The city of Lugano became a meeting point for cultural-tourism experts, regional authorities, researchers, and young innovators during the SECreTOUR Beyond Borders event. Over four days, the gathering showcased how cross-border cooperation, digital innovation, and community engagement can unlock new opportunities for sustainable cultural tourism across Europe.
The event formed a key milestone within the SECreTOUR project, which focuses on strengthening cultural tourism in less-recognized or emerging destinations. With participants representing various EU initiatives, the meeting delivered a dynamic blend of strategic planning, hands-on workshops, field visits, and creative challenges.
Strategic Collaboration: Setting the Direction for a Shared Vision
The opening day brought together representatives from multiple projects in the SECreTOUR network. Discussions centered on long-term sustainability, upcoming joint events, and deeper alignment between cross-border initiatives.
The evening concluded with an engaging session titled “Food, Tourism and Hospitality: How Do They Fit Together?”, reflecting on how gastronomic culture can contribute to regional identity and tourism innovation.
Cross-Border Tourism Workshop: A Dialogue Between Regions
On 23 October, the Swiss Diamond Boutique Hotel “La Romantica” hosted the main public workshop focused on Cross-Border Collaboration and Macro-Regions for Cultural Tourism.
Local authorities, policy-makers, cultural institutions, and international experts explored the specific challenges faced by rural and peripheral regions — accessibility, governance, sustainability — and discussed how collaborative frameworks can overcome these barriers.
The picturesque setting at the foot of Monte San Giorgio, a UNESCO World Heritage site, underscored the importance of protecting landscapes while opening them to responsible tourism.
Field Trip: Experiencing Cross-Border Heritage First-Hand
One of the event’s highlights was a full-day field visit along the “Miraculous Catch” itinerary — a symbolic cross-border route connecting locations in Switzerland and Italy.
Participants followed a scenic journey from Riva San Vitale and Meride, across the lake to Porto Ceresio, and onward to Morcote, often described as one of Switzerland’s most beautiful villages.
The tour illustrated how shared natural and cultural heritage can form the backbone of sustainable, community-driven tourism. An open discussion with local stakeholders in Morcote emphasised the value of collaboration between municipalities, tourism boards, and residents.
Beyond Borders Hackathon: Young Talent Reinventing Cultural Tourism
The final day was dedicated to innovation and youth creativity. In collaboration with Europeana, Photoconsortium, and cultural-digital experts from across Europe, SECreTOUR hosted the Beyond Borders Hackathon.
Students and young creators were challenged to design digital applications and storytelling concepts using open cultural archives. Their prototypes explored how digital heritage, participatory experiences, and new media can enhance tourism in emerging or lesser-known destinations.
Despite the short time frame, the teams produced compelling ideas — a clear signal that the next generation is ready to shape the future of cultural tourism with fresh, sustainable, and digitally-minded approaches.
A Successful Event with Long-Term Impact
By connecting local communities with international experts, by blending digital tools with storytelling, and by showcasing real cross-border experiences in situ, the event reinforced the project’s core message: meaningful tourism growth happens when regions work together.
