Project is focused to exploit the potential of small ethnic culture regions in Estonia and Latvia included/applying to the UNESCO List of Intangible Cultural Heritage as tourism destinations. The objective is to create a sustainable tourism product involving small ethnic culture regions that lean on the uniqueness of “living cultures”.
There are 4 unique regions in Estonia and Latvia – Setomaa, Kihnu, Suiti and Livi coast- where local people still use cultural heritage in daily life. Old traditions are alive, incl. singing and dancing traditions, national costumes, celebrating religious and traditional holidays, food and handicraft traditions etc. Three of them (Setomaa, Kihnu and Suiti regions) are included to the UNESCO List of Intangible Cultural Heritage. Livi coast, which includes 12 Livi villages, is making efforts to be appointed into the list. Also the old-Võrumaa smoke-sauna tradition was recently included to the list, this tradition is alive also in Setomaa. The potential of unique cultural heritage and worldwide known UNESCO-label in promotion of those regions as tourism destination has been underused both in domestic and foreign markets.
By offering a joint holistic and attractive tourism product it is easier for the visitors to acquire and to access these experiences.
As a result of the project partners have formulated joint product and marketing themes which combine local cultural heritage, services offered by local tourism businesses and attractive sites to an integrated tourism offer.
Project has been awarded the label of the European Year of Cultural Heritage 2018 and the label is being used in events and communications throughout 2018.