Tourism is a key sector for Bulgaria and the tourist region of Thrace. This article is about analyzing the cultural heritage of Plovdiv in terms of trends, opportunities and durability. Cultural policies focused on innovation and creativity are discussed, focusing on the main challenges, risks and opportunities for sustainable cultural heritage tourism. The focus point is on the transport capacity of products and tourist services of the destination Plovdiv and on the urban durability. Travels to meet cultural needs include both passive visits to cultural landmarks and attractions (movable and immovable, tangible and intangible cultural heritage, traditions and arts) and active experience and participation in cultural events and creative processes from: cultural and historical tourism (museum, archaeological, cultural-religious, ethno-folklore, etc.); festival, event and creative tourism (music, dance, literature, fine arts, film art, etc.), desire for creative expression and creation of culture together with local communities (photographic, craft tourism, etc.); religious and pilgrimage; culinary; wine and other types of tourism.