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Cities are the place where people spend the great majority of their daily time. Many cities face a variety of social issues such as: high unemployment, increasing crime rate, migration flows, shifts in types of social interactions and lifestyle. These examples represent only a few of the issues encountered. Increasing the number of cultural offerings of a city may help improve the population's general sense of well-being as well as to increase its attractiveness for investments. However, the topic is delicate, and culture is an asset that must be treated carefully. Hence, enhancing culture as a positive asset to be cultivated may seem to be the perfect solution to overcome these issues. Often, a city's government will assume that enhancing and supporting cultural and creative industries will provide a solution to urban socio-economic crises and the stress of the urban fabric without effectively considering their own particular historical-geographical and socio-political conditions. Sometimes cultural heritage is exploited without giving due consideration to the creative sources of value generation in the city. Thus, this may lead to side effects such as the general risk of attracting socially and economically unsustainable mass tourism; the risk related to the possibility of being trapped by city's own cultural heritage and history acting as obstacles against any possible innovations; the risk of gentrification with a consequential loss of important traditions and social relationships characterising the urban areas.