This study aims to identify the factors that constitute the social value of heritage in relation to sustainable tourism. To do so, this paper provides a theoretical contribution by unifying the fields of heritage management and sustainable tourism through a mixed-method approach. It showcases the social dimension of the World Heritage Site of Altamira, Spain, combining qualitative and quantitative techniques. Research findings provide information about the multiple factors determining the social value of heritage, namely: existential, aesthetic, economic, and legacy values and the risks associated with underestimating the contemporary social value. Ultimately, this research paves the way for improving normative approaches toward sustainable tourism and, offers practical solutions to the challenges faced by the Altamira and other World Heritage Sites.

Cultural Heritage (CH) is recognised as being of historical, social, and anthropological value and is considered as an enabler of sustainable development. As a result, it is included in the United Nations’ Sustainable Development Goals (SDGs) 11 and 8. SDG 11.4 emphasises the protection and safeguarding of heritage, and SDG 8.9 aims to promote sustainable tourism that creates jobs and promotes local culture and products. This paper briefly reviews the geoinformatics technologies of photogrammetry, remote sensing, and spatial information science and their application to CH. Detailed aspects of CH-related SDGs, comprising protection and safeguarding, as well as the promotion of sustainable tourism are outlined. Contributions of geoinformatics technologies to each of these aspects are then identified and analysed. Case studies in both developing and developed countries, supported by funding directed at the UN SDGs, are presented to illustrate the challenges and opportunities of geoinformatics to enhance CH protection and to promote sustainable tourism. The potential and impact of geoinformatics for the measurement of official SDG indicators, as well as UNESCO’s Culture for Development Indicators, are discussed. Based on analysis of the review and the presented case studies, it is concluded that the contribution of geoinformatics to the achievement of CH SDGs is necessary, significant and evident. Moreover, following the UNESCO initiative to introduce CH into the sustainable development agenda and related ICOMOS action plan, the concept of Sustainable Cultural Heritage is defined, reflecting the significance of CH to the United Nations’ ambition to “transform our world”.

The noticeable urgent need for the preservation of collective and cultural memory in Europe, coupled with a fear of loss of important aspects of heritage, indicates the importance of educating the youth who will become future policymakers in the field. Analyses of the survey conducted through this research show the current perspective of youth on the typology of World War II memorials on the territories of the former republics, now independent states, of SFR Yugoslavia in Southeast Europe. Targeting architecture and civil engineering students as a specific youth group who are directly involved in learning about the built memorial structures, as well as the phenomenological background of space, creation of place and memories, resulted in a qualitative observation of the group’s understanding and judgement of the topic. This article investigates the level of knowledge and emotional response to memorial heritage within the target group. It addresses relevant issues of age, gender, level of study, and respondents’ backgrounds, demonstrating the existence of an initial interest in memorial heritage among the architecture-oriented youth. With an additional focus on a possible active role in heritage preservation and future placement, the research indicates a segment in the youth’s comprehension of valuable memorial heritage that needs to be improved.