The singular neighborhoods are becoming an adequate alternative to relieve the historical zones most exposed to the mass tourism of the cities, promoting themselves as "micro-destinations" with a unique identity. Thus, local authorities and tourism industry looking for experiences that provide an answer to the new consumers which look for experiences.The Barrio de las Letras, in Madrid, is presented as a paradigm at the limit of “elitization”, in the search of a model of sustainable development, that supports cultural tourism, using three fundamental elements: the preservation of the cultural good in which the range of accommodation is located, the cultural supply for experimental tourist and the local development based on small ventures.The main contribution of this study is given by the integration of the various components for the creation of the image / identity of a " neighborhood destination”. The brand or identity of the Barrio de las Letras is the result of the combination of cultural institutions, hotel industry, tourism companies and small businesses. The cultural activities, that are promoted, invigorate the neighborhood, offering new experiences to visitors under the brand name "Barrio de las Letras”. However, this dynamization without mediation, can become a massive and uncontrolled influx of tourists.