A number of actors within the World Heritage system have, within recent years, started addressing rights, rights-based approaches and language. This includes advisory bodies, NGOs, states parties as well as the secretariat. This paper will offer a historical overview and seek to analyze the major dynamics in terms of specific drivers, contested dynamics and effects. Although these dynamics are on-going and complex, the paper will seek to build on insights from engagement with the advisory bodies and recent research to identify a number of critical entry-points to understand the significance of recent global dynamics and their effects in terms of transforming heritage policy and practice.