In this article, we discuss the conflicting nature of heritage which is usually silenced by its powerful representation as a cultural, social and economic capital, and as a sign of distinction. We will focus on tango and fallas and how they both became registered in the Representative List of Intangible Heritage. Based on those cases, we explore the hegemonic dimension of heritage processes as well as the bellicose local resistances that confront the logic of neoliberal heritage. The examples throw some light on the conflicts that may arise between the different interests, logics and agents involved in heritage processes. They also reveal the nature of the political and economic contexts that make the heritagisation possible. Beyond the distances and specificities of our two cases, they expose how the two nominations coincide with specific policies of urban regeneration, known as the New Urban Policy (NUP). Neoliberal globalization articulated around the intangible economy and the cultural and leisure industry take shape within the smart cities which redefine old places into new urban spaces. Intangible heritage plays a key role in these processes.