1 | Page Routes4U Project Routes4U “Fostering regional development through the Cultural Routes of the Council of Europe” 2017-2020 European Union – Council of Europe Joint Programme FIRST CONFERENCE FOR THE DANUBE REGION 6 November 2018 Bucharest, Romania WORKSHOP’S REPORT WORKSHOP 3 | MARKETING STRATEGIES FOR THE PROMOTION AND VISIBILITY OF HERITAGE IN THE DANUBE REGION Moderator: Katalin NAGY, Master Lecturer of Marketing and Tourism Institute, University of Miskolc, Hungary; external expert of European Institute of Cultural Routes 1. Introduction on the topic of the workshop: Four main themes set the general framework for discussing about marketing strategies for the promotion and visibility of heritage in the Danube Region: (1) the Routes4U project, with its main objectives; (2) the Cultural Routes of the Council of Europe; (3) the EU Strategy for the Danube Region, with its main pillars and priority areas, where Priority Area 3 on Culture & Tourism says: “To promote culture and tourism, people to people contacts" with targets including developing a Danube Brand for the entire Region, developing new and supporting existing Cultural Routes relevant in the Region and ensuring the sustainable preservation of cultural heritage and natural values; (4) tourism and marketing trends in the Region. The Danube Region, stretching along one-fifth of the EU territory, with its 100 million inhabitants, has a vital role in Europe’s life. Concerning transport and mobility, the Danube is one of the most important TEN-T 1 , and also, a prospective ecological corridor. On the other side, the economic and social factors are very different within the Region. The European Union Strategy for the Danube Regionstates: “With common history and tradition, culture and arts reflecting the diverse communities of the Region, as well as its outstanding natural heritage, the Region has attractive assets. The Danube Delta is a world heritage site offering sporting and other recreational options. A common and sustainable approach to improving and publicizing these opportunities should make the Danube Region a European and world ”brand”” 2 . 1 Trans-European Transport Network. 2 Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions European Union Strategy for Danube Region /* com/2010/0715 final: https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX%3A52010DC0715 .