1. Title: “ENVIRONMENTAL MOTIVATION OF THE TOURIST IN WORLD HERITAGE CITIES” 
2. Objectives: The tourist industry’s evolution is distinguished by changes in the present tourist’s behaviour, which is devoted to calmness, contact with the nature, culture and no overcrowding; the tourist looks for the balance between tourism, nature and culture, and between maintenance and development of each area; this makes difficult the growth of the tourist activity. In this way, quality, flexibility, individualization and sensibilization with environmental and cultural aspects, are more and more important.
3. Data/Methods: These new needs of the tourist let to develop new products and possibilities for the tourism in country areas and for the cultural tourism. On the other hand, the maintenance of natural environment and the ecological conscience of people have influence on the organizations’ behaviour, which make an enormous effort to become integrate the environmental factor into all their tasks and to fit to these market’s needs.
4. Expected Results & Conclusion: The present paper analyzes like the ecological tourist’s behaviour has influence on the town of Cuenca, which was declared World Heritage City in 1996, due to its beauty, cultural and monumental legacy, and the balance between nature and architecture; in this town the nature factor represents one of the main motives to attract tourists.
Keywords: Environmental motivation, World Heritage City, tourists.