In the Adriatic-Ionian Region, the Phoenicians' Route develops its branding strategy in line with the overall branding strategy for the EU strategy for the Adriatic-Ionian Region (EUSAIR). The brand contribute to increase the competitiveness of the Cultural Route of the Council of Europe and to develop new products and service.


Specific objectives

  1. Build the Adriatic-Ionian ‘brand’ linked to a cultural tourism product based on the identity that it intends to create;
  2. Diversify and expand the cruise and nautical sectors into coastal hinterland economies, therefore start the design of the connection systems to be realized through agreements between private companies;
  3. Establish a R&D platform with universities, research centres and the business community to develop new tourist products and services;
  4. Promote new tourist routes for walking, cycling and sailing, etc.;
  5. Embrace the Adriatic and Ionian cultural heritage by working together with the cultural sector;
  6. Improve access to tourism products and services for senior groups, disabled people, low income groups, etc.



  1. Network of Museums and archaeological areas: Identification and selection of 20-25 museums and / or archaeological sites in Croatia , Greece and Italy that link to the themes developed by the Route;
  2. Branding and coordinated image in line with the Adriatic-Ionian ‘brand’: Design and realization of a kit composed by a corner, a card (the Smart Way card), promotional material (leaflets) and a publication (brochure) to be distributed to each museum / archaeological area;
  3. Design of “Smart Ways”: Identify the attractive resources in the areas involved, enhance the existing through networking activities and sustainable integrated production chain in which the "Way" chosen acts as a collector of heritages, communities and single services, developing a territorial quality brand;
  4. Strategic and Territorial Marketing: Develop marketing actions based on Sustainable and Creative Tourism to promote and sell 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.

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