Cultural heritage innovative audience development best practices

PROJECT: EC Research & Publications

PROJECT PRESENTED IN: European Cultural Heritage Summit, European Commission (Berlin, Germany); Voices of Culture, Structure Dialogue between the EU Commission and the Culture Sector, focus on Social Inclusion (Brussels, Belgium); 7th Strategic Project Development Workshop - Focus on Cultural Heritage and Digitalization organized by Polish Ministry of Culture (Gdansk, Poland); XpoNorth Creative Industries Festival (Inverness, UK).

Cultural Heritage Innovative Audience Development (Berlin, Germany)

AWARDS: OECD Good Practice for sustainable economic development

The case examples provide a rich insight into how cultural heritage can empower endogenous development and social inclusion, sustainable tourism, cross-sectoral cooperation, community and regional integration, generate employment and harness entrepreneurship opportunities, being both a source for non-formal and informal learning and enhancing intergenerational exchange and dialogue between local citizens and tourists

ASEMUS, Asian-Europe Museum Network 


For the majority of museums and heritage places there is still a challenge to attract a significant number of visitors, both locals and tourists; in particular engaging with young audiences, minority groups and making their sites fully accessible to disable visitors. On the other side, there are ‘iconic’ heritage sites which attract a large number of visitors causing in many cases risks to their own conservation.

Antonio Carlos presenting the project at the Culture & Digitalization Workshop in Gdansk, Poland

Cultural Heritage Innovative Audience De


Cultural Heritage Innovative Audience Development Best Practices is a research project developed by Economía Creativa for the European Year of Cultural Heritage 2018, published in March 2018, widely disseminated across Europe and beyond by Ministries, Asia-Europe Foundation, Networks (such as NEMO); with a comprehensive press coverage internationally; recognized as good practice by OECD Forum LEED.


We present here a reviewed edition (April 2019) of the report enriched by the experience of presenting its key findings at international expert groups, conferences and symposiums such as the European Cultural Heritage Summit in Berlin (Germany), Voices of Culture EU Structure Dialogue between the European Commission and the Culture Sector in Brussels (Belgium), 7th Workshop on Culture and Digitalization in Gdansk (Poland) and XpoNorth Festival of Creative Industries in Inverness-Scotland (UK). It has also been further developed the section of Cultural Heritage and the Sustainable Development Goals.


The report presents12 good practices, identified through an online questionnaire, from 12 EU countries (Spain, UK, Germany, Poland, Italy, Romania, Croatia, Greece, Sweden, Portugal, Czech Republic and Hungary) on how cultural heritage can be a catalyst for local sustainable development, harnessing entrepreneurship, promoting responsible tourism, job creation and social inclusion by enabling innovative audience development techniques including augmented reality and social media storytelling, among others, to attrack both local inhabitants and tourists, enhancing social inclusion and intergenerational dialogue and gender equality.


The report outlines methodology and guidelines for cultural and heritage site managers, tourism boards, storytellers, marketers and anyone interested on audience development and storytelling applied to culture and creative industries, to create an Audience Development Plan to strategically engage and grow a target audience.


Relevant services
Research and Strategy for Global Impact
Cultural Heritage Innovative Audience De

EC is a creativity & innovation lab.

We are base in the EU. We work globally.

We have base camps in Málaga (Spain) & Warsaw (Poland); we are frequently in Brussels (Belgium).


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