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AdriACTIVE
The AdriACTIVE project, " Adriatic Alliance for Cross-border Touristic InnovatiVe Experiences ", funded by the Interreg Italy-Croatia 2021-2027 Programme , addresses the common challenge of fostering sustainable and balanced tourism development in the Adriatic area. The project responds to issues such as overtourism in coastal and well-known destinations and the underutilisation of lesser-known cultural and natural heritage sites in inland and peripheral areas.
AdriACTIVE aims to strengthen cross-border cooperation between Italian and Croatian territories by promoting sustainable, slow, and active tourism models, enhancing cultural and natural itineraries, and valorising shared heritage. Through joint strategies, pilot actions, training activities, and innovative digital solutions, the project seeks to diversify tourism flows, improve accessibility and visibility of cultural routes, and reinforce the role of culture and sustainable tourism in economic development, social inclusion, and community wellbeing across the Adriatic region.
OBJECTIVES
The main objective of the AdriACTIVE Project is to enhance the role of culture and sustainable tourism in the economic and social development of the Italy-Croatia programme area by creating and promoting a new cross-border tourism itinerary. The project aims to strengthen cooperation among public authorities, cultural institutions, tourism operators, and local communities, while improving skills, governance models, and innovative tools for sustainable destination management.
MAIN ACTIVITIES
- Definition and promotion of a cross-border tourism itinerary connecting cultural and natural hubs in Italy and Croatia;
- Development of joint cross-border cross-border strategy aimed at creating and supporting an innovative itinerary that promotes slow and experiential tourism;
- Implementation of pilot actions to test innovative, sustainable, and accessible tourism products and services in participating territories;
- Capacity-building and multi-level training activities for public administrators, tourism operators, and cultural stakeholders;
- Adoption of innovative digital tools and technologies to enhance accessibility, storytelling, and promotion of cultural and natural resources;
- Communication and dissemination activities to raise awareness and transfer project results.
OUTPUT
- A jointly developed cross-border active tourism itinerary;
- Cross-border strategy for valorization of the cross-border itinerary of experiential and slow tourism;
- Pilot actions testing innovative and sustainable tourism solutions;
- Strengthened skills and capacities of public authorities and tourism operators;
- Improved accessibility, visibility, and valorisation of cultural and natural heritage sites.
PROJECT PARTNERS
- Puglia Region - Department of Tourism, Economy of Culture and Valorization of Territory (Lead Partner) (Italy)
- Abruzzo Region - Directorate General - Service of Strategic Planning and International Territorial Cooperation (Italy)
- Emilia-Romagna Region - Directorate General Knowledge, Research, Labour, Enterprises (Italy)
- Friuli Venezia Giulia Region - Department for culture and sports (Italy)
- Molise Region - First Area - Productive Systems Competitiveness Service (Italy)
- International Centre of Studies on Tourism Economics (CISET) (Italy)
- Regional Development Agency Dubrovnik Neretva County - DUNEA (Croatia)
- Region of Istria - Department of Tourism (Croatia)
- Public Institution Development Agency of Lika-Senj County - LIRA (Croatia)
- Public Institution Development Agency of ibenik-Knin County (Croatia)
- Public Institution RERA SD for coordination and development of Split-Dalmatia County (Croatia)
- Public Institution Public institution "Regional Development Agency of the Primorje-Gorski Kotar County (Croatia)
- Karlovac County Tourist Board (Croatia)
- Zadar County Development Agency ZADRA NOVA (Croatia)
- Marche Region - Tourism Sector, European territorial cooperation and development cooperation (Italy)
- DURATION: 01.07.2025 - 31.12.2028
- TOTAL BUDGET: € 6.835.835,90 (FESR € 5.468.668,71)
- AdriACTIVE WEBSITE: www.italy-croatia.eu/web/adriactive
