This article explores the intersection of cultural heritage and sustainable tourism, focusing on innovative solutions that promote responsible and sustainable tourism experiences. The current globalized world encourages travelers to seek their roots and embrace the unique aspects of places, fostering tourism that values heritage as an identity resource in the face of the risk of homogenization. As heritage has evolved, it has become an industry in contemporary global societies. Tourist destinations present themselves as hubs of heritage, culture, and events, revitalizing their reputation and competitiveness. This transformation can lead to conflicts when meanings and practices clash among different stakeholder groups. The article emphasizes the need for sustainable approaches to balance tourism demand with heritage preservation. It highlights the role of technology in achieving sustainable cultural tourism, particularly through Recommender Systems (RS) that offer personalized recommendations for attractions, accommodations, and activities based on user preferences and behaviors. These systems are crucial in managing visitor flows, addressing over-tourism, and enhancing the overall tourist experience. The article cites examples like Check Barcelona, a web application that provides real-time information on visitor numbers at cultural sites to promote more sustainable and less crowded experiences. While Recommender Systems have the potential to guide and enhance tourist experiences, the article also acknowledges concerns about data privacy, commercial interests, and the potential for users to become mere data sources. Despite these challenges, the participatory nature of these technologies allows travelers and residents to co-create narratives, transforming them from consumers to producers of meaning in the tourism landscape. This, in turn, can lead to more satisfying and sustainable tourist experiences.