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Improvement of Mediterranean territorial cohesion through setup of tourist-cultural itinerary - Umayyad (UMAYYAD)
Start date: Dec 21, 2012, End date: Dec 20, 2015 PROJECT  FINISHED 

The project in brief At Mediterranean level, tourism has often led many countries and regions to develop the industry in a competitive way rather than in a cooperative manner. For obvious climatic reasons but also due the role played by tour operators, Mediterranean tourism destinations have based their growth essentially on a sun and sea vision and developed strategies aimed at maximizing short term profits instead of addressing the needs and expectations of customers and residents. In this sense, there is a real need to adopt and introduce new consumer models translated into environmentally friendly tourism products, respecting natural resources and diversifying the seasonal nature of tourism demand. UMAYYAD contributes to this objective by promoting sustainable tourism based on the synergies derived from the design of a cross-border itinerary between 6 countries sharing common history and cultural background. Specific objectiveTo contribute to the improvement of territorial cohesion in order to overcome the seasonal misbalances in tourism sector within the Mediterranean territory through promotion of sustainable tourism based on synergies derived from the design of a cultural itinerary focusing on the Umayyad heritage. Expected Results: • Mediterranean Cultural Tourism Network established and good practices in cultural tourism and cross-sector activities transferred • Integrated strategy implemented addressing 3 dimensions: cultural heritage, diversification of the supply of tourism services, tourist infrastructure contributing to the seasonal tourism balance • Cultural itinerary on Umayyad heritage launched • Specific Mediterranean common tourism brand designed within the itinerary of Umayyad • Increased number of arrivals during the off-season period with estimated 10-20% growth
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  • 2007 - 2013 Mediterranean Sea Basin ENPI CBC
  • Project on KEEP Platform
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