Looking beyond the algorithm: rethinking how we discover Europe’s Heritage

How do we discover Europe’s heritage in an age shaped by algorithms? This question took centre stage at LAMPA, Latvia’s annual conversation festival, where the National Heritage Board of Latvia organised a discussion exploring how cultural heritage can help people connect with places beyond the most popular destinations. 

Held on 10–11 July in Cēsis Castle Park, LAMPA brings together hundreds of organisations and individuals to discuss today’s most pressing issues. This year’s theme, “What must not be left unsaid”, provided the backdrop for a conversation on the role of cultural heritage in shaping how we experience Europe. 

The discussion, “Cultural Heritage Beyond the Algorithm”, introduced audiences to the European Heritage Labeland the European Cultural Routes, highlighting how both initiatives encourage travellers to discover lesser-known places whose stories have helped shape Europe’s shared cultural landscape. 

Representatives from the Historic Centre of Turaida, the newly established Singing Heritage Route, the European Cultural Routes Programme in Latvia, the Kurzeme Planning Region, and a travel writer reflected on questions that many travellers face today. Do algorithms broaden our horizons, or do they show us only a small part of Europe? Why is it important to discover not only places, but also the ideas and values they represent? And how can travellers look beyond recommendations to experience Europe more deeply? 

The discussion concluded that algorithms themselves are not the challenge. Rather, it is our willingness to look beyond them. By engaging with local communities, listening to their stories and exploring the heritage preserved by local institutions, travellers can uncover places and perspectives that reveal a richer and more diverse Europe.