This presentation examines some of the complex issues that pertain to the perspective of the conception of World Heritage embodied in the UNESCO Convention concerning the Protection of the World Cultural and Natural Heritage closely related to the currently observed changes in its conceptual development. By today, it has become the most widely accepted international instrument demonstrating successful implementation on different levels. At the same time, new issues regarding new categories of objects, responsibility etc. have emerged. Conclusions are drawn in favour of an adequate re-examination and re-adaptation of the conceptual framework of cultural heritage based on accepting its new functional dimension and integrating multiple perspectives from a variety of academic fields.