Assistant Director Yoshihisa Ogawa and Research Manager Andrew Stevens visited the Heritage Economic and Regeneration Trust (HEART) in Norwich yesterday for a CLAIR report on local authority policies for tourism promotion as part of local economic development. HEART is a charitable trust which develops the city’s tourist offer through better use of heritage assets and promotes this model nationally and internationally, as means for places to be able utilise their existing assets more effectively to reach new target audiences in destination marketing. The organisation, founded using grants from local, regional and EU sources, has attracted government interest recently as a potential ‘Big Society’ model for local place branding through the third sector.
