Local cultural heritage is now recognised as a factor in locational attractiveness and quality of life. Cultural heritage can also strengthen a sense of place, which can be a prerequisite for empowering citizens for sustainability transformations. Nevertheless, the specific cultural heritage of small and medium-sized towns is underrepresented in common surveys and policies. This article traces the collaborative development of regional and local strategies for the protection and valorisation of built cultural heritage in the German-Polish border region. The basis for these strategies were five hypotheses that brought together knowledge about development dynamics in small and medium-sized towns, their specific quality of life and aspects of cultural heritage. These hypotheses were discussed and reflected upon in the ten German and Polish towns and condensed into location-specific approaches.