Economic impact of the Cultural Routes of the Council of Europe in the EU macro-regions Routes4U | 15 Routes4U Council of Europe Routes4U | 15 Directorate General Democracy of Europe of the Council Routes impactEconomic of the Cultural F-67075 Strasbourg Enlarged Partial Agreement on Cultural Routes – Council of Europe European Institute of Cultural Routes 28 rue Münster in the EU macro-regions L-2160 Luxembourg Tel. +352 24 12 50 Routes4U www.coe.int/routes4u Cultural Routes of the Adriatic-Ionian, Alpine, Baltic Sea Council of Europe in the and Danube macro-regions PREMS 026120 ENG The Council of Europe is the continent’s leading The Member States of the European Union human rights organisation. It comprises 47 member have decided to link together their know- states, including all members of the European Union. how, resources and destinies. Together, they All Council of Europe member states have signed up have built a zone of stability, democracy and to the European Convention on Human Rights, sustainable development whilst maintaining a treaty designed to protect human rights, cultural diversity, tolerance and individual democracy and the rule of law. The European Court freedoms. The European Union is committed of Human Rights oversees the implementation to sharing its achievements and its values with of the Convention in the member states. countries and peoples beyond its borders. www.coe.int www.europa.eu Routes4U Project Routes4U Project Economic impact of the Cultural Routes of the Council of Europe in the European Union macro-regions Routes4U | 15 Council of Europe The opinions expressed in this work are the responsibility of the author(s) and do not necessarily reflect the official policy of the European Commission or the Council of Europe All requests concerning the reproduction or translation of all or part of this document should be addressed to the Directorate of Communication (F-67075 Strasbourg Cedex or [email protected]). All other correspondence concerning this document should be addressed to Directorate General Democracy, Enlarged Partial Agreement on Cultural Routes. Cover: Documents and Publications Production Department (SPDP), Council of Europe Cover photos: Pixabay; map: European Commission Copy-editing: Christopher Long Layout: Jouve, Paris © European Commission and Council of Europe, June 2020 Contents FOREWORDS 7 PART I - THE ECONOMIC IMPACT OF CULTURAL ROUTES IN THE ADRIATIC AND IONIAN, THE ALPINE, THE BALTIC SEA AND THE DANUBE REGIONS BY CONSTANZE METZGER 11 ROUTES4U JOINT PROGRAMME 13 CULTURAL ROUTES OF THE COUNCIL OF EUROPE 15 Launch of Cultural Routes 15 Types of Cultural Routes 18 Main fields of action 18 Certification process 18 Organisational structure 19 ECONOMIC IMPACT OF CULTURAL ROUTES 21 Tourism trends 21 Definition of cultural tourism 22 Cultural consumption in tourism 23 Benefits 24 Challenges 28 EUROPEAN UNION MACRO-REGIONAL STRATEGIES 31 The EU Strategy for the Baltic Sea Region 32 The EU Strategy for the Danube Region 34 The EU Strategy for the Adriatic and Ionian Region 35 The EU Strategy for the Alpine Region 37 EXECUTIVE SUMMARY OF THE STUDIES 41 Methodology 41 Study on the economic impact of Cultural Routes in the Adriatic and Ionian Region 41 Study on the economic impact of Cultural Routes in the Alpine Region 43 Study on the economic impact of Cultural Routes in the Baltic Sea Region 45 Study on the economic impact of Cultural Routes in the Danube Region 46 BIBLIOGRAPHY 49 PART II - STUDY OF THE ADRIATIC AND IONIAN REGION BY ALBERTO D’ALESSANDRO 55 STRENGTHENING REGIONAL DEVELOPMENT IN THE ADRIATIC AND IONIAN REGION THROUGH THE CULTURAL ROUTES 57 Executive summary 57 Methodology 57 Analysis of the current implementation of the Cultural Routes in the AIR countries 59 THE CULTURAL ROUTES IN THE ADRIATIC AND IONIAN REGION 61 Phoenicians’ Route 61 Routes of the Olive Tree 62 Saint Martin of Tours Route 64 Iter Vitis Route 65 European Cemeteries Route 67 European Route of Historic Thermal Towns 68 ATRIUM – Architecture of Totalitarian Regimes of the 20th Century in Europe’s Urban Memory 70 TOURISM AND REGIONAL DEVELOPMENT IN THE ADRIATIC AND IONIAN REGION: CHALLENGES AND OPPORTUNITIES 73 Depopulation of interior areas and tourism trends in the AIR 73 Regional development through Cultural Routes 73 Local communities, cultural districts and participation of citizens to local development: a new model for regional development 74 RECOMMENDATIONS AND CONCLUSIONS 77 Recommendations 77 Conclusions 79 BIBLIOGRAPHY 83 ► Page 3 PART III - STUDY OF THE ALPINE REGION BY ALESSANDRO CAPOCCHI 87 STRENGTHENING REGIONAL DEVELOPMENT IN THE ALPINE REGION THROUGH THE CULTURAL ROUTES 89 Executive summary 89 The issue of accountability 89 Analysis of Cultural Routes’ websites 90 RECOMMENDATIONS AND CONCLUSIONS 99 Discussion 99 Recommendations 100 Value creation 100 Data description and general overview 103 Potential limitation and caveats of the method on the Cultural Routes 104 Conclusion 105 BIBLIOGRAPHY 107 PART IV - STUDY OF THE BALTIC SEA REGION BY AGNIESZKA KONIOR AND VERONIKA POKOJSKA 113 STRENGTHENING REGIONAL DEVELOPMENT IN THE BALTIC SEA REGION THROUGH CULTURAL ROUTES 115 CULTURAL ROUTES IN THE BALTIC SEA REGION 117 Themes of the Cultural Routes 118 Organisational structures of the Cultural Routes 119 RESEARCH METHODOLOGY 121 ANALYSIS OF CURRENT IMPLEMENTATION OF THE CULTURAL ROUTES – GOOD PRACTICES 123 Regional development 123 Cultural co-operation 125 Social cohesion 127 Other activities 129 THE RESULTS OF THE SURVEY 131 THE RESULTS OF SOCIAL MEDIA ANALYSIS 133 FUNDING AWARDED 137 POTENTIAL SOURCES OF FINANCING 143 Europe for Citizens 143 Creative Europe 143 Interreg Baltic Sea Region 143 The EEA and Norway Grants for Regional Co-operation 144 APPENDIX 145 BIBLIOGRAPHY 147 PART V - STUDY OF THE DANUBE REGION BY KSENIJA KEČA 151 STRENGTHENING REGIONAL DEVELOPMENT IN THE DANUBE REGION THROUGH CULTURAL ROUTES IN LINE WITH EUSDR 153 EU macro-regional strategy for the Danube Region (EUSDR) 153 Cultural tourism in the Danube Region 154 ANALYSIS OF THE CULTURAL ROUTES IN THE DANUBE REGION 157 INVOLVEMENT OF LOCAL COMMUNITIES IN THE ACTIVITIES OF THE CULTURAL ROUTES, AND IMPACT OF THE CULTURAL ROUTES ACTIVITIES ON LOCAL ECONOMIES 169 ALLOCATED FUNDS (CALL FOR PROPOSALS) TO WHICH THE CULTURAL ROUTES APPLIED AND WHICH HELPED THEM IN FOSTERING ACTIVITIES FOR REGIONAL DEVELOPMENT 173 DATA ON THE MANAGEMENT OF THE CULTURAL ROUTES, VISITORS, MEMBERSHIP TRENDS AND VISIBILITY COMMUNICATION 177 European Mozart Ways Cultural Route 177 Iter Vitis Cultural Route 177 European Route of Historic Thermal Towns 178 Saint Martin of Tours Route 178 The Roman Emperors and the Danube Wine Route 179 Cultural Route ATRIUM 179 European Route of Jewish Heritage 180 Cultural Route Réseau Art Nouveau Network 181 NEEDS ASSESSMENT REGARDING IMPLEMENTATION OF THE CULTURAL ROUTES 183 The Roman Emperors and the Danube Wine Route 183 ► Page 4 ATRIUM Cultural Route 183 European Route of Jewish Heritage 184 Cultural Route Réseau Art Nouveau Network 184 European Route of Historic Thermal Towns 185 RECOMMENDATIONS 187 CONCLUSIONS 189 BIBLIOGRAPHY 191 LIST OF ABBREVIATIONS 193 ► Page 5 Forewords aunched in 1987 as a tool for promoting the transnational dimen- sion of European heritage, the Cultural Routes of the Council of L Europe are unique in their commitment to the creation of a common European identity. More relevant than ever in a multicultural Europe fac- ing many economic, geo-political and diversity challenges, they reflect the fundamental values of the Council of Europe: human rights, cul- tural democracy, cultural diversity and mutual exchanges across borders. I am particularly pleased to present this study on the economic impact of the Cultural Routes of the Council of Europe in the framework of the four macro-regional strategies implemented through Routes4U, the 2017-2020 Joint Programme between the Council of Europe and the European Union (Directorate-General for Regional and Urban Policy, European Commission). Cultural Routes are successful transnational models for regional development inviting the traveller to experi- ence the authentic culture of a series of thematically linked destinations, providing an excellent opportunity to foster local traditions, arts and crafts and sources of revenue for the local population. Cultural Routes are unique legally established destination networks that invite travellers to take the time to discover European heritage at new and unique destinations, often in remote rural areas that may profit the most from the devel- opment of sustainable cultural tourism. As the management of Europe’s cultural heritage becomes an increasingly important source of economic devel- opment, European macro-regions have an important role to play with a view to leveraging and managing our transnational heritage in a sustainable way, ensuring its protection for future generations. The Cultural Routes of the Council of Europe crossing the macro-regions are an invitation to appreciate our European heritage while contributing to developing our cultural identity and the economic development of our local communities. Stefano Dominioni Executive Secretary, Enlarged Partial Agreement on Cultural Routes, Council of Europe Director, European Institute of Cultural Routes urope’s rich cultural heritage is an asset that can be further explored, with a view to seizing all opportunities for economic and social cohesion. These are E core elements in the New European Agenda for Culture, proposed in 2018 by the European