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Tourism is an eminently visual sector, which encourages destinations to work on generating seductive representations to attract potential visitors. This paper analyses how heritage has been incorporated into the construction of the Andalusian induced image in recent decades, developing a semiotic analysis of the representations projected in the promotional material. Through this, it emerges that this image is the inheritance of the universal identity of the region built during Romanticism, in which the elements of its Arab past prevail. Finally, the study provides that territories that have a consolidated universal image, in which heritage plays a fundamental role, they use it to form their induced image due to its easy international recognition. [ABSTRACT FROM AUTHOR]