According to Richards and Hall (Richards et al., 2000), achieving sustainability in tourism involves the continuous improvement of the social, cultural, and economic wellbeing of communities, all of which must be seamlessly integrated with environmental stewardship. Therefore, addressing the needs of local people is essential for cultural tourism to be sustainable. Engaging in participatory processes serves as the primary approach to gathering and collaboratively developing initiatives with the community. In remote contexts, participatory processes have been increasingly explored in recent decades. The importance of community participation in rural development has long been well-documented and researched. Researchers such as Uphoff (de Luca et al., 2020; Uphoff, 2020) argue that the active involvement of rural communities in decision-making processes and development initiatives leads to more sustainable and effective outcomes in remote areas. Berkes (Berkes, 2009; Westley, 2010) discusses how involving local communities in natural resources management can promote sustainable practices and biodiversity conservation. Von Haarena et al., suggest that any interventions should be carried out through discussions with landowners (von Haaren et al., 2014), informing and influencing local policy (Valencia-Sandoval et al., 2010). Participation in remote areas is seen as a means of empowering communities, improving the effectiveness of development initiatives, and addressing the unique challenges faced by isolated populations. Research in this area often highlights the importance of context-specific approaches that take into account the social, cultural, economic, and environmental characteristics of remote regions (de Vente et al., 2016).

As stated by Albornoz‐Mendoza and Mainar‐Causapé (2018), it is imperative that stakeholders understand and adhere to the principles of sustainable tourism in order to safeguard authentic tourist destinations for future generations. This means not only involving stakeholders in participatory processes but also ensuring their awareness of and dedication to the sustainability objectives of these processes. Facilitating a shared understanding of sustainability principles among the various stakeholders within the tourism industry is of paramount importance for advancing responsible and sustainable tourism practices. It is now widely recognised that the involvement of coherent segments of local communities and stakeholders in the planning of sustainable tourism has become essential for the promotion of sustainable development, especially in European projects such as the one examined in this study (Cole, 2006; Jukić et al., 2019).

Despite the long-standing presence of collaboration and participation in the tourism discourse (Bramwell and Lane, 2000), putting collaborative principles into practice has always posed challenges, as it is a time-consuming activity and involves managing different perspectives (Mustapha and Azman, 2013). In addition, participatory methods may require additional resources, the power imbalance between stakeholders may hinder open and honest participation, there may be different levels of knowledge and expertise, and stakeholders may be resistant to change (Mubita et al., 2017). Furthermore, effective communication is critical and consensus on design decisions can be difficult to achieve (Cargo and Mercer, 2008). Finally, the scalability of participation on a large scale can present logistical challenges (Leurs, 1996).

Community participation is highly recommended and now considered essential to ensure that the benefits of tourism are aligned with the needs of the host communities and to promote and acceptance of tourism development (Cole, 2006). The ultimate aim of a participatory approach is to balance the power dynamics between all parties involved and to create a mutually beneficial situation for all people affected by tourism development (Ozcevik et al., 2010). The implementation of participatory models in the tourism sector is important for advancing the Agenda 2030 and the Sustainable Development Goals. These goals specifically address sustainable consumption and production, inclusive and sustainable growth, sustainable cities, and communities, and the responsible use of marine resources.

Critically enough, the concept of sustainability within the tourism industry has often been criticised as vague (Sharpley, 2000; Mundt, 2011) and the means to understand and measure the potential sustainability of cultural tourism are varied (Cottrell et al., 2004; Ko, 2005).

The literature highlights the role that tourism can play in sustainable development. Drawing on a range of academic perspectives, this analysis highlights the multifaceted nature of tourism’s contributions to economic, environmental, and socio-cultural sustainability. First, tourism can act as a catalyst for economic growth (Richards et al., 2000). Income generated by tourism activities can be reinvested in the local economy thereby promoting long-term economic stability and growth (WTO, 2004). Second, tourism revenues often support the conservation and preservation of natural and cultural assets (Gössling, 2006). Funds from tourism can be used to maintain a range of such as national parks, wildlife sanctuaries, and heritage sites, thereby facilitating the long-term protection of resources. Subsequently, cultural exchange through tourism promotes intercultural understanding and appreciation (Dahles and Bras, 1999). Responsible tourism practices promote the preservation of local traditions, languages, and customs, thereby safeguarding cultural diversity (Baltà Portolés, 2022).

On the side of community empowerment, sustainable tourism prioritizes community involvement and benefits (Buckley, 2012). By engaging local communities in decision-making processes and ensuring they share in tourism-related benefits, empowerment is achieved (Mowforth and Munt, 2016). Moreover, sustainable tourism practices encompass a range of measures aimed at reducing the environmental impact of tourism (Richards et al., 2000). These measures include responsible wildlife viewing, waste reduction, energy-efficient infrastructure, and eco-friendly transportation options (UNEP, 2022). Additionally, tourism provides educational opportunities that enhance awareness about conservation and cultural heritage (Macleod et al., 2010). Tourists gain a deeper understanding of local ecosystems and cultures through guided tours, interpretive centres, and immersive experiences. Tourism can encourage responsible travel behaviours, including respect for local customs and the minimization of waste (Andereck and Nyaupane, 2011). Supporting businesses that prioritize sustainability is promoted as a means to minimize negative impacts. In addition, to cater to tourists, destinations often invest in improved infrastructure (Papatheodorou, 2021). This includes upgraded transportation networks, sanitation facilities, and healthcare services, benefiting both residents and visitors. Furthermore, tourism can provide an alternative income source for communities previously engaged in unsustainable practices (Bushell and Eagles, 2007). This shift reduces pressure on vulnerable ecosystems, fostering long-term environmental stability. Similarly, the pursuit of sustainable tourism drives the development and adoption of innovative technologies and practices (Buckley, 2012). Eco-friendly accommodations, green transportation options, and waste-reduction strategies exemplify this trend. Finally, on the governance side, Tourism can support the work of non-governmental organizations (NGOs) dedicated to environmental and cultural conservation (Cowie and Ison, 2017). Tourists may contribute financially or volunteer their time to support these organizations during their travels and governments and international bodies can establish regulatory frameworks and certification systems to promote sustainable tourism practices (WTO, 2004). These frameworks include eco-labels for accommodations and comprehensive protected area management plans. Conversely to all said so far, it is not to be forgotten how the literature highlights how tourism can also be the root of unsustainable development if not correctly address (Tosun, 1998; Lerpold et al., 2021; Barakazı, 2023).

Consequently, this article aspires to explore the specific role of cultural tourism and how it can contribute to a more globally sustainable world.

Sustainable development is defined by the UN as a development that “meets the needs of the present without compromising the ability of future generations” (United Nations General Assembly, 1987). At the core of sustainability lies the harmonization between economic growth, social inclusion, and environmental and cultural protection.

Sustainable development is a socio-economic and environmental paradigm that represents an ongoing, deliberate, and interconnected endeavour to achieve a harmonious coexistence between human societies, their economic and cultural activities, and the natural world. It recognizes the intrinsic linkages between economic growth, social equity, cultural thriving, and ecological stability, aiming to foster an enduring equilibrium among these dimensions.

Building on this complex idea, the United Nation’s Sustainable Development Goals (SDGs) launched a framework of common goals across the globe. The SDG agenda has shaped a shared understanding of sustainability that both functions as guidance for development as well as a measure to evaluate existing schemes.

The Sustainable Development Goals (SDGs) are a set of 17 global goals established by the United Nations in 2015 as part of the 2030 Agenda for Sustainable Development. These goals are designed to address a wide range of social, economic, and environmental challenges facing the world and provide a shared blueprint for a more sustainable and equitable future. Each goal is accompanied by specific targets, typically 8–12 targets, and indicators to measure progress. The targets are either outcome targets (circumstances to be attained) or means of implementation targets.

These global goals are characterized by their universality, applying to all nations regardless of their income level, and their recognition of the interdependence of various development aspects. This interconnectivity is underscored in academic literature, which emphasizes the need to address economic, social, and environmental challenges in an integrated manner to achieve sustainable outcomes (Le Blanc, 2015; Nilsson et al., 2016).

The time-bound nature of the SDGs, with a target date of 2030, is consistent with the urgency underscored in academic research regarding pressing global challenges, including poverty (Alkire et al., 2013), inequality (Milanovic, 2016), climate change (Pachauri and Meyer, 2014), and biodiversity loss (IPBES, 2019).

Furthermore, the multi-stakeholder approach inherent in the SDGs aligns with academic discussions on the importance of partnerships and shared responsibility among governments, civil society, businesses, and academia in achieving sustainable development (Kanie and Biermann, 2017; Bäckstrand and Lövbrand, 2019).

From a tourism perspective, the UN’s World Tourism Organisation (UNTWO) launched its guidance to establish a more sustainable approach to tourism. The UNTWO lists five Pillars of sustainable tourism that are all considered interlinked with a set of SDGs (UNWTO, 2018). By achieving these Pillars local territories are ensuring sustainable tourism as well as contributing to a more sustainable development globally, i.e., through the SDGs. The pillars provide a framework for promoting responsible and sustainable tourism practices globally.

Through each Pillar, UNTWO suggests and identifies areas for action and offers specific recommendations for governments, businesses, and individuals. UNWTO list the Pillars of sustainable tourism are the following:

- Pillar 1: Sustainable economic growth

At an EU level, funding has been launched in the last years under the umbrella of H2020 and Horizon Europe to better support sustainable tourism development, one of these was granted to the TExTOUR project. TExTOUR aims at co-designing pioneering and sustainable cultural tourism strategies to improve deprived areas in Europe and beyond.

Building on the development of a participatory methodology, the TExTOUR project aspires to produce replicable guidance for sustainable tourism development. The method that was developed within the project consists of a series of steps where the pilot areas co-plan and co-develop with their stakeholders and local communities a series of actions for sustainable tourism development in their areas. The progressive steps constituting the methodology include four workshops focusing on 1) the definitions of the goals and the values that are considered important for the development of sustainable tourism in the pilot area, 2) the co-creation of actions that will provide innovative sustainable tourism activities for the areas, 3) the development of a Business Model Canvas, adjusted to include reflections on sustainability, inclusion and technological and social innovation and 4) finally a workshop to define the KPIs and the target that the actions will have to achieve within a certain time-frame to assess and monitor their development. Within these workshops, the eight pilot areas developed several sustainable cultural tourism related actions each. In total, there were 24 actions created and developed. Those actions include ideas as heritage related routes, traditional culinary schools, vademecum for citizens and tourists, creative workshops for immigrants, artistic events, Protected Designation of Origin for local products, digitalization of heritage resources, and art residencies, among the others, This paper can contribute to the conversation on how cultural tourism can support the achievement of the SDGs, and the five pillars promoted during the International Year of Sustainable Tourism.

Firsly, a short presentation of the different pilots’ characteristic may provide a clearer insight about the diversity of the contexts into which the co-development of the sustainable cultural tourism development actions happened. The first pilot, Crespi d’Adda in Italy is an industrial heritage site located in a peripheral area. Crespi d’Adda is a genuine, ideal and picturesque village, built by the Crespi Family in the 1800s and 1900s for the employees (and their families) of the textile factory that stands right next to the village. Crespi d’Adda—described as an “exceptional example of the company town phenomenon, the most complete and best-preserved in Southern Europe”—received a spot on the UNESCO World Heritage List in 1995. The village is the perfect model of an architectural complex that illustrates a rather significant historical period: that of the birth of Italy’s modern industry.

The second pilot, Narva, Estonia, refers again to a former industrial heritage site but it is located in an urban area and it faces the difficulties of a cross-border area with Russia. Narva pilot-case focuses on the post-industrial Kreenholm district, and includes also its socio-cultural and economic effects on the city and cross-border scale. Narva Kreenholm is a remarkable textile industry complex from mid-19th century, which did grow significantly during Soviet regime. The collapse of Soviet Union and global shift of textile industries generated large share of vacant spaces of Kreenholm district (about 30 ha), which is extensively part of high-value cultural heritage.

The third pilot, Umgebindeland, is a region across the borders of Germany, Poland and Czech Republic. The cross-border cultural landscape has historically developed in the late Middle Ages and was also characterized by modern industrialization represents a connecting element between the regions.

The fourth pilot represents as well the cross-border challenges as it focuses on the Ukranian part of the Via Regia which is the oldest and longest road link between the East and the West of Europe connecting eight countries from Russia and Ukraine in the East to the Atlantic coast in the West.

The international and cross-border dimension, and its relation to the co-existence of different cultures and presence of religion, cultural or ethnic minorities, is yet at the core of the fifth pilot, Trebinje in Bosnia-Herzegovina. The city is a border city in Bosnia-Herzegovina, placed on less than 35 km from Dubrovnik (Croatia) and 80 km from Kotor (Montenegro).

The sixth pilot are the historic silver and lead post-mining facilities in Tarnowskie Gòry in the Upper Silesia Region of Poland. Cultural tourism in Tarnowskie Góry and in Upper Silesia is promoted on the basis of post-industrial heritage, diversity of historical and cultural landscapes (heaps, post-mining water bodies, mine towers, etc.) and architecture, as well as regional traditions referring to mining customs (uniforms, rituals, dialect).

The seventh pilot is a cross-border area situated between north of Portugal and Spain based on archeological sites (pre-historic and historic sites) in the Côa Valley (Portugal) and Siega Verde (Spain).

The last pilot documents the cooperation of Anfeh (Lebanon) and Fikardou (Cyprus) through TExTOUR project, aiming at adjusting cultural tourism through the use of modern technologies in a way that improves its contribution to the maintenance and development of places and surroundings in both villages.

Secondly, a description of the participatory methodology that was undertaken by the pilots can provide a clearer context of the model used to co-create the actions that will be discussed in this paper. The TExTOUR methodology comprises of five steps that were undertaken by the pilots with their stakeholders and supported by the technical partners in the EU project. The first step required the participants to map the cultural heritage assets existing in their areas, providing an assessment of the level of under or over exploitations of them. The second activity requested the stakeholders and local communities to co-create a number of ideas of cultural tourism actions that could be applied in their context. With actions are intended any activities, processes, services, and products that enable the sustainable development of cultural tourism and that are co-created and co-implemented by stakeholders and local communities. The third step of the TExTOUR co-creative methodology implied the consult by the technical partners to the pilots to shortlist the number of actions created in the second workshop to make sure to remain only with actions that would be valid in terms of economic feasibility, partnerships created, environmental, social and cultural sustainability, and social and technological innovation. Once the actions were shortlisted they underwent the third step which related with the breakdown and analysis of the different aspects of them to confirm their feasibility, this was made with the use of a Business Model Canvas (BMC) appositely adapted for the project which provided, beyond the usual steps of a traditional BMC inputs related to sustainability, impact and social and technological innovation. As the actions completed this process, they entered the last step of the process which was related the selection of consistent KPIs and targets for them to ensure the possibility to monitor their advancements in the co-implementing phase. This process was applied uniformly in each of the pilots undertaking this initiative, although, as mentioned before, the pilots where very different among them both in terms of context and cultural heritage conditions and in terms of the initiators of such activities.

The actions created at the end of such participatory process were included in a set of strategic documents, as explained more in detail below, one for each pilot, which addressed a holistic vision for the territories and their development and resulted from the participatory process to develop sustainable, inclusive and innovative cultural tourism actions.

The actions coming from the pilot areas have been studied in relation to the Sustainable Development Goals and also to the Five Pillars promoted during the International Year of Sustainable Tourism for Development. Figure 1 gives a visual insight into the research flow. The decision to match the actions from the project with the SDGs and the Five Pillars builds on the idea to explore how collaborative-led actions can possibly be related to these and can foster reaching the goals and the pillars.

The research uses three data sets: the 24 TExTOUR actions (de Luca et al., 2022), the 169 targets of Sustainable Development found within the 17 SDGs (UN, 2015), and the Five Pillars as promoted during the Year of Sustainable Tourism for Development (UNWTO, 2018). The first part of the study draws, on the one hand, the links between the SDGs and the Five Pillars for Sustainable Tourism, as presented in the report developed by UNWTO in 2018 (UNWTO, 2018). On the other hand, it carries out a textual analysis of the actions implemented through the participatory process of each of the TExTOUR pilot areas. The 24 actions, defined in participatory cultural plans for each remote area, are analysed in terms of their potential to contribute to each of the 169 SDG targets.

It should be noted that the “Five Key Areas Promoted by the International Year of Sustainable Tourism for Development,” from which the five pillars are derived, is not the most recent document, having been published in 2017. The cultural tourism industry, and tourism in general, has changed rapidly in recent years. For example, COVID-19 has changed the way many city dwellers look at more remote places and forms of tourism (Munjal, 2019; Pitkänen et al., 2020). On the one hand, this makes the discussion of cultural tourism as a means of sustainable development in remote areas even more relevant. On the other hand, it may call for an updated version of the Five Pillars.

This research is based on a text analysis of the action plans presented above (Research model section). Each pilot action was read through individually and qualitatively analysed for its potential to contribute to one of the SDG sub-targets. The analysis was carried out independently by two researchers, and then compared with each other. Inconsistent results were reviewed by a third researcher. The total number of subgoals per pilot was counted (Figure 2).

Each action contains the following information: 1) a description of the action; 2) the heritage resources affected or included in the heritage resources concerned or included in the action proposal; 3) categories of heritage-based tourism that would be implemented by the action; 4) objective and target of the action; 5) main stakeholders involved and their roles and contribution, breakdown of specific activities included in the action, ICT integration, beneficiaries of the action (community, tourists, specific social groups, etc.); 6) social innovation of the action, inclusion, partnerships established (PPPs, voluntary agreements, etc.); 7) sustainability of the action, impact of the action on the heritage resources concerned or included in the action proposal; 6) social innovation of the action, inclusiveness, partnerships established (PPPs, voluntary agreements, etc.); 7) sustainability of the action, impact of the action, selection of monitoring KPIs; 8) consistency check (consistency with higher level regulations or conditions of the site, i. e.g., UNESCO heritage status, regional regulations, national vision for the area, etc.); 9) resources, indicative costs and funding sources; and 10) channels for communication and dissemination of the action and dissemination of the action. The analysis involves checking a set of keywords/phrases from the different SDG targets in the action documents.

By finding the matches and by examining the links between local actions and global initiatives, the study could verify if and how the participatory TExTOUR cultural tourism actions contribute to sustainable development.