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This research explores sustainable competitive advantage (SCA) in heritage tourism, focusing on authenticity, cultural preservation, and visitor experience. It examines the role of data in transforming visitor experiences through personalization, marketing insights, and predictive analytics. This chapter also examines the impact of technology, such as mobile applications, augmented reality (AR), and virtual reality (VR), on heritage tourism experiences. It emphasizes the importance of balancing modernization and cultural preservation, emphasizing ethical considerations and safeguarding heritage site authenticity. This chapter also highlights the significance of sustainability in heritage tourism, including eco-conscious practices, community engagement, and resource allocation. It discusses feedback mechanisms, documentation of cultural and historical assets, and heritage preservation as fundamental elements in SCA. The research encourages collaborative innovation within the heritage tourism domain, encouraging academics and industry professionals to explore emerging research topics. This chapter advocates for a future where heritage tourism offers unparalleled and sustainable experiences while safeguarding and celebrating the enduring treasures of the past.