Heritage, particularly intangible heritage, plays a crucial role in understanding historical societies and maintaining cultural continuity. Intangible heritage, which includes traditions, rituals, languages, and performances, is uniquely sustained by the active participation of communities. This form of heritage offers significant educational potential, engaging both citizens and the younger generation in the living legacy of their culture.
As Albania embarks on its path to EU accession, the country must present its rich cultural heritage authentically, embracing its values, rituals, and unique spiritual practices in alignment with the EU’s motto, “United in Diversity.” This approach fosters a deeper understanding of Albania’s past and enhances contemporary cultural and policy-making practices, aiming for more effective preservation strategies for intangible heritage. The recent enactment of LAW nr 27/2018 on heritage and museums underscores this commitment, clearly defining intangible heritage and the roles of responsible institutions.
Albania’s intangible heritage is rich, reflecting its ancient roots, resilience, and profound respect for community, nature, and tradition. Through song, dance, and ritual, these practices continue to shape Albanians’ identities and preserve their connection to the past.
However, due to modernization, societal openness, emigration, a younger generation reading less, and the influence of the internet and online platforms, there is a risk that oral traditions, values, and national identity are diminishing.
In this context, DMO Albania, in collaboration with the EU Policy Hub, is launching a new project titled “Heritage is Our Brand.” Financed by the European Union, the project will run for two years, starting on January 14, 2025, and concluding on January 14, 2027.
The project primarily aims to preserve and promote Albanian intangible heritage through storytelling, creating artistic products, and educating young people with intangible heritage.
The proposed action aligns with the objectives of LOT no 2: Support to CSOs in the Fields of Culture and Art. Our proposal aligns with the global objective of enhancing civil society’s role and capacities to foster a just and democratic society. Specifically, it corresponds to Priorities 2 and 3 of Lot 2, which focus on supporting Civil Society Organizations (CSOs) in culture and art.
The initiative integrates several proven approaches, including networking, educational and virtual platforms, peer learning activities, and sharing best practices from other countries. These methods have been effective, particularly in empowering younger generations to safeguard cultural heritage. By leveraging these approaches, we aim to address critical needs within the sector and enhance its overall impact.
Through this initiative, we want to convey a message to both Albanians and visitors: Heritage is our brand, and we must take pride in it.
