The Round Table introduces the concept of cultural routes and itineraries, understood as an innovative tool with which to promote quality sustainable tourism in certain regions of the Adriatic-Ionian area, specifically in Croatia, Greece, Italy, Montenegro and Slovenia. These regions were chosen by the partners of the Quality Network For Sustainable Tourism (QNeST) project, financed as part of the EU’s Adrion programme (Priority Axis n. 2 “Sustainable Region”, Axis II SO 2.1 “Promoting the sustainable valorisation and preservation of natural and cultural assets as growth assets in the Adriatic-Ionian area”), which is designed to develop an innovative approach to sustainable tourism on the part of stakeholders active in the fields of culture, nature, the Mediterranean diet (especially wine and olive oil) and accessibility, on whom the QNeST quality brand was conferred in the course of the project.