In the latest issue of journal Sociology and Space, an original scientific article entitled Challenges of Using Cultural Heritage in Destination Strategy and Brand Communication: The Case of Istria and Kvarner has been published. The authors are Associate Professor Krešimir Dabo, PhD, Assistant Professor Danijel Knežević, PhD, and doctoral candidate Ivana Schildefeld, MA in Public Relations. The article is the result of field research conducted within this project and examines the role of cultural heritage in the communication, image, and branding of the tourist destinations of Istria and Kvarner, with a particular focus on institutional practices, strategic shortcomings, and challenges in cross-sectoral cooperation and media visibility. The study builds on the fact that Croatia, especially the regions of Istria and Kvarner, possesses exceptionally valuable tangible and intangible cultural heritage protected by UNESCO, which holds significant potential for the branding of tourist destinations. Based on 22 semi-structured interviews with professionals from the fields of culture and tourism, the research explores how these resources are used in communication and destination image-building. The results show that cultural heritage is perceived as an important communication and branding tool; however, there is a lack of a shared strategy, clearly defined representative symbols, systematic inter-institutional cooperation, and strategic management of media relations and social networks. The article is available here.