Resumo: Numerous Communication, Education, Participation and Awareness (CEPA) efforts have been carried out by different authorities and conservation organizations in relation to the conservation of wetlands. However, the results are very modest compared to those obtained in other ecosystems. Wetlands are not yet appreciated by most of the general public, although they are common destinations for specialized eco-tourists (e.g. birdwatchers).This paper identifies and analyses the causes of this situation, which include the complexity of evidencing the wetlands’ natural attractions and the existence of a negative perception of these ecosystems among certain sectors of the public.In addition, strategies are presented to address these issues and to establish a more personal connection between the public and heritage resources in order to appeal to the emotions of visitors. Therefore the following actions are proposed: acquiring an in-depth knowledge of the different audiences, identifying new wetland interpretive wildlife icons, enhancing the intangible heritage of wetlands, among others. The paper also describes techniques to positively influence visitors’ on-site sensorial perception as this influences the satisfaction with the experience. This is because a good experience forms the basis of future attitudes and proactive behaviours in favour of conservation, preservation and the enjoyment of wetlands.
