Main objective is to build on currently undiscovered potential in the Jewish cultural heritage of cities, and develop contemporary tourism solutions, while smartly arranging visibility, accessibility and sustainability. A key element of the approach is intangible heritage considered as a valid factor to create awareness and interest. These elements (music & literature, religion & festivals, traditions & lifestyle, cuisine & local recipes, history & contribution to the development of the local community, oral history, photo collections, legacy of famous local born Jewish personalities) are organised into creative attractions, combined with visible synagogues, cemeteries, memorial sites and buildings.

Subotica has been a home for Jewish people for centuries and their contribution to the economic and cultural development of Subotica and Vojvodina region has been vital. Jews have been living in Subotica since 1775 (when the City Magistrate concluded a contract with Jakab Herschel, a tradesman and another three Jews from Baja to settle down) but unfortunately in the past 70 years their number has diminished. Subotica has numerous tangible Jewish heritage elements, such as the building of the Jewish Community Subotica, the New Synagogue, the Jewish cemetery and a Holocaust memorial. The building of the Municipal Museum of Subotica is also located in the former house of a Jewish doctor. The Synagogue and the building of the Community are both preserved as the parts of the Art Nouveau heritage of the city. The large and well-maintained cemetery dates from about 1780 and has been renovated between in 1999. Besides, the city is proud of its intangible heritage elements such as the permanent annual project, the “Open Door” and the several local born famous Jews.

Today the Jewish Community of the city has 250 members. Subsequently, the local non-Jewish population is unaware of the rich cultural history of the Jewish community and of its role in flourishing of our city. Therefore, this project would provide a great opportunity to raise awareness about the local Jewish heritage and Jewish culture, among others about the beautiful, but almost forgotten Synagogue. Also the city is eager to enlarge its existing tourism offer with new JCH related components attracting additional tourism flows to the city. The way the project is built up (stakeholder involvement, closer work with the present Jewish community) allows for strengthening the multicultural profile of the city and offer unique authentic values for visitors.  Through the project participation the Municipal Museum of Subotica will learn from the shared experiences of other partners and will be part of a special Danube Jewish Route.