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Cultural Heritage Innovative Audience Development - Best Practices Ed. April 2019


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


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


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


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

Cultural Heritage Innovative Audience Development


Antonio Carlos Ruiz Soria  Principal Researcher, Founder of Economía Creativa and international expert and speaker on creative and digital economy.

Justyna Molendowska-Ruiz Senior Reseracher, Co-founder of Economía Creativa, expert on creativity and digital storytelling.

EC is a creativity & innovation lab.

We are base in the EU. We work globally.

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


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