Prospects for Cultural Heritage Promotion Within the Creative Economy Framework

This article uses the recent concept of ‘creative economy’ to argue in favour of a dynamic and holistic approach to the promotion of the cultural heritage. This implies namely that the heritage is viewed in both its material and intangible forms and as a driver of sustainable development. After an overview of the diverse interpretations, at natioanl, regional and international levels, of the creative economy, the author illustrates how the cultural heritage can benefit from the growing importance given to unlilited, renewable resources for the development of individuals and communities, especially in the developing countries. The article contains, however, words of caution on the negative effects of the creative economy and submits that these can be overcomed by extending the sphere of the cultural heritage to all areas of developement