CULTURAL TOURISM AS A DRIVER OF LOCAL ECONOMIC DEVELOPMENT: THE CASE OF OHRID, NORTH MACEDONIA

Abstract

Cultural tourism has become one of the most dynamic segments of the global tourism industry, offering opportunities for sustainable local economy of Ohrid, North Macedonia - a UNESCO World Heritage site renowned for its cultural and natural heritage. Through analysis of secondary date, literature, and tourism statistic the study highlights how cultural tourism contributes to employment generation, entrepreneurship  growth and the preservation of heritage. The findings show that investing in cultural events, museums, and heritage infrastructure attracts a diversified tourist base an extends the tourist season. However, challenges such as over tourism, environmental pressure, and lack of innovation in tourism services remain. The paper concludes that balanced management and promotion of cultural tourism can transform Ohrid into a model of sustainable cultural destination in Southeast Europe.