Historical European cities compete fiercely for establishing a touristic brand able to attract visitors and promote their cultural heritage. Architectural heritage strongly determines urban environments and cities identities. UNESCO has been recognizing its importance and the need to preserve the singularity of ancient architectural visual forms and spaces. In today’s dynamic world, cultural heritage holds significant importance in contemporary societies, serving both as a testament to their history and a means of preserving their identity. Cultural heritage has been globally recognized as a human right and seen as essential for the “construction and preservation of cultural identities and, consequently, the dignity of peoples, communities, and individuals” (Donders, 2020, p. 399). The inclusion of a heritage site in the World Heritage List signifies its recognition as a valuable patrimony, conferring a status that now also functions as a brand and a mark of quality and authenticity (Ryan and Silvanto, Place Branding and Public Diplomacy 5:290–300, 2009). As (Ryan and Silvanto, Place Branding and Public Diplomacy 5:290–300, 2009, p. 291) emphasize, in heritage tourism, this involves not only guaranteeing the authenticity, integrity, and preservation of sites but also making them accessible for heritage tourists to visit and appreciate. This research aims to analyze visitors’ perceptions of the authenticity of the World Heritage brand associated with urban architectural heritage sites in the North of Portugal and their influence on visiting intentions. Based on a sample of 533 individuals, findings indicated a relationship between visitors’ perceived site authenticity (namely the quality of the commitment to heritage preservation, the sincerity of the cultural experience, and the perceived integrity of the site) and World Heritage perceived value. Also, a positive and significant relationship was found between World Heritage perceived value and the intention to visit these urban places.