Uman has significant tourism and cultural potential that can contribute to the economic development and well-being of the community. As part of the REHERIT 2.0: Shared Responsibility for Common Heritage project, the Centre for Regional Development of the PPV Economic Development Agency, together with the Center for Urban History and the Uman City Government, is working to activate the city’s multicultural heritage and develop a tourist brand, updating the visual style of Uman.
Heritage and brand are two seemingly unobvious assets of the city that actually contribute to the economic development of the city and the well-being of the community. Therefore, the REHERIT 2.0 project team aims to develop the city’s recognition, emphasize its uniqueness, help shape a positive image of the city in Ukraine and abroad, and create new tourist products and services, promote the preservation and actualization of the city’s cultural heritage, as well as encourage the development of relationships with investors and support small businesses and local initiatives.
Throughout 2025, the REHERIT 2.0 team held meetings with representatives of various groups and organizations, interviews with experts, open discussions with citizens, and an online survey to collect opinions and associations with the city. She also worked on the study of key locations and the cultural landscape of Uman, and together with students and teachers of the Kharkiv School of Architecture, created a prototype of a mobile tourist information center.
On November 13, 2025, a public meeting was held in Uman, during which about 70 participants — students, educators, historians, guides, entrepreneurs, artists, and representatives of the city council — discussed the future of the visual image of the community. Answering the questions of Yevhen Yefymenko, design director of Brendari agency, Uman residents shared their thoughts on the city’s symbols, favorite places, prominent citizens, local businesses, and what makes the city special. They also discussed what Uman lacks and what could be improved to make the city more attractive to residents, visitors, and investors.
In addition to the public discussion, the REHERIT 2.0 project team and agency representatives had working meetings with Mayor Iryna Pletneva, historians, local historians, journalists, representatives of the Hasidic, Polish, Cossack communities, and other active groups for two days.
The implementation of activities in Uman as part of the REHERIT 2.0 project is funded by the European Union. Thanks to this support from our European colleagues, the city can develop its cultural potential without involving the Uman city budget.
How will the pilot project in Uman help develop the city’s potential?
- The city will receive two modern tourist information centers (TICs) — one stationary and one mobile. For the stationary one, the premises, furniture, equipment, and information materials necessary for the center’s full-fledged operation will be updated. The mobile TIC is a mobile module that will allow it to operate in different locations in the city, during events and on tourist routes. It is a convenient tool for promoting new locations and tourist products.
- Updating the city’s visual identity, i.e. its visual image, style, and brand. It should be clarified that this is not a change in the coat of arms or official symbols of Uman, but a new style of self-presentation that will emphasize the uniqueness of Uman. The new visual identity envisages a single style for navigation, TIC materials, souvenirs and promotional campaigns.
To develop a strong visual identity, it is important to take into account the opinions of various representatives of the Uman community. Therefore, further work will be carried out in cooperation and involvement of the widest possible range of stakeholders and the public. Through dialog, cooperation and co-creation, we have a chance to come up with a new vision of the city and thereby enhance its tourism potential. Anyone who wants to join the community brand renewal and express their vision is invited to fill out an online survey at the link.
The REHERIT 2.0: Common Responsibility for Shared Heritage project strengthens the vision of the multicultural heritage of Ukrainian cities and towns as a common heritage that revitalizes cultural development, promotes critical thinking and overcomes discrimination, and stimulates local socio-economic potential, in particular through increased tourism, investment attraction, and support for cultural businesses. REHERIT 2.0 is being implemented by the teams of the Center for Urban History and the Centre for Regional Development of the PPV Economic Development Agency with the financial support of the European Union.
This publication was produced with the financial support of the European Union. Its contents are the sole responsibility of the REHERIT 2.0 project implementers and do not necessarily reflect the views of the European Union.
