HORIZON-CL2-2027-01-HERITAGE-06: Future-proofing sustainable cultural tourism

Expected Outcome:

Projects should contribute to the first expected outcome, plus those under either Focus 1 or Focus 2, depending on the chosen focus

• Evidence-based policy recommendations and solutions for integrating cultural tourism into strategies for regenerative sustainability, environmental protection (for example, from degradation or biodiversity loss), digital transformation, social inclusion and gender equality at all levels of government. As a result, cultural tourism becomes a stronger driver of regenerative sustainable development, increases workforce numbers and skills, and improves working conditions. Research impact is maximised through coordinated dissemination and policy co-creation, facilitating implementation of research-based solutions by policymakers and stakeholders.

Focus 1

• A comprehensive analytical framework for ethical AI integration in sustainable cultural tourism balancing sustainable competitiveness with cultural authenticity and inclusivity.
• Methodological frameworks and tools for AI-assisted foresight in cultural tourism enabling policymakers, civil society and stakeholders to anticipate changes and adapt strategies proactively.

Focus 2

• Evidence-based, community-centric models and strategies for sustainable cultural tourism in emerging and less-developed destinations, adaptable to diverse contexts within and beyond the EU.
• An international collaborative network for small business and civil society in cultural tourism, focused on cross-border partnerships, regenerative practices and equitable benefit-sharing. This network will connect stakeholders with researchers, policymakers, expertise, and resources to co-create culturally respectful, regenerative cultural tourism models and improve workforce conditions in underserved regions.

Scope:

Cultural tourism accounts for about 40% of global tourism^[1] and continues to grow as travellers seek unique, authentic, and immersive experiences. In addition to its economic benefits, cultural tourism enriches societies through cultural exchange and cross-cultural understanding. The sector faces major transformation driven by technological advancement, shifting consumer expectations, climate change, sustainability imperatives, environmental degradation and threats to cultural integrity – including commodification and heritage degradation. Furthermore, there is a growing emphasis on inclusive and meaningful travel experiences, including accessibility for travellers with disabilities and others with specific needs. This topic takes a multidimensional approach to future-proofing sustainable cultural tourism amid technological, social and environmental change across the EU and beyond. Proposals should select either Focus 1 or Focus 2 and clearly state their selection.