Internationally, protected areas represent an established model in promoting the principles of sustainability, environmental protection, ecosystem services, and associated cultural values. These biodiversity-rich areas offer a wide range of cultural ecosystem services, which are elements of primary interest to the ecotourism sector. Although ecotourism is itself considered a cultural ecosystem service, it also represents the means through which to recognize the multitude of cultural ecosystem services offered by protected areas, including values related to historical heritage, symbolic and identity values, and environmental education awareness. By examining the ecotourism activities present in Maiella National Park, the study analyzes how the cultural ecosystem services of the area are currently valued, what measures are taken to safeguard the natural heritage, and what could be the possible strategies to improve ecotourism service management within the protected area. Data were collected through the analysis of the main activities promoted by the Park Authority and companies in the area engaged in ecotourism, highlighting their importance and potential in promoting sustainable development through the enhancement of local natural, historical, and cultural resources.