European rural areas embody outstanding examples of Cultural and Natural Heritage (CNH) that need not only to be safeguarded, but also promoted as a driver for competitiveness, sustainable and inclusive growth and development. RURITAGE establishes a new heritage-led rural regeneration paradigm able to turn rural areas in sustainable development demonstration laboratories, through the enhancement of their unique CNH potential. RURITAGE has identified 6 Systemic Innovation Areas (pilgrimages; sustainable local food production; migration; art and festivals; resilience; and integrated landscape management) which, integrated with cross-cutting themes, showcase heritage potential as a powerful engine for economic, social and environmental development of rural areas. The knowledge built in 14 Role Models (RMs) and digested within the project, will be transferred to 6 Replicators (Rs) across Europe. Local Rural Heritage Hubs, gathering stakeholders and civil society, will be settled in Rs to work as living labs where heritage-led rural regeneration strategies will be co-created and implemented, while in RMs they will reinforce the ownership of CNH. Both RMs and Rs will also benefit of the RURITAGE Resources Ecosystem, a set of tools including, among others, a rural landscape mapping tool (RURITAGE Atlas) and a Replication Toolbox within an online and interoperable platform. These tools will foster knowledge building, providing evidence and supporting replication and up-scaling activities of the implemented heritage-led regeneration strategies and plans, contributing to mainstream heritage in Regional, National, European and global policies.