This book proposes a novel transformational humanistic leadership approach applied to cultural heritage tourism, based on humanistic values of human dignity, creativity, and autonomy and supported by a distinctive leadership ethos, purpose, and guiding principles that promote the betterment of society.

By reimagining how cultural heritage tourism leadership upholds human dignity through tour experiences that generate moments of grounding, reflection, understanding, and healing, humanistic leadership provides an ethical framework and strategic alignment to encourage human flourishing. In proposing a pluralistic leadership ethic that unites social, ecological, and technological influences, the impact of cultural heritage tourism on visitors’ human dignity is considered, culminating in transformational humanistic leadership that promotes tourism sustainability, authenticity, and adaptability. Practical leadership challenges are explored through case studies and leadership inquiries that reflect the cultural complexity of international heritage tourism, including Avebury Neolithic stone henge in the United Kingdom, Caerleon Roman Fortress and Baths in Wales, the Museum of the Cherokee People in the United States, and the Meissen Porcelain Manufactory in Germany.

Cultural heritage tourism leaders, public history and anthropology scholars, those interested in applied humanism in heritage contexts, and leadership ethicists will benefit from reflecting on human dignity as a central tenant of transformational humanistic leadership.