Towards a New Tourist and Cultural Horizon
“Experiential Tourism and Interpretation of Cultural Heritage for Innovative Tourism” Campaign 


The campaign "Towards a new tourist and cultural horizon" aims to spread knowledge and skills in the tourism and cultural sectors. Its primary aim is to promote the principles of Experiential Tourism and renew Cultural Tourism, adopting a holistic approach characteristic of Heritage Interpretation. The planned initiatives include free training, online resources and specialist publications, all made available to anyone who wants to contribute to innovative, aware and engaging tourism.

1) “Experiential Tourism and Interpretation of Cultural Heritage for Innovative Tourism” Campaign

    • 1.1) The Web of Knowledge: In-depth web areas with articles, fact sheets and guidelines available for free.
        • Special “Tourism and Experiential Marketing” 
        • Special “Museums, Ecomuseums and Interpretation Centres” 
    • 1.2) Dissemination of Skills:

                Possibility to take advantage of the following basic courses for free:

        • SPE200: Foundations and Practices of Experiential Tourism (16 hours online)
        • SPE201: Fundamentals and Practices of Heritage Interpretation (16 hours online)
        • SPE202: Fundamentals of Destination Management (16 hours online)
        • SPE203: Fundamentals of Guest Experience (16 hours)

The first two courses aim to promote experiential literacy and a holistic approach to the valorization of the territory, introducing the fundamental principles of experiences and interpretation of cultural heritage, with practical examples that illustrate their application.” The third course aims to promote the concept of Destination Management, introducing the basic knowledge to measure and evaluate the Quality and Competitiveness of Tourist Destinations. The fourth course aims to provide basic knowledge of the Guest Experience in its various forms of hospitality, delve into the concept of experiential quality applied to Guest Experiences, and identify the professional figures involved.

               Scholarships for free use of the following professional training courses:

        • TAS60: Consultant for Experiential Tourism (aimed at professionals)
        • TAS83: Experience Manager (aimed at companies)

Below, for each of the reported courses it is possible to view the sheet indicating the objectives, contents and methods of access to the individual courses. 

    • 1.3) The Books of Experiences: Series of publications dedicated to exploring various aspects of Experiential Tourism and the Interpretation of Cultural Heritage. These volumes offer a complete and detailed overview, ideal for professionals, scholars and enthusiasts in the sector. 
        • 1.3.1) Experiential Paths and Interpretation of Cultural Heritage Vol. 1: Origins and Theoretical Principles This volume explores the roots and theoretical foundations of experiential tourism and cultural heritage interpretation, providing a solid foundation for further studies and practical applications.
        • 1.3.2 Tourism and Experiential Marketing: Principles, Case Studies, Experiential Quality Seal, Skills and Professional Profiles An in-depth analysis of the principles of tourism and experiential marketing, enriched by concrete case studies. The volume also examines the Experiential Quality Mark and outlines skills and professional profiles in the sector.
        • 1.3.3 From Ecomuseums to Heritage Interpretation Experience Centers (CEIP) An overview of the progress from the ecomuseum concept to modern Heritage Interpretation Experience Centres, exploring the evolution and innovation in the field.
        • 1.3.4 The Skills Cycle for the Construction of Professional Profiles and Training Standards This volume focuses on developing the skills necessary to build effective professional profiles and training standards in compliance with international standards such as EQF and ECVET.
        • 1.3.5 Destination Management: Quality and Competitiveness of Tourist Destinations. This book delves into the principles of Destination Management, examining various theoretical models, including the Integrated Model of the Competitiveness of the Tourist Offer (MICOT). Furthermore, the text presents the “TAEQI in Tourist Destinations” scheme, which defines key factors and indicators to evaluate the competitiveness of tourist destinations. A model for the design of a Tourist Development Plan (PST) structured in ten phases, consistent with the principles of the MICOT, is also presented. The volume concludes by addressing the importance of recognizing and developing the professional skills necessary for the role of Destination Manager.
        • 1.3.6 Guest Experience: Quality, Operational Examples and Case Studies. The book delves into the concepts expressed in the volume “Tourism and Experiential Marketing. 2023 Edition", adapting them to the specific hospitality sector and the different types of Guest Experiences: Sensorial, Location, Seaside Village, Farmhouse, Glamping, Narrative and Integrative Guest Experience. The volume also addresses the concept of Quality Management applied to the Guest Experience and describes the emerging professions in the Guest Experience sector and the methods of recognition of these professional figures

The Experiences books, available on the market, can be downloaded for free from the ACADEMIA.EDU website to facilitate access to scholars and enthusiasts. Detailed download instructions can be found in the information sheets below. 

For information on the necessary requirements for free attendance of the training courses, send an email to:


Towards a New Tourist and Cultural Horizon



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