More regionality than globality – new trends and challenges of contemporary cultural tourism

Purpose: The aim of this article is to identify and classify the challenges of contemporary cultural tourism, as well as trends in its development in the context of regional interpretation and the creation of a branded tourism product. Design/Methodology/Approach: The main research method used in the article is an analysis of the directions of tourism in cross-border tourism areas, combined with indications of activity preferences - regional, supra-regional or global. The analysis was based on participant observation, as well as on respondents' indications during the questionnaire survey and targeted interviews. The data obtained through this method allow basic conclusions to be drawn regarding the development of the regional cultural tourism space. Findings: As a result of the research carried out, a clear trend was noticed in recent years in the changing optics of tourism activities and interests in the context of cultural tourism - from global mobility to regional and local mobility. The challenges facing contemporary cultural tourism in the face of a globalising market and increasing expectations of individualisation and regionalisation of tourism were identified and classified. Practical Implications: The observed changes and trends in the perception of the contemporary cultural tourism space, successfully translate into actions aimed at creating new tourism products and creating new regional tourism offers. Originality/Value: The research presented in the article is completely original and has not been published before in the scientific literature, both regionally and internationally. Their value is considered high, due to the practical implications of the analyses in building a well-organised cultural tourism space.