‘Cultural routes’ can be defined as paths or routes of historical significance with a common, thematic, denominator. Cultural Routes allow and aim for cultural ‘consumption’ that goes beyond placebased enjoyment of cultural goods, events or heritage. The Council of Europe (CoE) has put in place a system through which it certifies itineraries as Cultural Routes on the basis of their ability to help in preserving and showcasing Europe’s cultural identities and historical legacies, and fostering wider territorial development and cohesion in Europe.
In this article both a network assessment and market failure are being analyzed. The article concludes that a narrow approach is a rather standard practice to promote only parts of the CRs. This leads to piecemeal and patchwork marketing, which does not help in the branding and awareness raising of the CRs as a whole.