SUMMARY OF THE PROJECT
Appraising and preserving the rich and varied cultural heritage deeply permeating the CBC area and at the same time supporting the economic development in a sustainable way is considered a crucial challenge hampering the growth of Italy-Croatia Programme area. In particular, the lack of technological innovation in tourism sector ¿ in particular in environment and cultural tourism ¿ is affecting the sector competitiveness. Indeed tourism GDP may benefit from an improved synergy among different tourism products (i.e beaches and museum, cultural heritage and typical products), but the whole ecosystem should be encouraged to work according to more integrated approaches driving stakeholders to embraced open and collaborative innovation. In this sense, the programme area offers the chance to test new innovative solutions to improve the attractiveness of the area, fostering the development of cultural-based economy, able to benefit of outstanding cultural and natural assets, in particular by integrating different tourism products/offers. Alternative strategies are urgently needed to divers
