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Awards 2025 Edition Overall Theme:
Visitor Experiences and Authenticity for Sustainable,
Smart and Resilient Cultural Tourism Destinations
Visitor Experiences and Authenticity for Sustainable,
Smart and Resilient Cultural Tourism Destinations
in partnership with:
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Supported by:
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and in the framework of:
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The only European Cultural Tourism Awards since 2014, in the 12th edition
Awards Ceremony: 2 October 2025 in Sibiu, Romania
About the Awards
Cultural tourism is the fastest growing sector of European tourism and can contribute both to the sustainability and competitiveness of tourism in the European Union and beyond, as well as to the sustainable future of cultural assets, heritage sites and local communities.
Cultural Tourism products and services are important factors in sustainable development, contributing to the protection and promotion of cultural heritage, the extension of the tourism period, as well as increasing culture and heritage awareness among tourists and host communities, regional GDP and its multiplier effects.
These Awards enhance the visibility of European cultural tourism destinations, create a platform for sharing experience and knowledge and promotes networking between destinations. The Awards Contest is open to tourist destinations across Europe, to showcase their results and outputs in sustainable cultural tourism under several selected categories each year.
The Awards have been organised since 2014 by ECTN around annual themes, for the benefit of destinations, communities, associations, businesses, citizens and visitors.
The 2025 edition of the Awards for ‘Destination of Sustainable Cultural Tourism’ is organised by ECTN in partnership with Europa Nostra, the European Travel Commission and NECSTouR, supported by Iter Vitis Cultural Route of the Council of Europe and in the framework of the INSPIRES SMP, EnoGastroDEST and Smart Tour Interreg Europe projects. It follows on from the 2018 edition of the Awards which was held as a contribution to the ‘European Year of Cultural Heritage’ (EYCH2018) and the 2019, 2020, 2021, 2022,2023 and 2024 editions, by a similar partnership that aims to contribute towards the legacy of EYCH2018 through relevant EU initiatives.
Call for Entries
The 2025 overall theme is:
"Visitor Experiences and Authenticity for Sustainable, Smart and Resilient Cultural Tourism Destinations"
The Awards will be given for achievements by cultural tourist destinations which have produced significant results related to enhancing visitor experience while respecting traditions and involving local host communities.
The 2025 Awards address the following tangible and intangible heritage-related aspects of resilient, smart and sustainable cultural tourism development and promotion:
1. Resilience in Sustainable Cultural Tourism Destinations (linked to the INSPIRES SMP-COSME project), including natural heritage, green transition, and climate action.
Awarding entries that demonstrate “Resilient Tourism”, viz:
2. Wine and Gastronomy Tourism based on eno-culinary heritage preservation (linked to the ‘EnoGastroDEST’ Interreg Europe project), including authentic experiences.
Awarding initiatives for Experiential Culinary and Wine Tourism:
3. Digitalisation in Smart Tourism Cultural Heritage and Creativity aspects, enhancing visitor experiences (linked to the ‘Smart Tour’ Interreg Europe project)
Awarding innovative digital approaches for smart tourism:
4. Transnational Thematic Tourism products involving Culture and Heritage, including European Cultural Routes and European Heritage Label networks, cross-border and multi-destination tourism initiatives involving at least 2 countries.
Awarding cross-border and multi-destination travel initiatives promoting shared heritage and authentic visitor experiences:
5. Cultural Tourism Services for All, Visitors and Residents Alike (linked to the EU Transition Pathway for Tourism Topic 26), including authenticity and sustainable cultural tourism for the younger generation.
Awarding Inclusive Cultural Tourism initiatives, such as:
The applicants must address one of the above themes and present projects, initiatives or activities that have been completed during the past 3 years. Award winners will be recognised as examples of excellence inspiring other tourist destinations and stimulating further development of resilient, smart and sustainable cultural tourism initiatives.
Award winners will be announced at the Awards Ceremony to be held during the 18th International Conference for Cultural Tourism on the theme of "Visitor Experiences and Authenticity for Sustainable, Smart and Resilient Cultural Tourism Destinations‘’, organised by ECTN on 1-4 October 2025 in Sibiu, Romania.
The selected finalists will be invited to the ECTN Conference 2025 and to the Awards Ceremony. The organiser and partners will not reimburse any costs for attending the Awards Ceremony, but the conference fee will be waived for up to two persons per finalist.
Who can apply?
The ECTN Awards are open to all tourist destinations across Europe, national, regional and local authorities, tourism boards and associations, destination management organisations, museums, heritage sites, interpretation centres, cultural routes, festivals and cultural NGOs.
Application, Declaration & deadline
Applications must be submitted online at the dedicated platform:
https://culturaltourism.awardstage.com
Applicants need to register and fill-in the application form online. Detailed instructions on how to fill in the application form are provided online.
Please fill in all sections of the application form in English (applications in other languages will not be considered). Please download, sign the Declaration, scan and/or add a digital signature and upload the signed Declaration at the end of the application form online.
No paper version of the application is needed – electronic submission only!
Application forms without the accompanying signed Declaration or with any incomplete fields will not be eligible.
Applications must be submitted by 15th May 2025 .
By submitting the application, applicants authorise the publishing of their data on the organiser and partners’ and suporters' websites:
www.culturaltourism-network.eu
www.europanostra.org
www.etc-corporate.org
www.necstour.eu
www.itervitis.eu
www.sibiu-turism.ro
www.inspires-tourism.eu
Material submitted may be published by the organisers, partners and/or supporters with due acknowledgement to the applicant.
Awards Jury
The Awards Jury will be composed of experts from several European countries, appointed by ECTN, Europa Nostra, the European Travel Commission, NECSTouR, Sibiu County Tourism Association, Iter Vitis Cultural Route of the Council of Europe (for category 2) and INSPIRES SMP Project coordination (for category 1).
The Jury’s decision shall be final. The Jury will not accept requests for additional information or justification of their decision once the awardees have been selected.
Awards Criteria
The Awards Jury will assess the quality of applications according to the following six criteria of equal importance:
Candidates should specify how their application meets the above criteria.
Concluding Remarks
This is a non-profit initiative. Therefore, the Awards do not consist of any type of monetary prize and does not aim to give any type of economic advantage to the applicants and winners. No financial or contractual obligations will arise neither for ECTN, nor for the partner organisations (Europa Nostra, the European Travel Commission and NECSTouR), nor the supporting organisations (INSPIRES SMP Project partnership, Iter Vitis Cultural Route of the Council of Europe and Sibiu County Tourism Association).
The Awards organiser, partners and supporters or their members and employees or contractors shall not be responsible nor liable in negligence or otherwise howsoever in respect of any inaccuracy or omission in the Awards procedure. They shall not be liable for any direct or indirect or consequential loss or damage caused by or arising from any information or inaccuracy or omission herein. They also shall not be liable for any use of the information concerning the Awards.
Cultural tourism is the fastest growing sector of European tourism and can contribute both to the sustainability and competitiveness of tourism in the European Union and beyond, as well as to the sustainable future of cultural assets, heritage sites and local communities.
Cultural Tourism products and services are important factors in sustainable development, contributing to the protection and promotion of cultural heritage, the extension of the tourism period, as well as increasing culture and heritage awareness among tourists and host communities, regional GDP and its multiplier effects.
These Awards enhance the visibility of European cultural tourism destinations, create a platform for sharing experience and knowledge and promotes networking between destinations. The Awards Contest is open to tourist destinations across Europe, to showcase their results and outputs in sustainable cultural tourism under several selected categories each year.
The Awards have been organised since 2014 by ECTN around annual themes, for the benefit of destinations, communities, associations, businesses, citizens and visitors.
The 2025 edition of the Awards for ‘Destination of Sustainable Cultural Tourism’ is organised by ECTN in partnership with Europa Nostra, the European Travel Commission and NECSTouR, supported by Iter Vitis Cultural Route of the Council of Europe and in the framework of the INSPIRES SMP, EnoGastroDEST and Smart Tour Interreg Europe projects. It follows on from the 2018 edition of the Awards which was held as a contribution to the ‘European Year of Cultural Heritage’ (EYCH2018) and the 2019, 2020, 2021, 2022,2023 and 2024 editions, by a similar partnership that aims to contribute towards the legacy of EYCH2018 through relevant EU initiatives.
Call for Entries
The 2025 overall theme is:
"Visitor Experiences and Authenticity for Sustainable, Smart and Resilient Cultural Tourism Destinations"
The Awards will be given for achievements by cultural tourist destinations which have produced significant results related to enhancing visitor experience while respecting traditions and involving local host communities.
The 2025 Awards address the following tangible and intangible heritage-related aspects of resilient, smart and sustainable cultural tourism development and promotion:
1. Resilience in Sustainable Cultural Tourism Destinations (linked to the INSPIRES SMP-COSME project), including natural heritage, green transition, and climate action.
Awarding entries that demonstrate “Resilient Tourism”, viz:
- Honouring initiatives that have demonstrated exceptional resilience in safeguarding cultural heritage during times of crisis, including disasters, economic downturns, and global pandemics. Such projects may include adaptive responses like virtual heritage tours during lockdowns, innovative restoration efforts in the aftermath of disasters, or the rapid reimagining of tourism experiences to protect both visitors and heritage sites.
- Special recognition will be given to projects that focus on preparedness and climate adaptation strategies, ensuring that cultural and natural heritage remains protected from the increasingly severe impacts of climate change. Initiatives that implement green transition and sustainable tourism practices, such as the use of eco-friendly materials in site restoration or strategies to mitigate the environmental impacts of tourism, will be celebrated for their forward-thinking approach.
- Efforts to manage visitor flow and reduce the pressures of overtourism. Entries that focus on redistributing tourist activity to lesser known, yet culturally significant, destinations are encouraged. By promoting these, initiatives not only alleviate overcrowding at major tourist sites but also support the economic development of smaller communities.
- Fostering collaboration among Tourism SMEs, to develop digital and green transition solutions, with resilience. Tourism resilience refers to dealing with crises for maintaining stability, while ensuring flexibility and diversity for innovation and further development.
2. Wine and Gastronomy Tourism based on eno-culinary heritage preservation (linked to the ‘EnoGastroDEST’ Interreg Europe project), including authentic experiences.
Awarding initiatives for Experiential Culinary and Wine Tourism:
- Recognising projects that integrate traditional farming methods, local vineyards, and authentic culinary recipes, while promoting sustainable tourism practices. This could include immersive initiatives like vineyard and winery tours with local experts, hands-on cooking classes, and authentic food tasting events, where tourists not only experience the region’s gastronomy but also learn about their cultural significance.
- Showcasing lesser-known local cuisines or unique wine varieties with historical relevance. Projects that offer tourists a deeper connection to regional culture through eno-culinary history and heritage are eligible for recognition.
- Preserving and promoting viticulture and culinary heritage and applying it to the development and promotion of Wine and Gastronomy Tourism, as Experiential Cultural Tourism, including authenticity.
3. Digitalisation in Smart Tourism Cultural Heritage and Creativity aspects, enhancing visitor experiences (linked to the ‘Smart Tour’ Interreg Europe project)
Awarding innovative digital approaches for smart tourism:
- This category recognises initiatives that use digital tools —such as virtual reality (VR), mobile apps, and interactive exhibits— to enhance the global experience of cultural heritage. Award-winning projects will provide immersive virtual tours of UNESCO, national, or local heritage sites, including European Heritage Label sites, and digital archives that preserve endangered traditions and narratives.
- Special recognition will be given to projects that use digital platforms to encourage sustainable cultural tourism, providing tourists with real-time data on eco-friendly travel options and personalised cultural recommendations that can help mitigate environmental impact while enhancing the visitor experience.
- Digitalisation aspects of Smart Tourism (digital services to travellers) and Smart Destinations (digital infrastructure and networks) to be included in relevant policies and strategies for enhancing visitor experiences.
4. Transnational Thematic Tourism products involving Culture and Heritage, including European Cultural Routes and European Heritage Label networks, cross-border and multi-destination tourism initiatives involving at least 2 countries.
Awarding cross-border and multi-destination travel initiatives promoting shared heritage and authentic visitor experiences:
- Projects that create interconnected cultural travel routes across multiple countries, showcasing shared cultural heritage (such as ancient trade routes or architectural styles), will be awarded. These routes should encourage the use of sustainable transport options (e.g., electric trains, ferries), allowing tourists to explore multiple destinations with minimal environmental impact. Slow travel options will also be welcome.
- Recognition will also be given to projects that foster collaboration between neighbouring countries, regions and communities, to organise joint cultural events, festivals, or heritage preservation projects. Initiatives that highlight cross-border heritage and enhance cultural exchange will be celebrated for their role in strengthening regional ties and promoting mutual understanding.
5. Cultural Tourism Services for All, Visitors and Residents Alike (linked to the EU Transition Pathway for Tourism Topic 26), including authenticity and sustainable cultural tourism for the younger generation.
Awarding Inclusive Cultural Tourism initiatives, such as:
- Diversifying and developing tourism services so that they benefit both residents and visitors. Developing services that are of interest to local residents provides natural meeting places between residents and visitors in authentic local cultural attractions and practices.
- Taking into account different types of customers, such as families or individuals, or people with different religious, spiritual or sexual orientations. Destination level tourism management organisations involving residents in the planning and follow-up of tourism activities and impacts.
- Sustainable tourism for the younger generation: to foster and support the interest of young people to travel and learn about the history and culture of Europe through authentic personal experiences and exchanges.
The applicants must address one of the above themes and present projects, initiatives or activities that have been completed during the past 3 years. Award winners will be recognised as examples of excellence inspiring other tourist destinations and stimulating further development of resilient, smart and sustainable cultural tourism initiatives.
Award winners will be announced at the Awards Ceremony to be held during the 18th International Conference for Cultural Tourism on the theme of "Visitor Experiences and Authenticity for Sustainable, Smart and Resilient Cultural Tourism Destinations‘’, organised by ECTN on 1-4 October 2025 in Sibiu, Romania.
The selected finalists will be invited to the ECTN Conference 2025 and to the Awards Ceremony. The organiser and partners will not reimburse any costs for attending the Awards Ceremony, but the conference fee will be waived for up to two persons per finalist.
Who can apply?
The ECTN Awards are open to all tourist destinations across Europe, national, regional and local authorities, tourism boards and associations, destination management organisations, museums, heritage sites, interpretation centres, cultural routes, festivals and cultural NGOs.
Application, Declaration & deadline
Applications must be submitted online at the dedicated platform:
https://culturaltourism.awardstage.com
Applicants need to register and fill-in the application form online. Detailed instructions on how to fill in the application form are provided online.
Please fill in all sections of the application form in English (applications in other languages will not be considered). Please download, sign the Declaration, scan and/or add a digital signature and upload the signed Declaration at the end of the application form online.
No paper version of the application is needed – electronic submission only!
Application forms without the accompanying signed Declaration or with any incomplete fields will not be eligible.
Applications must be submitted by 15th May 2025 .
By submitting the application, applicants authorise the publishing of their data on the organiser and partners’ and suporters' websites:
www.culturaltourism-network.eu
www.europanostra.org
www.etc-corporate.org
www.necstour.eu
www.itervitis.eu
www.sibiu-turism.ro
www.inspires-tourism.eu
Material submitted may be published by the organisers, partners and/or supporters with due acknowledgement to the applicant.
Awards Jury
The Awards Jury will be composed of experts from several European countries, appointed by ECTN, Europa Nostra, the European Travel Commission, NECSTouR, Sibiu County Tourism Association, Iter Vitis Cultural Route of the Council of Europe (for category 2) and INSPIRES SMP Project coordination (for category 1).
The Jury’s decision shall be final. The Jury will not accept requests for additional information or justification of their decision once the awardees have been selected.
Awards Criteria
The Awards Jury will assess the quality of applications according to the following six criteria of equal importance:
- Relevance to the selected category and content quality.
- Evidence of success – Results achieved (measurable outputs, e.g. number of visitors increase in the off-peak and shoulder seasons, visitors’ satisfaction, increase in the average spend of visitors, benefits to local economy, contribution to employment generation, capacity building, outstanding publicity).
- Tourism Sustainability – Sustainable Development of Tourism: Economic, Social, Environmental, in line with the UN Sustainable Development Goals (SDGs) and the EU Transition Pathway for Tourism, including any synergies with the EU Green Deal and Climate Action (SDG 13).
- Ability to attract visitors (including from outside Europe) to lesser-known destinations.
- Innovative character, techniques or tools created and/or applied.
- Involvement of the local host community.
Candidates should specify how their application meets the above criteria.
Concluding Remarks
This is a non-profit initiative. Therefore, the Awards do not consist of any type of monetary prize and does not aim to give any type of economic advantage to the applicants and winners. No financial or contractual obligations will arise neither for ECTN, nor for the partner organisations (Europa Nostra, the European Travel Commission and NECSTouR), nor the supporting organisations (INSPIRES SMP Project partnership, Iter Vitis Cultural Route of the Council of Europe and Sibiu County Tourism Association).
The Awards organiser, partners and supporters or their members and employees or contractors shall not be responsible nor liable in negligence or otherwise howsoever in respect of any inaccuracy or omission in the Awards procedure. They shall not be liable for any direct or indirect or consequential loss or damage caused by or arising from any information or inaccuracy or omission herein. They also shall not be liable for any use of the information concerning the Awards.
Find out more about ECTN Awards 2025, award criteria, partners, how to submit application form and other useful information on:
