- highlight the richness of Europe's culture diversity and take a fresh look at it's shared history and heritage
- promotes a mutual understanding and show how the universal language of creativity opens Europe to cultures from across the world
- creates economic growth
- builds a sense of community - for example Liverpool (the last British European Capital of Culture of 2008) had nearly 10,000 volunteers and every school participated in at least one activity related
- regenerates cities
The competition starts at least 6 years prior to give the cities time to:
- engage with their citizens and cultural, economic and social stakeholders
- develop an ambitious programme
- have all new cultural infrastructure projects ready for the start of the year
There must be a balance between high art and wide participation as success depends on satisfying popular as well as elite option. Citizens must be involved as it is their city and other key pros of becoming the capital of culture are:
- boosts tourism
- raises international profile of cities
- enhances idea of city in citizens eyes
- breathes new life into city's culture
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