São Paulo city is the start point of three rail touristic services: Expresso Turístico, Trem do Imigrante, and E.F. Perus Pirapora. Based on bibliographical and documentary research, we propose to discuss their approach to the rail assets. The experience of professionals in the sector also contributes to this reflection. Our findings demonstrate that trains operated by public companies do not use the same approach as those used by associations. While the former emphasize architectural elements, the latter highlight their own rolling stock. Applicable to other examples, we understand that tourism is also used as a tool for divulging the interpretation of heritage, in this case rail assets. Our hypothesis is that there is a dispute between groups for the consolidation of memories and the representativeness of railway heritage.