In an overview supporting the implementation ofthe Norwegian value creation programme, the consultant outlined a few circumstances that could contribute to better utilization ofthe economic potentia I of cultural heritage. Firstly, cultural heritage could provide a competitive advantage of the tourism and travel industry, if the marketing is focused on segments (i.e. groups of people) that are willing to pay more than average for their services. Secondly, there are several benefits of networking between individual companies, a single cultural site may not be sufficient to attract visitors, but as a part of a network of cultural sites, it may become more interesting. Investments in infrastructure and marketing require resources, and by joining forces more cost-effective solutions could be found.