Citation: Faganel, A.; Reisman, B.; Tomažiˇ c, T. Heritage Tourism, Retail Revival and City Center Revitalization: A Case Study of Koper, Slovenia. Heritage 2023, 6, 7343–7365. https:// doi.org/10.3390/heritage6120385 Academic Editor: Stella Sofia Kyvelou Received: 13 October 2023 Revised: 14 November 2023 Accepted: 22 November 2023 Published: 24 November 2023 Copyright: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). heritage Article Heritage Tourism, Retail Revival and City Center Revitalization: A Case Study of Koper, Slovenia Armand Faganel 1, * , Beti Reisman 2 and Tina Tomažiˇ c 3 1 Faculty of Management, University of Primorska, Izolska vrata 2, 6000 Koper, Slovenia 2 Municipality of Koper, Verdijeva ulica 10, 6000 Koper, Slovenia 3 Faculty of Electrical Engineering and Computer, University of Maribor, Koroška cesta 46, 2000 Maribor, Slovenia * Correspondence: armand.faganel@fm-kp.si Abstract: The focus of this paper is the revitalization of a heritage city center and the significance of retail trade and cruise ship tourism within this context. Fundamental concepts are presented in the literature review and the factors contributing to the decline of old city centers explored. The empirical section of the paper comprises a case study that highlights a specific municipality’s efforts to revive its heritage city center. The main attraction in Koper is its well-preserved medieval city center with five-centuries-old Venetian architecture. An analysis of the municipality’s initiatives is performed and a qualitative study that investigates the perceptions and experiences of stakeholders regarding the situation and the municipality’s actions to preserve commercial activity in the city center. The results of the semi-structured interviews conducted with three distinct stakeholder groups are analyzed using the qualitative content analysis method. The findings reveal that the chosen municipality has achieved relative success in revitalizing its heritage city center. Concurrently, stakeholders’ perspectives are utilized to identify potential drawbacks and explore opportunities for mitigating them. This paper concludes by presenting its theoretical and methodological contributions to the field of heritage city center revitalization, not only in the selected municipality but also beyond. These insights can inform the appropriate sustainable policy development and marketing strategy. Keywords: revitalization; retail trade; marketing strategy; city center; stakeholders; heritage 1. Introduction Revitalizing a heritage city center is like breathing new life into history. Preserving the cultural legacy while making it vibrant and relevant can be a delicate dance. Retail plays a crucial role; it is not just about shops but also creating an experience that resonates with the spirit of the place. Unique boutiques, perhaps echoing the craftsmanship of yesteryear, can thrive. Imagine cobblestone streets lined with quaint stores, each telling a story. It is not just commerce; it is about curating an atmosphere where every purchase feels like a piece of the city’s narrative. Heritage town centers serve as significant cultural, architectural, and social landmarks, representing the rich heritage and identity of communities. However, over time, many of these centers have experienced a decline in economic vitality and cultural relevance, posing challenges to their sustainability. Revitalizing heritage town centers has become a critical endeavor to not only preserve their historical significance but also to promote sustainable development. One of the key challenges faced in the revitalization process is the integration of retail development within the heritage fabric of these town centers. Retail establishments play a crucial role in enhancing the vibrancy and economic viability of these areas. However, striking a balance between preserving the historical character of the town center and meeting the evolving demands of modern retail is a complex task. Town Centre Management (TCM) refers to a comprehensive approach that focuses on the strategic management and revitalization of town centers. It involves cooperation and Heritage 2023, 6, 7343–7365. https://doi.org/10.3390/heritage6120385 https://www.mdpi.com/journal/heritage