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PurposeThe purpose of this paper is to demonstrate how safeguarding intangible cultural heritage contributes to environmental conservation and favours sustainable development of natural landscapes. To do so, the authors will focus on a study of dry stone constructions, which have been recognised by United Nations Educational, Scientific and Cultural Organization (UNESCO) as Intangible Cultural Heritage.Design/methodology/approachThe research has been carried out through three methodologies: the search and review of archives (historical and administrative documents), ethnographic methodology (field work and interviews) and case studies.FindingsThe abandonment of dry stone constructions is placing rural zones at risk, as they assume a strategic role in environmental conservation efforts. This article seeks to highlight the importance of safeguarding this cultural heritage.Research limitations/implicationsThe art of dry stone walling has its origins in ancient times and can be found in numerous regions around the world. The main ideas of this paper may be applied to many of the places where this vernacular architecture can be found.Practical implicationsSome stakeholders may apply the results of this study to identify new uses for heritage resources that allow maintenance of ecosystems while at the same time safeguarding intangible cultural heritage.Social implicationsThis paper stresses the importance of raising public awareness of cultural heritage and vernacular architecture, its link with traditional activities such as farming and livestock raising, the rural landscape and reinforcement of cultural identity and historical memory.Originality/valueThis study illustrates the actions taken by UNESCO to safeguard intangible cultural heritage and the effects of those actions. It also considers dry stone constructions from the perspective of environmental sustainability, an area that has been subject to limited study.

This article presents a critical analysis of the actions carried out by UNESCO to safeguard what is considered to be 'intangible cultural heritage of humanity'. These actions have been implemented under the aegis of its international convention adopted in 2003: the Convention for the Safeguarding of the Intangible Cultural Heritage. However, the principles laid down in this document and the objectives sought are somewhat hazy after 15 years of their application.We have examined the effectiveness of UNESCO's policies and management by way of a qualitative and quantitative study of the functioning of the Convention's management bodies (the General Assembly and the Intergovernmental Committee) and the intangible heritage inscribed on the Lists (number and distribution by lists, years, countries and economic and demographic weight). The main focus of our analysis is to assess the democratic functioning of the Convention and the universality of the intangible heritage inscribed by UNESCO.

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La marca UNESCO representa un valor añadido en el patrimonio cultural y recientemente en el patrimonio inmaterial. Con esta distinción se obtiene una notable visibilidad y prerrogativas en las ofertas de destino turístico que no siempre se desarrollan de igual forma, de ahí la necesidad de su análisis. El presente trabajo aborda el tema de la marca UNESCO en el patrimonio inmaterial y su relación con el turismo a partir de un estudio de caso: la revitalización del saber tradicional de la cal artesanal en Morón de la Frontera (Sevilla, Andalucía), programa reconocido como ejemplo de buena práctica de salvaguarda, inscrito en el Registro de Buenas Prácticas de la UNESCO en 2011. Aunque exhibir un bien patrimonial como marca UNESCO ("somos de marca"), supone un reconocimiento de prestigio, nos planteamos hasta qué punto y de qué modo ese reconocimiento satisface las expectativas turísticas que pueda tener la sociedad local.