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Heritage tourism experts grappled with complex issues of presenting culture and heritage to tourists at an international gathering of culture tourism experts 24-25 September in Valencia, Spain.Dozens of delegates from 30 countries debated the latest issues, trends and opportunities affecting the sector, which accounts for 40% of all tourism activity, according to the UNWTO.Heritage tourism is worth around US$570 billion per year, said Scott Wayne, president at SWA Development. Within the sector, 51-70 year olds generate 60% of its revenue. However, 73% of millennials were interested in visiting cultural and historical places.The role of technology, not least artificial intelligence, was centre stage at the summit, where presenters shared the latest cultural and heritage tourism insights from Iceland, Belize, Finland, Spain, Morocco, Ras Al Khaimah in the UAE, and other destinations. ....