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In the tourist industry destinations are competing against each other to attract visitors. In this race to seduce visitors, cultural tourism (based on heritage and identity) appears as a very popular form of tourism used by destinations. Because branding plays a major role in attracting visitors, this paper therefore examines the slogan of 139 destinations around the world. Findings reveal that slogans tend not to use heritage but instead adopt a neutral position, this is to be explained by the fact that destinations want to appeal to maximum of visitors and also because they appeal to the emotions (as opposed to a cognitive strategy).