The Heritage Management Organization is proud to be part of the AHEAD project, an international initiative funded by the European Union’s Creative Europe Programme. Today, we’re excited to announce the launch of the AHEAD manifesto, a groundbreaking document outlining a new vision for cultural audience development. We are calling upon all cultural heritage professionals, community leaders, and policy makers to sign up to the manifesto and become part of the AHEAD network.

A Human-Centered Approach to Heritage

The AHEAD manifesto calls for a fundamental shift in how we approach heritage experiences. It champions a human-centered approach, prioritizing accessibility, inclusivity, and audience engagement. This means moving beyond traditional models and fostering a more dynamic and participatory relationship between cultural institutions and their visitors.

The manifesto is the result of extensive research and collaboration among AHEAD consortium partners across Europe. It emphasizes the importance of audience development as a transformative process. This process is rooted in listening to visitors, ensuring inclusivity for all, and empowering them to actively participate in their heritage experiences.

Equipping Professionals for Success

AHEAD recognizes that achieving this new vision requires well-equipped professionals. To address this need, the project offers a comprehensive capacity-building program. This program equips heritage professionals with essential skills among others in:

• Audience Insights: Understanding the needs and interests of diverse audiences.
• Heritage Interpretation: Crafting engaging and meaningful narratives around cultural heritage.
• Strategic Communication: Effectively communicating the value of heritage to target audiences.
• Impact Assessment: Measuring the success of heritage experiences and their impact on communities.

The ultimate goal of AHEAD is to empower cultural professionals to reshape how audiences engage with heritage. This will lead to positive social, cultural, and economic development. Imagine museums, parks, and archaeological sites transformed into welcoming spaces for all, serving as vibrant hubs for community engagement and collaborative value creation.

Join the Movement

The AHEAD manifesto is a call to action for cultural heritage professionals worldwide. We invite you to endorse the manifesto and join this pioneering initiative. By working together, we can redefine the landscape of heritage experience design and usher in a new era of audience participation and appreciation.

Learn more about the AHEAD project, endorse and download the manifesto on the AHEAD website.