Culture has a central place in the development strategies of many cities and towns supported by the growth and diversification of tourism. Culture is decisive in attracting visitors and a source of creativity and innovation processes in the context of tourism. In turn, tourism provides crucial resources to protect, re-create, and value cultural resources and expressions, as well as occasions for community empowerment and inclusion. In turn, this engagement can support, discover, and improve the vitality of the cultural and creative sector and its places. However, some criticism stems from the negative impacts of tourism on local resources and host communities. In this context, the competition for the organization of major cultural events or admission to programmes of international organizations has become part of government strategies. Based on local history, culture, and identity, they seek to increase the visibility and notoriety of the territories and the cultural and tourist offer, and to generate substantial social and economic gains and cultural development. Small and medium-sized municipalities, such as those discussed in this chapter, recognize the opportunities resulting from cultural and tourist involvement. Competing with larger cities, they try to draw attention to their tangible and intangible heritage and new experiences through branded programmes. However, the plans, their impacts, and their long-term sustainability are questionable.