This chapter explores the evolving concept of cultural heritage, emphasizing its shift from tangible to intangible assets, as seen in international frameworks like UNESCO conventions. The author discusses the growing recognition of heritage as a resource for sustainable development, social cohesion, and economic growth, particularly in Europe. Highlighting new governance models, such as participatory and public-private partnerships, the author argues for a more inclusive approach to heritage management. The chapter also underscores the challenges of digitization and the need for integrated policies that address both the preservation and enhancement of heritage. Finally, the author reflects on how cultural economics must evolve to better analyze and support these changes in the heritage sector.