In 2017, about 45 per cent of the European population believed that cultural heritage has a positive effect on the local economy and that there are not too many tourists. However, about 33 per cent of Europeans consider the number of tourists to be too high while simultaneously recognising cultural heritage’s positive impact on the local economy. Based on Flash Eurobarometer data, this paper employs a Bivariate Probit model to estimate the characteristics of both the perception of tourism as a threat to heritage and as a benefit to the local economy. The results show that people who live near cultural sites, who are highly educated, and those with a higher social status are more likely to believe that tourism poses a threat to heritage while also having a positive impact on the local economy. The findings provide data-based support for the assertion that tourism itself is not the problem.