In the article the author analyzes the problem of cultural property promotion and international economic integration. Economic objectives may increase the financial sustainability of a site but may hinder its preservation (e.g., excessive tourism, reduced maintenance costs). Some social objectives may decrease financial sustainability (e.g., lower entrance fees) or hinder the preservation of the site (e.g., overcrowding). Cultural objectives can increase social engagement and generate economic effects, but they can also have a negative impact on the financial sustainability of the facility (e.g., costs increase as the range of cultural activities offered expands).