One of the most important cultural impacts of the Metaverse is its potential to democratize access to and entrepreneurship in culture, by allowing visitors to interact with each other and with cultural heritage through innovative products and services resulting from the convergence of the physical and digital worlds. In addition, through Metaverse, cultural institutions have the possibility to create new sources of income through the culturally-informed commercialization of digital experiences, supporting their sustainable operation and development. Moreover, Metaverse is a scientific perspective that brings new economic opportunities for cultural institutions and cultural heritage experts, shaping a space where they can exploit their work directly, giving creators the ability to offer their works directly to the public. Through this approach, cultural heritage experts gain more control over the presentation and exploitation of their work, allowing them to fully realize the potential of Metaverse as a source of revenue and innovative business models. In this paper, we are presenting a novel intelligent environment which allows cultural heritage institutions and experts to create real-time low-cost photorealistic digital experiences in the Metaverse and exploit them commercially through an innovative business model, provisioning personalized experiences. More specifically, the environment will allow to non-technologically qualifying cultural institutions the easy-to-use, scalable and exploitable creation of photo-realistic applications of Augmented, Mixed and Virtual Reality through a cloud-based toolchain. Extended reality experiences will be offered to visitors of cultural heritage sites (archaeological sites, ancient theatres etc.) in real-time and on-demand, through their personal smartphones or tablets, during their visit.