Routes4U Grant | Phoenicians' Route for EUSAIR
Implementation period: 2019
In the Adriatic-Ionian Region, the Phoenicians' Route developed its branding strategy in line with the overall branding strategy for the EU strategy for the Adriatic-Ionian Region (EUSAIR). The brand contributed in increasing the competitiveness of the Cultural Route of the Council of Europe and helped develop new products and service.
- Build the Adriatic-Ionian ‘brand’ linked to a cultural tourism product based on the identity that it intended to create;
- Diversify and expand the cruise and nautical sectors to coastal hinterland economies and design connection systems realized through agreements between private companies;
- Establish a R&D platform with universities, research centres and the business community to develop new tourist products and services;
- Promote new tourist routes for walking, cycling and sailing, among others;
- Embrace the Adriatic and Ionian cultural heritage through working together with the cultural sector;
- Improve access to tourism products and services for senior groups, disabled people, low income groups, among others.
- Network of Museums and archaeological areas: Identified and selected museums and archaeological sites in Croatia, Greece and Italy that linked to themes developed by the Route;
- Branding and coordinated image in line with the Adriatic-Ionian ‘brand’: Designed and realized the "Smart Way" card, promotional leaflets and brochures distributed to museums an archaeological areas;
- Design of “Smart Ways”: through identifying resources in the areas involved, enhancing existing networking activities and a sustainable integrated production chain. The "Way" acts as a collector of heritages, communities and single services, in the development of a territorial quality brand;
- Strategic and Territorial Marketing: Developed marketing actions based on Sustainable and Creative Tourism in the promotion of the "Way" through the territorial quality brand “Phoenicians’ Route – Routes4U” via actions through the collaboration of tour operators and cooperation with national and regional tourism boards.