Introduction As historic towns gain tourist potential, historic quality gains market value. A new urban society is emerging, seeking leisure, culture and a high-quality environment, and cities are moving from being industrial centres of production to becoming centres of consumption (Page 1995). For historic towns faced with limited financial opportunities, cultural tourism is seen as a significant economic alternative and the attached commercial value is turning the past into a product of the present. Today historic towns and quarters are competing to attract tourism, and previously unknown locations are appearing on the heritage market; Eastern Europe has become accessible again, and former industrial cities look to discover historic areas with ‘potential’ within their urban fabric.