THE ROLE OF CULTURAL HERITAGE IN THE DEVELOPMENT OF THE TOURIST BRAND IN THE BALTIC SEA REGION

Purpose: This article addresses the problem of transnational destinations branding. An example of such a destination is the Baltic Sea Region (BSR), which is the first macro-region of the EU. The main objective of the article is to answer the question of how the cultural heritage of the BSR can be used in the branding development process of the Baltic Sea Region. A secondary objective is to identify the key cultural resources and stakeholders of the BSR. Design/methodology/approach: The achievement of the research objectives called for conducting a literature study related to the branding process of tourism destinations. Based on secondary sources, including materials of international organisations, key cultural resources of the BSR were identified, key stakeholders involved in the branding process were identified. In addition, a participatory observation method over the last 30 years was used involving observation of the tourism and cultural cooperation process within the BSR. Findings: Research has shown that the Baltic Sea Region has an attractive and diverse cultural potential, which could be used in the creation of a tourism brand. This brand could be based on common themes such as Hanseatic heritage, Viking heritage, amber heritage and maritime heritage. Attempts have been made to create a territorial and touristic brand. The most advanced activities were carried out by the Baltic Tourism Commission (BTC). An opportunity to continue territorial branding efforts is provided by the EU Strategy for the Baltic Sea Region. Research limitations/implications: The article only identifies key resources and key stakeholders in the culture and tourism system. The evolution of the branding process is presented very briefly. Practical implications: A tourism brand can play an important role in promoting the Baltic Sea Region as a tourist destination. It can connect stakeholders, inspiring them to work together effectively. There is a consensus among BSR stakeholders that a brand can bring them a number of benefits. There is an emerging need to develop systemic solutions. This paper may help in their development. Social implications: A territorial brand that takes into account cultural assets can contribute to social integration and the development of a transnational identity. This is particularly relevant in the context of the labile geopolitical situation in the BSR. Originality/value: The article synthesises the cultural heritage of the BSR, identifies the main stakeholders and analyses activities to date. It may be of interest to authorities and organisations related to BSR culture and tourism.