A digital book summarising the European Capital of Culture, Tartu 2024: A Story of Survival, has been produced, looking back on the past European Capital of Culture year in Tartu and South Estonia.
The book describes a journey of more than five years, divided into three phases: winning the title, preparations and programme implementation, and the continuation of the ECOC after 2024. The book analyses the results and impact achieved, as well as the major successes and more complex challenges.
„Tartu 2024 was a joint endeavour for the whole of South Estonia and, indirectly, for the whole of Estonia, which offered plenty of challenges, but also remarkable successes and lessons learned. The creative concept of the title year was „The Arts of Survival” and it is the story of survival during this period of organisation that we are telling. We hope that the book will inspire other Estonian cities to apply for the title of European Capital of Culture,” said Hanna Simona Allas, editor-in-chief of Tartu 2024: The Story of Survival.
The Tartu 2024 Foundation presented the results of the Capital of Culture year at the Culture Compass International Forum „Is this the Capital of Culture we dreamed of?”, held in Tartu on 18-19 September. The digital book „Tartu 2024: The Story of Survival” is available on the Tartu 2024 website and will soon be printed and distributed to municipalities in South Estonia.
Here are ten key facts and figures from the Capital of Culture's journey in Tartu 2024: A Story of Survival.
1. Tartu 2024 is the biggest ever cooperation project in South Estonia
In 2024, Tartu, together with South Estonia - a total of 20 municipalities, or a quarter of Estonia - will hold the title of European Capital of Culture. More than 4,500 cultural creators and volunteers, and hundreds of policy makers and entrepreneurs contributed to the success of the Year, making it the largest ever collaborative project in South Estonia.
2. More than 1.3 million visits to the main programme.
Around 3,100 events were organised within the framework of the major events and 155 projects of the main programme of Tartu 2024, telling the story of the creative concept „Arts of Survival”. The events attracted more than 1.34 million visitors, exceeding the organisers' target by more than a third.
3. Audience gave the programme a high score: 8.9 out of 10.
Based on audience feedback, nine out of ten visitors considered the ECOC events to be a valuable experience. They were given an average score of 8.9 out of 10. Two out of three participants found the Tartu 2024 event engaging, and almost one in four experienced such an event for the first time. The organisation, the overall atmosphere and the surprising venues were highlighted as positive.
4. Cultural life livened up: around 70% locals attended events
According to the Norstat survey, a total of 68% of the population of South Estonia visited Tartu 2024 events. 78% of the respondents indicated that the title year brought visitors to the region who used the services here, including catering and accommodation. 63% felt that local cultural life had been significantly revitalised and half felt that the region's reputation had improved and that the ECOC was seen as positive for the economy of South Estonia. More than half of the respondents mentioned a sense of community and pride in their home region.
5. Foreign tourist found its way to South Estonia: overnight stays up 15%
Despite the difficult geopolitical and economic situation, foreign tourists found their way to South Estonia: in 2024, more than 156 000 of them stayed in the Capital of Culture region. The number of overnight stays by foreigners in Tartu increased by 151,103,000 compared to the previous year and by 141,000 compared to the previous year in the rest of South Estonia. The impact of the Capital of Culture on foreign tourism will be long-lasting: already in July 2025, the number of foreign visitors in the region will be 8% higher than last year.
6. High international profile: Tartu 2024 mentioned in the media in 70 countries
Tartu 2024 hosted more than 1,200 high-level special guests, delegations and politicians, as well as more than 400 foreign journalists in the title year and the run-up to it. Tartu 2024 was mentioned more than 5,400 times in the media in 70 countries. According to a study by Meltwater, the financial value of this extraordinary coverage, if it were to be matched by content marketing articles or advertising, would be over €133.4 million.
7. Organisers attract €2.6 million in external funding to the region
Tartu 2024 provided an important impetus for international cultural exchange to become a good practice in South Estonia. Of the 62% main programme projects, over 850 foreign partners from Europe and further afield were involved. The project teams received €2.6 million from international funds to implement the events. According to a survey of the cultural sector in South Estonia, around a fifth of cultural organisers in Tartu consider that the Year of the Titles has had a strong impact on their international activities.
8. 3100 events set the standard for green cultural practices
More than 3,100 events in the main programme of the year were organised according to a common set of green principles, which will continue to apply to the activities supported by the City of Tartu. A survey of cultural organisers showed that, with the support of Tartu 2024, awareness of green cultural practices in the region has increased and some organisations have also created their own sustainability action plans. Audiences are also more environmentally aware. The Year has led to an increase in the separate collection of waste, the use of recycling, the sustainable use of materials, and the promotion of environmental rules to event visitors.
9. Development programme for young cultural operators launched
The Tartu 2024 Foundation has launched the Tartu 2024 Extended cultural development programme for 14-19 year olds. Around 100 young people have graduated from the programme, having organised 36 youth events with around 23 000 visitors. The development programme has enabled young people to learn about cultural management, to make new connections with their peers and to feel more connected to their local community. This year, a new international cohort started.
10. Projects that started in the Capital of Culture will continue
Many of the projects launched during the European Capital of Culture year will live on: Ryoji Ikeda's works showcasing Estonia are moving on to stages and galleries around the world, Mehis Pihla's play „The Land of Peace” has been translated into five languages and it is only a matter of time before it is staged abroad, the films in the „Survival Arts” documentary programme showcasing the specificities of South Estonia are gaining recognition at prestigious festivals, the Earth Station is preparing a major exhibition for 2027, the alternative arts festival KAUGE will continue - along with many other Tartu 2024 initiatives.
Tartu 2024 Foundation continues cooperation with nine countries
The main challenge for the ECOC after the end of the title year is to maintain the momentum achieved and replicate the success in regional cooperation, involving both municipalities and development organisations. Our common goal is to develop a plan to sustain this momentum and to find the most effective approaches and mechanisms to leverage the legacy of the ECOC to support long-term regional development, cooperation and joint cultural management.
To this end, the Foundation is leading the ECoC Echo (European Capitals of Culture), an international legacy project that brings together the European Capitals of Culture from nine countries. The total cost of the project is around €2.27 million, shared between the nine national Capitals of Culture and their 12 partners. Of this, €509 000 is available to Tartu and South Estonia. The results will be showcased in 2028 in the European Capital of Culture in Bourges, France.