We present the challenges facing Bulgarian experts in finding the balance between preserving the authenticity of archaeological structures and their context, and turning them into a comprehensible and attractive visitor site. Thanks to European funding over the past ten years, a number of projects have been implemented in Bulgaria for conservation, restoration, exhibition and public presentation of archaeological heritage, where the main aim is to achieve a complete visitor product. The economic and social effect, on the one hand, has a positive impact as an inspiration for archaeological research and the popularisation of this type of cultural heritage, but has led to a compromise of the scientific value at some sites. We note some examples to illustrate the combined role of experts, participants and stakeholders in their 'reading' and 'translating' the archaeology – seeking to generate interest, clarify and convey the experience of 'genius loci'. The role of the state in the management of archaeological heritage is examined through its different governmental levels and interaction. The requirements imposed by legislation and practice are also observed.