As the earth turns and the seasons shift, we are thrilled to introduce the very first edition of the CULTURALITY newsletter. Published twice a year, our newsletter will flow with the rhythm of nature—spring-summer and autumn-winter—each issue reflecting the deeper meaning these seasons hold in the tapestry of human culture. 

This autumn-winter edition invites you to step into a time of gathering and contemplation. Historically, as the leaves fall and the air grows crisp, rural communities would pause, reflect, and create—preparing for the renewal ahead. These seasons are rich with cultural production, moments when traditions are passed down, and creativity takes root in the warmth of shared spaces. 

Each edition of our newsletter will have a specific theme, exploring different facets of cultural heritage in rural, remote areas, with a focus on creative tourism and sustainability. In this first issue, the spotlight is on the CULTURALITY project itself—introducing its vision, objectives, and the collaborative work of 13 partners across 9 countries.

In this edition we will bring our attention to our four Spanish partners, who are integral to the project’s foundation. In the next issue, we will continue presenting the rest of the partners, as well as sharing the latest updates on our progress.

As we move forward, we hope that CULTURALITY will become your window onto the intersection between culture, nature and sustainability, where each season breathes new life into our shared journey.

Europe stands as one of the world’s foremost cultural tourism destinations, showcasing an extraordinary array of tangible and intangible cultural heritage. With nearly 50% of tourists selecting destinations based on their cultural offerings, there is a growing need to promote this type of tourism in a way that respects the traditions and values of local communities. This is particularly important in rural and remote areas, where cultural heritage is deeply woven into the fabric of daily life through handicrafts, artifacts, and age-old traditions. 

The CULTURALITY project aims to address this challenge by promoting cultural tourism as a tool for revitalizing rural and remote regions. Its primary objective is to unlock the endogenous potential of these areas by studying their rich cultural heritage and developing new business models that support job creation. By leveraging the material and immaterial artisan heritage and local traditions, the project aims to boost economic activity and foster sustainable development.

To achieve this, CULTURALITY unites an international network of 13 organizations from 9 countries, each bringing diverse expertise to address the social, cultural, economic, and environmental challenges facing rural areas. This collaborative approach seeks to raise awareness of the potential of cultural tourism and empower local communities as agents of change. Through a framework of training, peer-to-peer learning, and knowledge exchange, the project will create opportunities for collaboration within local ecosystems, equipping communities to shape their own futures.

Objectives and Key Performance Indicators

The CULTURALITY project has established clear, actionable objectives to ensure that its efforts align with the broader goals of the European Union, including the Long-Term Vision for Rural Areas (LTVRA) and the Transition Pathway for Tourism. These objectives are designed to be SMART (Selective, Measurable, Achievable, Realistic, and Time-bound) and include both General and Specific Objectives (GOs and SOs).

Read more about CULTURALITY goals on our website:

In this first edition of the CULTURALITY newsletter, we are pleased to introduce you to four of our key partners, all based in Spain. These organizations play a pivotal role in the project’s success, each contributing its own expertise to help us achieve our shared goals. From project coordination to stakeholder engagement, applied research, and data analysis, their collaborative efforts form the backbone of CULTURALITY’s mission to promote sustainable cultural tourism in rural and remote areas.

Leading the way is the Universidad de Oviedo, the coordinating entity of CULTURALITY. They are responsible for ensuring the project’s coherence, facilitating communication between all partners, and managing the overall administration of the project. Their multidisciplinary team works tirelessly to guide CULTURALITY toward its objectives. 

Espacio Tormaleo S.L., on the other hand, leads efforts in stakeholder engagement and awareness raising. By coordinating #RuralSpots and #RuralEvents in various locations, they foster collaboration among the diverse agents involved in the sustainable development of rural and remote areas.

La Ponte Ecomuseu takes the lead in applied research, managing the second study phase and integrating data mining techniques to analyze the potential of #RuralSpots as Living Labs. Their work blends experimental research with community-based initiatives to create innovative models for replication. 

Finally, UriaXait S.L., as experts in data mining, oversee the creation of templates for collecting valuable information related to both tangible and intangible heritage. Their work is crucial in guiding tourist strategies by defining visitor profiles and interests, ensuring the cultural tourism we promote is tailored and effective.

Together, these four Spanish partners are vital to the success of CULTURALITY, laying the groundwork for a project that seeks to transform rural areas into sustainable cultural tourism destinations. Stay tuned as we introduce more partners in future editions, along with the latest project updates.