Heritage and rural gentrification in Spain: the case of Santiago Millas

Although gentrification has been mostly understood as an urban phenomenon, the permanent establishment of urban dwellers in rural areas is becoming a widespread trend across the world. Despite its relevance to postindustrial societies, rural gentrification has been largely overlooked by heritage scholars, and has been explored very little in the context of Spain. In this article, I examine the relationship between heritage and rural gentrification through the case study of Santiago Millas, a village located in the Maragatería region of Spain. Based on long-term ethnographic engagement with different actors (newcomers, local residents, and public officials), I examine a specific instance of the globalizing phenomenon of rural gentrification, highlighting the key role heritage plays in this phenomenon, including (1) the impact on local governmentalities based on heritage discourse; (2) the refurbishing of houses and changes in the social spaces of villages; and (3) the transformation of social life and rituals into metacultural discourses of heritage. I emphasize the urgency to carry out more research in order to improve our understanding of the complex and multifaceted phenomenon of rural gentrification from a heritage perspective.