Sharing local values by stimulating networing of cultural heritage from the aspect of tourism

Programme 2021 - 2027 Interreg VI-A IPA Hungary Serbia

Date of latest update: 2025-10-28

Description

Description (EN):

On local, regional and national levels, the development strategies are treating the protection and promotion of the cultural heritage as a central element. At the same time, slow tourism is an emerging market segment in global tourism, and it is based on EU Green Deal and Interreg Europe objectives. Accordingly, the project addresses the importance of contemporary tourism market trends and improves conservation of historical dilapidated buildings under state protection. The aim is to bring attention to the less visited parts of project regions by incorporating marketing tools that will provide easy and equal access to all people. The project is in direct line with Programme objectives, by using creative and transdisciplinary methods in composing new measures for slow-tourism both in Vojvodina and Bács-Kiskun, with special focus on Subotica and Kiskunhalas. The goal is to pool knowledge from both countries through Destination Management Board and perform market survey as basis for developing a tourism brand as a sustainable and socially inclusive umbrella for slow-tourism products with 3 tourist routes including 3+3 destinations from each country, incorporating at least 3 types of tourism offerings within a single route (e.g., cycling, walking, gastronomy, wine tasting, eco-tourism, running, etc). The results will be presented in a touristic program that creates an overall visitor experience. The two historical buildings to be renewed in the framework of the project serve as main tourist destinations in the two respective cities. The project will create a comprehensive tourism offer highlighted and promoted by the two infrastructural developments. The SharingValues brand and products will be based on existing cultural traditions and natural values, while also incorporating other resources, like active, rural and eco-tourism elements. The project will set up checkpoints and cross-border tourist routes while maintaining the ecological diversity and cultural origin of the featured regions, in line with the three pillars of New European Bauhaus (Enriching, Sustainable, Inclusive). The project aims to: 1. Develop SharingValues tourism brand and products focusing on cultural, natural and man-made resources, attractions, services and activities. 2. Implement an efficient marketing and promotion campaign for the developed SharingValues tourism brand and products incorporating digital marketing tools and easy access to tourist information. 3. Renew and preserve protected infrastructure of two emblamatic tourist destinations: The Cultural Center in Kiskunhalas, Hungary, a former Casino built in 1897, with its preserved eclectic and Neo-Renaissance style. Also, the Subotica City Hall in Serbia, one of the most significant Art Nouveau style touristic attractions in the region, also housing the Historical Archives and the city’s tourist organization. Both buildings’ functionality will be improved while preserving their cultural and historical value.

Expected Achievements (EN):

SharingValues brand and product development will be based on an interdisciplinary approach of by forming a joint Destination Management Board integrating knowledge from both countries. The market survey will serve as bases to incorporate market trends and visitors’ demands. The goal is to create a unified tourism image for the project areas that will enable efficient marketing for the long-term. Renovation of historic buildings will follow sustainable guidelines while promoting the use of energy efficient building methods such as renewable energy resources. Improving the tourism offer will increase the number of visitors and length of tourists stay in the project area, resulting in increase of tourism income. Revenue enters the bloodstream of the economy and in the meantime generates more income, consequently, multiplying. As a result, tourism improves the economic indicators and income for local population. The project results are 1. steps in developing more tourism products under the SharingValues umbrella in the future. The renewed tourism sites, will also continue to generate results in the long term. RESULT 1: SharingValues tourism brand (1) and products (3) with tourist routes (3) incorporating at least 3+3 destinations from each country and min. 3 types of tourism offerings (e.g., cycling, walking, gastronomy, wine tasting, eco-tourism, running, etc.) focusing on cultural, natural and man-made resources, attractions, services and activities OUTPUTS: Joint destination management by cross-border Destination Management Board, Test touristic tours with opinion survey (2), Cross-border Destination Management Board meetings (4) RESULT 2: Joint marketing management and promotional campaign OUTPUTS: Tourism-product promotional events (9), Promotional activities, Website RESULT 3: Renewed protected buildings of main tourist destinations (1/country) OUTPUTS: Renovated Cultural Center in Kiskunhalas, Reconstructed Subotica City Hall's roof

Thematic information

Cultural heritage and arts Tourism Infrastructure

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

Partners (2)

Lead Partner: Grad Subotica

Partner’s ID if not PIC: 100206

Address: Trg Slobode 1, 24000 Subotica, Serbia

Department address: Trg Slobode 1.

Legal status: public

Organisation type: Local public authority

Website: http://www.subotica.ls.gov.rs

Total budget: EUR 3 561 910.00

Partner’s programme co-financing: EUR 3 027 623.50

Partner’s programme co-financing rate: 85.00%

Partner contribution: EUR 534 286.50

Kiskunhalas Város Önkormányzata

Name: Kiskunhalas Város Önkormányzata

Partner’s ID if not PIC: 100497

Address: Hősök tere 1., 6400 Kiskunhalas, Hungary

Legal status: public

Organisation type: Local public authority

Website: http://www.kiskunhalas.hu

Total budget: EUR 1 709 800.00

Partner’s programme co-financing: EUR 1 453 330.00

Partner’s programme co-financing rate: 85.00%

Partner contribution: EUR 256 470.00

Partners map

Partners and Projects info

Kiskunhalas Város Önkormányzata

Sharing local values by stimulating networing of cultural heritage from the aspect of tourism

Partners and Projects info

City of Subotica

Sharing local values by stimulating networing of cultural heritage from the aspect of tourism

Lead partner

Project partner

Summary

Operation of strategic importance (OSI) or above EUR 5 million

Project name (EN): Sharing local values by stimulating networing of cultural heritage from the aspect of tourism

Project acronym: SharingValues

Project ID: HUSRB/23L/22/001

Project start date: 2025-04-15

Project end date: 2028-04-14

Project status: ongoing

Total budget/expenditure: EUR 5 271 710.00

Total EU funding (amount): EUR 4 480 953.50

Total EU funding (co-financing rate): 85.00%

Co-financing sources:

IPA/IPA II/IPA III: Amount, EUR 4 480 953.50. Co-financing rate, 85.00%.

Investments, deliverables, policy contributions

(bullets are inserted automatically and may be incorrectly placed)

Contribution to wider strategies and policies:

EUSDR: Contribution to all 7 targets of PA3 and to Target 6 of PA1B of the EUSDR.
EUSAIR: Pillar 4-Sustainable Tourism- enhancing the sustainable and responsible tourism capacities of the tourism actors across the macro-region.
HU:
NATIONAL TS 2030: Strategic goal: 1. Designing destination-products: unified destination brand development in cultural and natural tourism, 3. Visitor-oriented developments: demand-based approach with main focal points are tourist demands, 4. Expand the marketing to the online space. 3. Horizontal goals: Family-friendly and Digital tourism.
National Active TS 2030: Goals:Development of attractions, Development of information,marketing, promotion, communication, Development of coordination and management.
INT. URB. DEV. STRAT. CITY OF KISKUNHALAS: Objective 2: Exploiting tourist potential through enriching tourist attractions by protecting local values and improving tourism marketing.
SRB:
TOUR. DEV. STRATEGY IN RS 2016-2025: Subotica is a main cultural heritage tourism destination with potential for thematic routes, active tourism and tourism event organization. One of main priorities: improve tourist infrastructure and thematic routes.
DEV. PLAN APV 2023-2030: Dev. dir. 4.1: Goal 3: Sustainable tourism in intercultural Vojvodina: Goal 12: Improved influence of culture, heritage and creativity on the creation of social values and cohesion.
VOJVODINA TOUR.DEV. PROGRAM 2023 -2025: Priority: Increasing the tourist valorization of cultural heritage. Development based on the principles of sustainability in all types and forms of tourism, i.e. tourist products of AP Vojvodina and harmonization of the tourist offer with modern trends and new tourist products.
DEV. PLAN OF SUBOTICA 2023 – 2032: DD-P1: Multiculturality and cultural heritage as an opportunity, P2: Improvement and valorization of the natural and built environment. DD 2: Functional infrastructure for quality life, DD 3.Increasing the volume and level of the tourist offer

Programme Common Output Indicator:

RCO 087 - Organisations cooperating across borders, Measurement unit:
RCO 077 - Number of cultural and tourism sites supported, Measurement unit:
RCO 115 - Public events across borders jointly organised, Measurement unit:

Programme Common Result Indicator:

RCR 084 - Organisations cooperating across borders after project completion, Measurement unit:
RCR 077 - Visitors of cultural and tourism sites supported, Measurement unit:

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

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

Financing programme

2021 - 2027 Interreg VI-A IPA Hungary Serbia

Last month that data in keep.eu was retrieved from the Programme's website or received from the Programme

2025-10-28

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

59 / 59 (100%)

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

152 / 152 (100%)

Notes on the data

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Sharing local values by stimulating networing of cultural heritage from the aspect of tourism

Description

Thematic information

Partners (2)

Partners map

Summary

Investments, deliverables, policy contributions

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

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