The interest in heritage as a tool for destination development has recently been substantial in Sweden, especially when it comes to receiving World Heritage (WH) status. The possibility of using the WH brand in developing tourism products and marketing destinations has great potential for many heritage destinations. The aim of this paper is to discuss innovation processes within heritage tourism. The focus is on the role of WH status as a factor influencing innovative practices at different Swedish WH sites. This study uses qualitative methods, such as interviews and analysis of written material from five selected Swedish WH sites, with in-depth analysis of the Great Copper Mountain in Falun. To what extent does WH status change the preconditions for tourism development at WH destinations? What is the role of institutional frameworks in this process? This paper will show how WH may facilitate tourism innovation mainly through developing new products and marketing strategies, but also by institutional innovations concerning new forms of collaboration and networks.