The World Heritage Day is initiated by The Education and Working Life Administration, the World Heritage Office Region Gotland, and the County Administrative Board of Gotland. Their goals are to encourage and strengthen Gotland's school students' interest in the world heritage of Visby's history and architecture. The project wants to increase children and young people's awareness about Visby as a World Heritage and to lay the foundation for a recurring event around the World Heritage of Visby.

The pedagogical guiding star for the project has been to give all students on Gotland different tools to become active cultural creators themselves. The World Heritage Day 2020 was therefore designed as a creative, playful, and fun-filled investment in the old classic spirit of popular education, but in a modern way.