Beyond CULtural TOURism: human-centred innovations for sustainable and circular cultural tourism

Project Information

Be.CULTOUR

Grant agreement ID: 101004627

DOI

10.3030/101004627

Project closed

EC signature date 30 October 2020

Start date 1 February 2021

End date 30 June 2024

Funded under

• SOCIETAL CHALLENGES - Europe In A Changing World - Inclusive, Innovative And Reflective Societies

Total cost

€ 4 097 203,75

EU contribution

€ 3 993 328,75

Coordinated by

CONSIGLIO NAZIONALE DELLE RICERCHE
Italy

Periodic Reporting for period 2 - Be.CULTOUR (Beyond CULtural TOURism: human-centred innovations for sustainable and circular cultural tourism)

Reporting period: 2022-02-01 to 2024-06-30

Summary of the context and overall objectives of the project

Cultural tourism entails opportunities but also risks. Tourism as a whole can be a highly volatile economic sector. If not managed properly, cultural tourism can also easily turn into a “value extractive” industry, generating negative environmental, social and cultural impacts on local communities and ecosystems.
Be.CULTOUR stands for “Beyond CULtural TOURism: heritage innovation networks as drivers of Europeanisation towards a human-centred and circular tourism economy”. It expresses the goal to move beyond tourism through a longer-term human-centred development perspective, enhancing cultural heritage and landscape values.
This project will develop specific strategies to promote an understanding of cultural tourism, which moves away from a “stop-and-go” consumer-oriented approach towards one that puts humans and circular economy models at its centre, paying attention to nature, communities and cultural diversity. “Place”, intended as the genius loci, the ancient spirit of the site expressing its “intrinsic value” and “people” as co-creators of its uniqueness, culture, art, tradition, folklore, productivity, spirituality, as well as its “time space routine”, are the focus of Be.CULTOUR which aims at realizing a longer-term development project for the pilot areas involved.
Be.CULTOUR is an Innovation Action (IA) funded under the Horizon 2020 Call on “Innovative approaches to urban and regional development through cultural tourism” (H2020 TRANSFORMATIONS-04-2019-2020).
The overarching goal of Be.CULTOUR is to co-create and test sustainable human-centred innovations for circular cultural tourism through collaborative innovation networks/methodologies and improved investments strategies. Targeting deprived remote, peripheral or deindustrialized areas and cultural landscapes as well as over-exploited areas, local Heritage innovation networks will co-develop a long-term heritage-led development project in the areas involved enhancing inclusive economic growth, communities’ wellbeing and resilience, nature regeneration as well as effective cooperation at cross-border, regional and local level.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

The Be.CULTOUR project achieved substantial progress in transforming cultural tourism into a sustainable and circular model, delivering several key results across its pilot and mirror regions. A multidimensional dashboard was developed to assess the social, economic, and environmental impacts of tourism, equipping local authorities with tools to manage tourism flows and protect cultural assets more effectively. A major achievement was the creation of a vast Community of Interest, which includes 6 pilot heritage sites, 16 mirror innovation ecosystems, 3 advisers, and 16 members of a learning community. This community fostered debates and reflections on circular and sustainable tourism across almost all European regions. Through this network, local stakeholders in pilot sites were engaged in co-creating Action Plans for circular cultural tourism, tailored to the unique challenges and opportunities of less-known and deprived heritage sites. The project’s ambition to leverage cultural and natural heritage for regional development was supported by the exploration of four key concepts—circular tourism, human-centred development, cultural Europeanisation, and smart data management—alongside the identification of niche innovation areas and emerging tourism trends. Innovative tourism solutions, including digital tools for enhancing visitor experiences and eco-tourism services, were prototyped and tested. These innovations, many identified through an Open Call, were successfully implemented in pilot regions, contributing to both local economic growth and improved engagement with cultural heritage. Surveys conducted with visitors and residents of the pilot sites also provided valuable insights into the needs and desires of tourists in lesser-known areas, shaping future strategies. Be.CULTOUR's dissemination activities effectively raised awareness, engaging a wide audience and making the project visible across diverse regions. The Beyond Tourism Manifesto was broadly shared, offering policy recommendations for sustainable tourism practices. Additionally, tailored place-branding strategies strengthened the identity of cultural destinations, helping attract more visitors while ensuring the preservation of local heritage. In summary, Be.CULTOUR has delivered practical tools, innovative solutions, and strategic frameworks that are already guiding sustainable tourism development in Europe, ensuring the long-term impact of the project.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

The Be.CULTOUR project successfully advanced beyond the state of the art in cultural tourism research by integrating circular economy principles and exploring new innovation areas such as rural co-living, contemporary interpretations of heritage, nature as heritage, industrial heritage experiences, sensorial heritage experiences, and spiritual travel experiences. These advancements provided a novel framework for cultural tourism, promoting regional economic growth, sustainability, social cohesion, and responsible tourism practices. Six Heritage Innovation Networks were established across the pilot regions, engaging stakeholders from tourism enterprises, local governments, universities, and sectors beyond tourism, such as cultural industries and agriculture. This community-driven approach enabled local actors to co-create tailored strategies for circular cultural tourism, helping to regenerate areas facing deprivation and degradation. The Be.CULTOUR framework for circular tourism was tested and validated in the pilot and mirror sites, resulting in a new model that supports sustainable regional development and economic resilience. This model diversified tourism offerings and promoted resource reuse while preserving cultural heritage. The socio-economic impact of Be.CULTOUR was evident in the revitalization of lesser-known heritage sites and the empowerment of local communities through stakeholder engagement. The project’s approach fostered sustainable tourism strategies that benefited local economies while strengthening the connection to cultural and natural heritage. Be.CULTOUR’s wider societal impact included demonstrating that cultural tourism could balance economic, environmental, and social goals. By engaging stakeholders in the co-creation process, the project fostered long-term sustainability for the regions involved. Dissemination of the project’s results, including the Beyond Tourism Manifesto and best practices, influenced tourism strategies across Europe, leaving a significant legacy for sustainable cultural tourism development.

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