A city can rebuild every road and repave every square, but if nobody is deliberately managing its culture and heritage, it still risks losing what makes it recognisable to its own people. This Training Course in Cultural Heritage Strategy for Cities and Municipalities, delivered by the Arab British Fellowship Training Academy, is built for anyone who wants real, hands-on capability in running the culture and heritage file inside a municipality or city administration.

Cultural heritage covers both the tangible — monuments, archaeological sites, historic buildings, manuscripts, and collections — and the intangible: the customs, creative practices, and social interactions that communities have carried across generations. Municipalities are not limited to water, electricity, sanitation, parks, and roads; they carry a direct responsibility for keeping that heritage alive, and this course equips participants to do exactly that.

Course Objectives:

• Define culture and cultural heritage and explain their role in strengthening local identity.
• Assess and document a city's cultural resources and heritage landmarks using practical analysis tools.
• Apply local and international frameworks for protecting cultural and historical landmarks.
• Plan, budget, and run cultural events from concept through execution, including handling problems on the day.
• Design promotion and media strategies that grow audiences and secure media coverage.
• Build funding strategies and partnerships with governmental and non-governmental cultural bodies.
• Use participant feedback and performance data to improve future cultural initiatives.

Target Audience:

• Directors of government institutions concerned with cultural affairs.
• Heritage and cultural development officers in cities and municipalities.
• Employees in departments responsible for managing culture and heritage.

• Module 1: Why Culture and Heritage Management Matters for Cities

  • The concept of culture and cultural heritage, tangible and intangible
  • How culture shapes local identity and community belonging
  • Linking cultural heritage to sustainable urban development

• Module 2: Assessing and Documenting Cultural and Heritage Assets

  • Tools and methods for analyzing the cultural status of a city
  • Identifying and documenting cultural resources and landmarks
  • Conducting a cultural needs assessment within the community

• Module 3: Protecting Heritage Landmarks and Traditional Practices

  • Local and international laws and agreements on heritage protection
  • Strategies for preserving landmarks and traditional practices
  • Engaging the community in protection efforts

• Module 4: Designing and Planning Creative Cultural Events

  • Planning and executing innovative cultural events
  • Stages of event organization, from idea to execution
  • Setting realistic timelines and budgets

• Module 5: Promoting and Marketing Cultural Events

  • Promoting events across different channels
  • Strategies for attracting online audiences
  • Building media relationships for effective coverage

• Module 6: Running the Event — Teams and Real-Time Problem-Solving

  • Managing different teams during execution
  • Strategies for solving unexpected issues on the day
  • Measuring event success during and after execution

• Module 7: Measuring Impact — Feedback and Continuous Improvement

  • Collecting participant feedback through surveys, interviews, and observation
  • Analyzing data to improve future events
  • Recognizing teams and sharing successes with the community

• Module 8: Cultural Policy and Strategic Partnerships

  • Developing cultural policies aligned with community needs
  • Collaborating with local and international cultural organizations
  • Balancing heritage preservation with modern development

• Module 9: Securing Funding for Cultural Projects

  • Identifying sources of funding and support
  • Managing financial resources effectively
  • Designing projects that attract funding

• Module 10: Media Relations and Crisis Communication

  • Strategies for enhancing a city's cultural image
  • Managing press and media relationships
  • Preparing for and handling cultural crises with transparency

• Module 11: Future-Proofing Culture — Technology and Sustainability

  • How culture evolves with social and economic change
  • Using technology to promote culture and heritage
  • Ensuring the sustainability of cultural projects and planning future initiatives