Europe Encouraged to Follow The Vikings

Issued 20/4/2015

York’s JORVIK Viking Centre is to be a key partner in a new European Project that will showcase Viking heritage across the continent. 

A €1.96 million grant from the EU Creative Europe Culture sub-programme has been awarded to “Follow the Vikings”.  Led by the Shetland Amenity Trust, this exciting transnational project has 14 full partners and 11 associate partners over 13 countries.

The 4-year project will celebrate Viking heritage throughout Europe and will have a particular emphasis on creativity and culture, including the creation of a website and an international touring event.  There will also be an emphasis on training volunteers at a local level and skills exchange.  All this will raise the visibility of the Council of Europe’s Viking Cultural Route, managed by the Destination Viking Association of which JORVIK Viking Centre is a member.

Shetland Amenity Trust’s General Manager, Jimmy Moncrieff, who is the Chairman of the association said “I am absolutely delighted that the Trust has been successful in securing this funding on behalf of our Viking colleagues.  We and our partners have been working towards this for a number of years to make transnational Viking heritage more accessible and understandable to a worldwide audience.  This is our fourth attempt to secure EU Culture funding support and this shows that a good project plus tenacity can ultimately succeed.  We hope the project will contribute to maintaining and developing Europe as the number one global heritage tourism destination.  The award is all the more gratifying as competition for funding was extremely intense with only 16 applications being approved from the 127 considered.”

The project will seek to develop audiences through a variety of new technologies, build business models through sharing best practice and will strengthen the international network of professionals and institutions working in the field of Viking heritage.  A key component of the project is the creation of a Viking roadshow, where local participation and youth engagement will be key. Visiting 12 key Viking locations throughout Europe the roadshow will include demonstrations of Viking crafts, games, and specially themed shows combining drama, poetry, stories, music and dance as well as battle re-enactments.

“We are extremely excited about playing a key role in this project. We will be hosting a conference and one of the roadshows in York as part of the project and, as such, we are very keen to attract visitors from around the Viking world to the City to understand that very important part that York played in this era of Europe’s history.”

Commented Sarah Maltby, director of attractions for York Archaeological Trust, who own and manage the JORVIK Viking Centre.

More details are to be announced soon, for the latest news on this project visit


Notes to Editors:

  1. The full project partners are:

Shetland Amenity Trust, UK;

Iceland Saga Trail Association, Iceland;

Waterford Museum, Ireland;

City of Upplands Väsby, Sweden;

Museum Vestsjaelland, Denmark;

Ab Bengtskär Oy, Finland;

Sør Troms Museum, Norway;

York Archaeological Trust, UK;

Dublinia, Ireland;

Lofotr Viking Museum, Norway;

Concello de Catoira, Spain;

Vikingveien in Vestfold, Norway;

Avaldsnesprojekt, Norway; and

National Museum of Denmark, Denmark

  1. Associate Partners are:

Destination Viking Association, Sweden;

Manx National Heritage, Isle of Man;

Agency of Historical Projects “Ratobortsy”, Russia;

Axencia Turismo de Galicia, Spain;

L’Association les Vikings an 911, France;

Jomsborg Vikings Hird, Poland;

Rogaland County Council, Norway;

L’Anse aux Meadows National Historic Site of Canada, Canada;

Trelleborgen History Museum, Sweden;

Orkney Islands Council, UK; and

Fotevikens Museum, Sweden

  1. The Destination Viking Association is an association of 41 organisations from 15 countries set up under Swedish law in 2007 to promote Viking heritage and borderless tourism.

Media Contact

For further details or comments on the project please contact Jimmy Moncrieff, Shetland Amenity Trust, Garthspool, Lerwick, Shetland, UK, ZE1 0NY.  Tel. 0044 1595 694688.  E-mail:

JORVIK Viking Centre Contact:

Paul Whiting                                                                      David Scott

Marketing Officer                                                             Head of Marketing                                           

01904 543433                                                                   01904 543426