Cultural tourism can act as a driver for inner area development, bringing about a range of socio-economic benefits through economic stimulation, quality of life improvement, and cultural heritage preservation. Inner territories, set apart by geographic marginality and low population density, hold a rich cultural and environmental heritage that, however, remains off the radar and left behind. Guided by the principles of endogenous local development, this article seeks to contribute to the existing body of research by proposing potential strategies for local growth rooted in cultural tourism. From this perspective, we identified the Basilicata region (Southern Italy) as a proper test area. The region is rich in archaeological, monumental and museum evidence, but is characterized, except in a few areas, by a low rate of tourist turnout. Through a replicable, comprehensive, and flexible methodology—drawing on bibliographic research, analysis of archaeological, archival, erudite and antiquarian sources, and carrying out field surveys—the different points of interest in the region have been brought together under specific cultural themes. Results include the design of three detailed routes (Via Herculia, Frederick II’s, and St Michael’s cultural routes) useful for three different types of tourism (sustainable, emotional, and accessible). Possible scenarios for valorization and fruition are also proposed, paying particular attention to digital technologies. Thus, this research aligns with Sustainable Development Goals (SDGs) 8 and 11 promoting cultural heritage valorization and preservation, shoring up economic revitalization, stepping up community engagement, and pushing forward environmentally friendly tourism practices. Research findings can attract the interest of a wide range of stakeholders such as tourism professionals, local authorities, cultural and creative industries, local communities and entrepreneurs, as well as academics and researchers. The methodological approach can be considered for the valorization and tourist enjoyment of inner areas in other countries, with particular focus on those falling within the Mediterranean region which is rich in cultural heritage, environmental value, and socio-economic potential.

Wine tourism is increasingly recognized as a key driver of sustainable rural development and the integrated enhancement of cultural heritage. However, in many production areas, including Southern Italy, the sector remains fragmented, with limited integration between wine production, cultural heritage, and territorial identity, restricting its potential for experiential and sustainable tourism. This study addresses this gap by proposing a relational, heritage-based approach that connects wine landscapes with archaeological and cultural resources. The aim of the research is to examine how wine tourism can contribute to sustainable territorial development in Basilicata (Southern Italy) through an integrated interpretative framework. This study also develops a georeferenced wine tourism map and evaluates the readiness of wineries to adopt integrated wine tourism models. Methodologically, the research is structured into three phases: (i) literature review and data collection on wine-related cultural heritage; (ii) development of a georeferenced map identifying 21 points of interest within the main regional DOC areas; and (iii) stakeholder engagement through participation in sector events and a strategic questionnaire administered to 30 wineries (response rate: 50%). Data were analysed using spatial interpretation and descriptive and thematic analysis. Results show that wine tourism in Basilicata is consolidating but remains characterized by territorial imbalance and weak integration between wine production and cultural heritage. Wineries demonstrate strong territorial identity and growing interest in experiential tourism, while communication and interpretation tools remain underdeveloped. The wine tourism map effectively integrates spatial and cultural data and supports cooperation among stakeholders. In conclusion, integrated mapping-based wine tourism can foster sustainable rural development in inner areas and provide a replicable framework linking heritage, identity, and tourism.