This article analyses the innovating activation, reappraisal and restoration procedures concerning heritage matters as part of the new globalization context. Specifically, this analysis focuses on the recent controversies which started in Spain as to whether certain constructed heritage is returned or not, up until a few years ago, as national heritage, and which is now apparently being questioned or claimed by different autonomous communities which make up the Spanish State. The participation of different heritage stakeholders and interests, the dispute for certain objects that cover an alleged identity, and the Spanish socio-political context itself, all account for the new conflicts and offer resistance in the field of heritage activation. In order to explain these matters, the example of the temporary and symbolic return of the Dama de Elche statue to its city of origin is taken.