Ekonomiczny potencjał dziedzictwa – nie tylko turystyka. Biznesowa przygoda Li-Pena i jaką rolę odegrało dziedzictwo kulturowe 4. Europejskie Forum Dziedzictwa Wrocław, 10-12 października 2011 rok

The subject of this speech is the economic potential of our cultural heritage. There are the resources that can be used and the resources that cannot be used. We have to perform a lot of work and investments before we reap the harvest that will become consumer goods available for sale for cash. Certain aspects of the economic potential of heritage beyond tourism are illustrated by the example of Li-Pen – a businessman who has arrived in Europe to conclude profitable contracts. Li-Pen sees the well-preserved historic districts and a large number of old buildings, many of which have been adapted to modern functions. In his opinion, people can take care of their monuments here. Such people are most trustworthy and diligent than those who have no bonds with the past and do not cherish the memory of it. At the same time, Li-Pen is surprised how big emphasis is put on moneymaking, which he regards as a very materialistic approach. In his opinion, the importance and value of these buildings and works of art is more spiritual and involves historical, existential, educational, aesthetic and identity values. During negotiations, Li-Pen visits a restaurant specialising in regional cuisine with the use of available local and seasonal products. It is a proof of creativity and attention to quality. At the end of negotiations, local business partners take him again to the restaurant in the historical place. The host says that it is the restaurant in which tradesmen and businessmen have concluded contracts since the end of the 14th century. Li-Pen reflects on this historical continuity and signs the contract. One of Li-Pen’s tasks is to estimate the opportunity to open a production plant in this region. Li-Pen estimates the attractiveness of skilled labour force and analyses what the region can offer to a foreign specialist. He becomes familiar with the infrastructure and other offers. He sees how the region creates its own brand. The cultural landscape and the historical environment are important for middle-class specialists whom Li- Pen needs. They appreciate them due to their recreation base and aesthetic values. Historical buildings are provided with all modern conveniences and constitute an attractive place of accommodation. This shows that people have understood resource- based economy and environmental economics. Li-Pen has found out that this place is a very important cultural centre and local people and society as a whole show good qualities that are necessary to survive in the future. Li-Pen writes a favourable report on the opportunities offered by this region.