This paper examines the dilemmas, obligations and opportunities faced by heritage professionals in elaborating cultural ‘assets’ among the breadwinning practices of contemporary, artisanal communities. It takes as its case study the authors’ Bahari Yetu, Urithi Wetu (‘Our Ocean, Our Heritage’) project and its engagement with maritime practitioners in and around the town of Bagamoyo, Tanzania. The article identifies Bagamoyo’s contemporary maritime scene as meriting heritage recognition on a global level, yet sitting entirely outside the country’s legal and political conception of heritage. Moreover, it acknowledges that ‘heritage’ as founded on the livelihood-earning activities of the community’s practitioners, such as boatbuilders, fishers and mariners. These often operate at subsistence level, yet are subject to transformative economic, social and environmental forces, as well as government agencies with no heritage remit. Drawing upon and reporting their co-creative engagements and activities with the Bagamoyo community, the authors argue for a non-reifying and people-centred approach to ‘living’ heritage situations such as that of maritime Bagamoyo, in which the tools of heritage engagement are deployed to amplify the concerns of the practitioner community to a wider audience.