Heritage plays a central role in narratives of coastal regions that promote them as places of leisure. This paper compares this role of heritage in Sørlandet (Norway) and the Dutch Wadden Sea area. Both regions have rich and related cultural histories, but at the same time exhibit striking differences in the role of cultural heritage and other aspects of heritage in regional identity narratives that are aimed at attracting tourists. We conclude that while the narratives of Sørlandet affirm a romantic, picturesque image of pre-industrial, societies, those in the Dutch Wadden Sea area frame this region as a pristine and timeless wilderness, in which human history has no place. ARTICLE HISTORY

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