This master's thesis explores contemporary approaches to promoting and valorizing the cultural heritage of the Kvarner region, with a focus on using online guides and technological innovations. Given the rapidly changing digital environment and the increasing importance of digital media in the tourism industry, the research is directed towards analyzing the effectiveness of websites, social media, mobile applications, artificial intelligence, augmented reality (AR), and virtual reality (VR) technologies in disseminating information, promotion, and further valorization of cultural heritage. Combining qualitative and quantitative research methods, the thesis provides insights into the preferences, attitudes, and perceptions of the respondents who participated in the study and identifies best practices for further improving marketing activities, i.e., promoting and valorizing the cultural heritage of Kvarner. The analysis of research results demonstrates that integrating digital technological innovations contributes to enhancing visitor experience, information distribution, engaging visitors, and preserving and promoting the rich cultural heritage of the region. Based on the findings, an analysis of the results was conducted, and the thesis presents specific recommendations for enhancing promotion and additional valorization, emphasizing the importance of collaboration among all relevant stakeholders in promoting and valorizing the cultural heritage of Kvarner. Additionally, it underscores the need for continuous monitoring of technological innovations, their integration, and adaptation of marketing strategies to address dynamic changes in the tourism market and the needs of modern travelers.