Enhancing MED sustainable cultural tourism through the creation of eco-itineraries inside European Cultural Routes
ACRONYM: MED-Routes
ABOUT: Cultural Tourism is a key asset in MED economies, however, it has a strong, mutually detrimental relationship with climate change when tourism industries do not effectively incorporate sustainable practices. The MED area therefore needs to strategically reshape its cultural tourism offer by matching its focus on local cultural heritage with greater sustainability. Cultural Routes of the Council of Europe (CRs) represent a key instrument to sustain and promote cultural tourism all over Europe, from mainstream destinations to small-scale local contexts. MEDRoutes overall objective is therefore to establish and disseminate a local-based, low-impact model of sustainable tourism across CRs in the MED area, in particular, to establish a specific model of Mediterranean "slow tourism" rooted in the common heritage of 4 CRs.
To tackle the project's general objective, MED-Routes' approach is rooted in a TRANSFER rationale:
- transfer mechanisms are put into place to cross-reference the most relevant, field-tested outputs from INCIRCLE & EMbleMatic projects for the design of eco-itineraries;
- transfer mechanisms are further encouraged in application to MED-Routes experience through capacity building and institutional networking, especially in WP4. By exploiting Cultural Routes' plural and transnational dimension, MED-Routes will encourage the diffusion of its eco-itinerary model in the context of other CRs and by the initiative of similar institutional actors transnationally.
The combination of all these elements defines transfer & capitalisation as the core assets in MEDRoutes' approach in an innovative perspective for sharing the main outputs:
- Transnational Strategy for sustainable tourism & eco-itineraries in the MED area
- Green Label of Mediterranean CRs for the certification of eco-itineraries
- MED-Routes Action Plans outlining key actions to apply the Transn. Strategy into CRs' agenda.
Programme priority Specific Objective: RSO2.6: Promoting the transition to a circular and resource-efficient economy
Project overall objective: Establish and disseminate a local-based, low-impact model of sustainable tourism across Cultural Routes in the MED area
Project Coordinator: Romagna Faentina Union
Project partners:
The Med-Routes partnership is composed of 8 PPs from 7 different Countries (Italy, Spain, Croatia, Cyprus, Greece, Portugal, Bulgaria) and 4 APs from 3 different Countries (France, Italy and Greece), covering a wide range of different fields and expertise but with one common shared field of action: cultural tourism in the framework of the Cultural Itineraries of the Council of Europe.
1. Romagna Faentina Union (IT) - project coordinator
2. Castelló de la Plana City Council (ES)
3. Pafos Regional Board of Tourism (CY)
4. LIBERTAS INTERNATIONAL UNIVERSITY (HR)
5. Network of the Insular Chambers of Commerce and Industry of the European Union (EL)
6. REGIONAL DEVELOPMENT AGENCY DUBROVNIKNERETVA COUNTY - DUNEA (HR)
7. Municipality of Vila Franca de Xira (PT)
8. Bulgarian Association for Transfer of Technology and Innovation - BATTI (BG)
- Associazione Strada Europea della Ceramica URF
- Πολιτιστικός Οργανισμός «Δρόμοι της Ελιάς»
- La Rotta dei Fenici LIU
- Fédération Européenne des Cités Napoléoniennes
Program/call: Interreg EURO-MED
Program priority: Greener MED
Project Euro-MED0200798
Project duration: 01.01.2024-31.03.2026 (27 months)
The Project is co-funded by the European Union
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What We Achieved through MED-Routes
The MED-Routes project transforms the principles of sustainable tourism, the circular economy and responsible cultural heritage management into practical solutions for the Mediterranean region.
The work of the partnership is focused on creating a new type of tourism experience that goes beyond simply presenting cultural and natural attractions and instead encourages slower, more mindful and more sustainable ways of travelling.
Among the project’s main results are the development of 8 sustainable eco-itineraries, the creation of a Green Label, training and strategic resources, as well as practical tools that can be used by cultural routes, local authorities, tourism organisations and other relevant stakeholders.
MED-Routes demonstrates how local heritage, gastronomy, nature, mobility and community involvement can be combined into tourism products with a lower environmental impact and greater added value for local territories.
Video: MED-Routes – From the Idea to Sustainable Tourism Routes
MED-Routes: Paving the Way for Sustainable Tourism in the Mediterranean
The video presents the development of the project and shows how MED-Routes is moving from analysis, exchange of good practices and stakeholder engagement towards the creation of real eco-itineraries and practical tools for sustainable tourism.
It follows part of the journey of the international partnership and shows how different cultural routes are adapting sustainability principles to their local contexts.
The video is a good starting point for anyone who wants to quickly become familiar with the idea, objectives and practical results of MED-Routes. Pasted markdown
8 Eco-itineraries in the Mediterranean
Within MED-Routes, 8 eco-itineraries were developed in connection with four European Cultural Routes: European Routes of Ceramics, Routes of the Olive Tree, Destination Napoleon and Phoenicians’ Route.
Each itinerary has been designed to combine cultural heritage, local identity, natural resources, gastronomy and sustainable forms of mobility.
These routes are not simply tourism proposals. They are practical examples of how a destination can attract visitors while at the same time reducing pressure on the environment, supporting local businesses and preserving the authentic character of the territory. Pasted markdown
Romagna Faentina – Clay, History, Art and Nature
Italy | European Route of Ceramics
The eco-itinerary in Romagna Faentina connects six municipalities through their shared cultural and natural heritage.
Visitors can discover local ceramic traditions, crafts, natural attractions, thermal springs and gastronomy. The itinerary offers a slower and more sustainable way of travelling, with a strong focus on authentic local experiences.
The connection between ceramics and local identity is particularly important. Traditional production is presented not merely as part of the past, but as a living cultural practice that continues to have economic and tourism significance. Pasted markdown
From Clay to Art – Castelló
Spain | European Route of Ceramics
The “From Clay to Art” itinerary presents Castelló de la Plana as a place where traditional ceramic heritage meets modern industry, science and innovation.
It was developed with the strong involvement of craftspeople, researchers, industry representatives, cultural organisations, restaurants and local authorities.
The itinerary shows how a strong local economic tradition can be transformed into a tourism experience that combines history, production and the contemporary urban environment.
The approach also promotes sustainable mobility on foot and by bicycle, allowing visitors to discover the city in a more environmentally friendly and accessible way. Pasted markdown
Messinia Olive Odyssey
Greece | Routes of the Olive Tree
Messinia Olive Odyssey takes visitors into one of the most distinctive areas of the Peloponnese through its centuries-old connection with the olive tree.
The itinerary includes local producers, traditional olive mills, organic farms and ancient olive groves.
Visitors can learn more about sustainable olive oil production, local gastronomy and activities such as hiking, cycling and agritourism.
The itinerary is an example of how agriculture, traditional food and nature can be combined into a tourism product that supports local producers and small family businesses. Pasted markdown
From Warriors to Guardians
Croatia | Korčula, Lastovo and Pelješac
This eco-itinerary connects Korčula, Lastovo and the Pelješac Peninsula, combining cultural heritage, nature and a sustainable way of life.
The routes include family farms, traditional dry-stone construction, permaculture, renewable energy, local crafts and gastronomy.
The concept shows how the historical heritage of the Adriatic can be transformed into a contemporary experience based on sustainability, nature conservation and support for local communities.
A particularly interesting aspect is the focus on small producers and traditional practices, which are treated as part of modern sustainable development rather than simply as tourist attractions. Pasted markdown
Korčula – Where the Olive Tree Meets a Sword Dance
Fit and Green – Go Fit Where History Goes Greener
Portugal | Destination Napoleon
The Fit and Green itinerary in Vila Franca de Xira combines historical sites, squares, interpretation centres and other attractions with a more sustainable way of visiting.
A key focus is soft mobility – walking and cycling, allowing visitors to explore historical heritage with a lower environmental impact.
The itinerary demonstrates how urban tourism can become healthier, more accessible and more environmentally friendly without losing its connection to local history and identity. Pasted markdown
The Bistrot Spree – The Ultimate Palais Experience
Portugal | Destination Napoleon
The second itinerary in Vila Franca de Xira focuses on local gastronomy, restaurants, markets and cultural events.
The concept encourages shorter production and supply chains and connects the gastronomic experience with the preservation of local products, resources and cultural traditions.
This approach shows how food can become an important part of sustainable tourism, particularly when tourism consumption is directly linked to local producers, seasonal products and traditional recipes. Pasted markdown
Wine, Food & Saints
Cyprus | Phoenicians’ Route
The itinerary in the Paphos area combines wine, local gastronomy, nature trails, monasteries, cultural heritage and traditional villages.
The journey passes through wine-growing areas, forests and valleys, showcasing traditional products such as halloumi, olive oil, carob syrup and local wines.
The itinerary creates a year-round experience where history, nature, religion and gastronomy come together.
It also shows how cultural tourism can support small settlements and local producers by distributing visitor flows beyond the most popular tourism areas. Pasted markdown
Laona & Akamas
Cyprus | Phoenicians’ Route
The Laona & Akamas eco-itinerary connects the ancient maritime heritage of the Phoenicians with the remarkable natural and cultural landscape of the Paphos area.
The route passes through the wild landscapes of Akamas, traditional stone villages, olive groves, vineyards and museums dedicated to nature and local ways of life.
The combination of history, biodiversity, local gastronomy and outdoor activities makes it a year-round sustainable tourism experience.
What makes this itinerary particularly distinctive is the way it combines the conservation value of the area with cultural identity and opportunities for smaller-scale, slower and more responsible tourism. Pasted markdown
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Key MED-Routes Results and Resources
In addition to the eco-itineraries, the project developed a number of practical tools for local authorities, tourism organisations, cultural routes and other relevant stakeholders.
Among all project results, several documents stand out for their strong practical value and their potential to be used beyond the immediate context of the project. Pasted markdown
MED-Routes Package for Sustainable Practices and Eco-itineraries
MED-Routes Package for Sustainable Practices and Eco-itineraries in Mediterranean Cultural Routes
This is one of the project’s most practical outputs.
The package presents a framework for the development of sustainable eco-itineraries, including stakeholder engagement, itinerary design, communication, promotion, monitoring and evaluation.
The document has been designed so that it can also serve as a reference for other organisations and regions wishing to implement a similar approach.
It transforms the experience accumulated during the project into a concrete model that can be adapted to different cultural and tourism territories. Pasted markdown
Read the document here: MED-Routes Package
Green Label for Cultural Eco-itineraries
GreenLabel Brand Book
The Green Label is one of the most recognisable results of MED-Routes.
The concept was developed to create a common identity for cultural routes that apply sustainable and responsible practices.
The Brand Book presents the visual identity, the main brand elements and the rules for their use.
The idea behind the Green Label is not only to create a visual symbol, but also to encourage clearer recognition of tourism products that place strong emphasis on sustainability, local heritage and responsible resource management. Pasted markdown
Read the document here: GreenLabel Brand Book
Transnational Strategy for Sustainable Tourism and Eco-itineraries
Transnational Strategy for Sustainable Tourism and Eco-itineraries in the MED Area
The strategy brings together the experience of the project partners and defines a common approach for integrating sustainability and circular economy principles into cultural tourism.
It explores how different territories can use a shared framework while preserving their own local identity and specific characteristics.
The document is particularly useful for cultural routes, regional and local authorities and tourism organisations seeking to develop more sustainable tourism models. Pasted markdown
Read the document here: Transnational Strategy
Comprehensive Training Package
The training package transforms the knowledge and methods developed through MED-Routes into a practical resource for institutions, tourism organisations, cultural routes and professionals in the sector.
The materials are designed to develop the knowledge and skills required for creating and managing sustainable tourism products and eco-itineraries.
The package is also important for transferring the MED-Routes model to other territories, as it provides a structured basis for training activities, workshops and future initiatives. Pasted markdown
Read the document here: Comprehensive Training Package
MED-Routes Action Plans
MED-Routes Action Plans – English Version
The Action Plans translate the strategic objectives of the project into concrete measures for practical implementation.
They show how individual cultural routes can integrate sustainable practices into their management, tourism offers, communication and interaction with local stakeholders.
This makes them an important link between the strategic vision and its actual implementation at local and regional level.
The plans provide a clearer picture of how the MED-Routes model can continue to develop even after the formal end of the project. Pasted markdown
Read the document here: MED-Routes Action Plans
MED-Routes – From Project Results to Long-Term Impact
MED-Routes demonstrates how the principles of the circular economy, sustainable mobility and cultural heritage preservation can be transformed into concrete tourism products and practical tools.
The 8 eco-itineraries, the Green Label, training resources, strategy and action plans together create a model that can be adapted and used by other regions across the Mediterranean and Europe.
A particularly important result is that the project does not stop at theoretical documents. The methods developed have been tested through real routes, local partnerships and concrete tourism experiences.
In this way, MED-Routes leaves behind not only documents, but also a working model for more sustainable, better connected and more responsible cultural tourism. Pasted markdown
All project results, documents and materials are available on the official MED-Routes website: MED-Routes – What We Achieve
In order to follow the activities of this project online please visit the official project website on www.interreg-euro-med/med-routes.eu or contact the partner organisation in your country (battinnovation@gmail.com).