- 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.
