This paper aims to provide a comprehensive perspective to heritage economics, and the contribution of that field to urban conservation. Cultural economics, and in particular heritage economics, is often envisioned as a margin discipline to help conservation specialists in assessing additional outcomes and benefits to the expected cultural values from preserving heritage. This paper is built on the conservation paradigm (consistent with the urban agenda in a sustainable context) which considers economics as primary goal of conservation, on the basis that sustainable conservation projects are better legitimized when they match economic, social, and environmental objectives. The scope of this paper is tangible (built heritage) and intangible heritage. The approach is the value chain of all activities directly and indirectly related to the conservation of cultural heritage, namely: the creation of value, conservation and co-production of value, dissemination, and transmission/fruition & engagement.