Reviving Heritage through Wine: Assessing the Challenges and Potentials of Sustainable Tourism Development in the Rajac Wine Cellars

Initially constructed for wine production and storage, the Rajac wine cellars represent a unique nineteenth-century complex in eastern Serbia, which has recently gained attention due to revitalization efforts. As there is a lack of empirical research on heritage preservation integrated with sustainable tourism development concerning this complex, the main objective of this study was to explore its sustainable development potential through the perspectives of key stakeholders. By applying a qualitative methodology involving seventeen semi-structured interviews with representatives of travel agencies and local entrepreneurs, the study identified current challenges and offered recommendations for the sustainable transformation of the complex into a heritage-based wine tourism destination. The interviews revealed shared concerns about deteriorating infrastructure, workforce shortages, and insufficient institutional support, emphasizing the need for stronger stakeholder governance and post-intervention support. This study contributes to linking heritage preservation with sustainable tourism governance in rural contexts, offering practical guidance adaptable to similar heritage destinations.