Benutzerspezifische Werkzeuge

Information zum Seitenaufbau und Sprungmarken fuer Screenreader-Benutzer: Ganz oben links auf jeder Seite befindet sich das Logo der JLU, verlinkt mit der Startseite. Neben dem Logo kann sich rechts daneben das Bannerbild anschließen. Rechts daneben kann sich ein weiteres Bild/Schriftzug befinden. Es folgt die Suche. Unterhalb dieser oberen Leiste schliesst sich die Hauptnavigation an. Unterhalb der Hauptnavigation befindet sich der Inhaltsbereich. Die Feinnavigation findet sich - sofern vorhanden - in der linken Spalte. In der rechten Spalte finden Sie ueblicherweise Kontaktdaten. Als Abschluss der Seite findet sich die Brotkrumennavigation und im Fussbereich Links zu Barrierefreiheit, Impressum, Hilfe und das Login fuer Redakteure. Barrierefreiheit JLU - Logo, Link zur Startseite der JLU-Gießen Direkt zur Navigation vertikale linke Navigationsleiste vor Sie sind hier Direkt zum Inhalt vor rechter Kolumne mit zusaetzlichen Informationen vor Suche vor Fußbereich mit Impressum


Manuela Milica Graf

Manuela Graf has extensive experience in heritage management, corporate communications, journalism and consulting.

She graduated from the University of Belgrade, Faculty of Philology (Master's Degree in Serbian and South Slavic languages and literature), and from the Singidunum University in Belgrade (MSc in Business Systems in Tourism and Hospitality, UNWTO Certified Program).

All of her previous and current research and projects are multidisciplinary and link cultural and corporate heritage, branding and marketing, history, tourism, creative industries and sustainable development. She is especially interested in strategic branding through heritage and storytelling.

Since 2012, she has mapped, created and developed several international cultural routes (Tesla Ways, Dragon Routes, Mining Route - The Balkans: Cradle of Metallurgy). Two of them are now a part of the European Route of Industrial Heritage (ERIH), a certified route of the Council of Europe.

Through the experimental part of her master's dissertation, Manuela Graf founded the Cluster of Cultural Routes, as an innovative model of cultural route network management, and currently serves as the chair of the Board of this international network. The Cluster links up more than 50 cultural institutions, tourism organizations, civil society organizations, SMEs and even six universities, in Serbia, Slovenia, Croatia, the Czech Republic and USA.


Working title of the dissertation project:

Cultural Routes and Heritage Brands

  • Heritage Brands and Brand Heritage
  • Narrative branding and storytelling
  • Strategic Brand Management
  • Cultural Routes
  • Tourism
  • Sustainable Development
  • Corporate  Communication  and  Marketing
  • Cultural Routes as Innovative Tourism Products and Possibilities of their Development in Serbia and Europe, 2013-2016
  • Sustainability of Folktales through Tourism, 2013-2015
  • Cultural Route Tesla Ways2012-today 
  • Dragon Routes, 2012-today
  • Mining route. The Balkans: Cradle of Metallurgy, 2012-today
  • Building Capacity of Management structure, Reconstruction of Golubac Fortress Project, 2012
  • Cultural Resource Mapping in Serbia: Creation of New Narratives for Cultural Routes' Development, 2011-2013
Konferenzen und Vorträge
  • Tesla Ways, Presentation of the project and new themes of Cultural Routes in the Danube Region. Proposals in view of certification or extension of existing certified cultural route. Routes4U meeting for the Danube Region - EUSDR. Strengthening the macro-regional strategy through the Cultural Routes of the Council of Europe, 6 November 2018, Bucharest, Romania (panel discussion)

  • Cultural routes and territory branding through storytelling , 'Borders and Crossings - Travel Writing Conference', 13-16 September 2018, Brioni, Pula, Croatia 

  • Cultural Routes - from Cultural to Creative Tourism , International Conference "Creating and Managing Experiences in Cultural Tourism", 22-23 June 2017, Šibenik, Croatia (invited presentation given)

  • Cluster of Cultural Routes - Innovative Model of Cultural Routes Network Governance , Tourism Governance of the Council of Europe's Cultural Routes - Stakeholder networks: cooperation, creativity and innovation, 29-30 September 2016, Cité Internationale Universitaire de Paris, France 

  • Nikola Tesla and century old hydroelectric power plants , European Rivers and Towns; Creation, development and perspectives of a (re) newed conquest: Tourism, Leisure, Heritage, 1-2 July 2016, Paris - Sorbonne IREST, EIREST, Universite de Paris 1, Pantheon Sorbonne 

  • Cultural Routes as Innovative Tourism Products and Possibilities of their Development , 3rd International Conference “Tourism, Culture and Heritage in a Smart Economy”, the International Association of Cultural and Digital Tourism, 19-21  May 2016, “Royal Olympic” hotel in Athens, Greece 

  • Destination Immersion - The Return & Rise of the Balkans,  10-12 May 2016,  NEXT Balkans Conference, Adventure Travel Trade Association, Ohrid, Macedonia (invited  presentation given)

  • Dragon Routes in the Balkan region , Sensitive heritage - sensitive interpretation, European Association for Heritage Interpretation & Małopolski Instytut Kultury (MIK), 6-9 June 2015, Kraków, Poland (paper accepted, not presented) 

  • Cultural Routes in Serbia , Regional Cooperation Through Cultural Routes, Conference Culture as Driving Force of Tourism and Sustainable Society Development, University of Kragujevac, Faculty of Hotel Management and Tourism, April 24, 2014,  Vrnjačka Banja, Serbia  (invited presentation given)

  • The Role of Cultural Routes in the Mobility of Artist in South East Europe,  Balkan-Arab Exchange Platform, 8–9 May 2014,  Zagreb, Croatia 

  • Cooperation in Southeast Europe through Cultural Routes, Regional Sector Stakeholders Conference "Boosting the growth of local economies by leveraging on their cultural heritage assets: a country-based consultation", 8 July 2013,  Central European Initiative, Jahorina, Bosnia & Hercegovina (invited presentation given)

  • Dragon trail - High Potential Cultural Tourism Product in Southeast Europe, 14th International Joint World Cultural Tourism Conference - "Cultural Tourism: New and Different Way", Novi Sad, 28-30 October 2013 (accepted paper; not presented)

  • Cultural Routes in the frame of Creative Industries, International Conference “Financing and development of Creative Industries”, 12-13 September 2013,  Novi Sad, Serbia (invited presentation given)

  • Industrial Cultural Routes, 29th International Conference "Energy 2013", Zlatibor, Serbia, 26-29 March 2013

  • Tesla Ways through Europe, 5th International Conference on Industrial Heritage, 25-26 May 2012, Rijeka, Croatia 

  • Journeys of Nikola Tesla and Đorđe Stanojević, CEDEF Conference “Mini hydroelectric power plants - priorities and potentials”, 5 June 2012,  Gamzigradska Banja, Serbia (invited presentation given)

  • Nikola Tesla in Serbia , Conference Nikola Tesla and 21. century - Serbia in the Light of Victory of Tesla's Alternating Currents 1896, on the 120th anniversary of Tesla's visit to Belgrade, 1 June 2012,  University of Belgrade, Serbia (invited  presentation  given)

  • Seminar: Destination Hesse: The region in guides, maps and other tourist media from the 18th century to the present, Summer Semester 2021, Institute for Art History, Justus Liebig University, Gießen, Germany (co-teaching with Prof. Dr. Sigrid Ruby)

  • Language course: Croatian / Serbian "Basic Course II", Mythological Lexicology in South Slavic Languages, Summer Semester 2019, University Giessen, Institute for Slavic Studies
  • Century Old Hydroelectric Power Plants, February 2016, Tourist Guides Association of Serbia, National Tourism Organization of Serbia (invited lecture given)

  • Cultural Trails Mapping, Summer Semester 2014, AIESEC, Singidunum UniversityBelgrade (workshops)

  • Importance of Cultural Routes for Sustainable Development of Heritage and Tourism, Winter Semester 2013, Association "Youth for Tourism", National association of travel agencies of Serbia (YUTA), Belgrade (invited lecture given)

  • Seminar Building Capacity of Management Structure - Reconstruction of Golubac FortressJuly - September 2012, Golubac Fortress, Golubac, Serbia

  • Journalistic Stylistics, Summer Semester 2011, School of Journalism, Journalists Association of Serbia, Belgrade

  • International Doctoral Program in Literary and Cultural Studies (IPP)
abgelegt unter: Kohorte XVI, IPP