Viljandi Linnavalitsus Heritage as the key for tourism development – Viljandi example Conglomerate Come, Create, Innovate “Tourism innovations: sharing experiences” Brussels, October 8, 2008 Presented by: Ms. Krista Kull Head of the Department of Public Relations and Tourism Viljandi Town Government Estonia

Viljandi Linnavalitsus

Our resources historical heritage; cultural heritage; untouched and pure nature. Creative tourismCreative tourism - smart and sensible tourism offer which is based on local and unique heritage

Viljandi Linnavalitsus New experiences Every footprint of land talks of its history, culture and traditions. Viljandi is like a genuine Estonia and worth for more attention in Europe. Musical and art language like a tool for getting acquainted with a genuine story of Estonia.

Viljandi Linnavalitsus Authentic actions Estonian Traditional Music Centre; Kondas Centre of Naive Art Both of them express a live culture and on the other hand are very characteristic to Viljandi and unique in Estonia. Kettle of heritage!

Viljandi Linnavalitsus Estonian Traditional Music Centre teach and support Estonian traditional music through live performances; encouraging active participation in order to strengthen and promote Estonian ethnical and regional identity and through that, enhance the feeling of national dignity; build up trust in the spiritual heritage of our ancestors and teach respect and tolerance for other cultures of the world; promote folk music by integrating and responsibly merging the pan-generational music tradition into everyday life.

Viljandi Linnavalitsus Tools festivals, concerts, lectures, and workshops; everyone with an interest in traditional music is welcome to study or take courses for instrumentalists and singers, both for advanced musicians/singers and beginners of all ages.

Viljandi Linnavalitsus Kondas Centre of Naive Art exhibitions of contemporary art and outsider-art but also for specific thematic exhibitions; in addition making exhibitions, the centre collects all kind of information about naive artists in Estonia.

Viljandi Linnavalitsus EDEN project The “European Destinations of Exellence” competition has been held in all Member States since 2006; In Estonia the competition took place for the first time in 2008 under the name “Hidden Treasures of Estonia”, organised and coordinated by the Enterprise Estonia Estonian Tourism Board;

Viljandi Linnavalitsus Focused on the creation of local natural and/or cultural identity and introducing the tourism product which is based on: an attraction; events; a service. The active inclusion of local residents was also important.

Viljandi Linnavalitsus Viljandi The winner of the 2007 “Hidden Treasures of Estonia” competition: participation on European Tourism Forum in France, Bordeaux in September 2008; more attention in Estonia and Europe; more possibilites to introduce genuine Estonia, our national heritage; product development and marketing.

Viljandi Linnavalitsus Thank you for your attention !