Connecting heritage to our common future: using Van Gogh’s legacy to repaint the societal role of leisure.

Van Gogh has inspired the world for more than a century now with his unique art focusing on rural life, society and landscapes. He was born, raised and educated in different parts of the province of North-Brabant. As a witness of the consequences of the industrial revolution in his homeland, he voiced his concerns in art and writing. Now, roughly 150 years later, Van Gogh’s vision is inspiring local stakeholders to review and rethink the big societal challenges of our age. What started as a way to attract tourism to Brabant with Van Gogh stories and heritage, has transformed into movement that is reshaping and repainting Brabant with leisure as a key driver. Through a very local case study, this presentation illustrates how cultural heritage and leisure can be leveraged in the interest of our common future.