New European Research Reveals Untapped Potential of Cross-Border Cultural and Creative Tourism in Rural and Remote Communities

CROCUS Horizon Europe Project Publishes Landmark Synthesis Report Covering Eight Cross-Border Living Lab Areas Across 14 European Countries

Brussels / Veszprém, 25 May 2026 –The CROCUS project -a Horizon Europe research initiative focused on Cross-border Cultural and Creative Tourism (CCT) in Rural and Remote Areas -has released its comprehensive Synthesis Report (Deliverable D4.3), drawing on field research conducted across eight cross-border Living Lab areas spanning fourteen European countries. The report, involving more than 2,100 residents, tourism businesses, and visitors, establishes a robust knowledge base for the development of sustainable cultural and creative tourism models in some of Europe’s most distinctive yet underserved rural territories.

PROJECT OBJECTIVES

Operating within the Work Package 4 (WP4) framework of the CROCUS project, the research pursued three interconnected objectives: first, establishing cross-border Living Lab core development teams composed of academic researchers and key CCT stakeholders; second, conducting in-depth analyses of the socio-economic, cultural, environmental, and institutional contexts of each Living Lab area; and third, capturing the lived experiences and priorities of residents, tourism entrepreneurs, and visitors with respect to cultural and creative tourism. The overarching aim is to apply design thinking principles -specifically the “empathising” and “defining” phases -to co-create sustainable CCT business models tailored to each cross-border territory.

GEOGRAPHIC SCOPE: EIGHT LIVING LAB AREAS ACROSS EUROPE

The research spans eight cross-border Living Lab areas, each representing a unique combination of cultural heritage, natural landscape, and socio-economic conditions characteristic of rural and remote European regions:

• Sønderjylland (Denmark) – Schleswig-Holstein (Germany)
• Matulji (Croatia) – Ilirska Bistrica (Slovenia)
• Mulgimaa (Estonia) – Valmiera Region (Latvia)
• Sondrio (Italy) – Graubünden (Switzerland)
• Goriška (Slovenia) – Gorizia (Italy)
• Torne Valley: Ylitornio (Finland) – Övertorneå (Sweden)
• Zala (Hungary) – Pomurska (Slovenia)
• Dobrudzha/Dobrodgea: Silistra & Dobrich (Bulgaria) – Constanța (Romania)

While many of these territories are predominantly rural or semi-rural in character and face shared demographic challenges -including aging populations and declining density -they are unified by a wealth of tangible and intangible cultural heritage that forms the cornerstone of their CCT potential.

KEY RESEARCH FINDINGS

The synthesis report draws on data from 2,138 valid responses -exceeding the original target by 8.6% -collected through online surveys with local residents, tourism businesses, and visitors, as well as semi-structured qualitative interviews with key stakeholders. The following findings emerge consistently across Living Lab areas:

• Cultural Heritage as a Core Asset. Both tangible heritage (historical sites, museums, architecture) and intangible heritage (local customs, traditions, languages, foodways, crafts, and storytelling) are identified as the primary competitive advantage for CCT across all eight areas. Gastronomy and food culture emerge as particularly central CCT themes, with strong potential for year-round tourism development.
• Strong Community Support for Tourism. Residents, businesses, and visitors alike express widespread support for tourism development and promotion. Communities demonstrate deep place attachment and view tourism as a complementary, rather than competing, driver of local economic vitality.
• Tourism as an Economic Driver. Tourism is widely recognised across all Living Labs as a significant generator of employment, business opportunity, and improved living standards. However, concerns about rising cost of living and carrying capacity are also noted, particularly in areas with higher visitor volumes or advanced tourism maturity.
• Cross-Border Collaboration Gap. While informal cross-border activity is common, the creation and marketing of joint cross-border tourism products remains scarce. This fragmentation is identified as a key obstacle to realising the full tourism potential of these territories.
• Infrastructure and Seasonality Challenges. Infrastructure deficits -including poor transport accessibility and limited public services in remote areas -and pronounced tourism seasonality are shared challenges that point to the need for coordinated, long-term destination management strategies.

“The CROCUS Living Labs are demonstrating that rural and remote cross-border areas hold extraordinary, largely untapped potential for sustainable cultural and creative tourism. By listening carefully to residents, businesses, and visitors, we are building the evidence base needed to co-create tourism models that are both economically viable and rooted in the authentic identity of each community.” – Prof. Ágnes Raffay-Danyi, WP4 Lead, University of Pannonia (Hungary)

RESEARCH CONSORTIUM PARTNERS

The Crocus Living Lab Synthesis Report is the result of a collaborative effort by a pan-European consortium of universities, research institutes, and innovation partners: University of Bergamo (Italy), Aalborg University (Denmark), University of Oulu (Finland), Tallinn University (Estonia), University of Maribor (Slovenia), University of Pannonia (Hungary), Zangador Research Institute (Bulgaria), Faculty of Tourism and Hospitality Management -University of Rijeka (Croatia), (Croatia) -Atlas Association for Tourism and Leisure Education (Nederland).

ABOUT CROCUS

CROCUS (Cross-border Cultural and Creative Tourism in Rural and Remote Areas) is a Horizon Europe research project bringing together universities, research institutes, and industry partners from across Europe. The project applies design thinking and Living Lab methodologies to co-develop innovative, sustainable cultural and creative tourism business models tailored to the specific needs and assets of eight cross-border rural territories. By engaging residents, local businesses, and visitors as active participants in the research and design process, CROCUS aims to unlock the economic, cultural, and social value of Europe’s rural heritage while fostering cross-border cooperation and inclusive tourism growth. The project contributes directly to the European Union’s objectives for sustainable tourism, rural development, and cultural heritage preservation.

CROCUS Projekt

CROCUS Project  Funded by the European Union. Horizon Europe Grant Agreement No. 101132454

Email: raffay.agnes@gtk.uni-pannon.hu, vamosi.reka@uni-pannon.hu

Website: www.crocuseurope.eu

The press release can be downloaded here. >>>

Between 22 and 24 April 2026, the Horizon Europe CROCUS consortium gathered in Opatija for the WP6 and WP7 Workshop and Consortium Meeting – a key milestone as the project enters its final phase.

The Faculty of Business and Economics of the University of Pannonia was represented by the professional lead of the CROCUS project, Dr Ágnes Raffay‑Danyi, together with colleagues involved in the project implementation: Dr Katalin Lőrincz, Dr Zsófia Papp, and Réka Vámosi.

During the three‑day programme, Dr Ágnes Raffay‑Danyi presented the results of the Slovenian‑Hungarian Living Lab and the region‑specific sustainable business models developed within the project.

In addition to actively participating in the professional workshops, the colleagues also had the opportunity to explore the sights of Opatija and Rijeka.

More information about the CROCUS project:

• https://cordis.europa.eu/project/id/101132454/it
• https://crocuseurope.eu
• https://www.linkedin.com/groups/13022258/

Our students participated in an international conference in Albania in April 2026 as part of the short-term mobility program of the Pannonia Scholarship Program, and Kamilla Gáncs wrote a summary of the event.

“Between April 27–30, as Tourism and Hospitality students of the University of Pannonia, we had the opportunity to participate in an international professional conference in Albania, hosted at the Aleksandër Moisiu University of Durrës, as part of the the Pannonia Scholarship Program.

During the “Family Business Forum – Symposium” conference, we attended inspiring presentations about the development of family tourism businesses, the role of education and international cooperation, and the future of tourism.

However, one of the most valuable aspects of the program was the opportunity to build international connections: we had the chance to meet Slovak and Czech university students and lecturers, with whom we exchanged professional experiences, discussed current challenges in tourism, and gained insight into each other’s educational and tourism perspectives.

The days we spent together provided us not only with professional knowledge, but also with meaningful personal experiences: new friendships, inspiring conversations, and unforgettable memories were created. We are proud to have represented our university in such an international and motivating environment.

We are grateful for the opportunity to be part of this journey, which reinforced our belief that tourism truly connects people and cultures.”

On March 10-11, 2026, the VoWoCo Project international partnership meeting was held in Veszprém, at the Faculty of Economics of the University of Pannonia, with the participation of Hungarian, Turkish, Italian, and Portuguese partners.

During the program, participants reviewed the project’s professional achievements to date, particularly those related to WP2, finalized the elements of the VoWoCo Skill Matrix in a workshop, and discussed the rules for developing the mentor-mentee database.

In the second half of the meeting, the agenda included the development of VoWoCo training modules and the online learning platform as part of WP3, as well as the related task distribution and work plan.

On the second day, the partners discussed the preparation of the VoWoCo mentoring program, project management issues, dissemination results, and quality assurance and evaluation processes. The meeting ended with a closing discussion summarizing the tasks for the next period and the directions for further cooperation within the partnership.

The professional program was accompanied by a joint city walk and informal networking events, which contributed to strengthening the partnership and preparing for future cooperation.

Follow the progress of the VoWoCo project on the official website: www.vowoco.eu or join us on our social media pages:

• LinkedIn: VoWoCo Project
• Facebook: VoWoCoProject
• Instagram: @vowocoprojecteu

In February 2026, as part of the Erasmus program, our faculty hosted Dr. Maria Knecht-Tarczewska, lecturer at the Wroclaw University of Economics and Business and head of accreditation and international relations.

During her stay, she gave lectures to bachelor and master students, on the interpretation of shopping centers as experience- and event-centered sales venues, as well as on the international and cultural aspects of shopping center development.

In addition to teaching, he also discussed the AACSB accreditation process with representatives of our faculty, and had pleasant conversations with lecturers from our Department of Marketing and colleagues from our Centre for Communication and International Affairs about future joint opportunities.

Photo: crocuseurope.eu

There is a region along the Hungarian–Slovenian border where landscapes, traditions, and people’s stories intertwine. In Zala (Hungary) and Pomurske (Slovenia), the CROCUS project recently carried out a large-scale study to understand how tourism is perceived by those who live there, run businesses there, or simply visit. The findings are both surprising and insightful, but above all, they reveal what tourism really means in everyday life.

From the locals’ point of view, tourism has two faces. In Hungary, many feel that while tourism creates jobs and brings vibrancy, it also raises living costs and puts pressure on the environment. On the Slovenian side, the voices are more positive: here, tourism is mostly seen as a tool for protecting cultural heritage and the natural environment, and it increases the quality of education, although they are also aware of the potential negative impacts such as increased traffic congestion and social inequality. Interestingly, while many Hungarians said they would consider moving away if they could, Slovenians reported being happier with their current quality of life. Still, in both countries, there is strong support for further tourism development.

Among local businesses, the picture is equally nuanced. Most of them are small, family-run enterprises, often focused on accommodation services. Hungarian businesses mainly cater to domestic guests, while Slovenian ones are more open to international visitors. What unites them, however, is enthusiasm: they see tourism as an opportunity that benefits both the economy and the preservation of local traditions. Slovenians appear a bit more sensitive to environmental issues, but Hungarian business owners are also aware of them. Perhaps most encouragingly, entrepreneurs on both sides feel attached to their region and strongly support collective tourism development.

And what about the visitors? They are surprisingly loyal. Many have already returned several times, not only for a quick trip but sometimes for longer stays. When planning their travels, they rely mostly on social media and the websites of local tourism companies, while municipal websites are rarely used. Most visitors see tourism in a positive light: new experiences, cultural values, and economic benefits. Women, however, tend to be more environmentally conscious, showing greater concern about issues like pollution and waste.

Photo: crocuseurope.eu

Experts highlighted the different challenges facing the two sides. In Hungary, for example, Nagykanizsa mainly serves as a stopover for travelers heading to the Adriatic, with short stays and low local spending. The lack of a unified tourism strategy, underdeveloped infrastructure, and a weak entrepreneurial culture hold the area back. In Slovenia, the offer is much richer—thermal spas, wine culture, and cultural heritage are all strong attractions—but issues like limited funding, workforce shortages, and transport difficulties still pose challenges.

And yet, opportunities are abundant on both sides. Imagine a region with a shared tourism brand, where slow tourism—cycling, hiking, or discovering local food—draws visitors in. A place where cultural institutions, festivals, and craft workshops bring life and color, and where the border serves more as a bridge than a dividing line.

This research has given more than just numbers and data; it has provided a vision. Tourism can truly succeed here if locals, businesses, and visitors work together—and if sustainability and community cooperation remain at the heart of development.

More info about the project:

• https://cordis.europa.eu/project/id/101132454/it
• https://crocuseurope.eu
• https://www.linkedin.com/groups/13022258/

On September 3, 2025, the Definition workshop aimed at developing cross-border cultural and creative tourism was held as part of the CROCUS project.

The CROCUS project team from the University of Pannonia and experts from Zala – Pomurske Living Lab gathered in Dobronak to discuss the results achieved so far and the tasks ahead.

The researchers of the University of Pannonia – Dr. Ágnes Raffay-Danyi, Dr. Katalin Lőrincz, and Dr. Zsófia Papp – presented a study based on primary and secondary research collected in the Slovenian-Hungarian region.

More about the research:

The quantitative and qualitative research conducted as part of the CROCUS project examined the attitudes of local residents, local businesses, and visitors toward tourism in the regions of Zala (Hungary) and Pomurske (Slovenia).

The analysis addressed sample characteristics and perceptions of the economic, socio-cultural, and environmental impacts of tourism, cultural heritage preservation, the carrying capacity of the area, sustainability, and respondents’ attachment to the region.

Steps from data collection to business model development:

1. The understanding phase began with data collection through interviews and surveys involving local businesses, citizens, tourists, and other key stakeholders.

First, a questionnaire, prepared in both languages, was sent out to opinion leaders and stakeholders in the border region in the following sectors: education, government, business, and civil society, to gauge the opinions of local residents, local entrepreneurs, and tourists.

The 15 expert interviews conducted during the research sought to explore the tourism development opportunities and challenges in the region, with a particular focus on the opportunities and challenges arising from its border location.

2. In the interpretation phase, the collected data was used to define the parameters for new, sustainable CCT (cultural and creative tourism) business models. These parameters were presented by the project team members at the workshop in Dabronak in September, where they also collected feedback to refine the ideas.

The project team has already completed phase 2, and the following steps are scheduled for the future:

3. In the ideation phase, Living Labs will hold workshops on both sides of the border to gather ideas for business model prototypes with the involvement of various stakeholders, including citizens and policy makers.

4. Using the insights gained from brainstorming, during the model creation phase the living labs will develop two sustainable CCT business model prototypes in the model creation phase using the Sustainable Business Model Canvas tool. These models will be further refined based on feedback collected at workshops held in each region.

The workshop in Dabronak proved to be extremely effective, with the partners making great progress in the project. After the professional work, the participants were of course able to “sample” the region’s tourist attractions:

• they got a taste of local gastronomy at the Hancsik Farm;
• they then visited Moravske Toplice, a Slovenian town known for its thermal baths surrounded by a golf course;
• and ended the day at the Passero Farm, which is famous not only for its own wines and meats, but also for its divine chocolates. Thanks to the owner’s hospitality and the tastings, the CROCUS team ended the workshop with some truly sweet experiences.

More info about the project:

• https://cordis.europa.eu/project/id/101132454/it
• https://crocuseurope.eu
• https://www.linkedin.com/groups/13022258/