DIVERTIMENTO unlocks the challenges the tourism sector faces with existing services matching new skills for new jobs by addressing the new world order of pervasive media

The training innovation is connected to the design and delivery of the cognitive, emotional and multisensory experience as the actual product/service at heritage places. 6 training tools, 6 research tools and 5 planning tools will guide tourist professionals to understand the heritage experience and implement a locally-driven globally distributed new product and service in tourism.

A comprehensive training for tourism professionals and tourism researchers is dedicated to aid the development of peripheral destinations in a globalizing world, utilizing the dynamics of culture, to promote cultural production and consumption with local populations as the in situ cultural heritage operators. Accordingly objectives set are:

  • to identify experienced based products & services and helps thus connect new skills and new jobs better matching supply and demand needs in the Project Area;
  • to develop skills and capacity building in tourism management organizing a nodal rather than a zonal approach enabling thus the diversification of cultural heritage consumption by offering multi-sensorial end-user experiences;
  • to pioneer the development of smart tourism products and services investing in human capital, increasing community cohesion and social inclusion through a renewed focus on skills development





Training tools


Project Partners and local stakeholders are trained to understand heritage and sustainable development. They exchange their experiences onsite and gain new insights on protection, conservation, heritage tourism planning and destination management. The Study Visits are meant to include local stakeholders into the project activities and thus communicate the DIVERTIMENTO contents at grass roots level.


  • Lagopesole, Italy (M4)
  • Race-Fram, Slovenia (M10)
  • Berlin, Germany (M13)
  • Trabzon, Turkey (M17)


The 4 onsite lectures take place during the Study Visit to educate Project Partners and cooperating stakeholders to identify cultural values in the natural and man-made environment, assess the significance of cultural assets and study success examples for the use of cultural values for development.


The 4 Joint Evaluation Workshops bring the Transnational Partnership and local stakeholders together to fine tune the onsite experiences acquired at the Study Visits. The T Workshops teach Project Partners and invited stakeholders how to implement a goal-driven planning and how to conduct a proper heritage project evaluation (frond-end remedial evaluation and summative evaluation) so that they can successfully implement local pilot projects with commercialization potential.


Authentic stories have a stronger impact on the consumer. DIVERTIMENTO utilizes the Vimeo Media Channel as an amplifier to encourage the acquisition of new skills across the Partnership. The DIVERTIMENTO Vimeo Channel is an effective tool to transfer particular knowledge that can be transformed in a new service or product. The Vimeo Media Channel is thus linked to new services to be implemented in the Project Area.

Visit the Vimeo Channel


The i-Cloud working area moves local stakeholders from desk computing to cloud computing by providing a Virtual Desk to organize content, ideas and service prototypes. The Virtual Desk enables convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction.

Visit the platform


A hybrid learning methodology enables tourism professionals to manage information, exchange data, visualize trends and connect to social media tools providing full transparency in Project development and achievements. The e-Course has a duration of 20 weeks and offers 4 Modules to participants:


The Knowledge Toolkit is cognitive-driven multi-mediathek, which facilitates domain specific knowledge acquisition and transfer in vocational learner settings. The Kit is the collection of media material produced across the Project Life. It works as an indicator of trends, problems, solutions, deviations, new potential services and products since media materials can be generated and uploaded in almost real-time using the local ICT access points provided by the Project.

Divertimento Pocket Library (PDF)


Research tools


The Study investigates entrepreneurial needs and skill needs to identify a new generation of smart heritage tourism products and services tailored to the connected consumer market.


Seamless integration of news products and services is a key aspect for the overall success and long term impact is key looking for a holistic approach since each service or product is connected into an ecosystem. 4 onsite Stakeholder Workshops map current realities, guiding participants to envision the change. The Design Thinking Workshops lead participants to understand the skills needed and services demanded in smart tourism defining the right ingredients for the development of new business models and increased capacities to successfully address the connected consumer market.


The e- Survey explores place image and cultural reputation (demand side), addressed to beneficiaries/consumers (consumers, visitors, locals etc.).

  • Each Partner creates a summary of the own Pilot Project and uploads the document at the website of the own organization.
  • Each Partner presents 10 selected locations in the Questionnaire that corresponds to the own Pilot Project.
  • Each Partner translates the Questionnaire in the national language to explore the views of respondents at national level.
  • Each Partner uses the Questionnaire in English to explore views of foreigners.
  • Each Partner uploads the Questionnaire in the organization website in a workable format, so that respondents can work with.


New products and services cannot be created in isolation, but involve all local stakeholders. Moreover the creation of a New Tourism Business Model shall and must include feedbacks from final users. The DIVERTIMENTO Tourism Business Model aims to to implement EUROTHENTICA. It shall understands that each business category in the tourism sector and each individual business at the same time has a different economic, competitive, and cultural imperative: Customer Relationship Businesses; Product innovation Businesses; Infrastructure Businesses.


The Research Report captures the added value of the business model innovation as produced by DIVERTIMENTO. Added value, and local expertise shall be mapped so that the new products and services can be developed in the Project Area. DIVERTIMENTO capitalizes on existing local resources to fuel and inspire local business preserve authenticity that generates value.


The target groups senior and youth market are given a special incentive to explore EUROTHENTICA all across the Project AREA. The Mobility Model has touristic value and will be incorporate to the local/transnational tourism product by the cooperating businesses in the project area. The Gamification part of the Model refers to the inherently interesting and valuable tales that most heritage assets can narrate about the history, culture and environment of the surrounding landscape and communities; it is therefore linked to the intrinsic qualities of the 7 Pilot Project’s that constitute the Transnational Cultural Route EUROTHENTICA.


Planning tools


The Handbook facilitates the process of understanding and unlocking resource inherent values. It introduces Partners to systematized categories of primary cultural values such as the historic, aesthetic, scientific, research or technical, social or spiritual values of heritage. It transfers validated knowledge how to utilize heritage and deliver visitor friendly, physically, economically and intellectually accessible heritage attractions, which meet visitors’ needs and market requirements, while maintaining their authenticity and integrity.


10 academically sound and praxis validated pilot project planning tools shall facilitate the Partnership understand the process of the design and delivery of a high added value visitor experience at heritage places.


The HAM offers a detailed design of how-to-plan and implement a cognitive, emotional and multisensory experience at heritage place. It entails 100 standards and recommendations for the design and delivery of experienced-based products and services in heritage places capitalizing on best practice applications from the international experience.


The Tourism Business Connectivity Map enables the mapping the territory e.g. business, artefacts, actual services, transport infrastructure and the like. The territorial analysis produced is looking for common patterns and business synergies. Google maps and street view are used for granting permanent information upgrade. An Open source system enables individuals to upgrade the information. Connectivity via Twitter, Facebook and custom made GIS toolkit. The Output ensures a Map zone creation with cross-linked information linked to the Google Search Engine, Facebook, Twitter (hashtag), Linked In, Vimeo (video) , Pinterest (pins, re-pins, likes, comments).

The Connectivity Map is mapping the connectivity of and for businesses becoming a Hot Spot access for new services and products, ensuring internet accessibility for local actors, tourist and businesses. A thematic map developed is becoming a new product in itself for the tourism sector. The Connectivity Map involves local actors in becoming Internet service providers granting full accessibility for new services and to attracting clients without further investment. Linked to Social Media the Connectivity Map is an important factor for the deployment of new business services and an essential tool for the commercialization of EUROTHENTICA.


The Plans form exceptional heritage experiences for locals and visitors, specifically tailored for the senior and youth market. The Plans reveal the values of local heritage, values of places, objects, sites and collections, oral histories and narrative structures, arts, lifestyles and traditions etc. and turn them to high added value cultural products, for a wide range of users (locals, visitors, commuters, authorities, decision makers, investors).


  • Rhodes, Greece
  • Lagopesole, Italy
  • Majaricos, Spain
  • Ptuj, Slovenia
  • Alba Julia, Romania
  • Varna, Bulgaria
  • Trabzon, Turkey