Development and Promotion of Mediterranean Sustainable Adventure Tourism

Tourism in the Mediterranean is a key driver for socio-economic progress
and a major income source for many of its countries. Some of the sectorial
challenges lie within the predominance of mass seaside tourism and
the seasonality of the industry.

MEDUSA project tackles these challenges via targeted cross-border interventions to develop and promote Adventure Tourism (AT) as a sustainable niche in the tourism market that provides the opportunity to reveal less known destinations and attract tourists throughout the whole year.
MEDUSA project is co-financed by the European Union under the European
Neighbourhood Instrument cross-border cooperation programme “Mediterranean Sea Basin” 2014-2020 (ENI CBC MED).

The planned project activities include:

  • The overall objective of the project is to develop a competitive form of
    AT in the Mediterranean based on environmental, social and economic
    sustainability values.
    Concretely, MEDUSA aims to:
    • Identify and valorise territorial assets for developing AT products, especially
    off-season, based on a thorough understanding of market demand
    drivers, supply and competitiveness variables.
    • Promote a multi-stakeholder engagement towards capacity building
    and exchange of experiences and adopt strategic alliances that will
    formalise roles and responsibilities for AT destination stewardships.
    • Implement pilot actions rolling out improved and new AT products as
    well as develop and promote tourism packages through a cross-border
    marketing alliance to international source markets.

Key outcomes
The ambition of the project is to increase the visibility and attractiveness of
less known destinations resulting in increased international tourist arrivals
in the targeted regions.

Furthermore, an equalisation of tourist streams in terms of seasonality and
geographical areas results in a more balanced distribution of income and
strain on the territory and population. A sustainability-oriented approach to
tourism management safeguards biodiversity, wildlife, natural and cultural
resources as well as rural communities.

Date September 1, 2019-August 31, 2022
Project Development and Promotion of Mediterranean Sustainable Adventure Tourism
Budget Global: € 3,317,314
For RMF: € 618,478
Location ITALY-JORDAN-LEBANON-SPAIN-TUNISIA
Donors EU
Partners ENI-CBC MED

Cambra Oficial de Commerç, Industie, Serveis i Nevegacióde Barcelona (Spain)-

Associaó de Cambre de Commerçde la Mediterrània (Spain)

Jordan Inbound Tour Operators Association (Jordan)

Rene Moawad Foundation (Lebanon)

Regione Puglia-Dipartamento Turismo, Economia della Cultura Vallorizazione (Italy)

The Royal Society for the conversation of Nature (Jordan)

WWF Mediterranean North Africa (Tunis)

Sectors Economic Development
Beneficiaries Local Communities, Public Authorities, Tourism Professionals, MSMEs

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