The Role of Cultural Heritage in the Development of the Tourist Brand in the Baltic Sea Region

Research demonstrates that the Baltic Sea Region (BSR) possesses significant cultural potential, including Hanseatic, Viking, amber, and maritime heritage, which can serve as a foundation for developing a cohesive tourism brand. This study identifies key cultural resources and stakeholders involved in branding efforts, highlighting the role of organizations like the Baltic Tourism Commission (BTC). The findings suggest that a unified territorial brand could enhance social integration and foster a transnational identity, particularly relevant amid geopolitical challenges. The research also underscores the need for systemic solutions to leverage these assets effectively, offering practical insights for authorities and organizations managing BSR culture and tourism.

Studzieniecki, T. (2025). THE ROLE OF CULTURAL HERITAGE IN THE DEVELOPMENT OF THE TOURIST BRAND IN THE BALTIC SEA REGION. Scientific Papers of Silesian University of Technology Organization and Management Series, 2025(220), 373–387. https://doi.org/10.29119/1641-3466.2025.220.23