Keeping the Cultural Routes alive is not only about revalorising ancient legacies and having contemporary handicraft activities manufacturing artefacts and souvenirs to commemorate the origin of the Routes. They can equally gain from modern forms of art and creativity.
Thus, small and medium sized enterprises (SME) are invited to explore new product development strategies to foster the offer along Cultural Routes. For instance, based on the presence of craft industries, local food production and gastronomy, artists, and cultural and historical activities fosters product and service innovations and create greater added value and sustainable cultural tourism.
It is important to expose traditional tourism actors to cultural and creative sectors to contribute to innovation capacity in cultural tourism and to provide a fertile soil for new innovative tourism ideas through intersections of culture, tourism, creative professions and the use of information technologies.