, with support from the Korea International Cooperation Agency (KOICA). National Geographic developed the co-branded mobile friendly travel website visitworldheritage.com, providing an important promotional tool for the UNESCO World Heritage and Sustainable Tourism Programme. National Geographic also supported the implementation of the project and helped manage workshops, events, marketing and promotional activities.