this paper presents an assessment of the potential of quebrada de humahuaca regarding its rich natural and cultural heritage. this assessment focus on the opportunity they offer to be managed in a way that would allow its preservation together with the implementation of programs for regional sustainable development. to do this, several items are taken into account and analyzed, such as geomorphologic, geographical, environmental, archaeological, historical and anthropological aspects of the region. this is then taken together with an evaluation of different concepts to be used in the assessment process. finally a proposal is presented for the specific case of the quebrada de humahuaca, stressing its long history of human occupation, covering more than 10.000 years, showing a close and changing relationship between human societies and a specific environment, which is impressive in terms of its natural beauty. this history of human occupation including the present day relationship between human societies and this particular environment can be described as "continuing cultural landscape" according with the unesco classification.