Continuity is a key theme in conservation and one that appears in the text of the UNESCO World Heritage Convention, which requests States Parties to continue to protect, conserve and present properties situated on their territories (Article 26). Despite this fact, it is not put into effect. Instead, the Operational Guidelines for the implementation of this Convention retain authenticity as a benchmark for assessing cultural heritage. This article scrutinizes Statements of Outstanding Universal Value (SOUV) to prove that continuity is the evidence presented to justify inscription. It reveals that at least 263 properties were inscribed on the World Heritage List not because their values are truthfully and credibly expressed through a variety of attributes as per the Operational Guidelines (Paragraph 82), but because their values and attributes continue to exist. It also reveals that continuity is a recurring concept in other sections of the SOUV, and this holds true for natural properties. Indeed, continuity applies to both cultural and natural heritage, and to tangible and intangible attributes, but this is never admitted in the Operational Guidelines. In terms of future research directions, the article suggests exploring how change within properties affects judgements about authenticity and how guidance on impact assessment can be improved to better achieve the goal of compatible change, concluding that “an effective system of collective protection”, which is the raison-d’être of the Convention, is not one that aims at “conserving the authentic”, but one that aims at “managing continuity and compatible change” in an ever-evolving world.