Honour Committee

Organizing Committee

Scientific Committee



Keynote Speakers


Conference Topics

Accepted Abstracts

Papers Submission

Fees and Registration

Conference Program

Schedule of Sessions






River Douro

Vila Nova de Foz Côa



Keynote speakers  

The Organizing Committee is proud to announce the Keynote Speakers of the conference.

Prof. Tomislav Sola
University of Zagreb, Croatia

Born in Zagreb, Croatia (1948). He studied Art history in Zagreb, Museology in Zagreb and Paris, and  Journalism in Zagreb. He is PhD in Museolgy, University of Ljubljana.

Actually, Prof. Sola is Professor of Museology at the University of Zagreb, Head of the Chair of Museology and heritage management, Head of the post-graduate study of Museology, University of Zagreb, and guest lecturer at Universities in Zagreb, Dubrovnik, and Sarajevo.

He is founder of NGO European Heritage Association and the founder & organiser of "The Best in Heritage", the international, annual review of awarded museum and heritage projects and "The Best in Heritage Club of Excellence" in Cologne.

He is a Member of the Advisory Editorial Board of three international professional magazines: Museum International, Museum Practice, and International Journal of Heritage Studies.

He is the author of the books "Museums and Their Theory- towards the cybernetic museum", Finnish Museums Association, Helsinki 1997, and "Marketing in Museums or about virtue and how to make it known", Croatian Museum Society, Zagreb, 2001, and author of hundred articles and lectures on theory of heritage, internationally.

He is also a Member of the Steering committee of Museums Association, UK, for The future of collecting, and Advisory Board member of the Association of Peace Museums.


Heritage and human development

We finally need a usable definition of heritage to be sure we are talking about the same concept. The way we at the Continent understand it, - it is the whole of the collective, socially formed memory, earmarked for the transfer. In UK, heritage used to be the part of the cultural patrimony meant for leisure or commercial purposes, a sort of historical pastiche strongly linked to culture and yet not the culture itself. I believe this distinction between museums that store and communicate a reliable history and different hybrid institutions (theme parks, visitor attractions, tourist attractions), is gradually fading only to demonstrate that we always talk about heritage, though some is to an extent misused. The quality and mission will have to be the decisive criteria. Quality in heritage institutions is still reflected upon, but we should all agree that two main parts of it are scientific reliability and expertise in communication, - both guided by the clear public mission and commitment. The role of marketing in defining which job we are in, or what is the product we propose, is still underestimated. There is no better tool than marketing to profile oneself optimally in the world of today. Heritage institutions and their occupations are part of a future mega-profession united by the concepts of user, the overwhelming technology and the needs that require multidisciplinary and trans-sectorialism. Therefore, we are on the brink of a new phase of reform that will be in any aspect the time of great convergence: in theory, in practices, in social role, in partnerships and, finally in their strong impact for development. When about human development, I believe we talk about material prosperity and spiritual advance, both of which form quality of life. The question of what heritage can do for it is merely rhetoric one: much, decisively much. We actually talk about the mnemosphere, - in fact a gigantic though still primitive mega-brain and the uses of this immense accumulation of data, information, knowledge and experience. Be it old museums or this planetary structure, the set of questions remains as always: what, how, for whom and with what end…Inevitably, thus we open up the central problem, - that of quality of the societal project. Some ideology behind it was always there. Only today, there seems to be but the void, unless we assign to the profit the significance of an ideology. The Greed is however just a vice, so, indeed, we should look for some old utopia for inspiration. We again need a new humanist norm. Heritage institutions can offer us the evidence of our mistakes, reflection on common experience as well as some advice for the future. The Planet can be a place of noble humanity but only if the underlying pattern is wisdom. Sustainable development is the name of it when we create and manage the change.



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Prof. Gregory Ashworth
University of Groningen, The Netherlands

Educated Universities of Cambridge, Reading and London (PhD.1974), Prof. Ashworth taught at Universities of Wales, Portsmouth and since 1979 Groningen. Since 1994, he is Professor of heritage management and urban tourism in the Department of Planning, Faculty of Spatial Sciences, University of Groningen (NL).

Main research interests of Prof. Ashworth include heritage management, tourism and place marketing. He is author of the books "Tourist-Historic City" (Wiley, 1990), "Heritage Planning" (Geopers) 1992, "Dissonant Heritage" (Wiley, 1996), "European heritage planning and management" (Intellect, 2001), "A geography of Heritage" (Arnold, 2001), "Construction of built heritage" Ashgate 2001, "Senses of place: senses of time (Ashgate) 2005, "Marketing in the tourism industry" (Croom Helm, 1984), "Marketing tourism places" (Routledge, 1990), "Tourism and spatial transformation" (CABI, 1996), "Horror and human tragedy revisited" (Intellect, 2005)  and "Selling the City" (Wiley, 1990).



Heritage: definitions, delusions and dissonances

Most of the issues surrounding the uses of heritage in contemporary economic, social or political policies result from a failure to define its meaning. This becomes particularly apparent and especially serious when heritage is expected to play diverse roles within sustainable development.  Preservation, conservation and heritage are not synonyms but three quite different paradigms.  The failure to realise this results in a series of delusions that pervade almost all policy applications.  These deluded assumptions will be outlined.  Those in the fields that make use of heritage as a resource in the creation of marketable products, not least in tourism, generally ignore the intrinsic political implications of heritage designations. Consequently all heritage is potentially dissonant to some extent, to some people, at some times.  The origins and implications of such dissonances will be outlined as an integral and unavoidable characteristic of the place of heritage within contemporary human development.



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© The Green Lines Institute for Sustainable Development, 2007.

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