Europe’s cultural heritage plays a strategic role in European Union (EU) politics. Heritage is viewed as a shared resource and common good that eventually can produce a broader acceptance of the EU. This article focuses on the exploration of European heritage in the context of the European Heritage Label (EHL), a recent EU heritage action. It first gives an overview of the EHL action and examines the significance attributed to the European dimension of heritage. Next the article discusses the added value of the EHL network of heritage sites for the promotion of European heritage in the context of the European Year of Cultural Heritage (EYCH) 2018. The two initiatives share similar approaches and create opportunities to complement one another.