They are bound to jointly reinvent and diversify their offer, attract new audiences in different ways, and develop new skills to support this radical transition. Capitalising on digitalisation, supporting circular tourism, and promoting less exploited areas is now key to build a stronger, more sustainable and resilient tourism economy.

 In February 2021, the Horizon 2020 funded project “Beyond Cultural Tourism – Be.CULTOUR” project was launched with precisely this ambition. Selected with the maximum score amongst 86 proposals, Be.CULTOUR has 4 million Euros and 3 years to help regions develop human-centered and circular models for their cultural tourism sector. Led by the Italian Institute for Research on Innovation and Services for Development, the consortium comprises 15 partners including research institutes, local and regional authorities, as well as European umbrella organisations such as ERRIN, the European Regions Research and Innovation Network.

Six European and non-European territories have accepted the challenge: the regions of Aragon (Spain), Basilicata (Italy), Larnaca (Cyprus), Västra Götaland (Sweden), Vojvodina (Serbia) as well as the cross-border area of North-East Romania and Moldova will be equipped with tools, knowledge and contacts to accelerate the development of innovative solutions in different thematic areas (rural co-living, augmented cultural tourism, natural or religious heritage, etc.), and test them in wide and diversified partnerships of stakeholders. All European Regions are members of ERRIN and play an active role in its Tourism & Cultural Heritage Working Group. 

Twelve additional organisations will be selected and join forces with the six European and non-European territories in the Be.CULTOUR community: managed by ERRIN, the 18 organisations part of the Be.CULTOUR community will be actively involved and invited to share their best practices by participating in the project’s co-creation, peer-learning and capacity-building activities. The regions who will join will have access to an EU-funded peer-learning scheme dedicated to policymakers managing European Structural and Investment Funds and/or in charge of tourism policies and programmes.

The open call to express interest to join the Be.CULTOUR community will be published and presented during an online webinar on "Creating destinations after global pandemic: the new competitive advantage of remote areas", 13th April 2021.

 More information and registration here.