The purpose of this research is to investigate how initiatives of cultural preservation affect the appeal of tourism companies during the Osun Osogbo Festival. Using a sample of 200 respondents selected through stratified random sampling, it investigates how cultural infrastructure, traditional art, rituals, and cultural heritage influence tourism dynamics. Regression analysis revealed a moderate positive correlation (R = 0.595) between cultural preservation efforts and tourism business popularity. Cultural infrastructure significantly boosted tourism appeal (B = 0.280, p < 0.001), accounting for 35.4% of the variation in tourism popularity (R² = 0.354). However, traditional art negatively impacted tourism popularity (B = −0.290, p < 0.001), suggesting a misalignment with visitor expectations. Rituals and cultural heritage, while culturally significant, lacked statistical relevance in influencing tourism appeal. These findings underscore the role of cultural infrastructure in driving tourism growth while highlighting the need to rebrand traditional art to align with modern tourist preferences. The study recommends targeted investments in infrastructure, innovative marketing for traditional art, and integrating rituals and heritage into engaging experiences. It contributes valuable insights for leveraging cultural preservation strategies to enhance tourism and foster sustainable economic development, with implications for cultural tourism globally.