Over the past few decades, in both the USA and Europe, many cultural landscapes (CLs) facing social and economic decline have been revitalized through processes embracing planning, design, touristic ideas, heritage resources, local administrations and communities, resulting in cultural or heritage parks (HPs). This paper forms part of the debate on CLs and highlights their rehabilitation via HPs. The research raises the question of the role HPs have played within the restoration of CLs while aiming to bring the discussion into the current sustainable planning and land design debate. As a case study, it takes the experience of the Mondego River Heritage Park (MRHP), located in the central region of Portugal. The MRHP builds upon the European Landscape Convention, HPs' accomplishments and academic studies. Conclusions suggest heritage to be an effective driving force for sustainable development and the HP as an operative concept in the planning, land design and management of the territory.