REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS Evaluation of the European Heritage Label Action 2018-2024
Date: 2025-07-09
Institutions: Directorate-General for Education, Youth, Sport and Culture, European Commission
Subjects: EU initiative, European identity, European symbol, cultural cooperation, cultural heritage, heritage protection, history of Europe, public awareness campaign

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  EN 

   EUROPEAN COMMISSION  Brussels, 9.7.2025  COM(2025) 366 final  REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS Evaluation of the European Heritage Label Action 2018-2024 {SWD(2025) 176 final}  
 
 
1.  Introduction 

The  European  Heritage  Label  (EHL)  was  introduced  in  2011  as  a  European  Initiative,  to 
increase  the  visibility  of  Europe’s  shared  cultural  heritage  and  promote  a  stronger  sense  of 
European  identity.  The  initiative  aimed  to  connect  European  audiences,  especially  young 
people, by encouraging an appreciation of both national and European values and history. A 
key  aim  of  the  EHL  was  to  strengthen  European  identity  by  highlighting  shared  historical 
events and cultural values. By showcasing heritage sites of national and European significance, 
the initiative emphasised that European identity is shaped by both individual national histories 
and common European experiences. The EHL also aimed to promote intercultural dialogue, 
fostering  respect  for  different  cultures  and  creating  a  platform  for  mutual  understanding. 
Another  significant  outcome  of  the  EHL  was  to  raise  the  profile  of  heritage  sites  that  have 
shaped European history and culture. Many of these sites, often under-recognised in European 
cultural tourism, were expected to gain visibility, aiding their preservation and promoting them 
as educational platforms. The initiative also aimed to attract a broader audience, boosting local 
pride, tourism, and economies. The EHL focused on engaging young people through innovative 
educational  resources,  workshops,  and  exhibitions  to  help  them  better  understand  Europe’s 
shared  history  and  values.  This  provided  young  Europeans  with  a  connection  to  their 
continent’s rich heritage. 

The evaluation of the EHL, based on feedback from stakeholders and desk research, assesses 
its progress during its second phase (2018-2024) and builds on previous evaluations. It aims to 
improve  the  initiative’s  effectiveness  and  impact.  Following  the  European  Commission’s 
Better Regulation Guidelines, the evaluation examines five criteria: effectiveness, efficiency, 
coherence, EU added value, and relevance. The findings will inform the future of the EHL, 
ensuring it remains a tool for preserving and highlighting Europe’s shared history and 
values, while lessons learned will help refine the initiative for its next phase beyond 2025.  

The evaluation shows significant progress, particularly in raising the profile of sites and 
enhancing their European significance. The EHL has integrated well with other EU cultural 
heritage  initiatives,  despite  challenges  in  defining  European  identity.  The  label  has 
strengthened networks among heritage sites, enabling collaboration and knowledge exchange 
that national efforts alone could not achieve. It has also facilitated sites’ access to EU funding. 

The EHL has adapted to EU priorities such as sustainability, digital innovation, and inclusion. 
Progress  has  been  made  in  improving  accessibility  and  gender  equality,  although 
implementation has varied across sites. The evaluation highlights the need for clearer guidance 
and practical tools for sites to better integrate the European dimension. External factors, such 
as  the  COVID-19  pandemic,  disrupted  the  initiative  but  also  encouraged  innovation, 
particularly through digital engagement. 

2.  State of Development of the Action  

Between 2018 and 2024, the European Heritage Label (EHL) expanded significantly, with the 
number of awarded sites reaching 67 in 2024. This growth, especially in Central and Eastern 
Europe, made the label more inclusive and highlighted a broader range of European histories 
and identities. The diversity of recognised heritage sites also increased, including underwater 

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archaeology  sites  like  the  Azores  and  intangible  cultural  heritage  such  as  Zdravljica, 
representing  the  European  Spring  of  Nations.  Transnational  projects  like  Cisterscapes, 
involving multiple countries, reflected a more interconnected approach to European heritage. 
Educational engagement and public outreach were strengthened, with many sites developing 
programmes  focusing  on  themes  like  democracy  and  cultural  diversity.  For  example, 
Seminaarinmäki Campus in Finland engaged over 8 000 students annually, while Ventotene in 
Italy hosted seminars on European Federalism. The COVID-19 pandemic disrupted physical 
events but accelerated the shift to digital tools. Many sites pivoted to online tours and virtual 
workshops,  maintaining  public engagement while presenting challenges in accessibility and 
personal connection. The creation of the EHL Bureau in 2023 formalised the network of EHL 
sites,  promoting  collaboration,  sharing  best  practices,  and  supporting  smaller  sites.  This 
structure improved communication, capacity-building, and a shared identity among sites, while 
initiatives like European Heritage Days facilitated joint educational and cultural programmes. 

3.  Evaluation Findings: Successes and Challenges 

The  evaluation  of  the  European  Heritage  Label  (EHL)  for  the  2018-2024  period  provided 
valuable  insights  into  the  initiative's  effectiveness,  challenges,  and  areas  for  future 
improvement.  The  evaluation  focused  on  key  criteria  such  as  effectiveness,  efficiency, 
coherence, EU added value, and relevance, identifying both successes and areas that require 
attention to enhance the programme’s impact. 

Effectiveness 

The EHL has proven effective in several key areas, notably in raising the European profile of 
heritage  sites.  Over  60%  of  surveyed  sites  reported  an  increase  in  visitor  numbers  after 
receiving  the  label,  which  also  led  to  greater  local  community  involvement  and  a  broader 
recognition of European significance. The label helped enhance local tourism and contributed 
to the local economy. Additionally, the EHL has had a positive educational impact, with many 
sites offering innovative programmes that connected visitors, especially younger generations, 
to  shared  European  history  and  values  through  workshops,  seminars,  and  digital  tools  like 
virtual  tours  and  multimedia  presentations.However,  there  were  challenges. The  concept  of 
"European significance" proved difficult for many sites to clearly define and demonstrate. This 
issue  was  particularly  apparent  in  cases  where  local  or  regional  histories  overlapped  with 
broader European history, making it harder for sites to articulate their European relevance.  

The evaluation recommended that the European Commission provide clearer guidelines and 
examples to help applicants understand how to demonstrate European significance. It was also 
suggested that the Commission consider introducing a two-step selection process: one focusing 
on  verifying  European  significance,  and  the  second  on  evaluating  project  proposals  and 
operational plans. This approach would streamline applications and ensure only sites with clear 
European connections are selected. 

Efficiency  

The operational efficiency of the EHL was generally high, but the evaluation highlighted areas 
where  improvements  could  reduce  administrative  burdens.  The  two-step  selection  process, 
involving both national pre-selection and EU-level selection, was seen as somewhat redundant, 
especially when sites did not meet the European significance criterion. Streamlining this into a 

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single-step  process  would  improve  efficiency  by  reducing  duplication.  Furthermore,  the 
complexity of administrative tasks, including reporting requirements and monitoring of sites, 
was  identified  as  an  area  needing  refinement.  The  monitoring  system  functions  more  as  a 
performance  review  than  a  comprehensive  evaluation,  and  there  was  a  call  for  clearer 
guidelines and common indicators for site assessments. Additionally, the national quotas for 
site submissions, limiting each Member State to one site per selection year, were initially useful 
but have become restrictive as more countries express interest.  

The evaluation recommended reassessing these quotas to accommodate the growing number 
of heritage sites seeking recognition, thus ensuring the programme’s expansion aligns with its 
increasing ambitions. 

Coherence 

The EHL is distinct within the EU cultural policy landscape due to its focus on the symbolic 
value of heritage sites and their role in fostering European identity and unity. Unlike other EU 
programmes like UNESCO World Heritage or the European Heritage Days, which focus on 
tangible  heritage  or  cultural  preservation,  the  EHL  highlights  the  historical  and  symbolic 
significance of sites in promoting shared European values. This unique focus reinforces the 
EU’s integration project and strengthens the narrative of European unity. However, there are 
overlaps with other EU initiatives, such as the Council of Europe’s Cultural Routes, which also 
aim  to  promote  European  heritage.  While  the  EHL  focuses  on  European  integration,  the 
evaluation pointed out the risk of fragmentation among EU cultural programmes. 

It was suggested that stronger synergies could be developed between the EHL and other EU 
actions, such as Erasmus+ and the Europe for Citizens programme, to foster cross-programme 
collaboration and maximise the impact of the label. The evaluation also noted that the EHL 
could better align with EU priorities, such as sustainability and digital innovation. As the EU 
increasingly  prioritises  these  areas,  the  EHL  has  the  opportunity  to  promote  green  heritage 
practices  and  digital  accessibility.  Sites  are  already  adopting  sustainable  practices,  such  as 
energy-efficient technologies and sustainable tourism initiatives, but these efforts need to be 
more fully integrated into the broader EU agenda.The evaluation also recommended that the 
EHL be more closely integrated into EU cultural diplomacy efforts. By showcasing Europe’s 
diverse heritage globally, the EHL could strengthen the EU’s cultural diplomacy and promote 
European values worldwide. 

EU Added Value 

The EHL has created a pan-European network of heritage sites that share common goals and 
engage in collaborative activities. The creation of the EHL Bureau in 2023 has strengthened 
these  networks  by  providing  logistical,  financial,  and  promotional  support.  The  label  has 
facilitated joint projects, including exhibitions, educational programmes, and shared cultural 
initiatives, which have fostered cross-border partnerships and exchanges of best practices. 

Another key added value is access to EU funding. The EHL serves as a mark of credibility, 
making  sites  eligible  for  funding  from  programmes  like  Creative  Europe,  Erasmus+,  and 
CERV.  This  has  enabled  sites  to  pursue  projects  related  to  cultural  preservation,  youth 
engagement, and intercultural dialogue. However, the evaluation pointed out that smaller sites 
often  struggle  to  access  these  funds  due  to  complex  application  procedures  and  limited 
administrative  capacity.  Despite  the  EHL’s  successes  at  the  EU  level,  its  visibility  at  the 

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national level remains limited. Some sites reported that the EHL was not sufficiently promoted 
within their local communities, and the broader public remained unaware of its significance. 
To address this, the evaluation recommended launching national-level awareness campaigns to 
increase the profile of EHL sites and the initiative overall. 

Relevance 

The relevance of the EHL remains high, particularly as the EU places increasing importance 
on  sustainability,  digital  innovation,  and  inclusivity.  Many  EHL  sites  have  integrated 
sustainability into their operations, adopting green practices and eco-friendly projects that align 
with the EU’s environmental goals. The EHL’s alignment with the New European Agenda for 
Culture further reinforces its relevance in promoting social cohesion, economic development, 
and  democratic  engagement.  Digital  innovation  is  another  area  where  the  EHL  has 
demonstrated its relevance. Many sites have embraced digital platforms, offering virtual tours 
and online resources to engage with a wider audience. However, there are disparities in how 
well  sites  have  implemented  digital  tools,  with  smaller  sites  facing  greater  challenges. The 
evaluation recommended that the Commission continue to support sites in developing digital 
resources and ensuring that  these tools are accessible to  all audiences, including  those with 
disabilities.  The  EHL  also  continues  to  be  highly  relevant  in  fostering  social  cohesion  and 
inclusion, especially in a Europe facing challenges such as migration and discrimination. Sites 
that incorporate social inclusion into their programmes report positive outcomes in reaching 
underrepresented groups and fostering intercultural dialogue.  

However, the evaluation noted that the implementation of inclusivity measures varied widely 
across  sites,  and  recommended  that  the  Commission  promote  programmes  that  focus  on 
inclusivity and social cohesion across the network. 

4.  Conclusions and Lessons Learned 

The evaluation of the European Heritage Label (EHL) for the 2018-2024 period highlighted 
both successes and challenges, offering key lessons for its future. The findings will guide the 
EHL into its next phase, ensuring its continued success and relevance in a changing cultural 
and political landscape. 

Strengthening the European Significance Criterion: A major conclusion from the evaluation 
was  the  challenge  in  defining  "European  significance."  While  the  EHL  has  effectively 
highlighted  heritage  sites  that  represent  European  values,  many  sites  struggled  to  clearly 
demonstrate  how  their  heritage  connects  to  the  broader  European  narrative. The  evaluation 
recommended  clearer  guidance  for  applicants  and  national  coordinators,  including  practical 
examples  and  workshops.  A  key  recommendation  was  to  introduce  a  two-step  selection 
process: the first stage would assess European significance, ensuring only sites with a clear 
European connection proceed to the second stage, which would focus on project proposals or 
operational plans. 

Enhancing  Digital  Engagement  and  Accessibility:  The  evaluation  also  underscored  the 
growing importance of digital engagement, particularly for younger, tech-savvy audiences. The 
COVID-19 pandemic accelerated the shift towards digital platforms, yet the implementation of 
digital tools was uneven across sites. Some sites successfully developed high-quality digital 
experiences,  while  others  lacked  resources.  The  evaluation  called  for  the  European 
Commission to support the creation of inclusive, accessible digital content, including training 
programmes for site managers and funding opportunities for digital tools. Ensuring that digital 

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resources  are  accessible  to  all  audiences,  including  those  with  disabilities,  was  a  key 
recommendation. 

Supporting Smaller Sites and Ensuring Equity: Another critical finding was the imbalance 
between larger and smaller sites, particularly in rural areas, which often faced financial and 
administrative  challenges.  The  evaluation  suggested  capacity-building  programmes  and 
mentorship  schemes  to  support  smaller  sites,  helping  them  improve  their  operations  and 
visibility. The imbalance in the distribution of EHL sites, with larger countries having more 
sites,  highlighted  the  need  for  more  targeted  efforts  to  ensure  that  all  EU  Member  States, 
especially those with fewer resources, can participate fully. 

Improving  Feedback  Mechanisms  and  the  Selection  Process:  The  evaluation  found 
inefficiencies  in  the  current  feedback  mechanisms,  particularly  for  unsuccessful  applicants. 
Many sites reported receiving limited or insufficient feedback, making it difficult to improve 
future  applications.  The  evaluation  recommended  providing  more  detailed,  personalised 
feedback  to  help  sites  better  understand  their  shortcomings  and  improve  their  proposals. 
Additionally, the two-step selection process could help improve the efficiency and quality of 
the selection process. 

Sustainability and Future Growth: As the number of EHL sites grows, the evaluation stressed 
the need for a more sustainable framework to manage the expanding network. Simplifying the 
governance  structure  and  ensuring  adequate  resources  were  seen  as  crucial  for  long-term 
success. The legal framework could also be adjusted to allow greater flexibility in site selection, 
removing the one-site-per-country rule to encourage more Member States to participate. The 
evaluation also recommended stronger monitoring mechanisms to track the long-term impact 
of the initiative. 

Synergies with Other EU Programmes: The evaluation identified opportunities for greater 
synergy with other EU programmes like Creative Europe, Erasmus+, and Europe for Citizens. 
By  aligning  the  EHL  more  closely  with  these  initiatives,  the  European  Commission  could 
create  a  unified  strategy  for  promoting  European  cultural  heritage,  strengthening  the 
connections  between  heritage  sites  and  broader  cultural,  educational,  and  social  initiatives 
across the EU. 

In  conclusion,  the  evaluation  of  the  EHL  provides  crucial  insights  into  the  programme’s 
progress and potential. While the EHL has made significant strides in enhancing the visibility 
of  European  heritage  and  promoting  intercultural  dialogue,  challenges  remain  in  defining 
European  significance,  digital  engagement,  and  equity  across  the  network.  By  refining  the 
selection process, enhancing digital tools, and supporting smaller sites, the EHL can continue 
to thrive and play a key role in preserving and promoting Europe’s shared heritage and values. 

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