Overview of Hera Project HERA s specific objective is to develop a joint crossborder platform within the Adriatic area for management

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1 Summary: Overview of the Hera Project... pag. 1 4th Partnership meeting in Rimini... pag. 2 Award Iconic Awards for TIC in Postojna...pag. 3 Opening of Archaeological Park in Ravenna...pag. 4 Operational meeting in Ravenna... pag. 5 HERA Partnership... pag. 6 Overview of Hera Project HERA s specific objective is to develop a joint crossborder platform within the Adriatic area for management and promotion of sustainable tourism based on common cultural heritage addressing one of the major problems of all partner Countries which concerns the lack of an integrated management & promotion strategy of cultural heritage and insufficient involvement of community actors in cultural heritage promotion & valorisation activities. Hera project activities are specifically addressed at developing an integrated Joint Action Plan (JAP) for management & standardization of Adriatic cultural heritage sites through direct & constant involvement of local/ regional actors in order to achieve 3 specific objectives: - To reduce the seasonality in tourism demand through the valorisation of tourism products connected to the cultural and natural heritage of the Adriatic coasts and hinterland - To strengthen environmentally friendly tourism through the promotion of cultural and environmental tourist products - To promote cross-border institutional networks involving key stakeholders (policymakers), supporting the establishment of public private partnerships and developing a joint action to strengthen sustainable tourist routes. The project, will define methodology/procedures for obtaining Adriatic cultural tourism destination trademark (HERA trademark) which will define & guarantee highquality tourism offer standards in line with environmentally friendly principles, and at the same time, cultural heritage sites appeal not being dependent upon weather conditions, helping to reduce the seasonality in tourism demand. Partnership Actions implemented by a single Country cannot boost and regulate tourism flows: only an efficient cross-border cooperation mechanisms can respond to the challenges of global cultural tourism competition. Cross-border cooperation is then a crucial element for the achievement of HERA s objectives and for launching Adriatic area as a unique cultural tourism destination on the international market. HERA partnership establishes five basic cross-border cooperation participation processes: 1) Systematic benchmark of national policies & projects implemented by involving each Country stakeholders/ experts for the capitalisation of results and experiences; 2) Establishment of copyrighted crossborder HERA Trademark; 3) Testing HERA TM methodology procedure s feasibility by implementation of Pilot projects (Cultural Tourism Routes & Visitor Centres) in each partners region; 4) Networking & joint promotion of developed HERA cultural tourism routes; 5) Establishment of Hera Adriatic Heritages Association. Hera partnership is composed by 19 partners from 8 Countries: Albania, Bosnia&Herzegovina, Croatia, Greece, Italy, Montenegro, Serbia and Slovenia.

2 Hera 4th Partnership & Steering committee meeting in Rimini 24th-26th March 2015 Rimini Province has organized the 4th Project Team and Steering Committee, the 1st Trademark Board Meeting and the study visit Discovering Roman Rimini in Rimini from 24th to 26th March 2015 in Province Council Hall, Corso d Augusto 231, Rimini, ITALY. The first day of meeting has been a relevant moment in order to assess the current state of implementation of overall Hera project activities, the definition and release of two important documents (the Thematic Action Guidelines and the Joint Action Plan) and to set up the HERA Trademark Board by developing the Standard Specifications and rules for HERA products and cultural routes recognition. The second day of meeting has been dedicated to deepen the knowledge of Cultural Routes of the Council of Europe (with the intervention of Experts belonging to the European Council in Strasbourg) and to assess the best internatioanl practices in the sphere of Cultural Routes to be valorized as a tool for territorial development and of Cultural Networks most efficient strategies for the promotion and communication. In the last day of meeting Province of Rimini organized, for the international partnership, a study guided visit aiming at Discovering Roman Rimini that will move through the roman vestiges and heritage which enrich Rimini City (Arch of Augustus - Roman Amphitheatre Tiberius Bridge - The Surgeon s Domus) and will be the base of the tourism product which Rimini will present in occasion of the participation to the internatioanl Tourism Fairs in London, Madrid and Milan, in the next months.

3 Prestigious award Iconic Awards 2015 for Tourist Information Centre in Postojna The German Design Council has published the results of the competition Iconic Awards In the category of Architecture it is among the recipients also Tourist Information Centre in Postojna, designed by Studio Stratum and interior design company Arco Ltd. TIC Postojna, which was built with the financial assistance of the IPA Adriatic Cross Border Cooperation Programme, in scope of project HERA has thus won another prize this year. The German Design Council has championed holistic environmental design. Launched at the initiative of the Deutscher Bundestag and funded by German industry, it is their task to promote, by means of good design, the quality of our environment. Competition Iconic Awards focuses on outstanding, exemplary architecture and its integration in the urban, cultural and economic context. The subtitle the whole world of architecture is the name of the game. For iconic architecture is only conceivable in a system in which nothing is left to chance. Here, a love of details, materials and furnishing elements is equally important as the building itself. But they think further: Architecture communicates the position and ideas of developers and architects. This is why architecture communication is also a component of the competition. Last but not least, with this competition they seek to acknowledge those people who with their work make the world more beautiful and help increase people s quality of life. The Iconic Awards is the first neutral international architecture and design competition that focuses on how the disciplines interact. The whole world of architecture. It acknowledges visionary architecture, innovative products and sustainable communication from all fields of architecture, the construction and property sectors and the manufacturing industry in five main categories. As such the competition shines the spotlight on the elementary significance of the interaction of individual disciplines. It centers on the integrated and consistence presentation of products in architecture. An independent, knowledgeable and eminent jury was made up of representatives of the fields of architecture, interior design, design and brand communications which only emphasizes the importance of award in the professional world of design. Thus, we again received confirmation that the functionality and sophisticated design can be a winning combination.

4 Opening ceremony of the Archaeological Park - Classe (Ravenna) On the 28th of July, in Classe (Ravenna) there has been inaugurated and opened to the public with the presence of the Italian Minister of the Culture and Tourism, Dario Franceschini, the first station of the Archaeological Park. The relevant museum project foresees the restitution of the ancient spirit and context in the new dress of modern usability which aims at fostering the accessibility, the interactivity and the powerful and evocative multimedia experiences in the same site in which the ancient commercial port once rose. Together with the musealisation and opening of the Ancient Harbour and Archaelogical Park developed around the Chatedral of Sant Apollinare in Classe, ravenna will be enriched, next year with the City and Territory Museum and with the San Severo Church archeologia excavation. The opening of the Park has been a very relevant event for the City of Ravenna, but also extremely important at national level in terms of cultural italian sites. Inside the Visitor Centre of the Archaeological Park of Classe, realized with the financial assistance of HERA Project, the image projections on walls and floors have been conceived as a unique system of visual involvement with the purpose to propose an historical, archaeological and geographical complex framework. The use of advanced multimedia devices and tools creates powerful suggestions and immersive sensations which allow to bathe in a natural and anthropic recreated landscape.

5 Partnership operational meeting in Ravenna - 28 July In the occasion of the opening ceremony of the Archaeological Park in Classe, Ravenna Province Partner organised a operational meeting with the HERA partnership in order to assess the state of the art regarding the future participation of HERA project to the International Fairs that will take place in London (november 2015), Madrid (January 2016) and Milan (February 2016 and to study the experience and assess the work carried out by Ravenna Partner in the building of the visitor centre in its territory. After the welcome greetings, addressed to the participants by Province of Ravenna Council Member Paolo Valenti and Member of Congress Elsa Signorino, representative of Ravenna Antica Foundation, the meeting begun with the contribution of Integra Solutions srl presentation. Mrs Letizia Miserocchi spoke about the Romagna Visit Card experience. Afterward, the Architect Daniela Baldeschi explained in more detailed way the project that was developed in order to realise the Archaeological Park of Classe in terms of spaces, structures and multimedia audiovisual solution addressed to the most involving experience of visitors. After that, Abc srl, the Province of Ravenna s subcontractor for the communication of the project and the pilot project, presented the Hera Visitor Centre slide show. Mrs Francesca Sancisi, Province of Rimini Tourism Department Manager, told about the state of implementation of the Rimini Cultural Route showing the product which has already been developed as a cultural route document catalogue. The final speech was held by Emiliano Galluccio of Cope Teramo regarding the procedures already started in order to participate to the WTM London Fair and summarizing those factors to be considered in the participation preparation, such as follows: 1) Critical analysis of the internal situation - To assess and set the business aim and strategic capabilities towards the target market. 2) Market analysis It s not just participating and looking for new contacts and clients but to verify the success potential level of the products presented. 3) Strategy development: - To individuate and focus on the main peculiarities which differentiate the own products from competitors ones - To evaluate and set the product and price segment - To individuate target clients and commercial communication tools.

6 HERA Partnership Zadar County Province of Rimini Development Agency of the Una-Sana Canton Bihać Municipality of Postojna Split Dalmatia County University of Foggia City of Mostar Municipality of Piran Šibenik-Knin County Province of Ravenna Dubrovnik Neretva County Europe Point Teramo Consortium Abruzzo Region Region of Istria County of Primorje and Gorski Kotar Albanian Development Fund Region of Epirus Regional Unit of Thesprotia Ministry of Culture of Montenegro