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Bridging Tourism and Cultural Heritage: A Data-Driven Approach to Enriching Tourist Experiences

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28 November 2024

Bridging Tourism and Cultural Heritage: A Data-Driven Approach to Enriching Tourist Experiences

Adventure tourism

Coastal, maritime and inland water tourism

Cultural tourism

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An illustrative photo of the hologram of building

The integration of tourism data with cultural heritage information is revolutionising the travel experience, blending technology with history to create immersive and sustainable tourism opportunities. Projects like the EU-backed 5DCulture leverage cultural data to craft innovative products, such as digitally enhanced 3D holographic postcards, offering modern keepsakes that connect travellers with historical landmarks. Upcoming initiatives like the 3D-4CH Project aim to centralise 3D cultural data for use across sectors, while XRCulture is exploring augmented and virtual reality applications to deepen engagement with Europe’s cultural heritage. These efforts exemplify cross-sector collaboration within the European Tourism Data Space, showcasing how digital tools can enrich visitor experiences while promoting cultural sustainability.

Authors

Editorial team

Topics
Geographical descriptors

Albania

Armenia

Austria

Belgium

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Georgia

Germany

Greece

Hungary

Iceland

Ireland

Italy

Kosovo

Latvia

Liechtenstein

Lithuania

Luxembourg

Malta

Moldova

Montenegro

Netherlands

North Macedonia

Norway

Poland

Portugal

Romania

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Türkiye

Ukraine

Organisation Type

Academic/Research and VET Institutions

Company with 250 or more employees

Consumer / tourist organisation

Cultural and Heritage Organisations

Destination Management & Marketing Organisations

EU institutions

Financial Institutions and Investors

Industry Associations and Chambers of Commerce

International Organisations

Local authorities

Media/Travel Journalist Organisations

National authorities

Networks and Federations / Confederations

NGOs / Non-profits

Regional authorities

SMEs (a company with less than 250 employees)

Trade Unions

  • Specific types of tourism

    • Adventure tourism

    • Coastal, maritime and inland water tourism

    • Cultural tourism

    • Ecotourism

    • Education tourism

    • Festival tourism

    • Gastronomy tourism

    • Health and medical tourism

    • MICE tourism

    • Mountain tourism

    • Religious tourism

    • Rural tourism

    • Sports tourism

    • Urban/city tourism

    • Wellness tourism

  • Transition Pathway Strategic Areas

    • Coordinated information on travelling

    • Digitalisation of tourism SMEs and destinations

    • Innovative tourism services

    • R&I on digital tools for tourism

    • Tools for data on tourism

  • Business activities

    • Activities of amusement parks and theme parks

    • Activities of associations and other organisations supporting tourism

    • Air passenger transport

    • Camping grounds, recreational vehicle parks and trailer parks

    • Events catering and other food services

    • Festivals, cultural and entertainment activities

    • Gardens and nature reserves activities

    • Holiday Housing / Apartments and other short stay accommodation

    • Hotel and similar accommodation

    • Mobile beverage services

    • Mobile food services

    • Museums

    • Operation of historical sites

    • Other

    • Other accommodation

    • Other amusement and recreation activities

    • Other food and beverage services

    • Other holiday reservation services

    • Other tourism transportation activities

    • Rail Passenger transport

    • Recreational and sport activities

    • Restaurants, cafes and bars (Food and Beverage serving activities)

    • Road passenger transport

    • Tour operator activities

    • Travel agency activities

    • Water (sea, coastal and inland) passenger transport

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As the tourism industry embraces digital transformation, a key trend is emerging: the integration of tourism data with information from other sectors, particularly those related to cultural heritage. This interconnected approach allows for a richer, more engaging tourist experience by leveraging data from cultural sites, such as museums and historical landmarks, to promote nearby attractions and contribute to sustainable tourism practices.

Innovative examples of this integration are already underway in the 5DCulture Project, which explores how cultural data can be repurposed to enhance tourism. Supported by the Data Space for Cultural Heritage, 5DCulture has pioneered the development of digitally enhanced tourist postcards that incorporate low-cost 3D holographic projections. This inventive approach allows tourists to take home a modern, immersive representation of cultural landmarks, bringing a piece of their travel experience to life in a new dimension. By merging art, history, and technology, these postcards offer travellers a memorable keepsake while promoting deeper engagement with cultural heritage sites.

The connection between tourism and cultural heritage data is set to strengthen further through upcoming initiatives. The 3D-4CH Project (3D Competence Centre for Cultural Heritage) will serve as an online hub dedicated to 3D cultural data, enabling institutions and businesses to access and utilise 3D representations of historical sites and artifacts. This competence center aims to streamline the use of cultural data, facilitating its application in tourism-related projects and other sectors. As part of this effort, XRCulture, another forward-looking project, envisions robust cross-sector collaborations, especially between tourism and cultural heritage. By focusing on augmented and virtual reality applications, XRCulture seeks to bring historical and cultural data into the digital realm, creating immersive experiences that captivate visitors and deepen their appreciation for Europe’s cultural legacy.

These EU-backed projects demonstrate the potential of cross-sector data exchange, highlighting the vital role of such collaborations within the European Tourism Data Space. By connecting tourism with cultural heritage through digital means, these projects not only enrich the visitor experience but also contribute to the longevity and sustainability of cultural sites. As tourists engage with 3D holograms, augmented reality exhibits, and data-driven promotional materials, they gain a more holistic view of their destinations, fostering a sense of connection and responsibility towards preserving Europe’s rich cultural heritage.

The future of European tourism lies in these transformative digital collaborations, bridging sectors and enhancing the accessibility and appeal of Europe’s cultural treasures. 

To explore these innovative projects further, visit the official sites for 5DCulture and 3D-4CH to see how they are leading the way in connecting tourism and cultural heritage in the digital age.

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