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; Promálaga, municipal agency of Malaga in Spain; the University of Sarajevo (UNSA) in Bosnia and Herzegovina; the Tourist board of Split-Dalmatia County 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.

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.

The partners

Veneto region – Italy

The Culture Department of the Veneto Region implements regional policies in cultural heritage, cultural activities, creative industries and sport, while managing the ERDF programme dedicated to the cultural sector. With around 60 staff members, including a unit focused on European and international projects, it plays a key role in linking public policy and cultural development.

The department has solid experience in European cooperation, currently involved in Interreg Europe and Italy–Croatia programmes. Its work spans heritage, audiovisual and museum sectors, providing a broad understanding of cultural ecosystems and their evolution.

Within Med4Regen, the Veneto Region collaborates closely with its associated partner, the International Association Via Querinissima, a founding member of the initiative. This collaboration connects regional action with a transnational network, contributing to the development of regenerative tourism approaches based on cultural heritage.

Università Iuav di Venezia – Italy

Founded in 1926, Università Iuav di Venezia is a public university specialising in architecture, design and spatial practices. Based in Venice, it operates within a unique cultural environment, collaborating with institutions such as civic museums and the Venice Biennale, and linking academic research with real-world contexts.

The university combines humanities and design through studio-based teaching led by architects, artists and designers. With around 4,600 students and 550 faculty members, it develops expertise in areas such as sustainable design, cultural innovation and regenerative urban planning. Its research explores how territories can evolve through creative approaches, with Venice serving as a living laboratory.

Within Med4Regen, Iuav contributes through its Design for Territories unit, working in collaboration with project partners to develop tools and methods for place-based regeneration. Its work supports stakeholder engagement and helps address challenges such as overtourism, connecting design practices with territorial transformation.

Promalaga – SPAIN

Promálaga is a municipal company of the City of Málaga dedicated to supporting the city’s sustainable economic development. Through a network of incubators located across different districts, including spaces for creative and cultural industries, it works directly with entrepreneurs, startups and local businesses. Its activities combine facilities, mentoring and training, with a strong focus on initiatives rooted in the local context.

This close connection with the territory also shapes its role in European cooperation projects, where Promálaga contributes to initiatives related to urban innovation, digital transition and economic regeneration, bringing strong capacity to engage and mobilise local stakeholders.

Within Med4Regen, Promálaga contributes by connecting cultural actors, entrepreneurs and public institutions, supporting the integration of cultural initiatives into broader local development dynamics. Building on its work with creative and cultural entrepreneurs, it helps translate cultural assets and programming into opportunities for local businesses and new initiatives, reinforcing the link between culture, economic activity and community-based development.

 

The Region of Epirus – GREECE

The Region of Epirus is one of Greece’s 13 regional authorities, responsible for implementing development policies and supporting sustainable growth at the local level. Located between the Pindus Mountains and the Ionian Sea, it manages strategic planning, environmental protection and economic development, working closely with local stakeholders across sectors such as tourism, agriculture and innovation.

This strong connection to its territory shapes its experience in European cooperation, with active involvement in INTERREG and cross-border projects.

Within Med4Regen, the Region of Epirus engages local actors through Living Lab activities, using its diverse natural landscapes as a basis for experimentation. By linking environmental stewardship, tourism and community involvement, it contributes to exploring how nature-based tourism can evolve towards more regenerative models, balancing attractiveness with long-term sustainability.

The university of Sarajevo – Bosnia and Herzegovina

The University of Sarajevo, established in 1949, is the oldest and largest public university in Bosnia and Herzegovina and is a central academic institution, bringing together 22 faculties, 3 academies, and 5 research institutes across a broad range of scientific and artistic fields. It presents itself not only as a teaching institution but also as a major centre of research, public responsibility, and international cooperation, with a strong commitment to connecting local knowledge with wider European and global academic currents.

Faculty of Architecture – University of Sarajevo, holds a particularly important role as one of the University’s full members and as a long-standing centre for architectural thought, design culture, and spatial research. Founded in the same year as the University, the Faculty has shaped generations of architects and has built its identity around the relationship between architecture, urbanism, heritage, environment, and the social life of space. Its work extends beyond teaching into research, publishing, and professional engagement through the Institute of Architecture, Urbanism and Spatial Planning.

The Faculty also maintains an active international orientation, welcoming cooperation with higher education institutions and partners through projects, bilateral exchange, and broader academic networks. In this sense, its participation in MED4REGEN is a natural extension of its institutional profile: within the project, the University of Sarajevo is represented through the Faculty of Architecture, which contributes knowledge in architecture, urban regeneration, spatial planning, heritage, and sustainable territorial thinking to the development of regenerative tourism and culture in the Mediterranean context.

Open tourisme LAB – FRANCE

Open Tourisme Lab (OTL) is a tourism innovation agency with 3 pillars:
1. Innovation strategy consultancy-Advising tourism organisations on the development of their innovation strategy and on the challenges of transforming their model in line with sustainable and digital change

2. Open Innovation-Supporting SME as part of ideation phases, incubation and acceleration programmes, using design and collaborative methods

3. Innovation content (Events & media)-Revealing talents and pioneers who are exploring and designing new innovation approach for climate change.

OTL has launched a new program called Tourism Tech For Good (supported by Feder grant), a do-tank action of tourism game changers. Thanks to open innovation approach , OTL supports tourism organisation to meet their challenges and design new impact solutions. In April 2024, OTL organised an innovathon on 3 themes: water resource management, waste management and low-carbon mobility. Heritage sites such as the Pont du Gard put forward their challenges.

DALMATIA – CROATIA

The Tourist Board of Split-Dalmatia County is responsible for managing and promoting tourism at the regional level in Croatia. Acting as a destination management organisation, it works closely with local authorities, tourism professionals and businesses to support the development of a coherent and sustainable tourism offer across the county.

Its activities cover strategic planning, tourism product development, communication and destination management, with a strong connection to local governance processes. Through this role, the Board contributes to shaping tourism policies while staying closely linked to on-the-ground dynamics.

Within Med4Regen, it engages with local stakeholders through Living Lab activities, exploring how tourism development can better integrate environmental, cultural and community dimensions. Its experience helps connect regional strategies with practical experimentation, supporting the transition towards more regenerative tourism approaches.

 

The Architectural Museum Ljubljana (MAO) – SLOVENIA

Founded in 1972, the Museum of Architecture and Design (MAO) in Ljubljana is one of Europe’s oldest institutions dedicated to architecture and design. Today, it has evolved into a dynamic cultural platform, combining heritage preservation with contemporary creation. MAO manages Slovenia’s most comprehensive collection in this field, while developing exhibitions, publications and programmes that make architecture and design accessible to a wide audience.

Through its work, MAO connects professionals, students and the general public, fostering a better understanding of how heritage and creativity shape everyday life and future development. As a national and international hub, it promotes knowledge exchange and supports emerging talents through innovative formats.

Within Med4Regen, MAO contributes its expertise in heritage interpretation and cultural programming, helping explore how architecture and design can support regenerative approaches and strengthen the link between cultural heritage and local communities.

 

The associated partners

Via Querinissima – ITALY

The Via Querinissima International Cultural Association, founded in 2022, promotes a cultural itinerary inspired by Pietro Querini’s journey, connecting Northern and Southern Europe through shared history, landscapes and traditions. Its mission is to foster intercultural dialogue and support sustainable tourism rooted in European heritage.

The Association brings together around 30 members from several countries, including cultural institutions, universities, municipalities and tourism organisations. It works on enhancing both tangible and intangible heritage, placing local communities at the centre of its approach and encouraging collaboration across territories.

Within Med4Regen, Via Querinissima acts as an associated partner of the Veneto Region. This collaboration strengthens the link between regional public policies and a transnational cultural network. The Association contributes its expertise in cultural routes and community-based tourism to support the development of regenerative tourism approaches across partner territories.

M9 museum – ITALY

M9 museum is located in Mestre, on the mainland of Venice, and offers a different perspective on the city. Dedicated to the 20th century, it tells the story of everyday life alongside major social, economic and cultural transformations, making complex changes accessible through immersive and engaging formats.

Because it is rooted in a living urban context, beyond the historic centre, M9 connects with diverse communities and local audiences. This makes it a valuable testing ground for new approaches to culture and territory.

Within Med4Regen, the museum works as an associated partner with Università Iuav di Venezia, supporting the experimentation of tools and pilot actions. Through this collaboration, M9 contributes to exploring how cultural institutions can actively engage communities and support regenerative tourism at the local level.

 

Agencia Pública para la Gestión de la Casa Natal de Pablo Ruiz Picasso y otros Equipamientos Museísticos y Culturales - SPAIN

The Public Agency for the Management of the Birthplace of Pablo Ruiz Picasso and Other Museum and Cultural Facilities is a municipal body of the City of Málaga responsible for managing key cultural institutions, including Picasso’s Birthplace Museum, the Centre Pompidou Málaga and the Russian Museum Collection. Through these venues, it works daily to preserve and promote the city’s artistic and historical heritage while making culture accessible to both residents and visitors.

Beyond museum management, the Agency develops exhibitions, educational programmes and public events that actively engage local communities. Its work contributes to shaping Málaga’s cultural identity and strengthening its position as an international cultural destination.

Within Med4Regen, the Agency participates as an associated partner, bringing its experience in cultural programming, audience engagement and heritage management to explore how cultural institutions can contribute to more sustainable and locally grounded tourism models, reinforcing the link between culture, community and urban development.

The Theodoros Papagiannis Museum of Contemporary Art - GREECE

The Theodoros Papagiannis Museum of Contemporary Art is located in a restored stone school in Elliniko, in the North Tzoumerka region of Epirus. Combining indoor exhibition spaces with a seven-acre sculpture park, it offers a unique cultural experience rooted in the surrounding landscape. Its collection of over 300 works explores themes such as environmental awareness, recycling and social values, linking artistic creation with everyday life.

The museum is also a place of active creation, hosting annual sculpture symposiums where Greek and international artists produce new works in direct interaction with the public. These events, along with performances and cultural activities, create strong connections with local communities.

Within Med4Regen, the museum contributes as an associated partner by supporting Living Lab activities and experimentation. Its work highlights how art and cultural spaces can engage communities and contribute to regenerative approaches grounded in local identity and environment.

The city museums of Sarajevo - Bosnia and Herzegovina

City Museums of Sarajevo through the Olympic Museum and the Museum of Contemporary Art Ars Aevi, brings together two museums whose collections speak to different but equally important layers of Sarajevo’s identity. The Olympic Museum preserves the legacy of the 1984 Winter Olympic Games through documents, photographs, medals, souvenirs, authentic sports equipment, film material, and emblematic objects such as Jure Franko’s skis, while also presenting artworks connected to sport and Olympism.

Ars Aevi, by contrast, is rooted in contemporary artistic practice and international solidarity: conceived during the siege of Sarajevo, it has developed a major collection of contemporary art through donations and collaborations with leading artists and cultural actors, making it one of the city’s most distinctive cultural platforms.

The “Valter Defends Sarajevo” exhibition is located in the restored building of former railway station. It is dedicated to the famous Partisan fighter Vladimir Perić Valter and the iconic film of the same name. Through exhibits, archival footage, and interactive elements, the display brings to life the spirit of Sarajevo’s anti-fascist resistance during World War II. It also explores the myth and legacy of Valter as a symbol of resistance and unity.

The “Sarajevo Memorial” is a commemorative museum exhibition dedicated to children killed during the siege of Sarajevo between 1992 and 1995. Located in the heart of the city, the exhibition provides a powerful testimony about civilian casualties of war, focusing particularly on the youngest victims.

Together, these institutions connect memory, heritage, art, and public culture, linking Sarajevo’s Olympic past with its contemporary creative horizons. Within MED4REGEN, City Museums Sarajevo is involved as an associated partner institution alongside the University of Sarajevo’s Faculty of Architecture.

Pont du Gard - France

Pont du Gard is the highest Roman aqueduct bridge in the world, protected by UNESCO (in WH List since 1985) and other programmes (Natura 2000). The role of Advisory is crucial: PdG, in coordination with PP8, is involved in identifying local challenges in WP1, but especially in the pilot actions of WP2. Solutions to be tested can in fact innovatively leverage the know-how on sustainability that intrinsically characterises PdG.

It offers spaces for reception and discovery about: Roman civilization and its relationship with water, techniques of construction, agriculture and Mediterranean landscapes. Solutions will be in line with the UNESCO management plan to move towards new sustainable practices: in welcoming visitors (estimated at 1 million per year), through energy sobriety and in transmission of values (End-user).

PdG will play a supporting role throughout the whole project, by engaging local stakeholders through its own relational channels (Observer/supporter).

The Alka Knights Society - Croatia

The Alka Knights Society, founded in 1715, is a civic association dedicated to preserving and promoting the Sinjska Alka, a chivalric tournament recognised as UNESCO intangible cultural heritage since 2010. Deeply rooted in local traditions, it plays an active role in keeping this living heritage connected to the community and its everyday practices.

As a heritage practitioner community, the Society brings hands-on experience in community-based approaches and local engagement.

Within Med4Regen, it contributes by sharing knowledge of local tourism challenges and by working closely with partners to develop tools and methods adapted to hyperlocal contexts. Through its strong connections with local associations, SMEs and residents, it supports the implementation of Living Lab activities. This involvement helps explore how intangible heritage can become a driver for regenerative tourism, strengthening both cultural identity and community resilience.

Ministrstvo za kulturo Republike Slovenije - Slovenia

The Slovene Ministry for Culture is responsible for shaping and implementing national policies related to cultural heritage, cultural development and the creative sectors. It plays a key role in connecting policy frameworks with on-the-ground practices, ensuring that cultural strategies support both preservation and innovation.

With strong expertise in European cooperation and policy development, the Ministry contributes to discussions on how sustainability and innovation can be integrated into heritage management and cultural valorisation.

Within Med4Regen, it acts as an associated partner, working alongside project partners to bring a policy perspective to the Living Lab activities. By engaging cultural institutions and local stakeholders, it helps connect field-based experimentation with public policy. The Ministry also supports the dissemination of project outcomes, ensuring their visibility and potential integration into future cultural strategies at national and European levels.