Tourism is a leading sector for Bulgaria, the Thracian tourist region and destination Plovdiv. This article aims to analyse the destination’s transport issues in search of safe and sustainable transport solutions for urban mobility that actively support cultural tourism. The study is part of the “living laboratories” of the project “Investing for excellent uses in regional sustainability” (INVEST4EXCELLENCE) in search of a model for innovative use of transport infrastructure by the tourist flow. Policies focused on the mobility needs of the city’s guests and businesses, as well as the functionality of the area and improving the quality of life of the local people in the next decade are discussed. At the centre of the discussion are the challenges, risks and opportunities for the sustainability of the tourist destination Plovdiv such as: transport and mobility, which promote social innovations in providing accessibility to cultural attractions, tourist sites and services. Urban mobility planning is commented on - types of trips; measures to promote active movement patterns and use of public transport; synergy between car, pedestrian and bicycle traffic; integrated routes aimed at satisfying cultural needs.