The paper comes from the need to search for criteria useful for the valorization of heritage towns, located in rural and/or inland areas of Italy, now affected to depression and depopulation process. To this end, the authors point out how territorial identity can constitute the theoretical foundation to influence the development policies and, in particular, the tourism development for sustainability process It was therefore decided to interview a number of stakeholders who could contribute with their professionalism and expertise to identify possible paths and processes for the enhancement of these areas for tourism development. The methodology was based on be to be interviews with open questions, which allowed to identify a SWOT analysis, offering a guideline for a correct governance of these rural areas for their tourist enhancement, in terms of sustainability of development and tourist attractiveness. The study is an observatory that will monitor the implementation of sustainable tourism enhancement of the borghi, heritage town