Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Programme 2021 - 2027 Interreg VI-A Italy-Croatia

Date of latest update: 2026-01-21

Description

Description (EN):

Revolutionising tourism in small inland and peripheral communities with a sustainable and eco-cultural twist: Project ETHNIC is here to empower them! With many small towns and villages still struggling to develop tourism sustainably, this project is set to change the game. In fact, even today, small inland and peripheral areas are struggling to plan and implement sustainable tourism to drive economic and social growth. Historically, tourism in these areas has developed haphazardly, with no clear direction or coordination between local stakeholders. This is particularly true in the Adriatic region, where sustainable tourism opportunities are being missed due to a lack of strategic planning and multilevel cooperation. ETHNIC aims to bridge the knowledge gap and empower small inland and peripheral settlements to become distinctive and undiscovered tourist destinations in the global market. To achieve this, regional and local authorities, policymakers and stakeholders must play a critical role in unlocking the tourism development potential by enhancing tourism capabilities, promoting collaboration, and reinforcing tourism as a growth sector that supports sustainability and job opportunities. They must also promote sustainable business models, create permanent employment opportunities, and develop joint policies and investment plans to ensure long-term competitiveness and sustainability. Additionally, they must create alternative routes, develop new integrated offers, broaden the traditional tourism flows, decrease seasonality, and address inclusive tourism development for vulnerable groups. At the heart of ETHNIC is a holistic approach that prioritizes involving LOCAL MUNICIPALITIES AND COMMUNITIES in tourism development. This entails engaging residents in small inaldn and peripheral villages in valorising local culture, heritage, natural assets, and slow mobility, which promotes citizens’ well-being as a long-term sustainability factor of tourism. Local stakeholders will be involved in decision-making and policy implementation to develop appropriate solutions for effective policy implementation and translate the tourism development strategy into practice. As a result, the project focuses on community-led tourist development, identifying touristic points of interest and valuing natural and cultural resources. This novel approach aims to increase tourism flows to the project communities. One other novel element in the ETHNIC project is the focus on the relatively unprecedented approach named “ECO-CULTURAL TOURISM” (developed by the UN World Tourism Organization), which is a new form and new concept for tourism development that combines the conservation of natural and cultural sites with economic and recreational benefits through sustainable development and improves the conditions of the RECIPIENT COMMUNITIES. The primary motivation is observation, appreciation, and contemplation as an experience within the natural and cultural environment. Rather than starting from scratch or reinventing the wheel, ETHNIC will build upon the results of previous projects. In fact, ETHNIC is based on the improvement of the technical knowledge, methodologies, tools, instruments, and processes transferred from the projects “EXCOVER” (Interreg Italy-Croatia CBC 2014-2020) and “STEFAN” (Erasmus+ KA2 2014-2020). But also by other complementary projects, such as EMBLEMATIC (MED Programme 2014-2020), CHRISTA (Interreg EUROPE Programme 2014-2020), TOURISM4ALL (Interreg Italy-Croatia CBC 2014-2020), ADRIONET (ADRION Programme 2014-2020), and INHERIT (MED Programme 2014-2020). Focusing on strengthening the capabilities of the local public authorities and the community's key actors in the Tourism sector, ETHNIC will directly work with 26 small Municipalities (with a population on average less than 2,500 inhabitants each) and their local stakeholders' networks, through the Mountain Union Montefeltro (grouping 12 municipalities), the Tourism Board Ravni kotari (grouping 7 municipalities), the local development agency ODRAZ (municipality of Dugopolje), and the social cooperative Atlantide (with 6 municipalities formally associated). Working with four project partners – two in Croatia and two in Italy - ETHNIC will guide the 26 municipalities and communities in creating four Territorial Plans for Sustainable Eco-Cultural Tourism in the focus areas containing local strategies, maps, tourism points of interest, products, packages, and circuits with digital marketing promotion. Development will occur with local diagnosis, training, and mentoring sessions with the identified local stakeholders with participatory planning processes (PPP). By combining technical knowledge and methodologies, ETHNIC is taking sustainable tourism in inland and peripheral areas to the next level.

Actual Achievements (EN):

ETHNIC PROJECT: REVIVING INLAND DESTINATIONS THROUGH ECO-CULTURAL TOURISM A NEW BEGINNING FOR INLAND COMMUNITIES The inland areas of Italy and Croatia are rich in history, landscapes, and traditions—but for years, they remained off the tourism map. Lacking coordinated strategies, technical know-how, and visibility, these regions struggled to compete with popular coastal destinations. The ETHNIC Project changed that. By bringing together small towns, businesses, and communities across borders, ETHNIC introduced a shared vision of tourism: sustainable, inclusive, and rooted in local identity. Although no pilot actions were carried out, the project developed nine eco-cultural tourism products and a cross-border tourism map, equipping local actors with practical tools and know-how to strengthen their tourism offer. ETHNIC helped transform these once-overlooked places into destinations that now attract new visitors and promote economic vitality—while staying true to their heritage. Reflecting the values of the New European Bauhaus, ETHNIC showed that sustainability can be beautiful when it combines local culture, collaboration, and a sense of place. BEHIND THE SCENES: FROM FRAGMENTATION TO COOPERATION Despite their authentic appeal, inland communities faced a common challenge: local actors—municipalities, businesses, and associations—often worked independently, without coordination or shared strategies. This limited their ability to grow and promote tourism effectively. ETHNIC responded by empowering these actors through knowledge exchange, participatory planning, and digital innovation. Training activities built capacity in sustainable tourism planning. Cross-border collaboration enabled partners to design thematic circuits and tourism packages rooted in local traditions. A digital tourism map was created to enhance visibility, and tailored marketing strategies were developed to strengthen each region’s reach. Cooperation was not an accessory—it was the engine of success. Through joint workshops and stakeholder dialogues, the project facilitated meaningful exchanges between Italian and Croatian communities. This led to new ways of working—collaboratively rather than in isolation. “Through ETHNIC, we learned that only if the territory cooperates together and becomes a system it is possible to become a tourism destination—while we are used to operate singularly as municipalities and private tourism operators,” said the Mayor of Frontino, Italy. “Thanks to ETHNIC, we’ve seen more interest in our village trails and local experiences. We feel more connected to the wider tourism ecosystem now,” said an agrotourism operator from Benkovac, Croatia. A LEGACY THAT LASTS One of ETHNIC’s most meaningful achievements is the sense of ownership it fostered among local stakeholders. Small tourism operators, cultural associations, and municipalities now have the tools and confidence to shape their future. The project’s legacy includes open-access training materials, a jointly developed digital tourism map, and a signed Memorandum of Understanding (MoU) to support ongoing collaboration between partners. Public-private partnerships established during the project are already continuing to guide tourism strategies in the regions involved. While no physical pilot actions took place, the project built a strong foundation for future initiatives by laying out a clear, transferable model for sustainable tourism development. ETHNIC has become a reference point for how eco-cultural tourism can thrive through cooperation, identity, and innovation. Looking ahead, challenges remain—such as keeping up with digital trends, improving infrastructure, and maintaining long-term engagement. But the opportunities are greater: ETHNIC’s model can inspire other regions in Europe to revive inland areas through community-led, sustainable tourism. ETHNIC: MORE THAN A PROJECT. A SHARED JOURNEY TO REDISCOVER THE BEAUTY, VALUE, AND POTENTIAL OF OUR INLAND COMMUNITIES IN CROATIA AND ITALY.

Project outputs: A validated common model for developing BASELINES on Eco-Cultural Tourism Development in inland areas(EN)
A cross-border joint study on eco-cultural tourism for the involved inland Municipalities (EN)
Unified knowledge and approach for eco-cultural sustainable tourism development in inland ADRIATIC municipalities(EN)
Increased cross-border strategy with territorial
marketing plans(EN)
Website: https://www.italy-croatia.eu/web/ethnic

Thematic information

Tourism

Priority: (VI-A_I-Hr_4) Culture and tourism for sustainable development

Priority specific objective: RSO4.6. Enhancing the role of culture and sustainable tourism in economic development, social inclusion and social innovation

Priority policy objective (Interreg specific objective): PO4 A more social and inclusive Europe implementing the European Pillar of Social Rights

Type of intervention: 167 Protection, development and promotion of natural heritage and eco-tourism other than Natura 2000 sites

Partners (4)

Lead Partner: Unione Montana Montefeltro

PIC (Participant Identification Code): 882970922

Partner’s ID if not PIC: 02566100414 | 02566100414 | unionemontanamontefeltro@emarche.it (EN)

Department: N.A.

Address: Piazza Conti, 61021 Carpegna, Italy

Department address: Piazza Conti, 61021 Carpegna, Italy

Legal status: public

Organisation type: Local public authority

Website: https://www.unionemontana.montefeltro.pu.it/

Total budget: EUR 86 184.00

Partner’s programme co-financing: EUR 86 184.00

Partner’s programme co-financing rate: 100.00%

Contractors:

Name: COPELLO GIOVANNI
VAT registration or tax identification number: CPLGNN67A31E463L
Name: María Celeste Clarembaux
VAT registration or tax identification number: 02675970392
Name: Gianluca Sarti
VAT registration or tax identification number: SI16100697
Name: GAL MONTEFELTRO
VAT registration or tax identification number: 01377860414
Name: ANDREA ANGELINI
VAT registration or tax identification number: 02523650410

Turistička zajednica Ravni kotari

Name: Turistička zajednica Ravni kotari

Department: NA

PIC (Participant Identification Code): 882972474

Partner’s ID if not PIC: 12150234711 | 12150234711 | NA (EN)

Address: Ante Starčevića , 23420 Benkovac, Croatia

Department address: Ante Starčevića , 23420 Benkovac, Croatia

Legal status: public

Organisation type: Local public authority

Website: http://www.visitravnikotari.com

Total budget: EUR 53 356.00

Partner’s programme co-financing: EUR 42 684.80

Partner’s programme co-financing rate: 80.00%

Partner contribution: EUR 10 671.20

Contractors:

Name: Lumeos, obrt za savjetovanje
VAT registration or tax identification number: 90247918855
Name: Symbol d.o.o.
VAT registration or tax identification number: 82346355888

Razvojna agencija Općine Dugopolje-ODRAZ

Name: Razvojna agencija Općine Dugopolje-ODRAZ

Department: NA

PIC (Participant Identification Code): 882951134

Partner’s ID if not PIC: 47466805770 | 47466805770

Address: Matice hrvatska, 21204 Dugopolje, Croatia

Department address: Matice hrvatska, 21204 Dugopolje, Croatia

Legal status: public

Organisation type: Sectoral agency

Website: https://ra-odraz.hr/

Total budget: EUR 54 747.00

Partner’s programme co-financing: EUR 43 797.60

Partner’s programme co-financing rate: 80.00%

Partner contribution: EUR 10 949.40

ATLANTIDE Soc. Coop. Sociale p.a.

Name: ATLANTIDE Soc. Coop. Sociale p.a.

Department: N.A.

PIC (Participant Identification Code): 905382675

Partner’s ID if not PIC: 01134730397 | 01134730397 | atlantidecoopsociale@legalmail.it (EN)

Address: Via Levico, 48015 Cervia , Italy

Department address: Via Levico, 48015 Cervia, Italy

Legal status: private

Organisation type: SME

Website: http://www.atlantide.net

Total budget: EUR 55 251.00

Partner’s programme co-financing: EUR 55 251.00

Partner’s programme co-financing rate: 100.00%

Contractors:

Name: Dott. Luca Soranzo
VAT registration or tax identification number: SRNLCU67D12E098X
Name: ASK DEVELOPMENT d.o.o
VAT registration or tax identification number: SI75907984

Partners map

Partners and Projects info

Tourist Board Ravni kotari

Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Partners and Projects info

Municipality of Dugopolje development agency-ODRAZ

Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Partners and Projects info

ATLANTIDE Social Cooperative Society

Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Partners and Projects info

Mountain Union Montefeltro

Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Lead partner

Project partner

Summary

Project name (EN): Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Project acronym: ETHNIC

Project ID: ITHR0400295

Project start date: 2023-07-01

Project end date: 2024-12-31

Project status: closed

Relevant linked projects:

EXCOVER project
(Interreg Italy-Croatia CBC 2014-2020) (EN) | EXCOVER / Experience, Discover & Valorise Hidden Treasure Towns and Sites of the Adriatic Area
https://www.italy-croatia.eu/web/excover
The LP Mountain Union Montelfeltro covers 12 Municipalities, of which three Municipalities (Sassocorvaro Auditore, Belforte all'Isauro, and Lunano) were involved in the EXCOVER project through the then partner GAL Montefeltro. Their experience and know-how acquired will be transferred to the other territories, Municipalities involved in ETHNIC.
ETHNIC avoids overlapping past experiences, although building on the recently finished project EXCOVER (ended in June 2022), as it clearly distinguishes between "importing" acquired know-how by some Municipalities being beneficiaries of actions in EXCOVER and implementing new tools, methods, etc., by ETHNIC project partners. (EN), STEFAN project
(Erasmus+ KA2) (EN) | STEFAN / Sustainable Tourism: Eco-friendly Actions Network
https://www.facebook.com/Stefan.project
STEFAN is an Erasmus+ Project focused on developing an innovative educational platform for e-Learning on the issues of ecotourism, sustainable tourism, and sustainable ecotourism.
ETHNIC avoids overlapping past experiences, although building this transferring on finishing project STEFAN (ended in December 2022), as it clearly distinguishes between importing of training tools, materials, and the possible production of additional training material, etc. (EN), EMBLEMATIC project
(MED Programme 2014-2020) (EN) | Mountain Network scheme to develop new “Ecojourneys” itineraries – Emblematic project
https://emblematic.interreg-med.eu/fileadmin/user_upload/Sites
/Sustainable_Tourism/Projects/EMbleMatiC/D532-V3TRANSFER_GUIDEPP8-CETT-191009.pdf
The Transfer Guide developed in the EMBLEMATIC project is an excellent tool to be embedded in project ETHNIC, in particular, chapter 2, “An Ecojourney step by step. From the idea to the implementation.” (EN), CHRISTA project
(Interreg EUROPE Programme 2014-2020)
(EN) | CHRISTA/ Culture and Heritage for Responsible, Innovative and Sustainable Tourism Actions
https://projects2014-2020.interregeurope.eu/christa/
This project focused on policies for heritage applications to ECO-CULTURAL TOURISM to be developed, implemented, and monitored through inter-regional cooperation.
As ETHNIC addresses the unprecedented approach of eco-cultural tourism to the sustainable development of inland and peripheral areas, it will take inspiration from this project, which explicitly tackles the eco-cultural tourism development approach. (EN), TOURISM4ALL project
(Interreg Italy-Croatia CBC 2014-2020) (EN) | TOURISM4ALL / Development of a Crossborder Network for the Promotion of the Accessible Tourism Destinations
https://www.italy-croatia.eu/web/tourismforall
As ETHNIC deals with "inclusive" tourism development, it will study and adopt solutions, tools, etc., developed in the frame of the project TOURISM4ALL focusing on promoting social inclusion by sharing approaches and methods and by joint-promoting tourism services for disadvantaged people and those with special accessibility needs, e.g., disabled, elderly. (EN), ADRIONET project
(ADRION Programme 2014-2020) (EN) |
ADRIONET / Adriatic-Ionian Network of Authentic Villages
https://adrionet.adrioninterreg.eu/
This project created a transnational network of "Authentic Villages" as a local development driver to overcome the marginalization and sub-valorisation of smaller but still rich destinations and historical destinations in the Adriatic-Ionian region.
ETHNIC intends to adopt the innovative approach developed in ADRIONET of the "hospitable community". (EN), INHERIT project
(MED Programme 2014-2020) (EN) |
INHERIT/ Sustainable Tourism Strategies to Conserve and Valorise the Mediterranean Coastal and Maritime natural heritage
https://inherit.interreg-med.eu/
ETHNIC intends to create synergies with the project INHERIT as this project introduced an innovative way of accessing users, aiming to alleviate pressures in destinations, which is achieved by redirecting tourists to other nearby activities/places. (EN)

Relevant mentions and prizes:

The ETHNIC project was mentioned as an example of a successful initiative that supports the New European Bauhaus's transformative vision. Please see the New European Bauhaus website:
https://new-european-bauhaus.europa.eu/funding/new-european-bauhaus-facility_en
As a result of this, the ETHNIC project was invited and participated in the European Congress "FORTE CULTURA 2025" on 28th March 2025 (online) to present how ETHNIS is aligned with the three values of the New European Bauhaus.(EN)

Total budget/expenditure: EUR 249 538.00

Total EU funding (amount): EUR 199 630.40

Total EU funding (co-financing rate): 90.23%

Co-financing sources:

ERDF: Amount, EUR 199 630.40. Co-financing rate, 90.23%.
Others: Amount, EUR 28 287.00.

Investments, deliverables, policy contributions

(bullets are inserted automatically and may be incorrectly placed)

Deliverables:

A Baseline model on Eco-Cultural Tourism for inland territories
A validated Baseline model on Eco-Cultural Tourism for inland territories
Management Package 1 (MP1)
Communication Package 1 (CP1)
4 baselines developed in the involved project areas
A joint analysis document about eco-cultural tourism in the inland of the ADRIATIC region
Management Package 2 (MP2)
Communication Package 2 (CP2)
Modules of trainings capitalized from STEFAN and EXCOVER projects.
Diagram with the map of actors identified at the cross-border and regional levels.
New Training Modules.
Presentations and other material for the training modules.
Management Package 3 (MP3)
Communication Package 3 (CP3)
Report on territorial-community Mentoring & Learning.
Digital cross-border map of POIs and services on ECT in the inland involved areas in the Adriatic.
Cross-border portfolio of eco-cultural products created in the involved inland areas of the Adriatic
Cross-border strategy on Eco-Cultural Tourism with territorial marketing strategies and plans

Contribution to wider strategies and policies:

EUStrategyAdriaticIonianRegion ETHNIC contributes to the PILLAR IV "SUSTAINABLE TOURISM" of EUSAIR FLAGSHIPS 2021-2027. This pillar 4 focuses on the following:
1. Development of the network of sustainable tourism businesses and clusters: Green Mapping for the Adriatic-Ionian Region – Supporting Development and Market Access for Responsible and Sustainable Tourism Destinations and Micro/SME Operations in the EUSAIR Region.
2. Research and development to improve SME’S performance and growth diversification (CULTOURAIR).
3. Training and skills in the field of tourism businesses (vocational and entrepreneurial skills) (DES_AIR).
4. Expanding the tourist season to all-year-round (CRUISAIR).
5. Development of sustainable and thematic cultural routes/connecting cultural routes in EUSAIR (AIR CULTURAL ROUTES).
ETHNIC, by empowering inland territories to exploit their tourist potential through developing a baseline for sustainable tourism development, training and e-courses, stakeholder mapping, participatory planning processes, and the creation of a sustainable tourism playbook, will give a tangible contribution to the Pillar and flagships above, established at the extraordinary governing board meeting on 10 June 2020.
EuropeanGreenDeal 5 out of 5 Policy Objectives of the Cohesion Policy for 2021-2027 are relevant to tourism. In particular, “Policy Objective 2: A greener, low-carbon transition towards a net-zero carbon economy and resilient Europe, green and blue investment, the circular economy, climate change mitigation, and adaptation, risk prevention and management, and sustainable urban mobility” is totally coherent with the EU Green Deal as it specific objectives are built on the fact that Tourism can benefit from investments in energy efficiency, renewable energy, waste management, and circular economy,
green infrastructure, and sustainable urban mobility as well as adaptation to and mitigation of climate change, provided that these are in line with the relevant strategic framework. The objective of the investments will be to reduce those sectors' environmental and climate footprint. In addition, rehabilitating industrial sites or contaminated land and protecting natural heritage and biodiversity may indirectly benefit tourism.
In line with these specific objectives, ETHNIC implements activities that connect to the protection of natural heritage and biodiversity, having indirect and direct benefits in tourism.
Other TERRITORIAL AGENDA 2030 STRATEGY
The Territorial Agenda 2030, “a future for all places” https://territorialagenda.eu/, includes tourism in two specific articles: 27 and 41.
For ETHNIC, article 41 is particularly relevant as it is embedded in the section “Sustainable development and climate change” and refers to “Natural and cultural heritage,” representing local and regional development assets that offer unique opportunities for development and high-quality living environments.
ETHNIC will contribute to the Territorial Agenda 2030 as it focuses on identifying and fostering sustainable tourism models – such as eco-cultural tourism and ecotourism – as a lever for tourism-based development of inland villages and peripheral areas through the sustainable and effective use of resources to benefit local communities and promote local business opportunities and by avoiding the overexploitation of these assets that can threaten a local-regional economy and may fragment natural habitats and ecological corridors.
Other NEW EUROPEAN BAUHAUS STRATEGY
All the project's training and planning tools are conceived considering the "New European Bauhaus" approach.
This means places, practices, and experiences being:
-Enriching, inspired by art and culture;
-Sustainable, in harmony with nature, the environment, and our planet.
-Inclusive, encouraging dialogue across cultures, disciplines, genders, and ages.

Programme Common Output Indicator:

RCO 116 - Jointly developed solutions, Measurement unit:
RCO 081 - Participations in joint actions across borders, Measurement unit:
RCO 083 - Strategies and action plans jointly developed, Measurement unit:

Delivered output indicator(s):

(RCO116) Jointly developed solutions: 1.0
(RCO81) Participations in joint actions across borders: 120.0
(RCO83) Strategies and action plans jointly developed: 1.0

Programme Common Result Indicator:

RCR 104 - Solutions taken up or up-scaled by organisations, Measurement unit:
RCR 079 - Joint strategies and action plans taken up by organisations, Measurement unit:

Delivered result indicator(s):

(RCR104) Solutions taken up or up-scaled by organisations: 1.0

Project part of European Union Macro-Regional or Sea Basin Strategy: EUSAIR

EUSAIR Priority (Policy) area / Horizontal action:

EUSAIR Degree of compliance:

Information regarding the data in keep.eu on the programme financing this project

Financing programme

2021 - 2027 Interreg VI-A Italy-Croatia

Latest month of project-partner-call data publication

2026-01

No. of projects in keep.eu / Total no. of projects (% of projects in keep.eu)

82 / 82 (100%)

No. of project partnerships in keep.eu / Total no. of project partnerships (% of project partnerships in keep.eu)

556 / 556 (100%)

Notes on the data

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Eco-cultural Tourism for tHe sustaiNable development of Adriatic Inland Communities

Description

Thematic information

Partners (4)

Partners map

Summary

Investments, deliverables, policy contributions

Information regarding the data in keep.eu on the programme financing this project

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