Creating value from intangible cultural heritage—the role of innovation for sustainable tourism and regional rural development

Based on evidence from two exploratory case studies, the article examines how intangible cultural heritage can promote sustainable rural development by creating value for rural communities. The studied communities in Bavaria, Germany, and Le Marche, Italy, are closely tied to traditional agricultural practices and their historical legacies. In the German case study, alpine pasture farming has sustained its cultural landscape and tourism for generations, while in the Italian case, the rural sharecropping legacy evolved into a culinary heritage project. Bad Hindelang (Germany) stands out as a mature destination with a long history of sustainable tourism, achieved through collaboration between farmers, conservationists, and the local community. The region balances tourism, conservation, and ecological farming through community participation and collective action. In contrast, Le Marche region (Italy) has only recently experienced increasing numbers of international tourists, but seems well-situated to exploit opportunities for cultural and culinary tourism development. The Marche Food and Wine Memories project has preserved the oral memories and the culinary heritage of former sharecroppers, yet economic value for the region has so far been limited. Post-COVID-19, the region may benefit from increased demand for tourism in culturally appealing, authentic and less crowded destinations. The article emphasises that intangible cultural heritage can enrich the quality of life of local residents and enhance visitors’ experiential value. Innovative approaches like storytelling and participatory engagement make these cultural expressions accessible to wider audiences, including tourists, thus benefiting heritage communities in various ways. Both cases highlight the role of innovation, with Bad Hindelang’s eco-model promoting ecological farming and Le Marche’s project preserving sharecroppers’ heritage through corporate heritage marketing. Collaboration among various stakeholders has been a key to success in both cases. The article also illustrates the range of functions fulfilled by intangible cultural heritage, from restoring social dignity to maintaining landscape aesthetics and ecological integrity.