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ISSUE 1
2015
February 2015
The Destination Viking Association newsletter
Welcome, to the first issue of the Destination Viking Association newsletter. As managers of the Council of
Europe’s “VIKING CULTURAL ROUTE” the objective of the newsletter is to highlight the achievements of
the Association and members on a bi-annual basis. You will be able to send in your stories and share
information and ideas about what’s going in the Viking World. We have chosen the name of the newsletter as a
reflection of the two ravens from Viking mythology (Hugin & Munin) who told Odin everything they saw and
heard, thereby keeping Odin informed of many events. We hope that this newsletter will provide the same
service for members of the DVA.
The Viking Cultural Route is due for reaccredidation and the relevant information was compiled and submitted
to the Council of Europe at the end of September 2014. A decision on this application is due during 2015. It
has been a major aim of the DVA to raise the profile of the Viking Cultural Route for some time and over the
last few years, there has been a series of attempts to secure funding to raise the profile of Vikings throughout
Europe and beyond.
THE VIKING CULTURAL ROUTE is a far-reaching and significant cross border collection of
sites, stories and heritage relating to the shared Viking legacy of Europe and beyond……
The Viking age dates from around 800 – 1066 AD during which Vikings achieved unrivalled boat building ,
navigational and seamanship skills allowing them to travel widely throughout Northern and Western Europe,
the North Atlantic, into the Mediterranean and deep into the rivers of Russia and the Ukraine. At a time when
few people were travelling,
the Vikings raided, traded
and settled extensively.
They established important
mercantile centres such as
Hedeby,
Birka,
Jorvik,
Dublin and Kiev. They also
left a clear legacy behind
them wherever they went.
This can be seen in their
early law courts, known as
things, local place names and
language, social structures,
their legacies of art and
literature and surviving
archaeological sites. Much
of the Viking story is
recorded in the form of
intangible heritage such as
sagas, recounting the deeds
and travels of the Vikings. The Route is managed by the Destination Viking Association, made up of 39
members from 15 countries with significant Viking heritage. There are around 50 sites on the Route including
examples of forts, quarries, ships, objects, museums, archaeological remains and reconstructed longhouses.
2014 A YEAR IN REVIEW……………
February
York, England
NEW PARTNERS
We would like to welcome
the following new partners
to the Association who have
recently joined.
• Axencia Turismo
Conceived during the 2013 AGM at
de Galicia (Spain)
Dublinia, (Ireland) it was decided by the
board to launch the DVA promotional stand.
• Concello de
The idea behind this is to publicise the
Catoira (Spain)
Association and encourage tourism for its members. Board member Sarah
• Dublin City Council
Maltby, and also Director of Attractions at the Jorvik Viking centre, kindly
(Ireland)
agreed to allow the DVA to debut the stand at the annual Jorvik Viking
• Jomsborg Viking
festival. Recognised as the largest Viking Festival in Europe, the annual
Hird (Poland)
JORVIK Viking Festival is a city-wide celebration of York’s Viking
heritage that attracts over 40,000 visitors to the city each year. The festival
• L’Anse aux
has its roots in the ancient Viking gathering called “Jolablot” where our
Meadows
ancestors celebrated the beginning of the end of winter and the coming of
(Canada)
spring. Individual members provided their own promotional brochures and
• Lofotr
Viking
leaflets which were then displayed on the stand during the final weekend of
Museum (Norway)
the festival. The stand was located in the prestigious Merchant Adventurers
hall, one of York’s
• Stichting Weg van
finest
medieval
de Vikingen
buildings (built in
(Netherlands)
1357 AD).
The
• Ratobortsy
stand was manned
(Russia)
by
Ben
Baillie
(DVA
member
• Sutton Hoo
liaison)
for
National Trust
Normandy (France)
(U.K)
and proved to be a
• Vestfold Viking
great success in
route (Norway)
which visitors took a
keen interest in the
display maps of the Viking routes of exploration and
conquest.
Various leaflets and brochures from the
individual partners were handed out to the public and potential future tourists. The Viking props including a
Vendel style helmet, proved an instant attraction to the younger visitors to the stand. Although most of the
visitors came from the British Isles and mainland Europe, there were also tourists from as far a field as Japan,
Canada and the United States. The stand will be returning to Jorvik in February 2015, bigger and better than
before. Ben Baillie will again be managing it along with Norwegian partners Lofotr Viking museum and
Vestfold Viking route.
March
London, England
March was an extremely
exciting and important month for
the Association and its members.
The Association
participated in an application to Creative Europe for
network funding for managers of the Cultural Routes. Also
at the invitation of Gareth Williams, DVA member and
curator at the British Museum, the DVA board were asked
to provide four panel speakers from across the Viking
world (Shetland, Finland, Isle of Man and Normandy) as
part of the Museum's major exhibition VIKINGS: LIFE
AND LEGENDS. After an executive meeting in the British
Museum, which included Penelope Denu (Director of the
Council of Europe’s Cultural Routes) the DVA members
visited the impressive exhibition and prepared for the main
event during the evening. The Association Chairman
(Jimmy Moncrieff), Treasurer (Paula Wilson) and
members Edmund Southworth (Manx National Heritage)
and author Ben Baillie (Normandy) participated in
a sold out discussion at the Museum’s BP lecture
theatre on the 21st of March. The discussion event
was entitled: Who were the Vikings? Instead of a
standard seminar event layout the panel were
organised in a question time style scenario.
The discussion charted the Viking journeys and
culture through their countries and reflected on the
cultural memory they left.
After a brief
introduction to the term ‘Viking’ and the related
period from the chair (Jimmy Moncrieff) the panel
discussed several topics, First encounters, Ongoing relations and the Viking Legacy. At the
end of the discussion a 30 minute Q&A session
was opened up to the floor, which proved very
satisfying to the audience and the panellists alike.
‘© Benedict Johnson’
April
London, England & Clontarf, Ireland
The Association Chairman returned to London and participated in another
sold out panel discussion at the British Museum entitled “The Vikings in
Britain and Ireland: between culture and memory”. When the Exhibition
finished in June, it ranked the fifth most successful in the Museum’s
history. April continued with an Irish connection, as it was also the millennium anniversary of the Battle of
Clontarf, 23rd of April 1014 AD between High King Brian Boru and a formidable axis of Vikings and
disgruntled Irish nobles. In conjunction with the anniversary, the City of Dublin organised Ireland’s largest
ever living history battle re-enactment over the Easter weekend at St Anne’s Park (Raheny) which is located
near to the original battlefield. Over 65,000 spectators visited the event and watched a spectacular clash of
Viking and Irish armies. As well as the fighting, there was also a large range of activities including a giant
loom where visitors were invited to participate in the ancient art of weaving to create a giant tapestry. Families
were also invited to make their mark by creating their own Viking or Gaelic flag. The event also highlighted
the cooperation between DVA partners Jorvik, Dublin City Council and Dublinia. Jorvik’s Festival Director,
Danielle Daglan, was engaged by Dublin City Council in a planning and development advisory role for the
festival.
May
Kotka, Finland
In May (20th-22nd) the second Eastern Viking Forum took
place in Kotka, Finland. Organised by DVA Board
Member Dan Carlsson on behalf of the Finnish
Presidency of the Council of the Baltic Sea States, it was
a direct follow-up of the first Eastern Viking Forum,
organised in St Petersburg April 2012. Both conferences
were part of the initiative Northern Dimension
Partnership on Culture. The first Forum was the result of
a study of Russian Viking Sites, “In the Footsteps of
Rurik”, by Professors Dan Carlsson and Adrian Selin. At
the St Petersburg conference, DVA Chairman Jimmy
Moncrieff had introduced the Destination Viking
European Cultural Route to an audience from Russia and
the Baltic States, whilst Board member Geir Sør-Reime
gave an overview of activities that the DVA and the
initial Destination Viking projects had carried out in the
Baltic Sea region. The aim of the Kotka conference was
to discuss cultural tourism and cultural routes in the
Baltic Sea region, with a specific focus on Viking
tourism and how Viking sites could contribute to a more
creative economy in the region.
One of the challenges was to present early history to visitors in an
exciting way without compromising on scientific facts. There were
several presentations at the conference. The Council of Europe’s
Cultural Route concept was presented by Penelope Denu, Director
of the Council of Europe’s Institute of Cultural Routes. Geir SørReime presented an overview of existing sites around the Baltic
that presents the Viking Age in a popular way, including several
archaeological open-air museums, Viking markets and the most
spectacular archaeological remains of the Viking Age. There were
also general presentations on cultural tourism from several
countries around the Baltic Sea and a presentation by policy officer
Silvia Draghi of the European Commission, on funding
opportunities for cultural tourism projects.
August
Catoira, Spain
At the invitation of the Mayor of Catoira, the Chairman attended the 54th Romaria Vinkinga in Catoira, Spain.
The festival celebrates the attack on the town by Viking raiders and starts at around 10am with performances by
folk groups in the streets of Catoira and at the main celebration venue, Torres del Oeste Castle, and a medieval
market. Later on comes the main attraction of the
festivities. The “Disembarkation” is when invaders
arrive on board a replica 11th-century Viking ship with
the goal of capturing Torres del Oeste Castle. The local
residents try to resist the attack and there is a simulated
battle where the participants end up completely soaked
with wine. After the battle, everyone joins in a picnic
of local produce such as octopus, roasted sardines,
pies, etc., with the pleasant sound of typical bagpipes
playing in the background. The fun continues well
into the night with open-air celebrations and activities
such as literary proclamations and the staging of a
play. The Catoira defensive towers were built to guard
the sea entrance of the river Ulla and prevent further
Viking attacks. Although only two towers remain from an original seven, they stand testament to the Viking
onslaught on Southern Europe, which is often overshadowed by the Viking raids and campaigns in the British
Isles and North Western Europe. By coincidence in March 2014 several Viking anchors were unexpectedly
washed ashore in a storm on the Galician coastline. Dr Irene Garcia Losquino, Dr Jan Henrik Fallgren from the
University of Aberdeen, and Ylva Backstrom, from University of Lund, are currently investigating the
discovery of a Viking Longport, previously only found in the British Isles. These recent events may open up a
whole new perspective on the Vikings in Spain and Southern Europe.
September
Brussels, Belgium
“FOLLOW THE VIKINGS” REDISCOVERING THE VIKING LEGACY
Following the partly unsuccessful application for European funding earlier in the
year, the DVA board and members connived in the heart of Europe, Brussels, for
a new plan of action. In true Viking spirit, a new project entitled “FOLLOW
THE VIKINGS” was created learning the lessons from previous applications. The objective of the Follow the
Vikings project is to make the transnational Viking heritage accessible and understandable to a world-wide
audience. This will contribute to maintaining and developing Europe as the No. 1 Global Heritage Tourism
Destination and will boost local economies and local employment and, through the networking activities, will
help knowledge transfer and quality improvement at heritage sites throughout Europe. The project will create a
large and lasting network among cultural actors involved in the preservation, presentation and marketing of
Viking heritage throughout Europe and further afield. The project will take advantage of the network already
established by the Destination Viking Association and support the extension of this. The project will also
support an intensified exchange of knowledge and experience between these actors, as well as supporting the
creation of joint transnational presentations and products on Viking legacy.
The project aims to broaden the audience to major and less well-known sites, museums, attractions, etc. relating
the Viking story and to the legacy of the Vikings at large. It also aims to stimulate interest in the Viking world
beyond the partnership and the Cultural Route.
If the funding application for the project is successful (decision to be made March/April 2015). It will run for
four years from 1st July, 2015 to 30th June, 2019 with a budget of 3.92 million Euros. The project has 15 full
partners and 10 Associate Partners who are all members of the DVA. The partnership is detailed below:
As well as thrashing out the details for
the “FOLLOW THE VIKINGS”
project, the two day meeting in Brussels
gave the partner delegates a chance to
meet each other, sometimes for the first
time, and make new contacts and
friends. On a lighter note, there is
normally a situation or incident during
our Viking get-togethers at which we
can laugh about afterwards. Previously
the DVA group visiting York learned
about the real reason for the Viking
victory at the Battle of Fulford,
“Brennevin” a curious Icelandic soft
drink. For more information please ask
Rögnvaldur Guðmundsson from the
Icelandic Saga Trail Association. Belgium was no different and for those who stayed at “Faulty Towers”
otherwise known as the Hotel Mozart, the stay in Brussels was certainly an unforgettable experience. Our
unfortunate Chairman did have the chance to upgrade to a second hand room rejected earlier from another DVA
member. This pre-used room came with a large luxurious pre-tested bed and a uniquely positioned diagonal TV
(only working at a 45° angle). The newsletter team will be on the lookout at future events for any mishaps or
strange incidents, so watch out! It could be you in the next comic sketch!
November
Trelleborg & Foteviken, Sweden
In November DVA members travelled to Trelleborg
in Southern Sweden for the annual AGM. This year’s
meeting was jointly held by Foteviken Viking
Museum and Trelleborgen Fortress. In conjunction
with the meeting, Trelleborg Municipality held a
“Viking Theme” tourism seminar. The conference
incorporated representatives from the tourist boards
of Denmark and Sweden, and Marion Fjelde Larsen
(Lofotr Viking Museum, Norway), Rögnvaldur
Guðmundsson (Icelandic Saga Trail Association,
Iceland) and Geir Sør-Reime (Rogaland County
Council, Norway) were DVA speakers at this exciting
event. During the evening, delegates were invited to
the Trelleborgen Viking Fortress for an evening meal
of traditional Viking food and ale. Sweden’s oldest
re-enactment group entertained the members with a dramatic hot Viking fight show. The AGM took place in the
Trelleborgen the following morning. After conducting the business of the meeting, Catrina Carter from
Shetland Amenity Trust was elected as a new Board member. Lunch of traditional Swedish Meatballs was
arranged at Foteviken Viking Museum courtesy of Vice-Chairman Björn Jakobson along with a selection of
Spanish tapas from DVA
member
Concello
de
Catoira.
After a tour
around the impressive
Viking
village
of
Foteviken, the members
were taken by coach to
Uppåkra
archaeological
park, where excavations
have revealed a large Iron
Age / Viking period town.
Some of the artefacts
discovered
have
similarities
with
the
Vendel
/
Valsgärde
warrior graves and the
Anglo-Saxon Sutton Hoo
burial site in Suffolk,
England.
A final word from the Chairman…..
I hope you have enjoyed the first official Destination Viking Association
newsletter and found it interesting and informative. During 2014 the
Destination Viking Association has continued to be recognised as a centre
of authority within the Viking World with it being asked to recommend
authoritive speakers on various aspects of the Viking world, including
events held at the British Museum in London coinciding with its major
Viking exhibition. This involved participating in a sold-out panel
discussion entitled “Who Were the Vikings?” and the Chairman
participating in another sold-out panel discussion entitled “The Vikings in
Britain and Ireland: between culture and memory”. We have continued the
practice of encouraging networking and the exchange of best-practice
wherever the Board meetings are held. Where these meetings are held, the
Association tries to engage with and discover more about the Viking heritage in that area. As such, the
Association continues to endeavour to move the location of meetings around the membership for the promotion
of the broad understanding of the Viking world.
There has been another significant increase in new members with 8 new organisations joining the Association
this year. The Association currently has 39 members from 15 countries.
With the limited resources currently available, and pending decisions on funding applications, the Association
and its members continue to be active in increasing the visibility of the Viking Cultural Route by promoting it at
a number of key regional events and initiatives. These include a Destination Viking stand at the York Viking
Festival, UK and, at the invitation of the Mayor, I gave a talk on the Association and Viking Cultural Route at
the 54th Romaría Vikinga in Catoira, Spain. Following the successful Oresund pilot project between Denmark
and Sweden to promote the Destination Viking concept within the Oresund region linked by the Oresund
Bridge, the newly established “Viking Games” were improved for 2014 and continued under the banner of the
Destination Viking brand. The 17th Viking
congress held in Shetland in 2013 was partly
sponsored by the Destination Viking
Association.
Work has continued
throughout the year on the production of the
official publication resulting from the
Congress and this will be Destination Viking
branded. This is due for publication in 2015.
The annual Viking events guide was
submitted to the Council of Europe early in
2014 and members were issued with
protocols for the use of the Destination
Viking and Council of Europe logos and
encouraged to ensure that the logos appears
on all their own relevant materials.
As the Association’s Chairman I attended the Council of Europe’s Cultural Routes Forum in Innsbruck, Austria
(November 2013), the Summer Seminar in Santiago de Compostela, Spain (June 2014) and the Cultural Routes
Forum in Baku, Azerbaijan (October 2014). These meetings are excellent opportunities for networking with
managers of other Cultural Routes and give the Association an opportunity to contribute to the evolving
guidelines and rules for Cultural Routes, as well as building up valuable contacts and relationships with other
Routes.
The major funding application “Follow the Vikings – Rediscovering the Viking Legacy” was submitted to the
EU Creative Europe programme in October 2014.
This is a multi-faceted project to promote, celebrate,
transfer knowledge and skills and facilitate the exchange of tangible and intangible cultural material relating to
the Viking world. It will look at the methods of presenting the Viking story and will seek to improve the visitor
experience at various sites and improve the information available to the public to help them discover where they
can learn more about the Vikings. If successful, the project will assist in the fulfilment of the Viking Cultural
Route Action Plan. It will support co-operation in research and development; contribute to the enhancement of
memory, history and European heritage; encourage cultural and educational exchanges for young Europeans
through the touring event; support cultural and artistic practice; and promote cultural tourism and its
development.
I would like to thank you all for your hard work, enthusiasm and cooperation during 2014 and I look forward to
seeing you this year.
DVA Chairman
Jimmy Moncrieff
CONTACT DETAILS
If you have a story, information or an event in your part of the Viking World that you would like published
in the next edition of the Hugin & Munin newsletter please contact:
Hugin & Munin
Destination Viking Newsletter
Editor: Ben Baillie
Email: [email protected]
Tel: 0033 235199982