Cultural heritage is a significant but partly untapped resource in the economy. Enabling cultural heritage to produce vitality in addition to wellbeing, there is a need to ensure its good and sustainable management in cooperation between various stakeholders. Alongside economic growth, it is also important to recognise other values produced by cultural heritage, such as social, cultural and educational capital, and impacts on wellbeing. The four objectives of the theme examine cultural heritage as joint capital, sustainable funding of cultural heritage, the utilisation of cultural heritage as a resource in the economy and business activities, and respecting the intrinsic value of cultural heritage as part of economic activities.
4.1. Cultural heritage is recognised as a form of joint capital of society
- The monitoring of the economic and employment impact of cultural heritage and the effects related to regional attraction will be developed.
- Sustainable tourism based on cultural heritage and cultural environments will be promoted.
- The value of the capital will be maintained by taking care of the cultivation and development of cultural heritage and the cultural environment.
4.2. The funding base for the ambitious development of cultural heritage has been expanded and public funds are used to safeguard its preservation
- The development of the current forms of funding and opportunities for new incentives will be investigated (e.g., tax instruments).
- Corporate social responsibility for cultural heritage has been recognised in the private sector.
- The preconditions for protecting and preserving cultural heritage that is considered to be of common value are secured from public funds.
4.3. Cultural heritage is an increasingly important resource for the creative economy and other business activities
- The creation of new operating models for entrepreneurship in the cultural heritage sector and for responsible business based on cultural heritage will be encouraged.
- Commercial use of cultural heritage data and digital contents will be promoted especially in the development of tourist services and innovative technologies.
- The development of partnerships and the creation of value networks between culture heritage sector actors, companies and research, development and innovation activities will be supported.
- Cultural heritage sector actors will be encouraged to actively take advantage of the European Union’s funding programmes and structural funds.
4.4. Economic activities respect the special nature and intrinsic value of cultural heritage
- Awareness of taking into account the cultural heritage values in economic activities will be increased.
- The ethical practices in trade and procedures related to cultural goods will be developed in cooperation with different actors.
- The rights of indigenous peoples to use and utilise cultural heritage will be protected and the preconditions for their realisation shall be strengthened.