Candidate sites for the label must have a symbolic European value and must have played a significant role in the history and culture of Europe and/or the building of the Union. They must therefore demonstrate one or more of the following:

1. (i)

   their cross-border or pan-European nature: how their past and present influence and attraction go beyond the national borders of a Member State;

2. (ii)

   their place and role in European history and European integration, and their links with key European events, personalities or movements;

3. (iii)

   their place and role in the development and promotion of the common values that underpin European integration.

Candidate sites for the label must submit a project, the implementation of which is to begin by the end of the designation year at the latest, which includes all of the following elements:

1. (i)

   raising awareness of the European significance of the site, in particular through appropriate information activities, signposting and staff training;

2. (ii)

   organising educational activities, especially for young people, which increase the understanding of the common history of Europe and of its shared yet diverse heritage and which strengthen the sense of belonging to a common space;

3. (iii)

   promoting multilingualism and facilitating access to the site by using several languages of the Union;

4. (iv)

   taking part in the activities of networks of sites awarded the label in order to exchange experiences and initiate common projects;

5. (v)

   raising the profile and attractiveness of the site on a European scale, inter alia, by using the possibilities offered by new technologies and digital and interactive means and by seeking synergies with other European initiatives.

The organisation of artistic and cultural activities which foster the mobility of European culture professionals, artists and collections, stimulate intercultural dialogue and encourage linkage between heritage and contemporary creation and creativity is to be welcomed whenever the specific nature of the site allows this.

Candidate sites for the label must submit a work plan which includes all of the following elements:

1. (i)

   ensuring the sound management of the site, including defining objectives and indicators;

2. (ii)

   ensuring the preservation of the site and its transmission to future generations in accordance with the relevant protection regimes;

3. (iii)

   ensuring the quality of the reception facilities such as the historical presentation, visitors’ information and signposting;

4. (iv)

   ensuring access for the widest possible public, inter alia, through site adaptations or staff training;

5. (v)

   according special attention to young people, in particular by granting them privileged access to the site;

6. (vi)

   promoting the site as a sustainable tourism destination;

7. (vii)

   developing a coherent and comprehensive communication strategy highlighting the European significance of the site;

8. (viii)

   ensuring that the management of the site is as environmentally friendly as possible.