Culture and creativity
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Culture and creativity covers a wide range of activities that can be the basis for contributions by universities to their cities and regions. These range from those that are very small in scale, such as offering courses focused on the interests of particular communities, to research and development support for events of the highest international significance. The initiatives can support social inclusion for excluded groups, and can be the catalyst for innovation and be a very significant part of the economic future of many regions. Promoting the traditions, culture and languages of various ethnic groups is a prominent part of the work of many regions. The preservation of cultural environments and turning cultural heritage into visitor attractions are important factors for regional development and growth. The PASCAL Universities and Regional Engagement (PURE) study created the awareness of possibilities and the creation within the University of a 'culture' team.

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