The purpose of this research is to understand tourism from a local perspective, conducting a deep analysis of cultural heritage and its authenticity. It is demonstrated that in tourism management, the local communities are key for the success of a destination. This work conducts a deep analysis on the new tourists’ motivation for authenticity and the side effects that tourism is provoking on local communities. Finally, it is shown that the long term sustainability of a place is strictly related with the wellbeing of its inhabitants. In fact, a destination in order to be sustainable needs to benefit, not only tourists but especially its local communities. The aim of this paper is to raise awareness toward a more sustainable tourism in which the local communities are taken more into consideration, since they represent the sign of distinction of a destination and therefore its unicity and authenticity.