Europeana Awareness

Culture24 is working with partners across Europe to research and develop services that explore how the wealth of digital cultural content in Europeana, in combination with cultural venue and events data, can enrich the current information offer for cultural tourists and deliver it to them via their most common channels of use.

This three year project, which commenced in January 2012, is part of the Europeana Awareness (EA) Best Practice Network led by the Europeana Foundation. The first year of the project focused on collecting research data to inform decisions regarding the development of such services in years two and three.

One of the key outputs of this research phase is our recently completed Moving Targets report which explores the complex and changing user needs within the cultural tourism information landscape. Find out more and download Moving Targets here.

The current post research phase of the project seeks to draw upon the issues raised by Moving Targets and other related pieces of research, to explore potential partnerships with public tourist bodies and commercial tourism publishers in seeking to develop services for cultural tourists that strive to meet these user needs.

The partners in Culture24’s work package are:

Plurionet, Luxembourg – cultural portal and events aggregator in the Greater Region

Institute for International Relations (IMO), Croatia

Swedish National Heritage Board (SwNHB), Sweden

Department of Arts, Heritage and the Gaeltacht (AH&G), Eire

Europeana Foundation, Holland

National Technical University of Athens (NTUA), Greece

Photo of nine people, standing in a meeting room, in a row.

EA’s Work Package 4 group, meeting in The Hague, Jan 2012

The wider Europeana Awareness project aims to:

- publicise Europeana ( to users, policy makers, politicians and cultural heritage organisations in every Member State so as to encourage the use and contribution of content, raise awareness of cultural heritage as an economic driver and promote knowledge transfer

- promote its use by a broad public for a variety of purposes including recreation and hobbies, research, learning, genealogy and tourism – engaging users via user generation of content, creation of digital stories and social networking

- develop new partnerships with 4 key sectors which are currently underexploited by Europeana: public libraries; local archival groups; broadcast organisations and open culture re-users (programmers, developers, researchers and activists)

- put in place new distribution channels for Europeana content working with the tourism sector

- further encourage cultural institutions to continue to provide content in particular by: raising awareness of the opportunities provided by the new Europeana Licensing framework; developing mechanisms for collective rights management; and increasing the amount of content in Europeana that can be freely re-used.

As more information and resources become available we will signpost them here.

If you have any questions about this project please contact sejul(at)

Useful links:

Europeana Awareness information:

Europeana website:


Moving Targets: a Culture24 report for Europeana Awareness

Culture24’s recently completed Moving Targets report seeks to unpack the complex and ever changing user needs within the cultural tourism information landscape.

In the development of services focusing on digital cultural content, as well as within cultural tourism more generally, there has often been a tendency to focus on supply driven ‘build it and they will come’ approaches, usually to the detriment of the ultimate end user.

Moving Targets challenges these approaches by instead interrogating the demands of users, in this case cultural tourists. It highlights the need to confront difficult questions such as, who exactly is a cultural tourist? What motivates their behaviour? What information do they need? How do they seek to engage with it? At the same time Moving Targets also explores the needs of other users with existing relationships to cultural tourists, such as commercial tourism publishers and public tourist bodies.

The answers to these questions are relative and continually evolving. However it is hoped that by widening the approach in this way, a better awareness is achieved of the changing landscape within which any proposed services would operate. Only by doing so can the opportunities and challenges of developing services that truly meet the needs of users be understood.

Moving Targets represents a key research output from the Europeana Awareness projectFunded by the European Commission, the project is coordinated by Europeana, the access platform for millions of books, paintings, films, museum objects and archival records that have been digitised throughout Europe. The report was researched and written by Sejul Malde.

Download a colour version of Moving Targets.

Download a black and white version of Moving Targets (printer-friendly).

Check out Sejul’s blog post about the issues raised by Moving Targets on the Guardian’s Culture Prorofessionals website.