On the Mediterranean island of Cyprus, rural villages, traditional artefacts, even atmospheres and experiences are considered heritage. Heritage making not only protects, but also produces, things, people, and places. Since the Republic of Cyprus joined the European Union in 2004, heritage making and Europeanization are increasingly intertwined in Greek-Cypriot society. Against the backdrop of a long-term ethnographic engagement, the author argues that heritage emerges as an increasingly standardized economic resource, a European product. Implemented in historic preservation, rural tourism, culinary traditions, nature protection, and urban restoration projects, heritage policy has become infused with transnational market regulations and neoliberal property regimes.

Gisela Welz is Professor and Chair of Cultural Anthropology and European Ethnology at Goethe University Frankfurt. She co-editedDivided Cyprus. Modernity, History and an Island in Conflict (with Yiannis Papadakis and Nicos Peristianis, Indiana University Press 2006).

Acknowledgements
Abbreviations

Introduction

Past Presencing on the European Periphery European Products Cyprus: Postcoloniality, Division, and EU Accession Fieldwork in Cyprus: Ethnographic Modalities About this book

PART I: HERITAGE REGIMES

Chapter 1. Preserving Vernacular Architecture

Heritage and Nationalism in Cyprus Villages Frozen in Time Preservation Standards and Aesthetic Control Conclusion: Streamlined Along the European Prototype

Chapter 2. Packaging Hospitality

A Sustainable Alternative to Mass Tourism The Philoxenia Standard Branding the Culture of the Villages Conclusion: The Creation of Tourist Spaces Digression: Difficult Heritage

Chapter 3. Inventing the Rural

A Lesson in Development European Union Policies Upgrading the Rural Heritage Conclusion: The Rural as a European Product

PART II: FOOD, CULTURE AND HERITAGISATION

Chapter 4. Full Meze: Tourism, Modernity, Crisis

The Cultural Logic of Mass Tourism What Makes Meze Cypriot? Performing Asymmetry Modernity and the Mutations of Cypriot Meze Conclusion: Wasting or Sharing?

Chapter 5. Origin Food: The Struggle over Halloumi/Hellim

Contested Claims Pure Products, Messy Histories The Europeanization of Cheese Making Managed Diversity The Ingredients of Tradition Conclusion: Heritage Effects and Property Regimes

PART III: AMBIENT HERITAGE

Chapter 6. The Nature of Heritage Making: Environmental Governance

Forces: Land Ownership, the Postcolonial State and the Privatization of the Coast Connections: Contested Natures and the Transnational Arena Imaginations: Local Communities and Moral Economies Conclusion: The Making of Biodiversity

Chapter 7. The Divided City: Europe and the Politics of Culture

Dissected Urban Space The Nicosia Master Plan: Regeneration and Reconciliation Crossing the Divide: Transnational Cultural Diplomacy and the Old Town Remaking Lefkosia: Artists, Immigrants, and World-Class Architecture Get In the Zone:  Competing for the European Title Conclusion: Ambience for sale. Nature and Culture as Economic Assets

Conclusion

Heritagisation as a Vector of Europeanization Standardization: Sameness or Difference? Unmaking Heritage Neoliberal Europeanization One year later: What comes after the crusade of greed? A Postcolonial Reading of the Crisis

Bibliography
Index