Purpose This paper aims to provide empirical insights about the economic benefits as well as the useful strategies to preserve and conserve heritage sites in Southeast Asia. The benefits of heritage tourism include high tourist arrivals and receipts, the multiplier effects within the industry and creation of employment opportunities for the local community. Design/methodology/approach This paper used systematic literature review of secondary data to discover the benefits and strategies for preserving and conserving heritage sites. The data were obtained from peer-review journals, documentary analysis, industrial report, working paper and books. Findings This paper provides empirical insights about the economic benefits as well as the useful strategies to preserve and conserve heritage sites in Southeast Asia. The benefits of heritage tourism include high tourist arrivals and receipts, the multiplier effects within the industry and creation of employment opportunities for the local community. The strategies proposed include stakeholder collaboration and involvement, stakeholder empowerment and the adaptive reuse approach. Practical implications This research is useful for sites’ managers as local stakeholders are highly motivated in participating in the decision-making process on the future development of heritage sites. Involving and empowering stakeholders in heritage management programs increase the stakeholders’ values and willingness to participate in heritage preservation program. In addition, the implementation of adaptive reuse approach enables the conservation of heritage originality and values. Originality/value This paper has discovered three benefits and three strategies toward positive heritage management. Stakeholders’ involvement and collaboration is the easiest way to promote heritage management programs and empower stakeholders. Finally, adaptive reuse program is the hardest approach, but the most beneficial approach in maintaining the value and rejuvenating the heritage sites.