Heritage resources have been raised to the category of consumer goods, insofar as, because of its value in terms of cultural wealth, they become an object of contemplation and, thus, an axis for the advertising communications that emerge within the context of the tourist marketing strategies. The present study sought to gather the factors involved in outlining communication strategies that are, themselves, tourism advertising and, at the same time, agents that mediate in the intention to preserve and disseminate cultural heritage. This qualitative study was carried out by doing in-depth structured interviews. The interviewees were all experts on the topic of preservation and promotion of cultural heritage. It was found that advertising and education, taken together with media strategies, are crucial to promote cultural heritage within the context of tourism and cultural management of territories.