18

This article deals with tourism communication as defined by Frustier and Voisin (2004). This is linked to the staging of territories that more or less successfully make up the image, imagery and imagination (Amirou et al., 2011). In order to allow a process of heritage transfer, it seems necessary to us to take better account of the concept of time. The Association for the Preservation of the Medina of Tunis (ASM) is a recognized player in heritage preservation. This is an emblematic example of how heritage transmission today is carried out. We put forward two themes that contribute to heritage transmission. The first presents the valorization of traditional craft activities. The second contributes to the construction of a "living heritage".