Albanians’ intangible heritage is wealthy, starting with their language, national symbols, folklore, costumes, legends, ballads, dances, rites, and customs.

But while we are proud of this treasure, very little has been done regarding government policies or the legal framework to protect it and pass it on to new generations.

This concern was highlighted during the project “Heritage is our Brand” launching event, which is being implemented by DMO Albania in collaboration with EUPolicyHub, and funded by the European Union.

This meeting was attended by the Head of the Sustainable Economic and Social Development Section of the EU Delegation in Tirana, Andrea Ferrero, the Vice President of the Academy of Sciences Vasil Tole, the Director of Cultural Heritage Policies at the Ministry of Economy, Culture and Innovation Ms. Benida Kraja, directors of the Museums in Tirana, experts from various fields of culture, anthropologists, musicologists, artists, representatives from art associations.

After sharing many opinions on this topic, all parties at the table agreed to establish bridges of cooperation not only for the successful implementation of the project but also to influence and lobby decision-makers in solving the problems.

In his speech, Mr. Andrea Ferrero, Head of the Sustainable Economic and Social Development Section of the EU Delegation in Tirana, emphasized the importance of the heritage and values ​​of national identity in European integration.

Under the motto United in Diversity, he emphasized that Albania will soon join the 27-country bloc, and it must integrate with its national values ​​and identity, customs, traditions, history, because that is what Europe is; united in diversity.

The engagement of the Public institutions 

The Vice President of the Academy of Sciences Vasil Tole highlighted that education is the key to transmitting cultural heritage to young people. He proposes that cultural heritage be included in school curricula and lists several issues that require quick solutions such as: drafting and well-defining the principles of the strategy and state policies in the field of intangible cultural heritage; identifying spiritual cultural heritage through a special marking of the type of emblem, etc.; redefining the meaning of spiritual cultural heritage and its constituent values;

The Director of Cultural Heritage Policies at the Ministry of Economy, Culture and Innovation, Ms. Benida Kraja, expressed the Ministry’s willingness to participate in this project and requested the involvement of institutions, universities, and artists. She promised cooperation during the project’s implementation to share the survey results with young people and all the artistic products that will be created.

The project director, Mrs Eva Kushova, presented in detail the project’s aim and why it is not just a project but a mission to pass on to new generations our valuable living traditions.

Other experts at the roundtable agreed that preserving material heritage, which is inevitably linked to the intangible one, and completing school textbooks are the cornerstones for transmitting our spiritual wealth between generations.

About the project

Work on the project “Heritage is our Brand” will begin with a survey with young people to understand how much they currently know about intangible heritage. Further, an in-depth study will be carried out, in collaboration with the Academy of Sciences, to identify 20-30 stories of our spiritual heritage, which will then, through a call for grants for Albanian artists, be turned into various artistic products, documentaries, animations, installations, visual exhibitions, etc.

All stories, creative products, audio and video materials, brochures and studies of the project will be included in the online platform Albania-Heritage.com, which will serve as study and information material for all age groups, for artists but also tourists. The second year of the project is about educating young people. There will be a forum with History and Literature teachers from all over Albania, to present these products and stories to them so they can include them during the teaching process. Afterwards, there will be a competition for students who will bring their creations based on these stories and products of this project.

More about the project at www.dmoalbania.al