Tal (mount) Irbid in Irbid city, Jordan, with its continuous human occupation from the Bronze Age until the present, demonstrates the main landmark that has guided the spread of the urban growth of the city. The outcome of studies carried out at Irbid’s historic core, in relation to assessing the loss and degradation of the core’s cultural heritage, shall be analyzed, investigated, and discussed, as also concerns, obstacles, and issues of sustainability to this urban heritage conservation and tourism planning. The paper starts by defining the urban heritage for the historic core, which tends to be set aside, in the city’s rapid development. Actually, the remaining historic buildings can also provide the necessary inter-relationships between the historic core areas and the wider urban context to achieve a sustainable and integrated tourism and conservation action plan for the three heritage neighborhoods around the Tal, while building on tourism opportunities and taking into consideration the needs and the vital role of the local community. The paper concludes that urban heritage conservation and protection of the integrity and identity of the historic core city fabric can assist in its branding, promotion, and management in ways that could enhance the local community belonging, quality of everyday lifestyle, and visitors' experience.
Keywords: Cultural heritage; adaptive reuse; collective memory; visual image and place image; sustainable heritage tourism; urbanization; modern use; integrated conservation approach