This paper examines the adoption of emerging technologies by SMEs in the Cultural and Creative Industries (CCI) and Tourism sectors through the lens of Industry 5.0. Based on survey data and interviews with three European SMEs, the study identifies key needs and barriers related to digital transformation. While enterprises show strong interest in technologies such as AI, XR, and smart platforms to enhance customer experience and operational efficiency, they face persistent challenges including limited funding, digital skill gaps, and strategic uncertainty. The results highlight the relevance of Industry 5.0 principles-human-centricity, resilience, and sustainability-as a guiding framework for the heritage sector's transition toward more inclusive and meaningful innovation.