Cultural tourism is recently receiving increasing attention from southern African countries (The South African National Heritage and Cultural Tourism Strategy, 2012; Van Veuren, 2001). Cultural tourism is promoted as a local development strategy for rural impoverished areas. In South Africa, development of heritage and cultural tourism aims to unlock the economic potential of heritage and cultural resources through responsible and sustainable tourism development, and raise awareness of the ability of heritage and cultural tourism to contribute towards social cohesion. It is this latter element of cultural tourism development that this paper focuses on.