This paper explains the importance of cultural heritage and its role in preserving European identity, as well as the key role of European Union’s regulations related to the protection and integration of cultural heritage with tourism. Through these regulations, the nature of cultural heritage as a resource is defined, while the importance of tourist guides in mediating the material elements of heritage with the intangible values of the destination is emphasized through the principle of interpretation. Due to the richness and diversity of the cultural heritage of the European Union, its regulatory institutions try to harmonize the legal strategies of various member states, promoting universal frameworks for the protection and preservation of European sites, although, however, the valorization of local cultural heritage remains the exclusive competence of each country individually. In this way, the entire responsibility for the implementation of regulations mainly falls on local organizations at the heritage sites, while in practice, depends on the knowledge and creative communication skills of the tourist guides who are in correlation with the visitors. A unique visitor experience start by creating experience through out storytelling that combines material heritage values and intangible components. Accordingly, the importance of continuous improvement in education, as well as the development of specialization programs for tourist guides related to the processes of cultural heritage valorization are emphasized.