This chapter introduces the reader to the concept of cultural management. It is the systematic care taken to maintain the cultural values of heritage assets and the arts for the enjoyment of present and future generations. The main goal of cultural heritage management is to conserve a representative sample of our tangible and intangible heritage for future generations. What is to be conserved is broad, and not everything can or should be included. The chapter then goes on to discuss the differences between conservation and preservation, with the focus on the conservation of assets as a key to sustainable tourism development. The fact that heritage varies in scale, complexity and management challenges poses a range of difficulties in conserving tangible and intangible cultural heritage. As a result, cultural heritage management represents an evolving framework that is influenced by local conditions. However, it is also governed by a range of international codes of practice, protocols, conventions and charters, which are introduced to the reader. The chapter then discusses the role of stakeholders in cultural heritage management. Special emphasis is placed on World Heritage Areas as they are recognized as having an outstanding universal value to humanity. While they are seen as being a top tourism brand, tourism plays no role in the designation of World Heritage status. The chapter discusses the nomination process, inscription and whether tourism in the area benefits from designation. Finally, arts management is discussed within the context of a creative culture and the development of creative tourism.