Authors: Giuseppe Laquidara, Marika Mazzi Boém, Margaret Colombani, Isabel Lopez Briones, Federica Marano
The overall objective of this project is to increase the competitiveness of European tourism by creating an innovative transnational tourism product that capitalises the shared value of European UNESCO cultural heritage sites and complements national, regional and local policies. UNESCO cultural world heritage sites provide an important narrative for historical development in Europe and they can serve as foundations for a contemporary European identity. At the same time domestic and international visits to the sites have grown rapidly over the past years representing both a challenge and opportunity. Considering that the tourism sector involves both public and private stakeholders, the European Commission’s 2010 Communication on tourism (COM (2010)352 final), its rolling implementation plan and the Agenda for a sustainable and competitive European tourism (COM (2007)621 final) underline that national, regional, local public authorities as well as public and private tourism stakeholders have to be involved in order to create a new successful framework for action. In order to be able to maintain Europe’s leadership in the world tourism, EUheritageTOUR will contribute to developing a new innovative tourism product that can compete in times of the economic crisis.
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