Shared Heritage, Divergent Paths: Heritage Tourism Development in UNESCO Fortified Church Villages of Transylvania, Romania

Romania joined the UNESCO Convention in 1990. The fortified church of Biertan was inscribed on the World Heritage List in 1993, followed by six additional Transylvanian fortified church villages in 1999. An interesting feature of this heritage landscape is that settlements with different demographic and development trajectories share the same World Heritage designation. In our research, we collected demographic and tourism data from these seven municipalities. Subsequently, a standard questionnaire was sent to municipal decision-makers (mayors) in 2023 to map tourism development in their municipalities. The communication activities of the municipalities were analysed using a content analysis method, which was observation-based and based only on online content. In our experience, there is no common strategy to turn this heritage into a tourist attraction; each of the seven municipalities has faced this challenge separately. The main result of the research was to explore how heritage tourism works in municipalities with different demographic, linguistic-cultural heritage and with different levels of management.