Project: The EU UNESCO4ALL TOUR
Applicant and project leader: X23 Srl, Italy –
Main content: The project will create an innovative, sustainable, experiential, inclusive and transnational cultural tourism product combining together different but common UNESCO cultural WH sites in Europe by a thematic narrative logic. The resulting tourism packages will be fully focused on UNESCO built heritage and in particular on churches, monasteries and cathedrals, thus according to a “spiritual” narrative logic (“The Soul of Europe”) and addressed to – but not limited to – people with visual impairments, so including all kind of audiences. Given the focus on UNESCO WH sites, in particular churches, monasteries and cathedrals, and the main target audience addressed (i.e. the visually impaired people and the blinds), the tourism product will also target the accessible tourism market.
The EU UNESCO4ALL TOUR is an innovative, sustainable, experiential, inclusive and transnational cultural tourism product combining together different but common UNESCO cultural WH sites in Europe by a thematic narrative logic. The resulting tourism packages will be fully focused on UNESCO built heritage and in particular on churches, monasteries and cathedrals, thus according to a “spiritual” narrative logic (“The Soul of Europe”) and addressed to – but not limited to – people with visual impairments, so including all kind of audiences. People will all have the opportunity to access the arts and to experience the outstanding value of the UNESCO cultural heritage sites as never before both in museums and on site. Given the focus on UNESCO WH sites, in particular churches, monasteries and cathedrals, and the main target audience addressed (i.e. the visually impaired people and the blinds), the tourism product will also target the accessible tourism market: to this purpose, the project will then provide specialised training to museums staffs (key in the project implementation) in the field of the management of UNESCO WH sites and accessible tourism thus creating a multiplier effect for the adoption of the same good practice by other museums in Europe. The EU UNESCO4ALL TOUR will be fully transnational and thematic: according to a commercialisation strategy, it can be split into modules according to the different thematic itineraries (churches, cathedrals, monasteries, but potentially scalable to the multiple built and tangible UNESCO cultural heritage), while it will be strongly based on inclusive and sustainable paradigms. Transnationality will be ensured by linking together 4 UNESCO cultural heritage sites: the resulting tourism packages will offer 1 outstanding exhibition path in the pilot countries and a dedicated physical visit on site (1 UNESCO site) diversifying the offering but with a strong brand identity and user experience.
The Consortium is formed by a very balanced and high-skilled organisation from the tourism, cultural, creative and business sector.
●2 SMEs from the creative sector, i.e Tooteko Srl, an innovative creative and cultural enterprise with a specific expertise in the cultural sector addressed to visually impaired people and the blinds offering to the market a disruptive innovation to turn dump piace of art to talking tactile ones for a superb user experience and fully inclusion of people with visual impairments. Tooteko will be in charge of the development of the tourism product based on its innovation and leading WP4; the Antenna International, the world’s leading provider of audio and multimedia visitor experiences in the field of cultural heritage, at the forefront of the development of the latest innovative experiences, helping cultural institutions attract more visitors, increase revenues, and more fully embrace their mission by applying its unique expertise in audio and multimedia tour production and execution. Antenna will be responsible for coordinating the pilot trips in the different countries and leading WP5.
●2 SMEs from the tourism sector, i.e. X23 srl (with strong expertise in cultural heritage tourism project and deep knowledge of the tourism market sector, i.e. EUHeritageTOUR and EUMillennialsTOUR and successful background in the leadership and coordination of EU co-funded projects), leading the Consortium and in charge of the technical coordination of the project (WP1); 5-senses LTD established in 2006 and works towards providing quality products and services that target tourism, hospitality, culture and heritage especially in the Mediterranean and neighbouring countries. The mission of 5-senses Ltd is to preserve, sustain and develop tourism activities in an environmentally friendly manner offering a different tourist product to the tourists who want to experience that something different in Europe. They will be in charge of designing the tourism packages as tourism operator and of delivering and supervising all the pilot trips, thus with a major contribution in WP5.
●2 public authorities in the field of tourism and culture, i.e. the Typhlological Museum of Zagreb, one of the rare special public museums in Europe dealing with the problems of disabled persons, especially of the visually impaired. They will host the exhibition path and in charge of managing one of the pilot trip; and the Chamber of Commerce of Sevilla, a non-profit Public Corporation established by Law as an advisory body to collaborate with Public Authorities, to which it represents the general interest of the companies in the region; they will lead WP2, thus in charge of benchmarking and desk market research.
● 1 private museum, i.e. the Rakursi Art Gallery, an independent gallery for modern and contemporary art founded in 2004, a living space with its own identity and open for all media of art, with active program including trainings, workshops, lectures and various activities for attracting the audience to Art, with a specific focus on visually impaired people and the blinds. They will host the exhibition path and lead WP3 activities related to the training programme.
● 1 umbrella organisation is the European Museum Academy. The EMA is a non-profit foundation based in the Netherlands, founded in 2009. EMA will be in charge of leading the Communication and Dissemination activities (WP7).