REDISCOVER Rediscover, expose and exploit the concealed Jewish heritage of the Danube Region

Handbook for Tourism and Public relations

Cultural heritage encompasses any value that a community or nation considers worth preserving. Intangible cultural heritage or nonphysical intellectual property (belief system, knowledge, tradition, etc.) as well as material goods are both part of cultural heritage. These values take shape in many forms, they can be found in buildings, works of art, famous gastronomic specialties, they can be lifestyles as well as various inventions and discoveries, famous people and their life history, but any fascinating story that the community considers to be culturally important. The importance of these values is emphasized by the tourism industry, so it is recognized and sought not only by the locals but also by the tourists: the authentic cultural experience has become an important component of the tourist attractions.

Intangible cultural heritage is connected to living communities. It is passed down from generation to generation. This means a constant re-creation of cultural heritage and also provides a sense of community, shared identity and continuity. Intangible cultural heritage can thus take the form of traditions, including language, arts, social customs and rituals, festivities, world views and knowledge...

PR Handbook