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  • Identifies traditional practices, skills and arts that are already part of people’s lives in the region
  • Seeks to understand the aspirations of the communities it works with, so as to work with them, rather than for them
  • Demonstrates new and creative ways of looking at traditions so they can be repositioned to earn their practitioners a better livelihood
  • Draws on a global perspective to bring models of best practice management to its activities
  • Uses contemporary marketing and publicity strategies, including the mechanism of creative festivals, to maximise outcomes.