Music Talks Conference 2026:Culture as Urban Strategy:Festivals,Identity & International Visibility

Culture as Urban Strategy: Festivals, Identity & International Visibility Speakers: Dr. Lewis Walsh (University of Central Lancashire), Margarita Katsarova (Visit Sofia), Petra Hradilova (Czech Music Crossroads / Colours of Ostrava) Moderator: Spiros Pengas (former deputy mayor of Thessaloniki for Culture and Tourism) The panel increasingly compete not only for tourists, but also for talent, investment, students, entrepreneurs, and creative industries. In this context, culture has become a strategic tool for shaping urban identity and building international visibility. This panel will explore how cultural events, festivals, creative districts, and cultural policies contribute to city branding and destination development. Through examples from Sofia and Ostrava, the discussion will examine how cultural initiatives can strengthen local communities, attract visitors, support economic development, and position cities on the global map. The conversation will address the relationship between culture, tourism, public policy, and place-making, while highlighting the role of festivals as long-term drivers of urban transformation. Supported by: Sofia Municipality Culture Program Grand Hotel Millennium Sofia Upbeat - The European Showcase Platform for World Music https://atojazz.bg https://upbeat-platform.eu ‪‪‪@UPBEATPlatform‬ ‪‪@atojazzfestival‬