The World Heritage List gains in popularity. In this worldwide competition context, this article investigates the value of this label as a tool to promote tourism in the certified cities for the actors of the industry. Further it asks questions about which elements influence this value and the valence (positive, negative, neutral) of the value. The case of Quebec City shows that the World Heritage reputation, the history and the beauty of the city are the most positive values explaining the use of the label in touristic promotion.