The Italian utilization of Objective 1 Structural Funds, 2000-2006, inthe cultural heritage sector, is based on hypothesis that the valorization of the heritage could significantly contribute to the local development, thanks to the «integrated territorial planning». The application of the model was diversified at regional level. From the territorial point of view we can identify three basic typologies: the polar, the linear and the area or district model. In the article these three different approaches are discussed in detail, in relation to their premises and their effects. After having analyzed the production sectors tied to valorization of the heritage - especially those of cultural tourism - a new model is proposed and based upon networking of resources and cultural services; the diffusion of quality systems; the capacity of local and national administrations to provide support for local development projects with structural actions; the promotion and spread of the best practices.