This thesis deals with the issues concerning the World Heritage industry. One of the major topics is the international documents that the organisation of UNSECO and their predecessors have been referring to since 1931 in the Athens Charter. The documents are described along with terms like place identity, place branding, historicism, and place construction and analysed in a case study. The case study is the World Heritage site of Mantua in the east part of Lombardy, Italy. Within the frames of these terms and documents the historical route ‘The Prince’s path’ is analysed trough the perspective of uninformed visitors. In the case study the information given in the urban space will be presented along with the changes that have been made in the past century. This presentation intend to relate to the criticality's that the Outstanding Universal Value may cause in terms of how the site may be affected to effects linked to the heritage brand like cultural tourism and knowledge of the specific site. Questions like what kind of information the spectator is given in the urban room are analysed and answered with help of the available information for tourists. One of the problems in this sense is the chosen selection of information that is given, could this selection in any sense be connectable with the World Heritage nomination and is there a conscious mediated image coherent throughout the sources of information?