GO TOURISM
The GO TOURISM project addresses the challenge of effectively utilizing the natural and cultural resources of the cross-border region and the opportunities offered by the European Capital of Culture Nova Gorica – Gorica 2025 for the development of sustainable tourism products. The project’s goal is to strengthen the role of culture and sustainable tourism, improve the skills of the stakeholders involved and increase the visibility of Nova Gorica and Gorica as a unified cross-border destination. The project includes two cross-border tourism grants, two cross-border study visits, two cross-border conferences for tourism experts, and two cross-border training sessions for tourism operators aimed at fostering networking among service providers, developing joint products, and increasing recognition of the region and the events of the European Capital of Culture GO! 2025.
The overall goal of the project was to strengthen the role of culture and tourism by improving the skills of stakeholders for the development of sustainable cross-border tourism products and increasing the visibility of the cross-border Nova Gorica–Gorizia area as a single cultural and tourism destination, linked to the European Capital of Culture Nova Gorica–Gorizia 2025. The expected change was greater awareness among stakeholders of the importance of culture for the development of sustainable tourism, economic growth, social inclusion and the promotion of social innovation.
During 2024 and 2025, several activities were carried out, including:
- Cross-border study visits: in March 2024 and March 2025, two study visits were organised for tour operators, travel agencies and travel organisers from Italy, Slovenia and other European countries, involving 34 participants. The visits provided an opportunity to directly discover the main natural and cultural attractions, the food, gastronomy and wine offer, outdoor activities and events in the cross-border area, with particular attention to opportunities linked to the European Capital of Culture Nova Gorica – Gorizia 2025. The visits concluded with participation in cross-border tourism fairs, facilitating direct contact between buyers and local operators;
- Cross-border tourism fairs: in March 2024 and March 2025, two professional tourism fairs were held, involving a total of 85 tourism service providers and event organisers, as well as more than 60 operators in the second edition. The B2B meetings brought together tour operators and local operators, including destinations, attractions, accommodation facilities, campsites, agencies, restaurants and outdoor service providers, fostering mutual knowledge of the offer and the creation of new opportunities for cross-border cooperation;
- Cross-border conferences: in March 2024 and March 2025, two conferences were organised for tourism experts and operators, with a total participation of 122 operators. The meetings addressed topics such as improving the quality of the tourism offer, cultural and food-and-wine tourism, extending the tourism season, developing higher-value-added products and creating cross-border tourism experiences, fostering the exchange of knowledge and good practices among operators from the two areas;
Cross-border workshops for tourism operators: in November 2024 and autumn 2025, two workshops were held, with 87 participants. The meetings explored new cross-border tourism products and projects, opportunities linked to the European Capital of Culture and its continuation, ways of enhancing cross-border routes and experiences, as well as emerging topics such as climate change, adaptation of the tourism sector and extending visitors’ stays. The activities encouraged dialogue among stakeholders and the sharing of experiences and good practices.
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