Abstract.

Intramuros, the Manila’s historical and cultural treasure, realizes significant challenges in preserving its heritage amongst the pressures of tourism development. This study explores the factors influencing preservation challenges and the impacts of cultural tourism, aiming to provide insights for sustainable development. Utilizing a quantitative approach, data were collected from 400 respondents in Intramuros, focusing on demographic profiles, preservation challenges, and tourism experiences. The findings reveal a strong correlation between preservation challenges and the effects of cultural tourism. Key challenges identified include inadequate public awareness, limited youth involvement in heritage conservation, and insufficient funding and resources for preservation activities. Respondents also emphasized the importance of regulating tourism activities, with the majority agreeing on the need for improved tourism management strategies. In addition, the study highlights that enhancing cultural experiences and increasing public education efforts can significantly improve the visitor experience while promoting historical preservation. Safety and security were also noted as critical elements influencing the competitiveness of Intramuros as a tourist destination. The study emphasizes the need for ongoing improvements in preservation practices, effective management of tourism activities, and adherence to updated sustainable development guidelines. It recommends prioritizing investments in preserving 95 Intramuros’ cultural assets, improving local transportation systems, and fostering greater public involvement in conservation efforts. These initiatives aim to address the challenges of preserving cultural heritage sites amidst tourism development, ultimately supporting the preservation and promotion of Intramuros.

Keywords: Cultural Tourism, Historical Preservation, Intramuros, Sustainable Development, Tourism Management.