SMART SPECIALIZATION IN TOURISM
Adriatic Heritage for Tomorrow
Italy and Croatia have joined forces to protect, manage and valorise
rich natural and cultural heritage of the Adriatic coast
making it more accessible to tourists, especially in these challenging times.
Project: Smart and Slow Tourism Supporting Adriatic Heritage for Tomorrow
Acronym: TAKE IT SLOW
Project ID: 10255545
Programme: Interreg V-A Italy-Croatia CBC Programme
Duration: 01 June 2020 – 31 December 2022
Budget: 3.764.695,71 EUR
Funding: 85% by the European Regional Development Fund
Lead Partner: Dubrovnik Neretva Region
Public Institution Development Agency of Šibenik-Knin County; University of Zadar; Region of Istria; PromoTurismoFVG; Veneto Region; Sviluppo Marche Srl – SVIM Srl Regional Development Agency; Molise Region; Apulian Public Theatre – Regional Consortium for arts and culture
Associated partner: Puglia Region
Tel. +385 22 247 187
ABOUT THE PROJECT
“Smart and Slow Tourism Supporting Adriatic Heritage for Tomorrow” (TAKE IT SLOW) is a strategic tourism project under the Italy – Croatia Cross Border Cooperation Programme.
The project is designed to manage and promote the Adriatic Region as a green, smart, sustainable, accessible and slow cross-border tourist destination.
The core of the project is cross-border partnership of the private, public and scientific sector joint to support the excellence and innovation in the tourism value chain based on smart specialization concept.
A strategic Adriatic framework with the policies for destination management will be developed to boost local communities in addressing the tourism industry impacts and at the same time protecting and promoting rich tangible and intangible natural and cultural heritage of the Adriatic coast, its islands, inland and rural areas.
The new policies will include measures for diversification of tourism products, improvement of the quality of the tourist offer, marketing and promotion actions, certification processes (green / ecolabel, etc.), implementation of local pilot actions with the involvement of individuals and communities, support and optimization of the digital culture, improvement of accessibility and promotion of the heritage sites and training activities and cross-border integration of Adriatic tourist destination management systems.
- Adriatic Heritage Interpretation Centre will be established in the historical-town of Ston (on the Tentative list of UNESCO World Heritage)
- The accessibility of the 7 heritage sites in Croatia and Italy will be put in place.
- 10 cultural and natural heritage sites will be promoted.
- 10 (agro)tourism entrepreneurs will be guided during the process of obtaining the ecolabels/ green certifications.
The Adriatic Sea is surrounded by numerous small communities in the islands, coastal and inland rural areas whose lifestyle has remained authentic, in harmony with the environment and based on traditional knowledge and skills. They are ideal for slowing down the pace.
The inspiration for the micro tourist destination management is taken from the self-sufficient, sustainable, green and smart renaissance Adriatic monastery complexes who thrived in scientific discoveries, food production, trade and art while preserving slow way of life. Such an example is 16th century Blace Hermitage on the island of Brač perfectly fitted in the karst caves and valley with an astronomic centre, extensive library, vineyards, etc. enlisted on the Tentative list of UNESCO World Heritage that will be more accessible to tourists after the project intervention.
The light motif of the project is gastronomy as a sector present in all tourism niches and ideal for presentation of the natural and cultural tangible and intangible heritage.
Moreover, “the Mediterranean diet emphasizes values of hospitality, neighbourliness, intercultural dialogue and creativity, and a way of life guided by respect for diversity. It plays a vital role in cultural spaces, festivals and celebrations, bringing together people of all ages, conditions and social classes. It includes the craftsmanship and production of traditional receptacles for the transport, preservation and consumption of food, including ceramic plates and glasses” and as such is part of the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
Therefore, the TAKE IT SLOW project will foster protection and promotion of the landscape, vernacular architecture, gastronomy and lifestyle through green and slow tourism products, creative industries, art and ICT technologies and will develop tools for timely response to the tourism market demands in the Adriatic region.