The European Commission is opening a consultation on the planned restructuring of the European Heritage Label scheme, inviting stakeholders, cultural organisations, tourism professionals and citizens to contribute their views. The European Heritage Label was established to recognise sites that have played a significant role in Europe’s history and integration, and to showcase places of collective memory that transcend national narratives.

The consultation seeks feedback on how to modernise and strengthen the scheme to better serve both cultural heritage protection and the development of European tourism are fundamental focuses. Key goals involve raising public awareness about labelled sites, enhancing the selection and evaluation process for new sites, and promoting transnational collaboration among cultural institutions and communities. This restructuring benefits the tourism sector by leveraging the EHL to diversify cultural travel and motivate visitors to explore beyond usual hotspots. It highlights sites that symbolize European integration — from historic meeting places to locations representing shared values — the label helps steer tourism demand toward experiences that offer historical depth and educational value. For many regions, being designated as an EHL site increases visibility on the European tourism map and attracts visitors interested in cultural and experiential travel.

The review also considers how to embed sustainable and responsible tourism principles into the label criteria. This includes encouraging sites to adopt visitor management practices that protect their cultural and natural environments, support local communities, and sustain year-round tourism activity. In doing so, the EHL can complement broader European goals of promoting Responsible travel, Cultural preservation and Sustainable Destinations.

The consultation period provides an opportunity for tourism stakeholders — including destination management organisations, tour operators, museums, heritage institutions and community groups — to shape the label's evolution. Their input can help ensure that the restructured EHL aligns with real-world tourism needs while preserving the integrity and significance of European heritage.

Once the consultation concludes and proposals are finalised, the updated European Heritage Label scheme is expected to enhance the visibility and value of heritage sites across the EU. This can strengthen cultural tourism by encouraging visitors to discover under-visited places with deep European significance, ultimately enriching Europe’s tourism portfolio.

Read more and participate here: https://ec.europa.eu/info/law/better-regulation/have-your-say/initiatives/15412-European-Heritage-Label-scheme-restructuring_en

#Sustainable Tourism #Responsible Travel #Sustainable Destinations
#Cultural Preservation #Experiential Tourism