ABSTRACT
This chapter presents a case study that demonstrates the roles played by creation stories, golden ages, and heritage in the construction of regional identities. The United Nations Educational, Scientific and Cultural Organization’s World Heritage list contains mainly cultural sites that are associated with the golden ages of various nations worldwide. Consider the dominance of Habsburgian and Baroque heritage in the Austrian listings. The heritage field should be viewed as a large political arena, where many parties have a significant role in selecting those aspects of the past which will further their current projects and goals for the future. The part of history is deeply anchored in the population's memories, making it an appealing theme for regional marketers and politicians. Regional marketers need to find the right balance for their campaigns: one which includes some significant 'thickness' while at the same time remaining 'thin' enough to stay future oriented and flexible.
