COMUNE DI SAN GIMIGNANO Provincia di Siena

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COMUNE DI SAN GIMIGNANO Provincia di Siena

VERBALE DI DELIBERAZIONE DELLA GIUNTA COMUNALE n. 186 del 16/11/2017

OGGETTO: PARTECIPAZIONE AL PROGETTO DENOMINATO WORLD HERITAGE JOURNEYS OF EUROPE.

L’anno duemiladiciassette, il giorno sedici del mese di novembre alle ore 14:30 presso questa sede comunale, a seguito di apposito invito diramato dal Sindaco, si è riunita la Giunta Comunale.

Dall'appello nominale risultano presenti:

BASSI GIACOMO

GUICCIARDINI NICCOLO' GAROSI ILARIA

TADDEI CAROLINA ANTONELLI MARCO

Sindaco Vice Sindaco Assessore Assessore Assessore

Presente Assente Assente Presente Presente

Presiede il Sig. BASSI GIACOMO, Sindaco.

Assiste e cura la redazione del presente verbale il Dott. COPPOLA ELEONORA, in qualità di Segretario.

Essendo legale il numero degli intervenuti, il Sindaco dichiara aperta la seduta per la

trattazione dell'oggetto sopra indicato.

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Oggetto: PARTECIPAZIONE AL PROGETTO DENOMINATO WORLD HERITAGE JOURNEYS OF EUROPE.

LA GIUNTA COMUNALE

Premesso che il nostro Comune. in quanto sito Unesco, è stato invitato da Unesco Europa a prendere parte al progetto denominato World Heritage Journeys of Europe (in allegato al presente atto quale parte integrante e sostanziale sub a. e b.);

Considerato che:

- tale progetto, sviluppato da Unesco Europa e finanziato tramite la la Commissione Europea (Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs), ha come obiettivo lo sviluppo di itinerari tematici transEuropei attraverso i siti patrimonio Unesco da promuovere soprattutto sul mercato Cinese e quello Nord Americano;

- il partner tecnico del progetto è National Geographic, che ne svilupperà la parte tecnologica, di marketing e di comunicazione;

Valutato che per i membri del progetto i benefici saranno ampi, soprattutto n considerazione:

• dell'aumento di visibilità della destinazione con i brand UNESCO e National Geographic;

• dello sviluppo di strategie di marketing e promozione attraverso social media strategy;

• della disponibilità di corsi di formazione per i rappresentanti degli Enti aderenti al progetto;

• della collaborazione con network dei siti EU Unesco;

•

della possibilità di accedere a banche dati on line per il marketing e la promozione del sito;

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Dato atto che:

- la partecipazione al progetto non prevede un finanziamento economico diretto da parte dell’Ente;

- l'Amministrazione Comunale ha partecipato al workshop svoltosi a Vilnius a Ottobre;

- l’Amministrazione Comunale si impegna comunque a fornire materiale descrittivo e fotografico della propria destinazione, secondo le modalità della campagna promozionale del progetto, materiale che sarà utilizzato da National Geographic e Unesco Europa sul portale di World Heritage Journeys of Europe e sui vari canali social associati;

- gli alti siti Europei coinvolti nel progetto sono: Cipro (Sito Unesco di PAPHOS), Germania (Sito Unesco UPPER MIDDLE RHINE VALLEY), Belgio (Sito Unesco di HISTORIC CENTRE OF BRUGGE), Repubblica Ceca (Sito Unesco di LEDNICE-VALTICE CULTURAL LANDSCAPE), Austria (Sito Unesco di WACHAU CULTURAL LANDSCAPE), Lituania (Sito Unesco di VILNIUS ISTORIC ENTRED), Francia (Sito Unesco di MONT- SAINT-MICHEL AND ITS BAY);

Ritenuto per le suesposte motivazioni di partecipare al progetto denominato World

Heritage Journeys of Europe anche in considerazione della rilevanza strategica e

promozionale per lo sviluppo del turismo sostenibile del nostro Comune;

Acquisito, ai sensi dell'art. 49, comma 1, del D.Lgs. 267/2000, i pareri favorevoli espressi dal responsabile interessato in ordine alla regolarità tecnica e dal Responsabile di ragioneria per la regolarità contabile;

Unanime nel voto legalmente espresso;

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DELIBERA

1) per i motivi di cui in narrativa e che integralmente si richiamano, di partecipare al progetto denominato World Heritage Journeys of Europe proposto da Unesco Europe (in allegato al presente atto quale parte integrante e sostanziale sub a. e b.);

2) di dare atto la partecipazione al progetto non prevede un finanziamento economico diretto da parte dell’Ente;

3) di autorizzare il Sindaco a sottoscrivere la lettera di adesione al progetto medesimo;

4) di rendere il presente atto, con separata votazione unanime favorevole, immediatamente eseguibile, ai sensi dell'art. 134, comma 4, del D.Lgs. 267/2000, stante l’urgenza di provvedere in merito.

Letto, approvato e sottoscritto digitalmente ai sensi dell'art. 21 D.L.gs n 82/2005 e s.m.i.

IL Sindaco

BASSI GIACOMO IL Segretario

COPPOLA ELEONORA

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UNESCO World Heritage Journeys of Europe

Theme ROMANTIC EUROPE

Strapline Let the heart take a journey through some of the most romantic legends and moments in European history

Short Narrative The beauty of Europe has always inspired love. Whether it’s in the hearts of honeymooners or the famous works of art, romance abounds across the continent. It’s in the picturesque towns, grand cities, stunning churches, and even ancient temples.

Europe was also the birthplace of romanticism, a movement beginning in the late 18^th century that embraced emotion and imagination, and influenced literature, music, art, and architecture across the world.

Romantic Europe takes visitors to World Heritage Sites that have been the locations for some of the most famous love stories of all time, to feel the inspiration for themselves. The journey invites its visitors to create their own unforgettable tales of romance.

Rationale Though widely interpreted, the theme of ‘romance’ is nonetheless a strong theme for markets inside and outside of Europe. There is strong interest within the Chinese market for tours and sites that can be associated with the idea of romantic love. Aside from a general growth in packaged first and second ‘honeymoon’ destinations, romantic short break stays, specifically with China and Taiwan, there has also been growth in the use of European destinations for wedding related photography.

While there is some overlap with the romantic movement - the rise of the European ‘picturesque’ and its related cultural expressions in art, literature, poetry and music - the main focus of this journey is the engagement with impressive World Heritage Sites that are able to situate tales of love, passion and related tragedy. There is some potential synergy with the Route of Royal Gardens and Palaces.

While key World Heritage cities associated with love and romance - Paris, Venice, Florence - will remain powerful international destinations, this journey focuses upon lesser known sites that are associated with powerful love

Co-funded by the European Union

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stories. The World Heritage Sites chosen to be the anchor points for this journey are emblematic of eternal stories of romance. Some of these have genuine trans-national appeal while others will require some cross-cultural interpretation/translation, particularly for the Chinese market. The chosen sites cut across the centuries from ancient times to the nineteenth century.

There is strong potential for developing holiday packages around the selected sites on both an individual level - romantic short breaks, site based events and with engagement with local hotels, restaurants and supply chains.

There is also potential for route based developments via the insertion into extant romantic itineraries offered through tour operators, for both the US and Chinese markets. The potential appeal of this route to young couples will entail a diversification of existing audiences for some of the sites.

The proposed journeys will draw upon the associated romantic myths and legends of the tangible World Heritage Sites, however, there is considerable potential to linking with intangible heritage forms that are related to the romantic narratives being developed, drawing upon local music, festivals and literatures.

Markets Honeymooners/couples China

Countries USA Italy, Cyprus, Germany, Belgium, Czech Republic, Denmark, Austria

Site selection

rationale Some of the sites chosen have reasonably strong appeal with Europe but will clearly benefit from promotion as part of the route to markets in the USA and China. Together the sites offer a variety of attractive settings that befit the theme and that will certainly appeal to the Chinese tourist market.

Some of the sites and associated stories are represented in various popular cultural forms - literature and film - and these will be investigated further with regard to their market reach.

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1. PAPHOS, CYPRUS

Visit the legendary birthplace of Aphrodite, the Greek goddess of love, and the remarkable remains of the cult that followed her.

Period: Paphos has been inhabited since the Neolithic period but the first significant ruins date from the 12^th century BC. There are monuments up to the Middle Ages but most are from the Roman period. Paphos was the capital of Cyprus between the 2^nd century BC and 4^th century AD.

European significance: The remains of villas, palaces, theatres, fortresses and tombs mean that the site is of exceptional architectural and historic value. In particular, the mosaics in the Roman villas are some of the most spectacular in the world and depict scenes from Greek mythology.

The heart of romance: Aphrodite has been worshipped as a goddess of love for thousands of years. It was here on Cyprus that it all began, where legend says that she was born near the site of Paphos. As a symbol for beauty and pleasure, it’s no surprise that successive cultures have admired Aphrodite. The Mycenaeans built a temple for her at Paphos in the 12^th century BC and then, later, followers of the Cult of Aphrodite populated the area and took part in rituals in her honour.

Rationale: The city of Paphos is a popular European sun and sand holiday resort and thus has good infrastructure to support further development based around the stories associated with the World Heritage Site. Promotion of the site can assist with the diversification of the destination and open it up to international markets. As the mythical birthplace of the Greek Goddess of love, the site has a very strong narrative that can be developed and promoted as the ancient underpinning of many romantic sites. The long standing figure of Aphrodite (Venus in Roman Mythology) is widely represented in European art and architecture.

The visitor experience: Walking amongst the foundations and columns of the Sanctuary of Aphrodite, visitors can see where the goddess of love was worshipped more than 3000 years ago, the oldest site in the area. Further along the glistening coastline, there are large underground tombs cut into solid rock. The nearby archaeological dig has uncovered some of the most beautiful mosaics in Europe, on the floors of ancient Roman villas. The scenes from stories of Greek mythology are clear to see.

Link: http://whc.unesco.org/en/list/79

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2. UPPER MIDDLE RHINE VALLEY, GERMANY

Float down the romantic Rhine, where breathtaking nature meets dramatic castles and charming riverside towns.

Period: The Middle Rhine was a core region of the medieval Holy Roman Empire and this importance is reflected in the large number of small towns and hilltop castles that were built over a period of about 1000 years. Many of the buildings that had fallen into disrepair were restored or reconstructed in the 19^th century.

European significance: The Rhine has been an important transport link between the north and south of Europe for thousands of years. This has led to an exchange of culture and a flow of trade which have seen small towns and impressive fortresses built along the river’s course. The natural beauty and architecture of the region have particularly inspired artists, writers and musicians over the past two centuries.

The heart of romance: At the beginning of the 19^th century, the artists of the early Romantic period discovered a beauty in the rough and wild cultural landscape of the Rhine, with the ruined castles and pristine nature. The river first started to appear in German literature and then in Dutch paintings. Within 20 years, English Romantic artists like JMW Turner and writers like Lord Byron brought international fame to the Rhine and breathed new life into the valley.

Rationale: The objectives of this project are in line with the WH site’s ‘World Heritage Master Plan’, which outlines its priorities as ‘showing off the unique cultural landscape to its best advantage’ for tourism, improving the quality of the services, extending the tourist season and increase cooperation between tourism and other economic sectors. In addition, it supports the German National Tourism Board’s strategy which is focused on increasing marketing efforts for tourism in rural areas.

The visitor experience: The Upper Middle Rhine Valley stretches for 65 kilometres, down a gentle winding stretch of the river. Starting at Bingen, visitors can travel by boat, car, bicycle or foot, with panoramic views along the whole route. The castles stand high on the hills and many of them are open to the public. Quaint towns along the shore offer plenty of opportunities for rest and exploration. Near the town of Sankt Goarshausen is the famously striking rock of Loreley, visible from the water and a symbol of Rhine romanticism. At the end of the valley is the beautiful city of Koblenz where a cable car takes people across the Rhine and up to the Ehrenbreitstein Fortress.

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3. HISTORIC CENTRE OF BRUGGE, BELGIUM

Explore the romantic streets of the Belgian city and find peace at the tranquil Lake of Love.

Period: The Golden Age of Brugge was between the 12^th and 15^th centuries, when its location made it a busy trading port. Much of the medieval architecture in the historic centre of the city is from this period.

European significance: Brugge is an outstanding example of a medieval historic settlement, which has maintained its historic fabric as it has evolved over the centuries, and where original Gothic constructions form part of the town's identity. As one of the commercial and cultural capitals of Europe, Brugge developed cultural links to different parts of the world.

The heart of romance: At the southern end of Brugge is a park known as ‘Minnewater’, which has in its centre the

‘Lake of Love’ and the ‘Lovers Bridge’. The area was named after a girl from legend called Minna, who was in love with a warrior called Stromberg from a neighbouring tribe. Her father disapproved and wanted her to marry a different man and so she ran away and became lost. When Stromberg finally found her, she died from exhaustion in his arms. The local legend says that if a couple walks across the bridge over the water, they will have eternal love.

Rationale: Brugge has good rail connections, a cruise terminal and is investing in tourism by diversifying its product. Through promoting Brugge, this will help address the decline in visitor numbers and the impact this is having on local businesses following the terrorist attacks in Brussels in March 2016.

http://www.voanews.com/a/belgian-tourism-industry-down-terror-attacks/3488730.html

The visitor experience: The Lake of Love in Minnewater is a tranquil part of Brugge, where locals and tourists walk with friends or sit and rest. It’s busier in the centre of the city, where imposing medieval buildings rise up from the market square and the spires of churches can be seen over old guild halls. The streets form a web of passages which are a delight to explore. Canals cut through parts of the city with grand old houses lining the roads on their edges, next to pathways for walkers or cyclists.

Link: http://whc.unesco.org/en/list/996

4. LEDNICE-VALTICE CULTURAL LANDSCAPE, CZECH REPUBLIC

Get lost in the magical garden landscape that stretches between palaces in the Czech countryside.

Period: The rulers of Liechtenstein turned the land around Lednice and Valtice into a beautiful garden complex between the 17^th and 20^th centuries.

European significance: The area around Lednice and Valtice is an exceptional example of the designed landscape that evolved in the Enlightenment and afterwards under the care of a single family. It is one of the largest artificial landscapes in Europe.

The heart of romance: The two castles at Lednice and Valtice look out at each other like lovers across a garden

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landscape of more than 200 square kilometres. A seven kilometre long lime-tree avenue connects the two. The castles and the stunning parks around them were a labour of love for the Dukes of Liechtenstein who spent hundreds of years creating their own piece of paradise in the countryside away from the small nation they administered.

Rationale: Czech Republic’s marketing strategies have a strong focus on romance and story telling. The country’s strapline is ‘Destination Czech Republic – number one in the heart of Europe’ and it promotes its individual product under the banner ‘land of stories’. Supporting the increase of visitor numbers to this site is in line with the Czech Republic’s strategy for regional development of tourism. This cultural landscape has a strong romantic appeal, and was prioritised by the Czech Republic’s tourism board as a priority site for the Romantic Europe theme.

The visitor experience: The castle at Lednice is striking for its size and design from the outside, especially when seen as the backdrop to the immaculate gardens of flowers and hedges surrounding it. Visitors can take a tour inside and see the collection of furniture and art it holds. Outside, the paths through the gardens lead past lakes and manicured lawns. Along the route to Valtice, expansive parks have been carefully landscaped to blend forests with fields and lakes. At Valtice, the impressive Baroque castle dominates the small village that has grown around it. The community here is famous for its wine and local stores offer tastings and sales.

Link: http://whc.unesco.org/en/list/763 5. WACHAU CULTURAL LANDSCAPE, AUSTRIA

Explore riverside villages and discover a land of medieval castles, majestic abbeys and stunning wineries

Period: The area has been used since prehistory but the first major cultivations by humans began around 800 AD.

The layout of the towns are from the 11th and 12th centuries, while the buildings are from the 15th century and later.

European significance: This stretch of the Danube River shows a remarkably-preserved medieval landscape that has evolved organically over time. The agricultural lands have been used for thousands of years and show changes made necessary by climate and market. The architecture in the towns and villages shows the development of the region over many centuries and the hierarchy of society.

The heart of romance: The beautiful landscape along the Danube has inspired romantic legends for centuries. The castles are full of tales of love and heartbreak, particularly from the medieval days. One story tells of King Richard the Lionheart of England who was imprisoned in a castle here. His loyal minstrel apparently wandered the land singing a love song and was able to find his king when Richard responded by singing back to him from his prison.

Rationale: The Wachau cultural landscape has a lot to offer the visitor in terms of arts, culture, food and wine, river based experiences. It offers a number of World Heritage hiking trails, and the official travel website has existing partnerships with tour operators offering romantic themed World Heritage packages. It also has a ‘Best of Wachau’

system of promoting quality products and experiences. The Danube region is also actively promoting transnational

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tourism products.

The visitor experience: One of the best ways to experience the Wachau landscape is to trace the route of the Danube River as it snakes its way through the countryside. From the river’s banks, vineyards stretch up into the hills, while towns and villages dot the landscape. In the town of Melk, the Benedictine Abbey stands as a pearl of Baroque architecture and guided tours are offered inside. Other castles and wineries along the river present plenty of places to stop and explore along the way.

6. VILNIUS HISTORIC CENTRE

Discover the largest Medieval old town in Central Europe, created by a melting pot of cultures, religions and languages.

Period: Vilnius was the political centre of the Grand Duchy of Lithuania from the 13th to the end of the 18th century. The city’s urban landscape developed organically over this whole period.

European significance: At the height of its power in the 15^th century, the Grand Duchy of Lithuania was the largest country in Europe. In its capital, Vilnius, a city of grandeur and harmony was created. The architecture of the historic centre includes buildings in the Gothic, Renaissance, Baroque and Classical styles. Vilnius is an excellent example of a European city that grew with influences from multiple cultures, religions and languages, and has been well preserved. In turn, it also influenced the cultural and architectural development of much of eastern Europe.

The heart of romance: The greatest love story of Baltic history met its tragic end in Vilnius and has had an impact on the narrative of the city ever since. It was in Vilnius Cathedral that Sigismund Augustus, the King of

Poland and Grand Duke of Lithuania, was forced to bury his controversial wife in 1551. Barbara Radziwill had died mysteriously just five months after becoming queen, amid speculation she was poisoned. Although the king’s parents, the parliament, and the royal court had not approved of Barbara, Sigismund was deeply in love with her and rejected them all to marry her. Before their wedding, he had apparently built a secret tunnel under the city from his palace to her home. Barbara is still considered a symbol of female beauty and the love story has inspired many paintings, literary works and films.

Rationale: Vilnius’ tourism marketing focusses strongly on cultural heritage and promoting touring routes, in line with Lithuania’s National Tourism Development Programme 2020. Lithuania has increased marketing targeting Chinese visitors and as a result has seen year on year growth in this market. By including Vilnius, it facilitates a gateway for the World Heritage Journeys to the Baltic region. Lithuania has made strong progress in increasing overnight stays, and this project will enable the country to further incentivise visitors to stay longer and explore the country beyond the capital. Vilnius has been embracing new technology to enhance the visitor experience and interpretation.

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The visitor experience: The Old Town of Vilnius follows the medieval layout and it’s easy for visitors to walk the streets and see the collection of Gothic, Renaissance, Baroque and Classical buildings. Up on a grassy hill near the river, a tower stands as a reminder of the first castle built here in the 15^th century. On the ground below are royal palace buildings and the cathedral where Barbara Radziwill was buried. Visitors can even see the spots of the former tunnel connecting the Royal Palace with Radziwiłł Palace and the tower where the magician Twardowski invited Barbara's ghost. Other highlights in the historic centre are the Town Hall and the Presidential Palace. Parks and squares appear from everywhere on a tour of the city. In the warmer months particularly, festivals, music, art and theatre fill the streets, theatres and galleries of Vilnius.

Link: http://whc.unesco.org/en/list/541 7. MONT-SAINT-MICHEL AND ITS BAY

Uncover a magical island topped by a gravity-defying medieval monastery, which offers views across a bay with natural wonders.

Period: The island has been used since ancient times as a strategic location for defence. From the 8^th century, a monastery using the name of Saint Michel has been located here. The abbey was built between the 10^th and 16^th centuries.

European significance: The abbey at Mont-Saint-Michel is an example of the incredible expertise of the builders of the Middle Ages, who managed to create a stunning Romanesque church on a difficult location. The site has outstanding examples of the medieval religious architecture from the Carolingian period and the building of La Merveille, in particular, is considered to be a masterpiece of the Gothic period. The island also became a major place of Christian pilgrimage and now draws visitors keen to admire the highest tides in Europe.

The heart of romance: The legend of Mont-Saint-Michel begins in the year 708 when the archangel Michael visited the Bishop of Avranches, St Aubert, and asked him to build a church on the island in his honour. As the story goes, St Aubert initially ignored the request but then complied after Michael burned a hole in his skull with his finger. It was the first miracle of the site that would begin more than a thousand years of visits by pilgrims and visitors, drawn to the magic of the island. Many of those visitors have been artists and writers, inspired by the stunning lights and enchanting shape. In Guy de Montpassant’s novel ‘Notre Coeur’, Michèle de Burne et André Mariolle marvel at the delicacy of the cloister during their loving walk.

Rationale: Mont Saint Michel is one of France’s most iconic World Heritage sites, receiving more than 2 million visitors per year. Mont Saint Michel is looking at increasing the length of stay at the site, particularly in working with tour operators to ensure visitors take the time to visit the Abbey and to discover the whole destination. Mont Saint Michel is also looking at addressing seasonality issues, and supporting sustainable tourism development.

Local authorities and private businesses have been now working all together in that direction and projects have been launched to increase the visitors’ experience.

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The visitor experience: The imposing abbey, high on the island’s mountain is the focal point of any visit. After crossing the footbridge or sandbanks from the mainland, visitors can climb up to the monastic buildings and explore the influences from the different periods of history, including when the site was used as a prison. From the abbey, there is a unique panoramic view across the bay. The town below offers a charming French experience, with its narrow medieval streets and authentic restaurants. In the bay surrounding the island, a natural reserve is home to thousands of birds and other important animals and plants.

Link: http://whc.unesco.org/en/list/80 8. HISTORIC CENTRE OF SAN GIMIGNANO

Look up from charming squares to the towering monuments of wealth in this small Tuscan town

Period: San Gimignano was an important resting point for pilgrims during the Middle Ages. The fortified towers of the town were built between the 11^th and 13^th centuries and other impressive works of Italian art are from the 14^th and 15^th centuries.

European significance: San Gimignano has retained its feudal atmosphere and appearance from the Middle Ages with architectural integrity and an original urban layout. The towers capture the way wealth and power were displayed through dramatic public and private monuments. The town also has several masterpieces of Italian art.

The heart of romance: The towers of San Gimignano were not just displays of wealth, they also represented the power of the families who built them. The taller the tower, the more important the owners appeared to be. This would lead to conflicts and often the families within the town would feud for decades and split the loyalties of the citizens. Legends tell stories of young lovers from quarrelling families who would meet in secret, in the shadows of the towers, like real-life Romeos and Juliets.

Rationale: By featuring San Gimignano, the project will encourage visitors to extend their stay beyond the tourism hot spots of Florence, Pisa and Siena. This project also supports the Ministry of Cultural Heritage, Activities and Tourism’s efforts to strengthen the relationship between tourism and culture, the main drivers of Italian

destinations’ attractiveness and competitiveness. San Gimignano is strategically located on the Via Francigena - the ancient route that in medieval times connected Canterbury to Rome and is now considered to be a major

opportunity for regional tourism development.

The visitor experience: On the approach to San Gimignano, the town is easy to spot with the towers rising up from the green farmland that surrounds it. Once inside the medieval walls, the town is easy to navigate with narrow streets leading to large squares with grand churches, palaces and, of course, the towers. 14 of the towers remain and visitors can climb to the top of some of them, including the tallest, Torre Grossa. There is also a good museum that explains the history of the town. San Gimignano offers visitors the chance to ‘step back in time’ while enjoying its local products including saffron and its white wine, the Vernaccia di San Gimignano.

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Location of Romantic

World Heritage sites

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• WOR

LD H

ERPAITATRIMONIO MUNDGE ^• PATRIMOIIANLE M•ONL DIA

World Heritage J o u r n e y s

in the european union

Brugge, Belgium © Botond Horvath / Shutterstock.com

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About the Project

With over 350 UNESCO World Heritage properties, the European Union (EU) is rich in outstanding natural and cultural heritage and is well placed to attract the growing demand for cultural tourism from key travel markets. These sites are not only important drivers of travel demand, but are also an excellent means for showcasing the EU’s extensive history and cultural diversity.

The World Heritage Journeys in the European Union project is made possible thanks to a Preparatory Action voted by the European Parliament. This enabled the funding of a grant from the European Commission (Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs) to UNESCO. The objective is to create unique cultural heritage experiences through the development of thematic transEuropean itineraries. By including iconic and lesser known World Heritage sites, these routes will enable people to see Europe’s World Heritage sites from a new and exciting perspective.

The project focuses on authenticity, innovation and sustainability. A rich mobile- friendly website is being produced by National Geographic, providing an important promotional tool for the World Heritage Journeys. The project is designed to attract key source markets to Europe such as China and the U.S.

Palace and Park of Versailles, France ©Thomas Garnier

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What are “World Heritage Journeys?”

The European Union has a fascinating collection of UNESCO World Heritage sites, which reflect the incredible depth and diversity of European culture. The sites tell of a rich history and the many ways in which European ideas, inventions, people and cultures continue to connect with the world.

The World Heritage Journeys will centre on the following four themes, and will connect UNESCO World Heritage sites spanning multiple countries.

Ancient Europe

Across thousands of years, Europe has seen great civilisations and empires rise and fall. Through diligent archaeological work over the past three centuries, much of Europe’s ancient past has been uncovered to tell the stories of its diverse peoples and their cultures.

Ancient Europe is a journey in time to experience the cities, landscapes and buildings that embody Europe’s ancient culture and history.

Royal Europe

Europe’s Kings, Queens, Emperors and Empresses have left a unique legacy of heritage that still fascinates the world today. Europe’s castles, palaces and royal gardens are filled with stories of opulence, conquest, tragedy and innovation.

In particular, parks and gardens enable visitors to explore how European royalty influenced and impacted the world. Royal gardens not only served as important status symbols, they were key for the development of horticultural science. Today,

Acropolis, Greece © RossHelen / Shutterstock.com

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Romantic Europe

The beauty of Europe has always inspired love.

Whether it is in the hearts of honeymooners or the famous works of art, romance abounds across the continent. It is in the picturesque towns, grand cities, stunning churches, and even ancient temples.

Europe was also the birthplace of romanticism, a movement beginning in the late 18th century that embraced emotion and imagination, and influenced literature, music, art, and architecture across the world.

Romantic Europe takes visitors to World Heritage Sites that have been the locations for some of the most famous love stories of all time, to feel the inspiration for themselves. The journey invites its visitors to create their own unforgettable tales of romance.

Underground Europe

As the grandeur of Europe grew in cities across the continent, generations of workers toiled underground to power the unstoppable pace of development. From the gold that decorated the Middle Ages, to the wine used to toast revolutions, and the coal that fuelled the modern era, the world as we know it would never have been possible without the tough and dangerous labour taking place deep below the surface. Away from sight and often out of mind, these tunnels, caverns, mines and cellars have been hiding amazing stories about the lives of the people who helped build Europe.

What are “World Heritage Journeys?”

Prague, Czech Republic © Štěpán Vrzala

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What will we accomplish?

The project addresses several key objectives:

• Leverage World Heritage branding and raise awareness of World Heritage sites in the European Union to increase the number of (international) visitors

• Encourage dispersal of visitors into less visited areas

• Improve the overall visitor experience in Europe and encourage repeat visitation

• Support sustainable growth of EU tourism

• Contribute towards safeguarding the EU’s cultural heritage

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How are we doing it?

The project is being implemented through three parallel phases of work:

1) Assessment, Strategy Development and Site Selection

The first phase of the project includes the research and analysis of trends related to heritage tourism in key markets. During this phase, the project defines site selection criteria and identifies the sites and themes for the pilot part of this project.

Once this is done, the project conducts an analysis of tourism infrastructure, marketing, policy frameworks, and linkages surrounding the featured UNESCO World Heritage sites. Key partners are recruited to review the results of the research, fieldwork and analysis. Multi-stakeholder workshops are then held to define strategy and action plans for project implementation.

2) Platform Development, Marketing and Communication

This phase involves the development of destination marketing and management plans that provide tools and guidelines for marketing the journeys. Strategies for tourism-related promotion are being developed, with the roles and responsibilities of key stakeholders. A mobile-optimized web platform is being developed to publish inspirational and informational content about the World Heritage sites. The platform will help tour operators enhance their products with World Heritage sites and help promotional partners market the journeys.

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Who are our partners?

This UNESCO project is being implemented in cooperation with the European Commission (Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs). It involves a wide range of stakeholders which include the European Travel Commission (ETC), national tourism administrations, heritage management authorities and organisations, tourism boards, hospitality industry stakeholders, local communities, sustainable tourism experts and corporate partners.

UNESCO has engaged National Geographic as one of the world’s most recognised brands in cultural exploration and storytelling. National Geographic plays an important role in conducting fieldwork and research, facilitating stakeholder engagement, mapping the journeys and developing the web platform.

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Creating new ways to experience Europe’s cultural world heritage

For more information contact UNESCO World Heritage Centre 7, Place Fontenoy

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ERPAITATRIMONIO MUNDIANLE M•ONDIAL

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