The objective of this work was to investigate stakeholder collaboration and community involvement on conservation of Ohrid region, Macedonia. To find out how the stakeholder collaboration is framed in media a content analysis approach has been employed. Online newspapers were reviewed and key information retrieved from them were considered as categories and used in subsequent analysis. This analysis was complemented with a questionnaire designed to measure the perspectives of citizens on the management of the world heritage site. From both analyses, it was found that in most of the cases there were contradictions in statements by people from different institutions including governmental and non-governmental organizations (NGOs). For instance, the governmental organizations were in favor to increase the constructions in the city and also around the lake with the aim of increasing the number of tourists and thus revenue for the country. In contrast, the NGOs were against the increase of constructions and were critical to the government for not taking into account the negative impacts to the world heritage site. There were also disagreements between local community and governmental organizations/municipality regarding the management of the world heritage site. The local citizens showed disappointment since their views were not considered and included in the decision-making process concerning the developments in the Ohrid region. In summary, it was found that collaboration between stakeholders was poor and they had different priorities; the governmental organizations focused on increasing the number of tourists and developing the region from an economic perspective without taking into account the negative impacts on the world heritage site whereas the local community and NGOs were concerned more about the world heritage status as given by UNESCO.