Heritage management, in addition to knowledge and skills, requires innovation of private consulting firms in collaboration with various professionals, thus encouraging the ambition, talent, vision and creativity of the individual. The aim of this paper was to point out the importance of presenting and interpreting cultural and natural heritage through consulting companies that create interpretation centers, visitor centers and creative museum exhibits to penetrate the real life of people, both locals and tourists, bringing them closer to the values and identity of a community, which has a far-reaching impact on the overall quality of life, as well as sustainable development. Special attention was paid to visitor/user as the most important stakeholder in the whole process and the way they perceive what they see and acquire new skills and knowledge through carefully designed interpretation of heritage. The visitor is no longer just a passive observer, but an active participant in discovering the meaning of a particular heritage. New times require new approaches, both in other spheres of life and in interpretation of cultural and natural heritage, and require adaptability and inventiveness. The projects of consulting companies from this paper are example of how to successfully create a synergy between (re)interpretation of heritage, involved individual/user and society, not only in historical-artistic, but also in the socio-economic context.