New research reported in Heritage Counts 2016 shows the importance of heritage for building pride and vision in a place. The report demonstrates that heritage is a fundamental aspect of place branding because the historic environment provides those unique qualities that make places special. This comes at a time when membership of national heritage organisations has increased significantly. Both English Heritage and National Trust have seen significant increases in their membership numbers over the past year (by 10% and 8% respectively).
Whilst the primary focus of destination marketing is to attract visitors, place branding covers the wider communication of a place to attract investment, people and talent. Inspiring examples from across the North East and Tees Valley show how our cultural heritage is being used to transform the economic fortunes of the region. From regeneration projects like the Bigg Market, to City of Culture bids in Sunderland and the Tees Valley and plans for a Great Exhibition – all are capitalizing on the area’s fabulous culture and heritage.
Read the regional heritage counts 2016 report for the North East & the Tees Valley here.
Link to Resources version here.