In this innovative book, Deepak Chhabra adopts an alternative approach to heritage tourism, demonstrating its potential to stimulate and sustain wellbeing and ecological resources. Through ethical and eudaimonic lenses, Chhabra proposes a new multi-dimensional model of authenticity. Synthesizing insights from diverse fields across social science and science chapters, Chhabra examines heritage tourism from both supply and demand viewpoints. The book advocates for a paradigm shift, emphasizing the importance of different levels of existentially authentic experiences. This book ultimately explores how heritage tourism experiences can evoke transcendence, inspiring altruism, morality and transformative sustainable outcomes. Rethinking Heritage Tourism is a thought-provoking read for scholars and students of heritage studies, tourism and related fields. It is also highly beneficial for practitioners at heritage institutions and destination organizations seeking to redefine the landscape of heritage tourism.