Smart tourism and cultural heritage in the Baltic states: exploring strategies and tools for sustainable development

PurposeThis study aims to examine and analyse data relating to cultural heritage, smart tourism and smart tourism tools for preserving cultural heritage in the Baltic states - Estonia, Latvia and Lithuania.Design/methodology/approachThe paper is based on a qualitative review of data from National tourism board web sites, the UNESCO World Heritage Convention, and the European Heritage Label sites. The paper analyses various sources in terms of cultural heritage and smart tourism and examines different ways of applying smart tourism tools to cultural heritage.FindingsThe findings show that smart tourism, and especially the preservation of cultural heritage in the Baltic states, is not a new thing, and it is rapidly progressing by inventing new technological tools for tourists to use and as well by digitising cultural heritage. Comprehensive examination of three countries shows that there is significant potential already and that there is a way to grow further for each of the countries by applying new technological tools for preservation of a cultural heritage.Originality/valueThe paper reviews data on cultural heritage and smart tourism tools in the Baltic states where it already plays a steady and significant role. Specifically, it contributes to recognition of each of the states on a global level in terms of variety of cultural heritage that is being preserved and digitalised. The originality of the paper is determined by the assessment of the smart tools used for cultural tourism.