Heritage differentiates a location and promises a memorable experience emanating from the existing unique features of a destination. India is promoting heritage and focusing on preservation of local cultural heritage as assets for sustainable heritage tourism development. Cultural heritage tourism has emerged as both an important economic tool and marketing tool when seeking a competitive advantage in the tourism industry. Heritage promoted in tourism promises a wholesome experience to the visitors and, hence, enhances the value of the destination. The fundamental aim of this study is to understand how heritage is portrayed in tourism advertisements. The methodology comprises of a narrative analysis of advertising campaign texts of Madhya Pradesh and Gujarat tourism. The campaigns have been analyzed to see how heritage has been portrayed and at the second level, tourism campaigns of both the states have been compared in order to evaluate. The analysis indicates that tourism campaigns of both the states heavily use heritage and portray it as a pride of the state and communicate both tangible and intangible aspects of heritage in advertisements.
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