The Museumcultour project, worth €2.2 million, was co-financed by the European Union from the resources of the IPA Adriatic Cross-Border Programme.

Its aim is the strengthening of cultural tourism through market-oriented programs and initiatives.

Thanks to integration of the Adriatic heritage, a new touristic proposal is been created. The product was promoted through joint strategies of marketing and communication, leading to the strengthening of an Adriatic museum network.

Thanks to the project, the museums involved have improved their attractiveness through new permanent or temporary exhibitions and through the renew of the present collections.

In Notranjska museum Postojna, at the Postojna cave and in Natural history museum in Rijeka permanent exhibitions were developed. In Podgorica and in Ferrara and Ravenna museums temporary and travelling mobile exhibitions were made for the hosting exchange. All new exhibitions, in particular permanent displays, are using the latest techniques and approaches enabling attractive and interactive methods of museum presentations to target groups. The Sea Museum of San Benedetto del Tronto (Ascoli Piceno) redecorated some of its most interesting exhibition parts and a minor redecoration of etnographic exhibition in the museum of Berat was made.

Among the activities carried out in the project, there is an international photographic contest called Adriatic Photo Contest promoted by the partner DELTA 2000. This contest was a way to promote the cultural and natural heritage of the participating areas. It atracted many photographers of the Adriatic regions, whose photos were grouped in 5 categories: flora, fauna, culture, landscape and underwater. The winning pictures were artistically processed in five different story telling videos and gave birth to the multimedia exhibition Adriatic Photo

Exhibition, available in each museum participating of the network. The brochure Visit Adriatic Museums: from Italy to the Balkans presents all the museums involved in the Museumcultour project: the network of the museums includes 12 of the most representative museums in the Adriatic area.

Partners: The Province of Ascoli Piceno (Italy), Delta 2000 (Italy), the Knowledge Centre Postojna, the Organizational Unit of the Notranjska Museum (Slovenia), Postojnska jama d.d. (Slovenia), the Natural History Museum Rijeka (Croatia), the Natural History Museum Montenegro (Montenegro), and the National Centre of the Berat Museums (Albania).

Associate partners: Ministry of Culture of the Republic of Slovenia, and the Tourist Board of the Kostrena Municipality from Croatia.

RDA Green Karst managed the project's activities of both Slovenian partners.