ABSTRACT
This chapter analyses the viability, community representation and ethical components of borderland tourism projects that function as part of broader European cross-border integration plans. It focuses on the creation of tourism narratives and the socio-spatial conflicts resulting from the commodification process. The changing perspectives on the functioning of territorial borderlands have also had a pronounced impact on tourism studies. Many commentators have discussed the multifaceted role of tourism in region-building processes in rural contexts. The promotion of tourism can, therefore, function as a conduit for politics of memory in borderlands. Interviewees highlighted several aspects that impede the development and management of the borderland tourism projects. While most interviewees agreed on the awareness-creating potential of the relic border landscape, others had doubts about using the heritage for tourism promotion. Regional tourism governance in Karlovarsky kraj is characterized by high competition and lacking internal and public-private information exchange.
