European Heritage Days - Handbook on the European Heritage Days for National Coordinators and Stakeholders
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European Heritage Days
A joint action of the Council of Europe and the European Union
Handbook on the
European Heritage Days
for National Coordinators
and Stakeholders
European Heritage Days
A joint action of the Council of Europe and the European Union
Handbook on the
European Heritage Days
for National Coordinators
and Stakeholders
A first version of the European Heritage Days (EHDs) Handbook was prepared in 2009 by Michel
Kneubühler, Ministry of Culture and Communication, Directorate General of Cultural Affairs of
Rhône-Alpes, France. The 2020 revised version has been updated by Hakan Shearer Demir, with
input from the EHDs Secretariat and National Coordinators.
The opinions expressed in this work are the responsibility of the authors and do not necessarily
reflect the official policy of the Council of Europe.
All correspondence concerning this publication should be addressed to the Department of Culture,
Nature and Heritage (F-67075 Strasbourg Cedex or jep-ehd@coe.int).
Table of Contents
European Heritage Days
A joint action of the Council of Europe and the European Union
Foreword 6
Introduction 8
I. Presentation of the European Heritage Days 10
1. A brief history of the European Heritage Days Programme 11
2. Aims and principles 12
3. Target groups 13
II. Cooperation and coordination of the European Heritage Days 14
1. At European level 15
2. At national level 15
3. At regional and local levels 17
III. Organisation of the European Heritage Days 18
1. Organisers 19
2. Programme 20
3. Themes 21
4. Specific initiatives 22
5. Budget and partnerships 22
6. Management of the activity 23
7. Timetable 25
8. Accessibility 26
9. Security 27
10. Visual identity 29
11. Communications 30
12. Gathering of events data 30
13. Online portal 32
14. Results and evaluation 33
Conclusions 34
Bibliography 36
5
European Heritage Days
A joint action of the Council of Europe and the European Union
Foreword
6
European Heritage Days
A joint action of the Council of Europe and the European Union
D emocratic participation in cultural life and the
right to practise one’s own culture is essential
for the well-being of societies where multiple
identities and narratives are important assets.
The European Heritage Days, a joint Programme of
the Council of Europe and the European Commission,
are the most widely celebrated participatory cultural
events shared by people living in Europe. The pan-
European nature of the events contributes to bringing
citizens together and highlighting the European
dimension and the value of cultural heritage in the 50
signatory States of the European Cultural Convention.
Tens of thousands of events are organised every year
in order to help raise awareness of Europe’s heritage
and the continuous need for its protection, as well as
to create shared cultural heritage experiences,
promote inclusiveness and foster creativity and
imagination.
This Handbook aims to facilitate the work of the
National Coordinators and other stakeholders who all
play an essential role in the successful organisation of
the European Heritage Days.
Matjaž Gruden Barbara Gessler
Director of Democratic Participation Head of Unit, Creative Europe
Council of Europe European Commission
7
European Heritage Days
A joint action of the Council of Europe and the European Union
Introduction
8
European Heritage Days
A joint action of the Council of Europe and the European Union
T he European Heritage Days (EHDs) are
the most widely celebrated participatory
cultural event in Europe1, with an
outstanding capacity to reach out to and
mobilise millions of people. The year-long
events. These aim to celebrate heritage and
to play a crucial role for the promotion and
advocacy for diversity and social inclusion.
Cultural heritage is certainly about
monuments, historic centres, rituals, folklore,
process, managed by the Council of Europe in the celebration of isolated beliefs, but it also
cooperation with the European Union in the deals with multiple narratives in its social,
framework of a Joint Programme, relies on the economic and political construct. Heritage is a
fundamental role played by the EHD National resource and its governance a concern, not
Coordinators, local organisers and volunteers, only to authorities and experts, but also to
and culminates in the EHD celebrations in inhabitants in a process of democratic
participating countries between August and participation.
October. As each event is unique and
expresses the value of heritage, the strength of This Handbook aims to offer support and
the EHDs comes from the collective spirit of suggestions for the organisation of the EHDs
participation that it creates across Europe in order to promote the engagement of civil
each year, as well as the possibility of each society throughout the year. It is further
activity finding its voice. recommended for the organisers, national and
local authorities, as well as institutions and
Initiated by the Council of Europe in 1985, the other actors, to become familiar with the
commitment and fruitful partnership of the philosophy, operational needs, cooperation
Council of Europe and European Union since and partnership possibilities.
1999 have made this Programme expand over
the years under the motto “Europe, a common Acknowledging the value of diverse heritage,
heritage”. This cooperation emphasises the celebrating it and being tolerant to different
shared values of human rights and democracy. viewpoints is an important process. It is
The EHDs Programme indeed plays a crucial essential to pay specific attention to
role in facilitating the expression of vulnerable and marginalised groups who have
democratic culture and practices, limited opportunity to voice their opinions,
encouraging participation of a wide range of carefully working with the changing
inhabitants across Europe. The pivotal work of demography of communities, regardless of the
the National Coordinators bridges the size of the representation. Multiple identities
institutional framework with actions developed and stories should be able to find a space to
at national, regional and local levels, engaging express themselves. Such a possibility sets a
people in their heritage, and connecting events common ground for mutual understanding and
across the continent through the European plays an important role in building and
Heritage Days portal. renewing relationships. The essence of living
together is embedded in the philosophy of the
Over the decades, the organisation of the Programme, raising awareness to the richness
EHDs has gradually evolved from opening the and cultural diversity of Europe. It creates a
doors of monuments to the public, providing climate of appreciation of diverse heritages in
free access to heritage sites and raising a pan-European context for present and
awareness about local heritage, to offering future generations.
interactive and community-owned public
1 The Parties to the European Cultural Convention are: Albania, Andorra, Armenia, Austria, Azerbaijan, Belarus, Belgium, Bosnia and
Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Holy See,
Hungary, Iceland, Ireland, Italy, Kazakhstan, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Republic of Moldova, Monaco,
9
Montenegro, Netherlands, North Macedonia, Norway, Poland, Portugal, Romania, Russian Federation, San Marino, Serbia, Slovakia,
Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom.
I. Presentation of the European Heritage Days
European Heritage Days
A joint action of the Council of Europe and the European Union
1. A brief history of the European to the event. The participation of 250
Heritage Days Programme participants from 42 countries at high-level
events organised in Strasbourg and Brussels
A
were indicative of the growing interest, as well
t the 2nd European Conference of as the challenges involved in organising the
Ministers responsible for the EHDs. The Programme adopted the motto
Architectural Heritage organised by “Europe, a common heritage”.
the Council of Europe in Granada, Spain, on 3
October 1985, the then French Minister for Since 2008, the EHD Programme considers
Culture, Jack Lang proposed to extend heritage in its wider context as a social,
throughout Europe the Historical Monument economic and political resource beyond the
Open Day that had been successfully heritage assets themselves. With the Council
introduced the previous year in France. A of Europe’s 6th Conference of European
resolution on the promotion of architectural Ministers responsible for Cultural Heritage,
heritage in socio-cultural life recommended and Recommendation CM/Rec(2017)1 of the
that states implement the broadening of the Committee of Ministers of the Council of
concept of architectural heritage and promote Europe on the European Cultural Heritage
the general public’s awareness of and access Strategy for the 21st century2, the importance
to its heritage. The subsequent years of an integrated approach to heritage has
witnessed a number of countries following this been emphasised, highlighting the essential
proposal: the Netherlands (1987), Sweden and linkages between social and economic value
Malta (1988), Belgium (1989), Denmark, and the education and knowledge
Scotland and Turkey (1990). This gradual components, offering guidance on how to
increase in interest encouraged the Council of incorporate these components into heritage
Europe to pursue its activities, with support governance.
from the Commission of the European
Community, the European Cultural Foundation More recently, the European Heritage Days
and the Dutch Government. It set up a were highlighted as one of the key initiatives
coordination office responsible for helping of the 2018 European Year of Cultural
countries wishing to introduce Heritage Days Heritage, with an increased number of events
and facilitating the circulation of information celebrated under the theme of “The Art of
and experience. Sharing”. The aim of the Year was to
encourage more people to discover and
An initial conference with the representatives engage with Europe’s cultural heritage, and
of the various partner countries in 1991 to reinforce a sense of belonging to a
sparked further interest, leading to 18 common European space. A number of new
countries taking part in the Programme in European Heritage Days initiatives were
1992, 23 the following year, 40 in 1996 and launched and adopted as part of EYCH2018.
46 in 1999. Fifty countries now take part in the The EHDs now aim to build on the successes
European Heritage Days. of these initiatives through the European
Framework for Action on Cultural Heritage,
The European Heritage Days became a joint adopted in December 2018 to secure the
Council of Europe/European Commission long-term impact of the European Year of
Programme in 1999, with both institutions Cultural Heritage.
deciding that new impetus should be imparted
2 https://rm.coe.int/16806f6a03
11European Heritage Days
A joint action of the Council of Europe and the European Union
Principles
Working towards these aims, coordination
should take into account the following common
principles:
2. Aims and principles
● the title “European Heritage Days” is
The European Heritage Days encourage compulsory for all countries or
public authorities and people to value local organisations wishing to be associated
heritage in relation to other shared heritage in with the event;
Europe, fostering intercultural dialogue. They ● the EHDs logo must be included in all
create a platform for multiple narratives and promotional documents published for the
heritage-led initiatives to be brought to public event;
attention, and facilitate a pan-European ● the motto “Europe, a common heritage”
network of stakeholders and initiatives. must be shared by all the countries;
● the pan-European themes selected by all
The EHDs open doors to mutual countries should be incorporated in the
understanding, cooperation, joint actions with programmes as much as possible, marking
an integrated approach to managing cultural the specific theme each year;
heritage at all levels in the various countries. ● the flag bearing the EHDs logo is supposed
They take account of the need for the public to be flown on all buildings or sites
to participate in the democratisation process, associated with the event;
through people-centred and heritage-led ● the EHDs take place annually between
actions, from the identification of heritage August and October;
assets to their enhancement, through their ● the EHDs prioritise the opening of buildings
protection and restoration and effective use and sites that are usually closed to the
for society. public;
● the EHDs may schedule visits to buildings
Aims and sites that are usually open to the
public provided they propose activities
The specific aims of the EHDs are to: that are different from the usual
programmes (special guided tours,
exhibitions, concerts, shows, conferences,
● raise awareness of the richness and games, etc.);
cultural diversity of Europe; ● admission to the EHDs must, as far as
● create a climate in which the appreciation possible, be free of charge; otherwise,
of the rich mosaic of European cultures is admission fees must be lower than usual
stimulated; and only charged to adult visitors; any
● counter racism and xenophobia and request for contributions from visitors must
encourage tolerance in Europe and beyond be accompanied by explanations;
national borders; ● the EHDs must encourage the
● inform the public and political authorities participation of young people by organising
about the need to protect cultural heritage family-oriented activities.
against new threats;
● invite Europe to respond to the social, Compliance with these principles helps
political and economic challenges it faces. reinforce the international dimension of the
12European Heritage Days
A joint action of the Council of Europe and the European Union
event, as well as every participant’s feeling of are usually inaccessible and the
belonging to a larger picture. unprecedented enhancement of a site which is
usually open to the public.
3. Target groups It is important that the initiatives for a specific
area or topic should entice participants into
The European Heritage Days are often buildings or events that are previously
characterised by an expansion of the unknown to them. It is also necessary to pay
spectrum of groups who usually visit heritage attention to young people and marginalised
buildings or sites. Traditionally, the activities groups who might feel excluded from certain
have been organised around visiting specific activities or places. The EHDs can provide a
sites. “Regular visitors” accustomed to visiting special occasion for welcoming newcomers,
such places who are attracted by the individuals or groups of people who have
prospect of discovering sites that are usually recently moved into the area and for whom
closed, are joined by “occasional visitors”, who the discovery of the local heritage and sharing
are attracted by the activities organised in their own heritage in a warm and welcoming
their local neighbourhood, and “exceptional context of the European Heritage Days can
visitors”, who are drawn to visit specific facilitate integration.
buildings or sites by the publicity surrounding
the event or indeed the mobilisation and media The EHDs have the capacity to reach out to
coverage it has attracted. wide audiences and transmit significant social
messages, encouraging people to become
Increasingly, visitors and participants are active in their own heritage governance, from
encouraged to take an active role in the awareness-raising to protection, conservation,
process of organising and implementing, in education, maintenance, economic
contrast to what in the past was a more development and management, according to
passive engagement model. This shift is their interest and ability. In this regard,
essential for community building and consideration of the EHD initiatives as a
ownership. An interactive element to activities platform for non-formal education allows all
tends to be more attractive, engaging and stakeholders to centre around a specific
meaningful for the participants. The EHDs heritage-led topic and address challenges
focus every year on a central theme in order faced from various viewpoints. It should be
to increase the unity of approach across the considered a joint effort to provide
continent. Recommendations offered for communities with a platform to celebrate their
activities are useful instruments to instigate cultural heritage, utilising public space and
actions at national, regional and local levels. shared heritage assets. Positive experiences
of events such as these can have a
The activities proposed by the organisers are transformative impact on people’s lives.
opportunities for mutual exchange between
community members, local authorities, civil National coordinators should ensure social
society, businesses, schools, etc. where new inclusion and encourage solidarity among the
partnerships and joint projects emerge, both community members. They should seek to be
locally and internationally. They should take involved in joint actions beyond borders,
account of diversity of situations, narratives whether this is inter-municipal or inter-regional
and willingness of actors to engage; proposing cooperation within the same country or cross-
both the exceptional discovery of sites that border cooperation between countries.
13II. Cooperation and coordination of the European Heritage Days
European Heritage Days
A joint action of the Council of Europe and the European Union
T he European Heritage Days do not
consist merely of an isolated annual
event with media coverage, but present
a year-long process, identifying potential
partnerships between local organisations,
●
●
Makers initiative and European Cross-
Frontier Cooperation Projects;
thematic workshops on issues defined by
the National Coordinators;
monitoring of ongoing events across
active community involvement in planning and participating states and communities and
implementing heritage-led initiatives. The ensuring effective information sharing;
coordination of EHDs can be labour-intensive. ● support to National Coordinators;
Events have more impact if they make the ● consultations with partner entities and
most of the skills and networks of several programmes to determine future
local organisations. Considering that in many orientation of the EHDs and potential joint
countries the responsibilities may be assumed actions.
by one or more persons, cooperation becomes
crucial. Accordingly, a regularly updated
stakeholders map is a good first step. It should 2. At national level
include all actors in the planning stage, at
European, national, regional and local levels. In view of the diversity of participating
National coordinators play a pivotal role in countries, in terms of political and/or
conveying the message of the EHDs administrative institutions, size, history, socio-
Programme to the national and local economic aspects and public attitudes to
stakeholders and in coordinating cooperation heritage, the EHDs are organised in a wide
between all stakeholders. Involvement of variety of ways throughout the continent. In a
stakeholders from the earliest stage of the number of countries, cultural heritage is a
process is more effective than asking them to matter for central government, whereas in
participate solely in the advanced stages of others the decentralised authorities hold this
the work. responsibility. In other countries, the
coordination is entrusted to a private body,
sometimes one specially set up for the
1. At European level purpose.
At European level, the EHDs are coordinated In all countries, however, proper organisation
by the Council of Europe, in close consultation of the EHDs necessitates national
with the European Union. The activities coordination, to act as an interface between
include: European coordination and the regional or
local stakeholders. According to available
resources and time, the National Coordinators
● creation of a joint title (“European Heritage may have to perform the following work:
Days”), accompanied by a shared logo and
slogan (“Europe, a common heritage”);
● definition and updating of common goals ● organise information meetings at national
and principles; and regional and/or local level;
● organisation of an annual Assembly on one ● decide on the national theme and provide
or more topical themes relating to heritage the corresponding explanations;
interpretation and communication; ● promote the event (press relations,
● management of the EHD web portal; production and dissemination of
● organisation of the European Heritage communication facilities and tools,
Days Stories, Young European Heritage management of a dedicated website, etc.);
15European Heritage Days
A joint action of the Council of Europe and the European Union
● identify national promoters and sponsors; Regardless of the mode of organisation
● foster cooperation among regional and/or adopted, experience would suggest that if a
local coordinating bodies answerable to national body is properly recognised and
them, or transfrontier or international resourced, it can provide considerable added
cooperation agencies; value for the organisation of the EHDs, from
● advise regional and/or local coordinating the angle both of the coherency and pooling of
bodies answerable to them; resources, and of the support provided for
● create specific products – relating for local organisers in terms of contents and
example to the theme adopted at national tools. European cooperation in the EHDs
level - to support the regional and/or local focuses on encouraging national
initiatives; administrations to officially recognise and
● organise a national launch event; support the EHDs.
● update the national EHDs archives;
● represent the country in the international
meetings.
16European Heritage Days
A joint action of the Council of Europe and the European Union
companies, public authorities, security
3. At regional and local levels officials, technical services, etc);
● devising a “self-evaluation” after each
The EHDs rely on the dedication of volunteers. edition of the EHDs, to be circulated to all
Each year, thousands of volunteers give their involved.
time. This enthusiasm, input and time invested
is the bedrock of the EHDs. National In addition, National Coordinators are
coordinators are encouraged to acknowledge encouraged to work with other regions by:
their value and contributions.
Regional and local coordination, which is ● facilitating the exchange of information;
based on dialogue and consultation, can be ● centralising requests regarding any
conducted in the following fields: communication/promotional materials on
offer from the national coordinator,
including EHD flags;
● a mapping exercise: demographic mapping ● establishing “shared coordination” with
of existing groups, associations, potential other regional or local coordinating bodies
heritage assets to be involved in the EHDs, in order to pool certain tasks and reinforce
funding sources; programme coherency;
● jointly establishing European Heritage ● developing contacts across borders and
Days initiatives throughout the area in promoting international cooperation
question; agreements.
● organising meetings on the theme adopted;
● liaising with all potential players;
● organising “circuits” or “routes” linking up
several points in the area;
● harmonising the various initiatives in terms
of time-tabling, content and promotion;
● producing unifying tools (publications,
exhibitions, electronic files, etc);
● producing and disseminating promotional
tools throughout the area (programmes/
documents, posters and flyers,
prospectuses, dedicated websites, radio
advertisements, etc);
● making voluntary workers responsible for
public reception and information available
to certain owners or managers of buildings
or sites;
● setting up specialist information points in
different locations around the territory;
● promoting the event in the national,
regional and local national press;
● providing scientific and technical support
for the activities organised;
● providing legal, technical or logistical
support (negotiations with insurance
17III. Organisation of the European Heritage Days
European Heritage Days
A joint action of the Council of Europe and the European Union
T he organisation of the EHDs in any given
context requires systematic work at various
levels and in coordination with multiple
stakeholders. National coordinators are advised
to take the following aspects into consideration.
●
●
indigenous groups that remind us of
disappearing traditions;
immigrant and refugee groups who would
like to share their stories.
Specific responsibilities
1. Organisers
The organisers have the following
The success of the EHDs depends on the responsibilities in common, regardless of their
involvement of people in all stages of the background, the nature and dimensions of the
process, in close coordination with heritage they are proposing or the type of
stakeholders at all levels. This process is activities they intend to organise during the
based on a wider definition of heritage, creating EHDs:
a positive and harmonious environment that
should be a central priority. In parallel, it is
essential that the organisers understand the ● display and circulation of communication
objectives, their individual responsibilities and materials supplied by the coordinating
roles in the process, and the value of their body(ies) at national, regional and local
action in a broader European context. levels;
● compliance with the timetable and
Organisers can be people from a wide range commitments to the above-mentioned
of backgrounds. They could, for example, be: coordinating bodies, unless unavoidably
prevented;
● attendance at information and/or
● public authorities or administrations that coordinating meetings taking place in their
own buildings or sites which are regularly area;
or exceptionally open to the public; ● ensuring the event is welcoming and
● associations or private foundations that accessible for visitors (information,
neither own nor manage buildings or sites signposting, agreeability of the visit,
which are open for the European Heritage services, security, disability access, etc.);
Days, but which are responsible for ● organising specific activities, whether
receiving the public or organising activities linked to the official theme or not, taking
in them during the event; particular account of young people and
● private individuals who own buildings or the family dimension of the event;
sites which are regularly open to the public; ● where possible, and as local legislative
● tourism offices or public services regulations allow, provision of public
authorised by their umbrella authorities to liability insurance in the event of accidents
receive visitors and organise activities or other incidents;
during the event; ● decoration of the building or site with the
● public or private operators (tour guides, EHDs flag and/or promotional material
tour organisers, coach operators, etc.); (where it is supplied by the national
● individuals or associations that open up their coordinating body);
neighbourhood and share their daily life; ● provision for press relations and local
● groups (farmers, industrialists, artists etc) promotional activities;
who would like to share their heritage, ● replying to surveys and questionnaires on the
practices and skills; overall assessment or results of the event.
19European Heritage Days
A joint action of the Council of Europe and the European Union
In order to ensure public reception facilities The inclusion of a site on the European
and activity organisation on a site, the Heritage Days Programme must comply with
organiser may delegate work to an operator common principles governing the event,
with whom it would be useful to sign an ad hoc indicating special, full or partial public
contract, setting out the responsibilities of opening, or at the very least, activities
both parties. The organiser can also, if differentiating the events from an “ordinary”
necessary, call in reinforcements from the visit. It is necessary that such inclusion be
national, regional and/or local coordinating justified by the existence of a genuine
body to which they are accountable. heritage-oriented approach and a definite will
to share the heritage item with the population.
Accordingly, in line with an integrated
approach and heritage-led activities, the sites
could include:
● historic buildings: religious monuments,
castles, palaces, stately homes, town
halls, public buildings, etc;
● museums or collections of outstanding
items;
● educational/training institutions or places
used for the dissemination of culture;
● parks and gardens;
● buildings used for economic or social
purposes: factories, workshops, mines,
collective dwellings, workers’ housing, etc;
● local facilities: club houses, society
meeting houses, public houses, etc;
● remembrance sites, houses of writers or
artists, cemeteries etc;
● artisan workshops.
As per the activities, based on the
assessment carried out, a wide range of
2. Programme events could include:
Inspired by a wider definition of heritage and
available sites to visit, a significant number of ● formal guided tours and walks;
events are organised each year throughout ● shows, exhibitions and lectures,
the participating countries. All these events through presentations of restoration
need to be well coordinated and techniques;
communicated to the public through a clear ● film projections, concerts and other
programme, which is one of the core tasks of performing arts;
the coordinators. In preparation of a ● banquets, introductory workshops,
programme, specific issues and criteria competitions, games for young and old,
should be addressed. conferences, seminars, workshops etc.
20European Heritage Days
A joint action of the Council of Europe and the European Union
● issues connecting heritage with themes
3. Themes such as citizenship, human rights, creation,
literature, light, etc., or delving further into
European Heritage Days are one of the major an aspect of heritage policy: restoration,
cultural agenda items on the calendar at the reuse, protection, etc.;
start of every school year. In order to bring ● anniversaries or celebrations: artists,
innovation to the programme of activities, a poets, specific days that have national or
concerted effort is made by National community value;
Coordinators during annual meetings to select ● specific practices (farming, fishing, etc.)
one shared annual theme. that are important to the communities;
● representation of multiple narratives and
Such an approach is useful for the renewed identities and dissonant heritage.
interest in heritage-led initiatives, as well as
demonstrating the role of heritage in relation Given the importance of the thematic
to societal challenges. Some further rationale approach, together with the National
for a thematic approach includes: Coordinators, the EHDs Programme identifies
specific themes several years in advance.
These include a wide range of issues that are
● renewing the range of activities, and of common concern to participating states
therefore increasing the curiosity of and are communicated on the EHDs web
visitors and journalists; portal and supported by a number of activities
● reaching out to new networks and involving to anticipate the preparation of the EHDs. The
new partners; themes also encourage international and
● triggering the opening of new sites; interregional cooperation.
● permitting visitors to discover specific types
of heritage or issues of heritage management; Since 2015, the following themes have been
● uniting different partners around a common agreed:
project;
● building up permanent tools to raise public
awareness beyond the two days of the ● Industrial Heritage (2015);
annual event. ● Heritage and Communities (2016);
● Heritage and Nature (2017);
Such an approach highlights the importance of ● European Year of Cultural Heritage: The
an integrated approach with a wide variety of Art of Sharing (2018);
heritage aspects, including, inter alia: ● Arts and Entertainment (2019);
● Heritage and Education (2020);
● Inclusive Heritage (Heritage for Everyone)
● a specific type of: religious, rural, (2021);
industrial, seaside, railway, scientific/ ● Sustainable Heritage (2022);
technological, military or other nature; ● Living Heritage (2023).
● a specific artistic period and architectural
style: Romanesque, Classical, Baroque,
Neo-classical, Art Nouveau, Modern etc.;
● a given historical period: Antiquity, the
Middle Ages, the Renaissance, the Modern
Era, the nineteenth century, the twentieth
century, etc.;
21European Heritage Days
A joint action of the Council of Europe and the European Union
interpretation of the heritage sites and objects
around them. It is a creative opportunity for
the youngest among us to actively explore and
promote local cultural and historical
landmarks.
The European Cross-Frontier Cooperation
Projects initiative was set up in 2018, also as
part of the efforts to support and boost the
European Year of Cultural Heritage. It fosters
the European dimension, supporting cross-
frontier activities developed and led by the
National Coordinators of the European
Heritage Days programme.
Priority is given to projects which a) involve a
minimum of three countries; b) actively
develop policy for the European Heritage
Days, particularly on future pan-European
4. Specific initiatives themes; c) promote diversity and inclusivity; d)
promote education and youth involvement in
European Heritage Days Stories is an activity heritage e) promote cross-border
to identify the European dimension of heritage cooperation, particularly in post-conflict
sites and heritage work undertaken by regions and/or with EU accession states; and/
individuals or groups of people in Europe. By or f) highlight the European dimension of the
recognising their role within the framework of European Heritage Days.
the European Heritage Days, it aims to give
them a voice to tell their story where multiple
narratives could and should co-exist. It is 5. Budget and partnerships
hoped that the past or existing stories that
people would like to share can potentially The European Heritage Days promote
develop into a project to further contribute to partnerships and co-funding, as a number of
their communities. stakeholders are involved through financial
and in-kind contributions, as well as volunteer
www.europeanheritagedays.com/Story work. However, such large-scale events
require a specific budget that needs to be
Young European Heritage Makers aims to give secured in line with the planning.
a real and meaningful voice to children and
young people by encouraging and identifying At the local level, the EHDs enjoy help from
the future Heritage Makers of Europe. Inspired many volunteers. However, some items require
by an initiative developed in Finland in 2013, a specific budget: producing and circulating
the activity has been recognised by the EHD communication tools, renting materials,
Assembly as an innovative and sustainable providing the special props required for
opportunity to engage the youngest both certain activities, covering expenses for
online and in their immediate surroundings. It certain people involved, defraying possible
refers to the stories children and young people entertainment expenses, and in some cases
will explore and choose to tell as their own paying for caretaking and cleaning.
22European Heritage Days
A joint action of the Council of Europe and the European Union
As a common practice, local organisers find skills and labour can be obtained from sectors
the requisite funds to run the event properly. In such as the press, publishing, distribution,
addition to their funds, they can ask for equipment rental companies, local businesses,
subsidies from public authorities, especially as well as community members. For
local ones, or contributions from sponsors. dissemination of information on the EHDs,
Often the national coordinating body provides partnerships can be negotiated with a wide
organisers with the first-level communication variety of professional, cultural, socio-cultural
tools (posters, programmes and online and other networks capable of reaching out to
communication) publicising the fact that the enormous numbers of new audiences. At all
local events are part of the EHDs. Although it events, concise and regular information/
is not promoted widely, in some cases, communication should be provided to all
participants may be asked to pay an entrance partners, ensuring their visibility through the
fee, or preferably a “contribution” in order to logo of partners on all kinds of documents,
cover specific types of expenditure. However, quotes during interviews on radio and
this is not recommended in the context of the television, social media, online sources and
EHDs and should be an exceptional practice. invitations from officials to press conferences
or public events.
In most countries, national, regional or local
coordination is provided by a public office with
a specific budget. Occasionally, the role might 6. Management of the activity
be delegated to another entity, which brings
an additional cost to the coordination efforts. As the EHDs might be taking place in a
Regardless of who assumes the role, it is number of locations simultaneously in a short
suggested that National Coordinators have a time slot, sound guidance is highly desirable
dedicated budget with an operational margin for effective and efficient outcomes.
and network for additional funds from the Ultimately, the implementation of the activity
partners. at national level is the responsibility of each
country through its assigned institution.
The EHDs have a positive reputation that can Recommendations made here could be
attract sponsors, whose contributions may considered as good practices and passed
represent substantial budgetary input. through these entities in order to accompany
Therefore, organisers and/or coordinators are them during their planning and implementation.
strongly advised to look for such contributions:
● either in the economic field directly linked to
the heritage sector (building or monument
restoration companies, suppliers of
specialised materials or equipment,
professional organisations, etc.);
● or in any other field (retailing and
distribution industry, banks and insurance
companies, small and medium-sized
companies established near the site, etc).
Beyond the traditional financial support of
sponsors, in-kind contributions, offering of
23European Heritage Days
A joint action of the Council of Europe and the European Union
● tourism offices;
● local security forces;
● civil society organisations, unions and
cooperatives, heritage communities,
artisans, artists, local businesses and
others.
Only some of the foreseen members might be
interested or be willing to take part. However,
it is essential to keep them all informed to
cooperate in various ways, directly or
indirectly. An effective visibility campaign is
key to raising interest in future activities.
Forming steering groups
Tasks of the steering groups
Many countries decide to set up steering
groups at national, regional and local levels As a guiding and consultative body
capable of creating the requisite conditions responsible for devising the European
for information exchange and consultations. Heritage Days strategy, the steering group
Such groups could be set up under the can develop a road map and offer instruments
auspices of the body recognised as being for synergetic coordination of the network of
responsible for coordinating the European national, regional and/or local actors. The
Heritage Days in the relevant territory and tasks of the group could include:
could represent the whole range of
stakeholders with an inclusive approach,
paying attention to diversity, genuine interest ● providing strategic guidance; assisting
and the willingness of each stakeholder to national, regional or local coordinating
cooperate. bodies in selecting themes, defining priority
target groups, identifying priority means of
raising public awareness;
Prospective members of a steering ● networking and increasing the event’s
group impact, by mobilising as many different
contributors as possible, in addition to
Such steering groups could ideally include, but bodies specifically dealing with the
not be limited to: heritage;
● promoting proper coordination of the
activities scheduled, by encouraging
● public authorities and administrations; partners to harmonise their programmes
● departments, associations or companies and by establishing concerted efforts and
specialising in the heritage field; joint activities;
● associations of building owners or ● pooling technical resources and facilitating
managers of heritage sites; dissemination of communication materials;
● local associations or regional federations ● organising a national, regional or local
working in the social or socio-cultural field; information campaign, optimising press
● schools, universities and research bodies; contacts or special relations with various
● media companies and publishing houses; networks, etc.
24European Heritage Days
A joint action of the Council of Europe and the European Union
In its work, the steering group may ensure that: meetings and initial exchanges on the
theme;
● January-March: local/regional meeting
● the leading person and groups are well- days firstly geared to planning upcoming
known and recognised by the general projects, and secondly to taking stock of
public, with good people skills, as they are projects linked to the theme of the
responsible for issuing invitations, drawing previous year (in order to facilitate
up agendas, drafting and circulating possible cooperation processes);
minutes or conclusions of meetings, ● January-March: drawing up a database of
contacting those responsible for the addressees for the participation
activities adopted, and, where necessary, questionnaire in cooperation with the
making sound decisions on several various networks involved – particularly
proposals; those likely to be interested in the theme
● there is a clear division of labour with adopted for the current year;
specific tasks, deadlines and shared ● March-May: forwarding of the participation
responsibilities; questionnaire (accompanied by the order
● meetings are planned in consultation with all form for the communication tools) and
group members, with proper preparation of return to the coordinator concerned;
the events and minutes or conclusions ● April-June: processed questionnaires
drafted and systematic circulation to all returned to the coordinator; re-contacting
members; potential organisers who have not yet
● necessary support/coaching is provided by replied; suggestions for activities on which
the network in order to support all efforts. various organisers could cooperate or for
programme harmonisation;
● June-July: preparation for sorting and
7. Timetable mailing communication tools; finalisation of
the programme and information
The following timetable for European Heritage documents; drafting and circulation of a
Days is recommended, spreading it over “pre-programme” press release;
twelve months and ideally dividing it into ● July-August: printing of information
quarterly work plans, overseen by the steering documents; finalisation of specific
groups. Considering the EHDs events take products (exhibitions, publications, e-files,
place between August and October, with the etc.) linked to the current EHDs and/or the
majority being held in September, the theme adopted; circulation of the various
suggested calendar follows the schedule from documents and communication tools;
October of the current year to September of sending out of invitations to the launch
the following year: event; “tailor-made” replies to questions
from the press; sending of the
questionnaire/overall assessment to
● October: Announcement of dates and organisers;
theme of the upcoming year; circulation of ● September-October: launch event (possibly
a “first assessment” press release; press several events, depending on the size of the
announcement of the dates and themes of area in question); dissemination of the press
the upcoming year; file (in hardcopy and/or electronic versions);
● October-November: Assessment of the private viewings of the exhibitions and public
European Heritage Days of the current presentation of works created for the
year as they draw to a close; assessment occasion;
25European Heritage Days
A joint action of the Council of Europe and the European Union
● September-October: acknowledgment 8. Accessibility
letters to those involved in the EHDs,
informing them about the upcoming year Physical accessibility is fundamental and
schedule and theme. should be ensured for all groups with a greater
● September-October: where possible, consideration of their ability, as well as socio-
organise visits with public figures with a economic, class, race and gender background.
press release, invited journalists/ Going to a cultural activity over the weekend
photographers and use of social media. If and evening can also be problematic for some
possible, a reception after the events people. Consequently, accessibility should also
would be a nice gesture to thank the be considered in terms of having the possibility
organisers, operators and volunteers. to share multiple narratives - including
uncomfortable ones. It is not simply about
having access to what is presented, but also to
decision-making in terms of what and how the
information is presented. This is essential for
acknowledgement and social inclusion.
The European Heritage Days activities should
be free of charge. This is an important and
symbolic aspect of the activity, attracting
large crowds to become familiar with specific
heritage assets. The pedagogical and long-
term effects of such platforms should have a
priority in public life. In the case of public or
private sites which are usually open to the
public, expenditure payable by the organiser
can generally be absorbed and incorporated
into the annual budget as a “publicity
investment”; in fact a number of studies have
shown that visitors to sites often come back in
the ensuing weeks or months, paying
admission fees, sometimes even subscribing
for their families or friends.
However, some activities are too expensive to
be run free of charge, such as shows or
concerts given by professionals, occasional
on-site meals and the public transport
required for some tours. Moreover, some
organisers, especially in the case of sites
which open specifically for the European
Heritage Days – particularly private
properties – are unable to cope alone with the
cost of catering for visitors and organising
activities: expenditure on communication,
caretaking, cleaning, and remuneration for
persons involved in certain activities.
26European Heritage Days
A joint action of the Council of Europe and the European Union
As with any event, organisation comes with a activities (on all information and
specific cost. Despite the input from public communication tools);
subsidies and private and voluntary ● moreover, a well-planned preparatory
contributions, additional funds might be phase with an extended network could
needed to ensure free entry to sites and offer possibilities for cost-sharing
participation in the events. Accordingly, a few exchange of labour and skills.
recommendations below could be taken into
consideration:
9. Security
● with the capacity of European Heritage Security is imperative for any event, especially
Days to attract large groups, the for one as large in scope as the EHDs. In order
organisation of many events with an to avoid incidents and attacks in public
integrated approach might bring cost spaces, precautions must be taken in close
effectiveness, while offering services and cooperation with the local security forces and
products that might subsidise the entry local authorities. Assessment of the sites to
costs. Moreover, special agreement with be included in the programme is therefore
certain public and private entities could fundamental. Regarding security, there are
facilitate free entry during the European some points for particular attention, including:
Heritage Days, issuing participants with
tickets marked “This visit is provided free
of charge by X municipality… or Y ● those usually open to the public are
company…”, possibly also providing social generally better equipped on the security
messages; front than sites taking in visitors on an
● where visits and activities cannot be made exceptional basis;
completely free of charge, it is ● public buildings, again as a general rule,
recommended that visitors should be are better equipped to face security
charged a lower rate of entrance fees than problems than private residences;
usual (in the case of a site that is normally ● some sites, e.g. companies, industrial sites,
open to the public) and, as far as possible, mines and military installations, have very
to allow children under a certain age in strict security constraints which require
free of charge; stringent measures to deal with visitors
● in the case of sites opened specially for (quota systems, specialist equipment,
the occasion, it is better to use the visitor escorts, etc.);
“contribution to expenses” formula than the ● sites that were abandoned and still lack
more commercial “rates” or “entrance the necessary physical security, however,
fees” approach (for example, some sites use EHDs to bring them to public attention
invite visitors to make a voluntary and seek support for future works;
contribution towards expenses rather than ● some sites must be adjusted for persons
a compulsory fixed one); with special needs.
● in any case, it is vital for the request for a
financial contribution to be accompanied Furthermore, accessibility of the sites for
by an explanation about this in order to ambulances, security forces, fire trucks, etc.
appeal to the visitor’s generosity; as well as evacuation routes in times of
● lastly, care should be taken in all cases to emergency should be discussed in detail with
clearly and explicitly inform people that the relevant authorities and departments.
entrance is charged for certain visits or
27European Heritage Days
A joint action of the Council of Europe and the European Union
In any event, it is necessary, before any visitor familiar with site layout and the
enters a site, for the owners, regardless of programme of visits;
their status, to give their written agreement. ● availability of drinking water;
Whenever possible, it is advisable for the ● availability of toilets and handwashing
various parties involved – the owner, the facilities;
organiser (where these are not the same), and ● availability of cloakroom or locker facilities
sometimes also the visitor – to have taken out on sites where backpacks or handbags are
a prior insurance policy to cover any damage strictly forbidden;
resulting from incidents or accidents. ● systematic closure of all access points not
authorised for the public;
A number of precautions should be taken to ● locking up of all fragile or valuable items;
guarantee the safety and security of both the ● constant surveillance of the most sensitive
participants, organisers and the site owner or areas.
manager:
In the case of sites attracting a large number of
visitors and participants, site and public safety/
● provision, prior to the European Heritage security requires a specialist team equipped
Days, of public information on any quota with special facilities (walkie-talkies, fluorescent
systems for visits or special arrangements jackets, etc) and clearly identifiable badges,
(visits not open to children under a specific experts who are familiar with procedure in the
age, special mandatory equipment, etc); event of an incident or accident (evacuation
● imposition of a pre-booking system for routes, emergency numbers and first aid).
visits where strict quotas are in place; Provisional first-aid posts can also be set up. It is
● clear and adequate signposting on the site also recommended that the risk prevention
showing emergency exits, prohibited or efforts be extended to the area surrounding the
reserved entrances, direction of the visit sites (eg. local road traffic arrangements,
and even dangerous passage ways; signage, etc.).
● crowd-control measure, including
imposition of a roped-off or barrier-
controlled queueing system;
● prior training for persons responsible for
welcoming and informing visitors: it is
important for all voluntary staff to be
28European Heritage Days
A joint action of the Council of Europe and the European Union
10. Visual identity
Visual identity should reflect the mission of the 1. Positive Full Colour 2. Positive Single Colour
EHDs and evoke the feelings and experiences
of our shared values.
Raising awareness about the importance of
our common European heritage, and the
events that celebrate it, is one of the main
goals of the EHD programme. To ensure that
the EHD brand maintains a consistent and
easily recognisable look and feel, standards
must be strictly adhered to.
The EHD logo is the most recognisable
component of the visual identity and is
designed to put the spotlight on the European
dimension of heritage. The logo was originally
designed for the 1975 European Architectural
Heritage Year, which was launched under the
motto “A Future for Our Past”. Devised as a
means to raise awareness of Europe’s shared 3. Reversed Full Colour 4. Reversed Single Colour
treasures - as well as of the dangers which
threatened them - the Year promoted the
preservation of well-loved monuments that
people often took for granted. The logo of the Colour references
Year was adopted in 1985 by the European
Heritage Days programme, and has been in CMYK Pantone RBG
use ever since.
Blue 100; 80; 0; 10 7687C 3; 70; 148
Europe is represented within the logo by the Yellow 6; 0; 90; 0 395C 247; 236; 22
easily identifiable 12 stars in an outer circle
and heritage is depicted by outlined historic
buildings in an inner circle. To keep the logo The typeface within the logo is Helvetica
identifiable, the following rules should be Medium Condensed.
respected:
Whilst the logo is most commonly used in the
English/French language combination, other
● the logo colours should not be changed; language combinations are available. These
● the logo elements should not be altered can be downloaded from the EHD portal:
(for example, adding effects such as drop www.europeanheritagedays.com
shadow, bevel, lighting etc), or
unproportionally scaled; If your national language is not available,
● changes in the text part of the logo should please enquire with your National Coordinator
not be made without prior authorisation; or contact jep-ehd@coe.int
● the use of the logo in four colours is
mandatory on four colour backgrounds.
29European Heritage Days
A joint action of the Council of Europe and the European Union
Tone and Voice
Voice should be lively, celebratory, engaging,
informative and educational. EHD public
relations persona should be friendly and
inspiring, using simple language. Tone should
be direct and honest.
Social media
Social media is all about building communities
and expanding the existing ones. Since one of
the main goals of the Programme is promotion
of the EHD communities and European cultural
heritage overall, content should be
11. Communications constructed and communicated with that in
mind. Social media opportunity to have a two-
When communicating information related to way conversation should be exploited for
the EHDs, a message needs to maintain a gathering the reaction of the audience and
certain voice which, together with visual using it to revise the communications strategy.
identity, will shape the EHDs’ identity. All Besides producing the original content for
communication activities, products and social media channels, special focus should be
materials should work in harmony to achieve on the content of the communities. Social
the main communication goal – raising media should be considered as their voice.
awareness and participation of audience. An Using curated content from the communities
important key to growing the EHD audience is and stakeholders will also give the additional
the ability to know and understand the visibility to the EHDs communities.
targeted audience, ways to bring their
attention to the original content and the
content of the EHD communities and 12. Gathering of events data
stakeholders.
The European Heritage Days are multi-
faceted events that embrace a large number
Channels of communication of both urban and rural sites and communities,
offering an enormous programme across 50
To be able to determine which platforms are countries.
best for communicating EHD messages,
profiling of targeted personas is required. For the purpose of good planning and
Without defining targeted personas and their implementation, timely data collection,
preferred means of communication it is not management and dissemination are required
possible to choose the right channels and in order to ensure smooth coordination at all
techniques of communications. stages. The intensive amount of information
available at multiple levels calls for a sound
Audience personas can be created through data-gathering strategy. Considering the
research, surveys, and interviews of target timing of the events, which take place shortly
audience. after the summer holiday period, as well as
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