Many people, many political discourses and many public policies are oriented to promote and develop the internationalization of education in general and specifically to the development of global citizenship competencies, through multiple guidelines with global pretensions.

These guidelines promote institutional and personal actions oriented to understand their implications and to create, plan and develop strategies to build bases that give way to the emergence of intercultural citizenship as a condition to understand cultures different from one’s own and to generate interactions based on mutual respect, recognition, appreciation and acceptance of differences as part of human wealth.

As you probably know, each country has its principal symbols, places, and heritages in general, usually, they are included on heritage national and international lists, and this nomination works as platforms to promote different touristic uses of heritage, related to common interests from different persons, it is the case of Egypt, Mexico or Peru recognized by their pyramids and archeology, that´s part of the history and the reason why many travelers go there. 

• To recognize how different cultural aspects are related to heritage and how these aspects or attributes have been identified and used for tourism.

• To be able to recognize attributes or singular aspects of heritage zones and touristic possibilities, using pictures of local contexts as examples.

• To recognize some specific differences between tourism branding as communicative branding outside and place branding inside a cultural context  

• To be able to create a place branding strategy or a communicative brand strategy for some cultural expression or heritage