Description (EN): In the area of the Italy-Albania-Montenegro Programme, tourism represents one of the most important drivers of development and a significant area of cooperation between the three Countries. This sector offers countless opportunities for development, according to the twin transition paradigma - green and digital - and with a specific focus on the social dimension, the implementation of which passes through:
- a more effective enhancement of the cultural, environmental and natural heritage;
- a more incisive support to strengthen the existing entrepreneurial environment and the creation of new enterprises linked to tourism, culture and creativity;
- a systematic valorisation and constant update of the skills of operators, especially women and young people;
- the promotion of sustainable cross border investments that create a virtuous circuit between tourism supply and demand and the promotion of territories.
If the COVID 19 pandemic has represented a deep crisis for a highly vulnerable sector such as tourism, it also raised the awareness of the need to trigger change and innovations processes in the dynamics of territorial development.
This awareness is further strengthened by the added value that the cooperation projects implemented to date within the Italy-Albania-Montenegro Programme, but not only, have represented in terms of:
- creation of tools for the knowledge and promotion of territories;
- identification of strengths to be exploited and weaknesses on which to intervene;
- mutual knowledge of the main public and private players involved in the sector.
In the context of the current programming period, it is therefore essential to capitalise the main results achieved to date, in order to have also a positive impact on the decision-making process and policies of the three Countries, directly involving the public administration.
This is the starting point for the SA CREATIVITY project, whose main objective is to promote cross border sustainable development paths in the areas involved, focusing on the digital and green transition of the tourist sector as a key factor for the enhancement of these areas based on their cultural richness and liveliness. In this sense, the three main pillars are:
1. revitalising and strengthening tourism through the enhancement of cultural heritage sites: digitalisation and restoration for their reuse as multifunctional creative hubs/tourist attractors with residential spaces, workshops, conference rooms, spaces for modelling, visual arts and traditional crafts and to receive innovative start-ups;
2. identification and implementation of cross border initiatives to strengthen the cultural and creative sector: development of for the strengthening of the entrepreneurial environment, through activities to empower the skills of young people and women, and the promotion of young talents and artists, through public events to be held in the most prestigious cultural sites;
3. Supporting of the creation of optimal conditions to foster the sustainable and smart growth of territories: identification of proposals and recommendations to be submitted to policy-makers, useful also for the strengthening of the EUSAIR strategy and the other cooperation opportunities in the MED area.
According to these three pillars, the main concrete achievements of the project are:
- the reinforcement of cross border technical tools, as results of previous projects - 3C and DUE MARI - which, also through appropriate links, will allow in-depth knowledge and better tourist promotion of the territories, in order to promote their use and encourage exchanges between businesses, artists and operators in the tourist and creative sectors;
- the implementation of workshops, in the cultural sites and places targeted by the investments, to support the creation and strengthening of tourism and cultural and creative enterprises and the creation of a transnational network of operators;
- the strengthening of cooperation between the project partners, which will be further enhanced through the identification of formal cross border cooperation tools to relaunch the identity of the South Adriatic area in a broader context represented by the Adriatic-Ionian area and the entire Mediterranean basin.
The main strength of the project is the partnership composed of national and regional public administrations competent in the fields of tourism and culture, demonstrating their commitment to find shared policy solutions that can contribute to enhancing the cultural identity of the South Adriatic.
Read more Actual Achievements (EN): During this reporting period, significant progress was achieved in setting the groundwork for the project. Key negotiations, administrative activities, and the formalization of project frameworks ensured alignment with project goals and partner expectations. These activities laid a solid foundation for effective implementation in subsequent phases.
Key Activities and Achievements
1. Negotiation Meeting in Bari, Italy (13 September 2023)
A pivotal meeting was held in Bari involving representatives from the Managing Authority (MA), Joint Technical Secretariat (JS), and project partners. The discussions centered on:
Incorporating feedback and comments from the MA and JS representatives to enhance the alignment with project goals and partner expectations.
All partners, including the Ministry of Culture and Media, the Puglia Region, the Ministry of Tourism and Environment of Albania, the Molise Region, and the National Tourism Organization, actively participated and contributed to this process. The outcome of the meeting significantly improved the quality of the project application and implementation plans.
2. Incorporation of Feedback and Approval Notification
Following the Bari meeting, all partners focused on addressing the comments provided by the MA and JS: Adjustments to the project application were completed to ensure compliance and coherence with objectives.
On 17 November 2023, the formal notification of the project’s approval was received, marking a major milestone.
3. Signing of Partnership Agreements
The Ministry of Culture and Media, as the Lead Partner, initiated and finalized the signing of Partnership Agreements with all involved partners. This critical step:
- Established the operational framework for the project.
- Ensured the availability of resources and expertise necessary for subsequent phases.
- Reinforced the legal and collaborative structure of the partnership.
4. Formation of Project Teams
Each partner formalized their project teams: The formalization of teams ensured readiness for joint activities and the delivery of key outputs in future reporting periods.
5. Legal and Operational Foundations
Key administrative steps were undertaken to solidify the project's foundations: Preparation of the Subsidy Contract by the Ministry of Culture and Media, supported by inputs from all partners. Reinforcement of collaboration frameworks and legal agreements, enabling partners to concentrate on project deliverables.
Summary of Contributions by Partners
Ministry of Culture and Media:
Led negotiations and administrative processes.
Coordinated feedback incorporation and initiated partnership agreements.
Puglia Region:
Actively participated in the Bari meeting.
Appointed staff for project management.
Ministry of Tourism and Environment of Albania:
Engaged in negotiations and revisions to align the project with goals.
Contributed to administrative and collaborative processes.
Molise Region:
Participated in the Bari meeting and subsequent revisions.
Supported the formalization of agreements and team structures.
National Tourism Organization:
Contributed to the refinement of project deliverables.
Focused on enhancing collaborative efforts among partners.
Conclusion
This reporting period was instrumental in laying a strong foundation for the project. The successful negotiation, incorporation of feedback, formalization of agreements, and team establishment have set the stage for effective collaboration and implementation in future phases. All partners demonstrated a high level of commitment and coordination, ensuring that the project is on track to achieve its objectives.
During this reporting period, significant progress was made in establishing the groundwork for the "SA Creativity" project. Key activities included the signing of agreements, stakeholder engagement, kickoff events, and the initiation of implementation activities. These actions have aligned project partners and set a strong foundation for the project's continued success.
Key Activities and Achievements
1. Formalization of Project Framework
- The project officially commenced with the signing of the Partnership Agreement on 1 March 2024 and the Subsidy Contract on 27 March 2024.
- A Memorandum of Cooperation for the project was signed on 15 March 2024 by the Ministry of Culture and Media and the Municipality of Herceg Novi, focusing on the revitalization of the Španjola Fortress into an international creative center.
- These agreements provided a legal and collaborative structure to guide project implementation.
2. Kickoff Meeting in Podgorica (29-30 May 2024)
- The kickoff event gathered over 60 participants, including government officials, entrepreneurs, local governance representatives, NGOs, and media.
- Key activities included a public project announcement, workshops with the Task Manager, and partner alignment sessions.
- Topics covered included project objectives, timeline, deliverables, compliance requirements, and procurement standards.
- Partners collaborated to refine work plans and budgets, and a framework for regular communication was established.
3. Major Change Requests
- Two major change requests were submitted during this period:
o PP3 (Ministry of Tourism and Environment, Albania) requested a change in investment location from Shkodra to Korçë and a shift in staff cost calculation method from real costs to a flat rate.
o PP5 (National Tourism Organization of Montenegro) requested a change in staff cost calculation methodology to a flat rate system.
- The Ministry of Culture and Media facilitated these requests, ensuring alignment with project goals and EU regulations.
4. Stakeholder Engagement
- Initial stakeholder interactions were organized by the Ministry of Culture and Media, involving the Municipality of Herceg Novi and other creative and cultural sector stakeholders.
- Collaborative commitments were reinforced, highlighting the shared goal of transforming the Španjola Fortress into a regional cultural and creative hub.
5. Partner Contributions
Ministry of Culture and Media (Lead Partner):
- Organized stakeholder engagements and managed administrative processes.
- Coordinated the kickoff event and facilitated alignment among partners.
Puglia Region:
- Participated in the kickoff event and provided input on the DueMari platform for capitalization in SA Creativity.
- Began work on the technical-economic feasibility project for infrastructure works through ASSET.
Ministry of Tourism and Environment, Albania:
- Participated in the kickoff event
- Conducted consultations and prepared procurement and implementation plans.
- Launched tenders and initiated work on the Smart Tourism Action Plan (STAP) and technical design deliverables.
- Supported the organization of the Travelling Art Festival in Albania.
Molise Region:
- Participated in the kickoff event
- Focused on preparatory activities, despite minor delays due to internal reorganization.
- Collaborated with partners during the kickoff meeting to align objectives and refine strategies.
- Adjusted the Application Form and facilitated the transition to the flat-rate cost calculation methodology.
National Tourism Organization of Montenegro:
- Participated in kickoff activities and promoted the project through events and media.
- Initiated budget reallocation processes and ensured alignment with compliance requirements.
This reporting period has been marked by substantial progress in formalizing project frameworks, engaging stakeholders, and initiating implementation activities. The collaborative efforts of all partners have ensured that the project remains on track to achieve its objectives. Looking ahead, partners will continue to build on this momentum to advance the project's goals and deliver impactful results for the region.
During the third reporting period, SA CREATIVITY made substantial progress toward its goal of promoting cross-border sustainable development in tourism and cultural & creative industries, with strong emphasis on digital and green transitions. Intensive coordination, strategic planning and timely procurement prepared major investments—most notably the Španjola Fortress restoration in Montenegro—while staying fully aligned with programme objectives and the approved Application Form.
Key project modifications (investment location changes and staff-cost adjustments) were approved in JEMS, demonstrating flexibility and risk management. A regular governance rhythm was established, with Coordination & Implementation Team meetings every two months, keeping all partners and beneficiaries informed.
WP1 – Tourism, Creativity and Culture: Development Process through Capitalisation and Capacity Building
WP1 advanced its objective of linking tourism, creativity and culture through shared digital tools and capacity building. The 3C 2.0 platform report was prepared with Molise Dati’s technical support, providing a stronger transnational space to connect businesses, sites and artists. The platform will be fully completed in the next reporting period. Work to capitalise the DUE MARI platform progressed in parallel. The Lead Partner, with Apulia Region and the Ministry of Tourism and Environment of Albania, prepared detailed Terms of Reference for external expertise, an expression of interest for potential operators, and a Memorandum of Understanding to secure partner commitment. A cost–benefit analysis will be procured next period to guide long-term sustainability. All partners contributed actively through regular meetings and joint drafting, ensuring alignment with wider cultural and tourism goals.
WP2 – Tourist and Cultural Attractiveness: Small Investments to Relaunch Attractors and Create Jobs
WP2 drives the revitalisation of key cultural and tourism sites to boost employment and the creative economy. In Activity 2.1 the construction company for the Španjola Fortress restoration was selected, with the first phase of works to start in the next period; the Montenegrin Government will finance the second phase.
The Ministry of Tourism and Environment of Albania completed technical design and organisational setup and prepared the tender dossier for works on the Korça Talent Garden, to be launched and contracted next period.
Apulia Region engaged ASSET Puglia for technical support on the Territory Museum of Foggia and will launch the works tender in September 2025, while addressing legal permission challenges with support from the LP.
Molise Region finalised the free-use agreement for the Palazzo Bonanni coworking space, is completing the executive project, and will launch the works tender in the next period. Management plans and final reports for all investments (D.2.1.2–D.2.1.5) are scheduled for later periods. Activity 2.2 progressed with preparation of the methodology for three National Plans and one Transnational Plan to promote the South Adriatic and strengthen national tourism, culture and creativity policies, coordinated by the National Tourism Organisation and the LP.
These actions feed into Output 2.1 – Joint Action Plan for Tourism Attractors and Job Opportunities, which remains in progress. Throughout WP2, all partners contributed by sharing information, aligning schedules and maintaining close communication to ensure that national efforts collectively reinforce cross-border tourism and cultural appeal.
Partner specific highlights: LP finalised Communication & Advocacy Strategy that guides all social media outreach and ensures crisis-communication readiness. Apulia Region contributed to strategic documents and advanced the Foggia investment. Ministry of Tourism and Environment of Albania finalised the Smart Tourism Action Plan, contracted communication experts, and progressed Korça Talent Garden tender preparations. Molise Region appointed project and financial managers, prepared the Agnone coworking space executive project, and advanced the 3C 2.0 platform, with a public cross-border presentation planned. National Tourism Organisation of Montenegro helped develop the methodology for the National and Transnational Plans and supported LP preparations for the Španjola Fortress restoration.
Added Value of Cross-Border Cooperation
SA CREATIVITY demonstrates the power of transnational cooperation. Partners jointly address the long-term sustainability of the DUE MARI platform, agreeing to conduct a cost–benefit analysis and explore cost-saving options such as streamlining virtual tours. Shared planning methods and regular joint meetings foster mutual learning and rapid problem-solving, ensuring that heritage restoration, smart tourism initiatives and digital platforms complement each other across borders, creating a unified South Adriatic cultural space.
During the first half of 2025 the SA CREATIVITY project moved decisively into full implementation, transforming earlier planning into visible action throughout the South Adriatic region. The Ministry of Culture and Media of Montenegro (MoC), as Lead Partner, steered this phase by ensuring strategic coordination, maintaining close contact with the Joint Secretariat (JS). On 25 February 2025 MoC held a follow-up meeting with JS officer Mrs. Chiara Campanile to align reporting deadlines, coordination roles and visibility expectations, which set the pace for the semester. Two online Project Partners Meetings—on 6 March and 16 June—kept all partners informed and focused on upcoming deliverables.
Work on Tourism, Creativity and Culture (WP1), led by MoC, gained significant momentum. A major achievement was the establishment of version 2.0 of the 3C platform, a key digital space for sharing and promoting cultural and creative tourism. Building on this stronger foundation, the partners agreed to intensify outreach by staging annual communication events in autumn 2025, synchronised with the European Week, and to draw up a shared communication calendar to ensure coherent promotion across all participating regions.
In Tourist and Cultural Attractiveness (WP2), co-led by the Albanian Ministry of Tourism and Environment and the National Tourism Organisation of Montenegro, physical investments began to reshape key cultural sites.
LP MOC, Montenegro took the lead with the launch of construction works at the Španjola Fortress in Herceg Novi in March 2025, the first large-scale investment of the project. Throughout the period, MoC supervised legal, technical and administrative procedures to keep the works fully compliant with national and EU standards.
MoTE, Albania advanced its own flagship action by preparing the Talent Garden in Korçë; tendering and evaluation were completed by spring and a works contract was signed in June.
In Italy, the Puglia Region secured conditional approval from the Superintendency in Rome for works at the Museum of Foggia, pending submission of the executive project, while the Molise Region arranged the use of municipal property in Agnone for a co-working space, finalised the main project design and finalising the tendering documentation. Launch of tender for works is expected in next reporting period. To underpin these investments, the National Tourism Organisation of Montenegro finalised the Methodology for three National Plans and one Transnational Plan, paving the way for their delivery in the second half of 2025.
Throughout WP2, all partners contributed by sharing information, aligning schedules and maintaining close communication to ensure that national efforts collectively reinforce cross-border tourism and cultural appeal.
The Pilot Actions for Sustainability (WP3), coordinated by the Puglia Region, remained in the planning phase during this semester. Partners used the time to define approaches for capitalisation and pilot activities, which are scheduled to start after the summer.
Governance and reporting obligations were fulfilled with care. Progress and Joint Reports (PR3 and JR3) were submitted with slight delay.
Communication and visibility reached new heights. Two joint press releases attracted wide attention, especially the March announcement of the Španjola Fortress works. Media interest was strong, with 49 recorded press articles, including 19 positive press clippings dedicated to the construction launch and broad national coverage of the Night of Fortresses event. Two blog stories offered engaging narratives about the fortress transformation and the start of works. The project was prominently featured during Europe Day and the Night of Fortresses celebrations on 9 May, and a temporary billboard at the Španjola site gave the initiative a striking public face. Rather than creating separate project social media accounts, partners agreed to a joint strategy: all content is produced by MoC’s communication expert, validated by the Interreg IPA Communication Officer and shared through South Adriatic Programme channels (X, Facebook, LinkedIn, Instagram and YouTube), then translated and re-shared in national languages. This approach ensured consistency while strengthening links with journalists, bloggers and the EU Delegation.
SA CREATIVITY demonstrates the power of transnational cooperation. Partners jointly addressed the long-term sustainability of the DUE MARI platform, agreeing to conduct a cost–benefit analysis and explore cost-saving options such as streamlining virtual tours. Shared planning methods and regular joint meetings foster mutual learning and rapid problem-solving, ensuring that heritage restoration, smart tourism initiatives and digital platforms complement each other across borders, creating a unified South Adriatic cultural space.
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