Heritage has traditionally been associated with material objects, but recent conventions have emphasized the significance of intangible culture heritage. This article advocates a holistic approach towards the concept and considers key challenges for Europe's heritage at the beginning of the twenty-first century. Reflecting on the notion of 'European', it considers the question of how one defines European heritage and which European heritage is to be protected. It explores links between national and European conceptions of identity and heritage and queries issues of ownership, language and representation. A number of ethical issues are raised - such as the role of women in the transmission of heritage and the implications of information technology for copywriting traditional practices. The author also asks how one ensures that the process of globalisation facilitates rather than eliminates local cultural heritages? How does one enhance the local so that it becomes glocal and not obsolete?