World heritage tourism is associated with the marketing and visiting of the heritage of humanity. This often results in conflicts between the local population and international tourists. At first sight world heritage tourism is paradox: The idea of preserving corresponds to a local phenomenon (in terms of preserving the original character of a place), but the label ‘heritage of humanity’ refers to a global concept. The supposed paradox can be resolved when the commodification of heritage is considered as a way to raise awareness and preserve heritage values. Case studies of Ambohimanga Rova and Misteri d’Elx show how these paradoxes are handled.