The European Year of Cultural Heritage is an excellent opportunity to understand how Europe’s rural cultural heritage is a prized asset which needs to be showcased alongside our urban heritage. The EESC opinion on the "Contribution of Europe’s Rural Areas to the 2018 Year of Cultural Heritage" will consider what measures are necessary to ensure sustainability of landscapes, habitats, species and human imprints. It will look at how to ensure initiatives that will add today's creativity to our heritage and improve co-operation between the rural and the urban, not least through promoting rural cultural tourism. It will also explore how innovation and digitalisation can contribute to capturing and promoting this heritage for all citizens and communities within and beyond Europe.