Organised by the European Travel Commission (ETC) and supported by Europa Nostra
This interactive workshop aims to showcase the value of tourism promotion to cultural heritage and how it can be effectively used as an asset for:
The workshop will feature several experts from both the tourism and heritage sectors who will engage in topical discussions with the participants in view of encouraging and facilitating further partnerships and collaboration between both sectors. Best practices from European destinations with some of the most integrated approaches to tourism and cultural heritage will also be shared, enabling participants to leave with tangible outputs.
Participants will also receive an exclusive introduction to ETC’s new state-of-the-art marketing strategy for Europe, Horizon 2022. The strategy revolves around product and experience themes that align with consumer passion groups, many of which are based on fundamental elements of cultural heritage such as art, history, and gastronomy.
Additionally, the workshop will build on the Barcelona Declaration, launched at Necstour’s conference ‘Better Places to Live, Better Places to Visit’ which addresses five key principles to ensure the sustainability of cultural heritage while also finding a balance between local communities and tourists.