This study investigates the potential of spice trade heritage tourism in Serang City, Banten Province, Indonesia, focusing on sustainable management and integrating tangible and intangible cultural heritage. Serang City, a former capital of the Banten Sultanate, is a port city on the northwest coast of Java, Indonesia, served as the foundation for the sixteenth-century trading kingdom of the Banten Sultanate and gained prominence as a central hub for the pepper trade. The study proposes a thematic framework connecting heritage assets to serve diverse interests. By employing a qualitative approach, the findings emphasize that cultural authenticity and community involvement can generate social benefits, preserve historical legacies, and serve as a model for future development. The cultural heritage of Serang City, marked by historical and religious sites, rich culinary heritage, and traditional arts, offers significant potential for tourism development. This study contributes to the literature on cultural heritage tourism and underscores the potential of sustainable tourism and cultural identity preservation in Indonesia’s spice trade heritage. The study highlights the importance of strategic planning and community engagement in promoting heritage tourism as a driver of sustainable development. We argued that by leveraging its rich cultural heritage, Serang City can position itself as a premier cultural and heritage tourism destination, further enhancing its appeal and economic prospects.