Dubrovnik International Historic Towns Conference

1. Dubrovnik International Historic Towns Conference European Association Historic Towns & Regions Delivering Smart, Sustainable and Inclusive Growth Brian Smith - Secretary General

2. The Case for Investing in Heritage to Deliver Growth in Europe • Europe, the EU & Heritage – the context for this Conference • Making the case - the need for an EU Cultural Heritage Strategy • Making the case – the need for a shift in thinking at local, national and EU levels • Conclusions to set the scene for this conference

3. The EU & Heritage • Importance of Heritage Cities to Europe • 80% population & economic activity in towns & cities • International Identity, economic vitality and social cohesion • National Capitals, Regional Centres, Cultural hubs • All in part historic or heritage cities • However little reference to cultural heritage • 6bn. out of €347 bn. spent on Culture in 2007-2013 from cohesion policy funds • EU Parliament 80% rural constituencies • National government –Economic and business Ministries

4. Will this change 2014 – 2020? • The European 2020 Strategy • Smart growth: developing an economy based on knowledge and innovation • Sustainable growth: promoting a more resource efficient, greener and more competitive economy • Inclusive growth: fostering a high-employment economy delivering social and territorial cohesion • No reference to Cultural Heritage or Historic cities

5. 5 main funds - Agriculture, ERDF, ESF, Cohesion and Fisheries funds –to work within integrated framework • Some opportunities for Cultural Heritage funding in all of these • Main area is cohesion policy aimed at convergence of the regions • ERDF potentially most relevant - €376 Bn. 1/3rd of total proposed

6. 80% energy efficiency, R&D and SMEs • Min 5% sustainable urban development • Strong urban dimension but no mention of cultural heritage • However Investment priorities in regulations include • Article 5 (6) c –’protecting, promoting and developing cultural heritage • Why is cultural heritage so poorly represented in EU thinking - what can be done to influence this situation.

7. European Heritage Alliance 3.3 • 27 national and international heritage organisations • Towards an EU Cultural Heritage Strategy (drafted by Heritage Europe) submitted to Commissioner Vassiliou • Meeting held with Xavier Troussard – acting Director – Culture & Media, European Commission • Added value at EU level? • What Actions needed to unlock potential? • Mainstreaming of Cultural Heritage needs ‘shift in thinking’ but • Agreed time is right for sectoral strategy on Cultural Heritage

8. Towards an EU Cultural Heritage Strategy • Need for research/evidence base to support Cultural Heritage Strategy – Culture Programme bid Nov 2012 • Smart growth • creative industries, empowered by technology and networking, cluster within historic areas • supply of heritage buildings e.g. industrial heritage provide ambience, identity and diversity that helps encourage innovation; • impact on smart growth of the digital agenda, interpretative and virtual technologies in cultural heritage related employment.

9. Sustainable growth •  Historic cities demonstrate a sustainable business model - re-use of buildings, greener transport with reduced travel and carbon emissions, and a strong sense of identity; • Sustainable cultural tourism with focus on identity and diversity lead to sustainable local economies • Heritage solutions addressing urban centre and village depopulation/ ageing population issues through re-use of heritage buildings.

10. Inclusive growth: • Evidence of links between innovation/knowledge economy & quality of life/cultural heritage • Integrated planning approaches involving all stakeholders to delivering social cohesion; • Correlation between cultural heritage tangible & intangible - sense of place, happiness, well being and belonging as important ingredients in securing social and territorial cohesion.

11. Tourism A Shift in Thinking - focus on actions Cultural Heritage • Actions: • Marketing & Promotion • Organisation of events & festivals • Visitor management strategies • Benefits: • Jobs created & safeguarded • New businesses created • Public and private investment leveraged

12. Cultural Heritage • Actions: • Product in good condition to attract visitors - range of facilities • Public realm pedestrianised - good accessibility • Integrated partnership approach Tourism • Barriers and • Opportunities • Resources • Knowledge • Political will • Public support • Leading to action programmes and growth • Benefits: • Visitors – meet their needs, • aspirations and wellbeing • Industry – profitable tourism • Businesses with long-term future • Community - respecting the values, needs and quality of life of the local community Sustainable Cultural Tourism

13. Cultural Heritage • Sustainable Tourism • Creative and cultural industries • Rural development • Inclusive communities –Identity & diversity • Green agenda - e.g. carbon emissions & energy efficiency • Health agenda -wellbeing and happiness • What are barriers to & • Opportunities for action? • What specifically can be • done at local, national • and & EU levels? • What ‘mainstream’ benefits can be • Delivered in line with 2020 Strategy?

14. Conclusions • We know Cultural Heritage is key asset/catalyst for job creation and growth and that the case for investing in heritage is strong • Now need to influence decision making and setting of funding priorities for 2014 – 2020 & beyond • The case for investing in heritage needs to show evidence of benefit but also a further dimension - clarity on how resources would be used at local, national and EU levels • This requires a shift in thinking to: - • Present cultural heritage as mainstream - a key resource capable of delivering benefit across all policy areas

15. Develop a coherent ‘evidence based’ Cultural Heritage strategy combined with a political manifesto for action • Supported by an action programme – unblocks barriers unlocks potential to realise opportunities in our historic towns and cities • This conference alongside the work of the European Heritage Alliance 3.3 is an important step on the way to realising these aims - but we need to work together • The time is right for this conference to issue a rallying call to the mayors of historic towns, to the national ministries across Europe and to the European Commission

16. ‘Think not what your country can do for you but what you can do for your country’ "Think not only what Cultural Heritage can do for you but what you can do for Cultural Heritage."