Building in the protected historical old town area, a UNESCO World Heritage site, often leads to conflicts between the guardians of cultural heritage, critical citizens, urban planners, architects, builders, and those investors who primarily pursue economic calculations and seek new developments, thereby jeopardizing the integrity of what already exists. However, there are good reasons why an architecturally valuable ensemble should be preserved: on one hand, it creates a space of remembrance that shapes identity and belonging to a city or an entire region; on the other hand, cultural and urban tourism, especially in Salzburg, offers significant economic potential. The emotional appropriation of the space by its visitors and residents expresses the highest appreciation for the extraordinary achievements of a place.