Sustainable Tourism in the Albanian Riviera - Cultural Routes Contibution in Sustainable Tourism in the Albanian Riviera

This article studies the potential impact of the cultural routes proposed in the Albanian Riviera case study on the development of sustainable tourism in the southern coast of Albania, focusing especially on the innovative cocreation of experience and narratives. Nowadays, in the field of cultural tourism, there is a similar shift away from static museums and monuments towards more interactive and intangible way of experiencing. Because of these new approaches, cultural tourists seek out the defining elements of the atmosphere of places even more than before. This knowledge empowers individuals not only to see or experience a place, but to live and breathe the very culture.