NONE 20260220121337707 wseas/wseas content-registration-form+ja@crossref.org content-registration-form WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 1109-9526 2224-2899 Vasiliki Tsilimpokou Department of Tourism Management University of West Attica GREECE Vasileios Vlassas Department of Tourism Management University of West Attica GREECE Fotini Maniou Department of Economics and Sustainable Development Harokopiο University of Athens GREECE Konstantinos Karampelas Department of Graphic Design and Visual Communication, University of West Attica GREECE Konstantinos Kontos Department of Graphic Design and Visual Communication, University of West Attica GREECE Klimis Ntalianis Department of Business Administration, University of West Attica GREECE The article examines the intertwining of the intangible elements of Greek cultural wealth with the photographic stories published by alternative travelers on social digital platforms. It focuses on the impact of these images on the reinterpretation of culture, travel experiences, and lifestyles, influencing cultural sustainability and alternative tourism. Research adopts a mixed-methods approach to examine the role of photographic stories as cultural repositories and tools for communicating intangible cultural elements in shaping travel perceptions and intentions in alternative destinations, drawing on a religious local festival (panegyri) that took place on an island in Greece. The findings show that photographs on social media powerfully convey stories of intangible cultural heritage in a continuous flow and profusion, while actively participating in its evolution over time. 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