The Norwegian St. Olav Ways are currently the largest Northern European project re-institutionalizing pilgrimage as cultural heritage, providing a new framework for vernacular religious practices to a wide audience. In this article we approach the current pilgrimage revival in Northern Europe as part of a trend toward a heritagization of religion that allows new religious self-understandings to emerge. We analyze pilgrim guidebooks to the St. Olav Ways with regard to their narrative scripts, detailing how they can create expectations, inform the pilgrims’ conduct, and direct their attention toward a history that translates into a heritage. Based on a corpus of published pilgrim journals and diaries, we argue that the guidebooks instruct a process of interpretive drift, which influence the pilgrims toward embracing and embodying a new role within the religious field. The guidebooks invite the pilgrims to take on the role of heirs to a medieval European tradition.

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