The Balts’ Road tourism route in Latvia and Lithuania is an interesting example of how religious tourism may be packaged within a framework of cultural heritage tourism. The Balts’ Road offers travellers insight into the medieval Baltic world before the coming of Christianity. In this context, pre-Christian religious beliefs and practices constitute but one dimension of the historical tableau that the tourism route is intended to conjure. This article examines the manner in which the pre-Christian Baltic religion is represented on the Balts’ Road, displaying a certain ambivalence that seems related to the past religious history and current religious power relations in the region.

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Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.





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