Tourism and heritage are two collaborative phenomena. We consider the relationship between heritage and tourism as one that is amphidromic and reciprocal. On the one hand, tourism is certainly attracted by sites, buildings, areas or arts and crafts already recognized as heritage and contributes to their touristification. On the other, by its action, it contributes to redefining the scope and symbolic meaning of the then touristified heritage. In this sense, tourism has been one of the most powerful factors in the social production of heritage. The ambition of this text is to bring new light to the ways tourism and heritage have reciprocally impacted, transformed and transmuted each other. To do so, we will highlight recent changes in both the heritage and tourism paradigms. We will discuss their relationship and, beyond that, their reciprocal coproduction. We finally suggest new paths for future research on the multiple and dynamic interrelations between heritage and tourism.