Official Launch of ADRIAVIVA: Cultural Itineraries and Sustainable Tourism in the Adriatic
20/03/2026
The ADRIAVIVA – Adriatic Living Heritage cross-border project was officially launched in Umag with a two-day kick-off meeting held on February 23–24, followed by a press conference marking its public presentation. The initiative inaugurates collaboration within the Interreg Italy–Croatia 2021–2027 Programme, laying the groundwork for the development of new forms of sustainable cultural tourism between Italy and Croatia.
The press conference provided an opportunity to introduce the project to a wide audience. On this occasion, the Deputy Mayor of Umag welcomed attendees on behalf of the municipal administration, emphasizing the initiative’s importance for the local area and its role as a concrete sign of commitment to cross-border cooperation and sustainable development.
The kick-off meeting, attended by all project partners, focused on the operational and strategic aspects of ADRIAVIVA. During the sessions, partners reviewed the project framework, governance structure, communication approach, and main implementation phases. Future activities were shared, and the first operational steps guiding project execution were confirmed.
ADRIAVIVA brings together partners from Umag, Motovun, and Fermo: the Umag Public Library as lead partner, the Motovun Tourist Board, Discover Marche, an SME from the Marche region specializing in slow and cultural tourism, and the Laboratorio Piceno della Dieta Mediterranea association.
The project marks the beginning of an 18-month collaboration, running from January 2026 to June 2027, with a total budget of €307,014, 80% co-financed by the European Regional Development Fund.
ADRIAVIVA transforms cultural heritage, especially intangible heritage, into engaging and accessible experiences. By valorizing local traditions, stories, and identities, the project creates thematic itineraries combining culture, landscape, gastronomy, and craftsmanship, developed through workshops, interviews, and participatory mapping.
Innovation is central to the initiative, with a web application based on augmented reality that allows visitors to explore the routes in an interactive and immersive way. At the same time, training activities and educational programs strengthen the skills of tourism operators, SMEs, associations, and young people, ensuring a lasting impact.
Through the integration of cultural heritage, digital tools, and community engagement, ADRIAVIVA promotes inclusive and authentic tourism, making Umag, Motovun, and Fermo concrete examples of sustainable innovation rooted in local identity.
