Strengthening the relationship between cultural heritage and its communities. Challenges for Veszprém-Balaton ECoC 2023

The European Capital of Culture (ECoC) is an EU programme launched both to highlight the richness of European cultures and to foster greater mutual understanding between European citizens. In the framework of the European official motto United in diversity, it also aims to promote the long-term cultural and social development of cities not just by attracting tourists from other European countries, but also activating the participation of the citizens living in the city and its surroundings. Moving from these assumptions, the present research presents the case of Veszprém, European Capital of Culture in 2023, in order to understand: 1) if and how the cultural sector is currently contributing to the quality of life and sustainable development of the city and its surrounding area; 2) the main weaknesses of the urban cultural policy and management; 3) expected innovations that ECoC could and should trigger to take culture to people and widen its understanding in the long run. After discussing the main scientific contributions on the role of community engagement and networking in the cultural and tourism sector to promote long-term cultural, social and economic development, the paper analyses the results of field research conducted in September and October 2019 by involving a sample of cultural institutions in Veszprém and the Balaton area. Research results show different levels of involvement and networking and suggest relevant innovations that have to be carried out to ensure long-term sustainable development.