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The introduction of cultural landscapes within the framework of the 1972 UNESCO World Heritage Convention is widely hailed as a landmark achievement. While it is often described as a boon for the recognition of non-European cultural heritage, we show that this is largely a myth. In the drawn-out gestation process, European countries’ listing ambitions were crucial, and topics such as Indigenous sites were brought up by the Global North while a concern for, as well as representatives from, the Global South were largely absent. Introducing the category in 1992 significantly broadened the types of acceptable sites, but European countries continued to dominate just like for other cultural heritage, filling the World Heritage List with vineyard landscapes rather than the sacred mountains that were first inscribed. European states also eagerly used extra nomination slots for cultural landscapes while non-European List …