The chapter aims to investigate how visitor attendance in lesser-known cultural areas can be increased through the adoption of immersive technologies. For this purpose, it has implemented a multiple-case study exploring the endorsement of a set of digital transformation projects by three Italian cultural sites, including the 3D modelling of a cultural heritage building, the digitalization of the collection, the development of the social media strategy, and the education and accessibility projects. These immersive technologies, such as virtual and augmented reality, can create engaging experiences that attract tourists to these neglected regions. The case studies demonstrate how different site lead to similar solutions, which, while not directly replicable, must be adapted to the site-specific exogenous factors. Furthermore, they identified the key drivers and factors that contribute to the sustainable valorisation of cultural heritage, alongside a practical demonstration of the current technologies most commonly employed in cultural sites.