What we do

MED4REGEN is a European project that seeks to turn museums and cultural institutions into drivers of transformation toward more sustainable and regenerative tourism in the Mediterranean.

Five Major Challenges for MED4REGEN

The initiative follows a hyper-local approach, engaging cultural stakeholders, tourism businesses, residents, and visitors around five key challenges — overtourism, dominant narratives, natural heritage, urban centers, and peripheral areas.

The work began in 2025. Eight organizations—regions, museums, universities, and an agency specializing in tourism innovation—have joined forces to identify the levers of transformation that will make tourism more sustainable.

Eight Partners and Eight Associated Partners

The MED4REGEN partnership is led by the Region of Venice and includes another Italian partner, IUAV – University of Venice. Around the Mediterranean, the other partners are MAO – the Museum of Architecture and Design in Slovenia; the Promálaga region in Spain; the Faculty of Architecture of Sarajevo (UNSA) in Bosnia and Herzegovina; the Central Dalmatia region in Croatia; the Region of Epirus in Greece; and the Open Tourism Lab in France.

Each partner will work with a co-partner, often a major tourist site. Discover the presentation of all the partners and co-partner.

Through transnational working groups, focus groups, pilot actions, and a toolbox, the MED4REGEN project aims to build concrete solutions that inspire people to change their behaviors in favor of the climate, biodiversity, and local communities.