Cultural heritage is increasingly recognized as a pivotal driver of sustainable rural tourism, helping destinations diversify their offerings, reduce seasonality, strengthen local identity, and bring socio-economic benefits to depopulating communities. This study investigates its role in Šibenik-Knin County (Croatia), a Mediterranean region characterized by abundant tangible heritage (archaeological sites, medieval fortresses, sacral monuments, dry-stone architecture) and rich intangible traditions (gastronomic practices, klapa and ojkanje singing, local customs), yet still affected by a pronounced coastal–hinterland tourism imbalance. Through semi-structured interviews with ten key stakeholders from museums, tourist boards, academia, cultural institutions, and rural entrepreneurship organizations, complemented by literature review and analysis of policy and statistical data, the research reveals unanimous agreement that cultural heritage constitutes the county’s strongest competitive advantage and the most authentic foundation for year-round rural tourism products. However, systematic under-valorization persists due to chronic underfunding, weak cross-sectoral cooperation, limited professional capacity, and the absence of dedicated hinterland destination-management structures. The findings indicate that targeted investment, high-quality interpretation, and genuine community engagement can rapidly transform heritage resources into viable tourism assets, as demonstrated by existing successful cases. Realizing this potential requires coordinated governance, improved interpretive and digital infrastructure, and active resident involvement.
Cerjak et al. (2026) studied this question.