Project background

The inspiration behind the CULTURWB comes from the well-recognized need identified by all project partners in the Western Balkans region who work in the tourism and economy sectors and who already have a long-standing cooperation. All of them agree that there is an obvious need to strengthen the cultural tourism industry development in Serbia, Bosnia and Herzegovina, and Montenegro, to create and improve strategies for development of cultural tourism in these countries, address its importance and raise awareness of its pivotal role in safeguarding the rich cultural heritage in the region and beyond. Therefore the CULTURWB project set its aims high to:

  • Shape the cultural identity in the WBC region;
  • Strengthen the commercialization of cultural values and raise awareness of their cosmopolitan character;
  • Provide acquisition of sophisticated skills and competences in cultural tourism management;
  • Utilize research methodologies – marketing and branding, strategy business planning, digital tourism, sustainable development, strategy and action plan implementation etc;
  • Form a network of MA students and relevant stakeholders within the industry- essential cooperation between heritage & cultural management and tourist organizations, provide recommendations to stakeholders in the industry, and upgrade the physical and operational capacities – globalizing the local and localizing the global;
  • Create an online platform for communication between stakeholders, industry leaders, managers, work force, and the academia;
  • Design a tool-kit aimed at a variety of professional users, both within the tourism industry and for people who welcome and manage visitors at their destination or site, including public authorities in the tourism, culture and nature fields;
  • Quality Assurance in heritage and cultural tourism management.