Project “HERA - Sustainable tourism management of Adriatic HERitage” dealt with some of the major challenges of all partner countries concerning culture and tourism sector, such as lack of an integrated management and promotion strategy of Adriatic cultural heritage, insufficient involvement of community actors in cultural heritage promotion and valorization activities, high seasonality of tourism demand, uneven development level of tourism offer between Adriatic countries, and last but not least, lack of promotion of Adriatic area as a unique cultural tourism destination on the international markets.