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The purpose of this paper is to find out if Destination Marketing Organizations (DMOs), in charge of promoting World Heritage Sites (WHS), use the World Heritage label in their electronic promotional tools, and if so, do promotional arguments include considerations linked to sustainable development.

A quantitative and qualitative study was conducted of web site content created by local, regional and national DMOs representing 120 organizations of World Heritage Cities member cities.

Results show that Western European cities are the primary users of the World Heritage label in their promotional material. Cities that obtained their label less than ten years ago use it more often for promoting tourism. Concurrently a significant theme associated with WHS categorisation is the presentation of a must‐see “tourism product”. Conversely the advertising contains little information about the protection of the site or sustainable development actions undertaken since the labelling.

Mostly a DMO communicates with tourists and visitors. It would be in the interest of WHS managers who work in partnership with these DMOs to convey why the site was labelled. Further, they need to demonstrate that obtaining the World Heritage status implies implementing sustainable development objectives. Finally, a better understanding of the economic, cultural, social and environmental issues associated with the label would help tourists appreciate their visit more.

The paper is the first insightful study of the World Heritage label usage as both a promotional argument and means of enhancing sustainable tourism practices.

This paper is an editorial to JCHMSD's Volume 2 Issue 1. Its purpose is to introduce the selection of papers in the issue.

The paper discusses the increased focus of national and local authorities, as well as multilateral agencies, on historic cities in a search for a more sustainable process of urban development that integrates environmental, social and cultural concerns into the planning, design and implementation of urban management programmes and projects. The recent adoption of a new policy instrument by UNESCO, the 2011 Recommendation on the Historic Urban Landscape, is providing a set of general principles in support of sustainable urban heritage management and the paper further explains the first results of a field testing of the embedded Historic Urban Landscape approach in two different geo‐cultural regions of the world (i.e. Central Asia and East Africa). It points to fields of further research, which are linked to the papers selected for this issue.

The Historic Urban Landscape approach, as promoted in the new UNESCO Recommendation on the subject, facilitates a structuring and priority setting of the manifold needs and wishes in the broader urban development and heritage management process, thereby creating clarity and understanding in an often very complex process with competing demands.

The new UNESCO Recommendation was adopted on 10 November 2011 and this research paper is the first to expound on an implementation of the approach embedded therein, explaining its merits and potential.