AdriACTIVE presented at EU Info Day in Primorje-Gorski Kotar County
09/03/2026
On 14 November 2025, the EU Info Day titled “New Vision of European Cohesion – What the New EU Multiannual Financial Framework 2028–2034 Brings” was held at InnovaLab, University of Rijeka. The event was organised by the Regional Development Agency of Primorje-Gorski Kotar County (PRIGODA) and gathered representatives of public institutions, academia, entrepreneurs, and EU funding experts to discuss upcoming funding opportunities and the future priorities of European cohesion policy.
As part of the session dedicated to EU projects transforming society, PRIGODA Director Vedran Kružić presented the AdriACTIVE project, a strategic initiative implemented within the Interreg Italy–Croatia Programme 2021–2027.
The presentation introduced the main objectives of the AdriACTIVE project, which aims to strengthen the role of culture and sustainable tourism in regional development through cross-border cooperation and social innovation. By fostering collaboration among partners across the Adriatic area, the project seeks to develop innovative tourism experiences that support local communities while promoting sustainable growth.
Particular attention was given to the pilot activity in Primorje-Gorski Kotar County, which explores the use of artificial intelligence to personalise tourist itineraries. This innovative approach aims to create smarter, more sustainable, and user-oriented tourism services, enhancing visitors’ experiences while supporting balanced territorial development.
The presentation highlighted AdriACTIVE as a strong example of how European cooperation projects can drive innovation, digital transformation, and sustainable tourism development at regional level, while contributing to broader EU cohesion policy objectives.