Exploring destinations that are of cultural importance is becoming popular among tourists of all age groups. The unique blend of culture and heritage associated with such sites make them particularly interesting destinations to visit. Despite being relatively new, the idea of World Heritage Sites as a brand is gaining popularity among tourists. UNESCO designates certain locations as World Heritage Sites, and as such, they have come to represent both the natural and cultural heritage of the entire world. As a result, they are currently employed to represent the brand of a certain nation or region. Additionally, they are utilized to promote tourism, generate revenue, and increase awareness among the public of the value of their conservation. This research presents a conceptual model through identification of various factors that influence the development of heritage and cultural tourism worldwide. It has been identified that the enhancement of brand value, destination reputation, tourist experience, marketing, and promotional activities stand as key factors contributing to the development of heritage tourism. The enhancement of these will ultimately pave the way for the development of heritage tourism.