“TupART” tackles the challenge of boosting the cultural and economic revitalization of rural areas within the SUDOE space through the conservation and management of their Palaeolithic Rock Art (RA), humanity’s earliest art. This challenge includes presenting it to the public and transitioning to sustainable tourism in regions, such as the Dordogne valleys (FR), the Cantabrian Cornice, and the cross-border Douro/Tagus (ES-PT), which despite having UNESCO World Heritage declarations for their caves and rock sites, are affected by depopulation and crisis. The main objective is to invigorate rural tourism by promoting a shift towards tourism that integrates the endogenous potentials of these regions through the implementation of innovative solutions to enhance local quality of life and strengthen economic development. Additionally, a new vision for RA management will be provided, orienting its management towards sustainability and social inclusion. TupART will implement a series of strategic actions, including: Identification and Implementation of Innovative Solutions, through the development of joint strategies and methodologies for work in protection, conservation, dissemination, and tourism uses. Capacity Building, through the training of local rural actors, as well as the creation of connected tourism products. Increasing knowledge and valorization of RA, as well as innovation, digital, entrepreneurial, and environmental sustainability capacities. Finally, pilot projects for the sustainable tourism management of RA sites will be developed, incorporating new ICTs and new management practices. These achievements will benefit local communities by creating jobs and diversifying their economy, tourists seeking new, authentic experiences, and managing institutions by favoring the implementation of a sustainable tourism management system. TupART adopts a collaborative approach based on transnational cooperation due to the geographical dispersion of RA and the similarities in the challenges faced by SUDOE regions with RA on the UNESCO World Heritage List.