International Day for Monuments and Sites: Campaigns and Activities to Promote Cultural Tourism

SmartCulTour sub-regional workshop

18 April 2023 – Madrid (Spain)

As part of the H2020 SmartCulTour European project on cultural tourism, the theme of the workshop will be “International Day for Monuments and Sites: Campaigns and activities to promote cultural tourism within the framework of European H2020 projects”.

Through various presentations by tourism experts and case studies of different projects, this workshop aims to:

  • set the scene in cultural tourism,
  • convey the value of culture in the sustainable tourism offer – cultural value communication campaigns, and
  • discuss sustainability in cultural tourism – Greenwashing or added value as promotion tools?

The workshop will take place on Tuesday 18th of April 2023 from 8:30-14:00 in Madrid (Spain). The sessions will take place in the Europa Room of the Spanish office of the European Parliament (P.º de la Castellana 46, 28046 – Madrid).

Provisional programme

8:30
Welcome coffee

9:00
Welcome and opening words


Juergen Foecking (Public and Institutional Relations, European Parliament) and Raúl Compés (Director, CIHEAM Zaragoza)

9:15
Culture as a major element of the tourism experience


Peter Debrine, UNESCO

10:00
Session 1 – Setting the scene in cultural tourism


Culture as a major element of the tourism experience – Santiago Sierra, Secretary General a.i. of the UNESCO National Commission

The role of cultural tourism in the European Tourism Agenda 2030 and in the Transition Pathway to Tourism – Kirsti Ala-Mutka, Policy Officer DG GROW

International Day for Monuments and Sites – Jordi Tresserras Juan, President ICOMOS (International Council of Monuments and Sites)

Envisioning the futures of cultural tourism – Alun Jones, SmartCulTour WP leader Dissemination (CIHEAM Zaragoza)

10:30
Coffee break

11:00
Session 2 – Communicating the value of culture in the sustainable tourism offer – cultural value communication campaigns


IMproving Sustainable Development Policies and PrActices to assess, diversify and foster Cultural TOURism in European regions and areas (IMPACTOUR) – Joaquín García, Camino de Santiago in Castilla y León pilot

Beyond CULtural TOURism: human-centred innovations for sustainable and circular cultural tourism (Be.CULTOUR) – Antonia Gravagnuolo, Project Coordinator

Promotion of rural museums and heritage sites in the vicinity of European pilgrimage routes (rurALLURE) – Martín López, Project Coordinator

Round table on case studies of European projects and Q&A from the audience

12:15
Session 3 – Sustainability in cultural tourism – Greenwashing or added value as promotion tools?


Smart Cultural Tourism as a Driver of Sustainable Development of European Regions (SmartCulTour) – Fernando Blasco, TuHuesca Manager and Huesca Living Lab

Visiting the margins: INnovative CULtural ToUrisM in European peripheries (INCULTUM) – José Mª Martín, Project Coordinator

Rethinking Cultural Tourism in Europe and beyond (TEXTOUR) – Daniel Basulto, Project Coordinator

Round table on case studies of European projects and Q&A from the audience

13:30
Closing remarks


European institutions

14:00
Light networking lunch

If you wish to participate in our 3rd sub-regional workshop, please register here. Online registration is required. After completing the registration, we will contact you with further information and conference details.