Article by Momentum Consulting

The British Council’s report on Cultural Heritage for Inclusive Growth has found that Cultural Heritage if approached in a people-centred way, can contribute to growth that is both inclusive and sustainable.

This approach can prevent excluding individuals and communities from emerging economies, using new and innovative ways to encourage people to engage, share and manage their cultural heritage. As a result, quality of life can be improved for communities, economic growth can be more fairly distributed and value can be increased for the community.

The report also found that countries working together within the cultural heritage sector, can not only strengthen the countries’ heritage sector but also build meaningful and long-lasting relationships between the countries. It also helps the countries soft power* aims.

The research in this report is pioneering in both international development and the use of soft power. It explores inclusive growth as an emerging field and how heritage can make a difference to both society and the economy. European Young Roots uses this research and others like it to demonstrate new approaches and ways of working across cultures, histories and borders to bring people together through cultural relations.

European Youth Roots aims to assist in educating young people how to become more aware and educated in sustainable, participatory and inclusive tourism. It is key young people who wish to become entrepreneurs in this field understand participatory and sustainable tourism and the corresponding innovative business opportunities they can present.

European Youth Roots shows young entrepreneurs how they can recognize, develop and fully exploit the potential of cultural and natural heritage. It demonstrates new innovative approaches on how to better support competitiveness and employment through sustainable and inclusive tourism.

*soft power involves shaping the preferences of others through appeal and attraction.

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