Culture and Sustainable Tourism: Does the Pair Pay in Medium-Sized Cities?

Undoubtedly, one of the greatest challenges to civilisation today is the need to fulfil commitments to build a just and caring global society. These commitments also apply to the tourism sector. The aim of the article was to determine how to identify opportunities for sustainable tourism development based on cultural heritage in medium-sized cities whose tourism assets can hardly be considered outstanding. This is an even more significant problem, as even in conditions of relatively low tourist traffic cultural tourism may have an unsustainable character if the relevant policy is pursued and the attitude of the inhabitants are inappropriate. The authors proposed to complement the Triple Bottom Line used to assess the sustainability of a destination with the assessment of the local authority’s attitude towards cultural development and characteristics regarding the involvement of the inhabitants. The study has shown that even if the cultural assets of medium-sized cities are not outstanding, they can play a role in tourism development. It is important to remember that their advantage lies in their locality, and that expecting too much of an economic effect of developing tourism can deprive them of this advantage permanently