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What happens if Jewish history is declared »Jewish heritage«? All over Europe remnants of historical Jewish sites are (described and) advertised as tourist attractions promising an authentic experience of the past. The Spanish town of Toledo with its historic synagogue buildings and its Sephardic Museum is but one example of this new trend. In Toledo, places, memory, and the marketing of Jewish history are strongly interconnected. This article reflects on the importance of geographic sites in turning heritage into something visible and »visitable«. Historical traces materialize memory, while at the same time the label »Jewish heritage« weaves them into major narratives and thereby increases their popularity