Since 1998, Lorca is making great efforts to brew up a sustainable and emergent project in the field of cultural tourism. The combination of asset recovery, valuing and management of the rich heritage of the city as a tourism resource, is the hallmark of Lorca Time Workshop. With this tourist approach, the organisation pretends cooperate with the development and diversification of the local economy. Since 2003, when the tourist product was launched to the market, the data bring out interesting insights into the realities and perspectives of the position of Lorca as cultural destination and the positive economic effects -registered and potential- on the town. However, the earthquake on May 2011, situated moreover in a context of endemic economical crisis, has supposed a hard blow to the work done in recent years. For that reason, the efforts, not only investors but also for advocacy, communication and planning, that must be undertaken from this moment are colossal, in order to contemplate this situation of misfortune, also as a opportunity of future.