Materials
Guidelines
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Accessibility
Accessibility means including the entire population and creating equal opportunities so that everyone can participate in society, including cultural life. When we speak about accessibility, we primarily consider people with disabilities. However, we often overlook the fact that solutions essential for them also benefit many others—for example, families with young children, the elderly, and those still acquiring the language. Together, they form a significant part of Estonian society.
Accessibility support materials (in EST)
Accessibility means including the entire population and creating equal opportunities so that everyone can participate in society, including cultural life. When we speak about accessibility, we primarily consider people with disabilities. However, we often overlook the fact that solutions essential for them also benefit many others—for example, families with young children, the elderly, and those still acquiring the language. Together, they form a significant part of Estonian society.
Accessibility support materials (in EST)
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Volunteers
The core of the success of the European Capital of Culture was the volunteers who supported the organization of Tartu 2024 events with their help, knowledge, and skills. The program had 4,672 volunteers, who contributed 106,786 hours of work.
The core of the success of the European Capital of Culture was the volunteers who supported the organization of Tartu 2024 events with their help, knowledge, and skills. The program had 4,672 volunteers, who contributed 106,786 hours of work.
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Environmentally sustainable cultural management
At the end of the Capital of Culture year, the Tartu 2024 guidelines for organizing environmentally friendly events will remain available. The principles outlined in this guide have been followed in the organization of all events for the European Capital of Culture. In the future, this guide will apply to events and initiatives supported by the city of Tartu.
At the end of the Capital of Culture year, the Tartu 2024 guidelines for organizing environmentally friendly events will remain available. The principles outlined in this guide have been followed in the organization of all events for the European Capital of Culture. In the future, this guide will apply to events and initiatives supported by the city of Tartu.
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Communication Strategy
The communication goal of the European Capital of Culture Tartu 2024 was to:
- Strengthen the sense of pride and ownership among the local people towards Tartu and Southern Estonia.
- Ensure that every Estonian citizen is aware that Tartu, together with Southern Estonia, is the European Capital of Culture in 2024.
- Shape the reputation of Tartu and Southern Estonia in Europe and make the region an attractive destination for tourists.
A practical workbook (EST) was also created for use in communication projects, and we encourage everyone to make use of it.
The communication goal of the European Capital of Culture Tartu 2024 was to:
- Strengthen the sense of pride and ownership among the local people towards Tartu and Southern Estonia.
- Ensure that every Estonian citizen is aware that Tartu, together with Southern Estonia, is the European Capital of Culture in 2024.
- Shape the reputation of Tartu and Southern Estonia in Europe and make the region an attractive destination for tourists.
A practical workbook (EST) was also created for use in communication projects, and we encourage everyone to make use of it.
Reports
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Summary of the Major Concerts at the Tartu Song Festival Grounds
Read the report (EST)From May to September this year, 18 events were held at the Tartu Song Festival Grounds, attended by a total of 48,500 people. Attendees of Tartu 2024 events were invited to provide feedback on six of these concerts, and the survey also revealed audience spending. Visitors spent over €2.8 million on tickets and approximately €2.3 million on accommodation, transport, food, and beverages. Half of the concertgoers came from outside Southern Estonia.
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Monitoring Reports
Each European Capital of Culture is required to submit three monitoring reports to the European Commission’s Expert Panel for Cultural Capitals, offering an open analysis of their activities and, upon successful review, competing for the €1.5 million Melina Mercouri Prize. These reports are presented in English.
Marketing Materials
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Video Materials
Look at the videosDuring the Capital of Culture period, we created a wealth of videos that capture our shared moments and experiences. We hope these bring viewers joy and emotion, and convey just how diverse and vibrant life was throughout the Capital of Culture region. Our channel features videos dating back to 2019, so you’ll have plenty to enjoy for a long time!
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Brand Book
Read the Brand Book (in EST)The Tartu 2024 brand book describes how the European Capital of Culture Tartu 2024 is expressed in ideas, words, symbols and colours, photographs and videos. It is a collection of the capital’s visual elements to keep in mind when creating materials. Here you will find guidelines and examples for their proper use. Our logos can be found HERE.
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Galleries
Look at the galleriesAll Tartu 2024 images may be used in any coverage related to the Capital of Culture. When publishing an image, please credit the photographer by name along with “Tartu 2024” (for example: Maanus Kullamaa / Tartu 2024). If you would like to access more images or use them in larger quantities, please get in touch with us.
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Presentation Template
TemplateOur presentation template was crafted with care and affection, and embodies our values with dignity. You are warmly invited to continue using it moving forward.
Visionary Texts
Surveys
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Kantar Emor nationwide brand survey
The survey included 1,228 respondents. All age groups were represented: 25.6% were aged 16–34, 26.5% were aged 35–49, and 47.9% were over 50. In terms of gender, 46.6% of respondents were male and 53.4% female. By ethnicity, 66.4% were Estonians and 33.6% belonged to other nationalities.
According to the nationwide survey, 90% of respondents knew that Tartu, together with Southern Estonia, was the European Capital of Culture in 2024.
The survey included 1,228 respondents. All age groups were represented: 25.6% were aged 16–34, 26.5% were aged 35–49, and 47.9% were over 50. In terms of gender, 46.6% of respondents were male and 53.4% female. By ethnicity, 66.4% were Estonians and 33.6% belonged to other nationalities.
According to the nationwide survey, 90% of respondents knew that Tartu, together with Southern Estonia, was the European Capital of Culture in 2024.
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Station media survey
The media overview of Tartu 2024 by Station.ee covered the period from January 2022 to January 2025. During this time, the Capital of Culture was featured in 9,712 media mentions, with a reach of 518 million.
The media overview of Tartu 2024 by Station.ee covered the period from January 2022 to January 2025. During this time, the Capital of Culture was featured in 9,712 media mentions, with a reach of 518 million.
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Meltwater media survey
The conclusions of Meltwater’s media survey will appear here.
The conclusions of Meltwater’s media survey will appear here.
