Tourism management of World Heritage Sites. Perspectives on 10 years of integration of the University of Coimbra, Alta and Sofia in the UNESCO list

Abstract

Empirical research on World Heritage Sites rarely combines, in a comprehensive way, tourism competitiveness, smart destination strategies, and the Delphi method within the framework of the quadruple helix model. This study seeks to address that gap. Methodologically, it employs the Delphi technique applied to the quadruple helix model, involving representatives from public authorities, academia, the private sector, and civil society. The process was conducted over three rounds and completed by 23 participants. This research identifies the main challenges associated with managing Coimbra as a tourist destination in the decade following the inscription of the University of Coimbra – Alta and Sofia on the UNESCO World Heritage List. The focus lies on the impacts generated and the strategies required to foster adaptation, innovation, and entrepreneurship, in light of visitors’ evolving expectations and the necessary adjustment of the city’s tourism offer. Findings reveal four major challenges: (i) defining strategic positioning and priorities across diverse sectors; (ii) enhancing urban competitiveness; (iii) stimulating industry, commerce, and the local entrepreneurial ecosystem; and (iv) leveraging the UNESCO designation to strengthen Coimbra’s international image. One limitation of the study stems from its focus on a single UNESCO-listed asset. Future research may broaden the panel by integrating other Portuguese destinations included in the World Heritage Sites. By analysing stakeholder perspectives on the inscription of the University of Coimbra – Alta and Sofia on the World Heritage List, this study offers relevant contributions to the scientific community and destination managers.