Negative consequences of mass tourism have led to a change in the paradigm of what we consider by the term "tourism", as well as a turn towards new concepts of tourism. New forms of tourism imply an approach based on an experiential element, a concept that is in line with needs of a modern tourist as well as the local community. Heritage and cultural tourism are the types of "new tourism" that are based on a participatory approach and interpretation of heritage. Developing projects in cultural tourism based on the described concepts is recognized as a sustainable direction for the further evolution of tourism practices, both in theory and at the level of European, national, and local cultural tourism policies. Consideration of the preservation of cultural and heritage resources and their use through sustainable tourism practices and projects is a relevant topic, not only in the field of tourism, but also in the context of sustainable development in general. In this paper, new forms of tourism are identified and analysed as an antithesis to the existing traditional approach. Focusing on innovation and sustainability as opposed to mass and seasonality, using qualitative methods, the benefits of cultural and heritage tourism were identified, as well as the potential for the development of projects in cultural tourism based on the preservation and interpretation of cultural resources. In addition, the paper presents a specific project in tourism based on the concepts and methodology of developing innovative and sustainable cultural tourism products. In conclusion, the paper points out sustainable approaches in tourism and gives recommendations for the development of projects in cultural tourism.