JemsAI as a boost for CBC tourism destination (AIpromTOUR)
Priority Axis 4: Cooperating for more sustainable and socially innovative tourism and culture
Operation start date: 1 February 2026
Operation completion date: 31 January 2028
Budget: EUR 786.107,00
Number of partners: 4
Operation purpose and expected achievements:
The overall objective of the project is to enhance the sustainable tourism development of the cross-border region and its destinations, by integrating artificial intelligence (AI) into marketing promotional/information provision/planning and monitoring activities as well as its piloting in the new tourism product development focusing on Fruška gora and Ilok area.
The project aims to improve the tourism planning and monitoring in the CB region as well as visibility and attractiveness of the regions eno-gastro and outdoor tourism offers by consolidating existing wine routes, gourmet tours, wine-and-walk experiences, and cycling/hiking trails. Through strategic AI infrastructure/capacities development, innovative AI-driven marketing and new regional product upgrades, the project will foster cross-border collaboration, create integrated tourism products, and attract new target groups of tourists.
Engagement with various points of interest (POIs), project will support capitalization of previous CBC tourism project highlights and better utilization of natural and cultural heritage. Upgrading capacities among service providers and tourism stakeholders will result in increased tourist engagement and flow, better accessibility, better business performance and stronger regional positioning as a high-quality tourism destination.
Beneficiaries:
Tourism Organisation of Vojvodina (RS) as Lead Partner will participate in all project activities, in reporting and finances, but most importantly will be in charge for good communication among partners thus smooth implementation of the project. Based on the previous experience, TOV has recognized the potential of cycling/hiking/eno-gastro/wine tourism as a sustainable tourism niche and during this project will create preconditions for further development of the new touristic product which will follow the demands of modern tourist- one klick away information. Due to that, TOV will prepare the Joint strategic framework for use of AI in planning, promotion and monitoring of tourism development.
Croatian National Tourist Board (HR) as Project Partner will provide support to all partners through the exchange of expertise, sharing necessary information and data to ensure the achievement of project objectives and the effective dissemination of project results and outputs, all in line with its competencies and the relevant legal framework. Leveraging its expertise, CNTB will implement the capacity-building program for local and regional stakeholders. The program will consist of workshops and training sessions designed to equip stakeholders with the necessary skills to use AI technologies in the marketing and promotion of tourism products. These activities will enable local businesses and tourism service providers to adopt and sustain digital tourism practices, with a particular focus on innovative AI tools and digital solutions. Furthermore, CNTB will fully apply its expertise in supporting the development of new cross-border tourism initiatives, focusing on the creation and promotion of tourism products. CNTB will play a key role in the development of a strategic online marketing plan for the Cross-Border Cooperation region, incorporating the use of AI-driven tools for promotion.
Tourist Board of the Vukovar-Srijem County (HR) as Project Partner will implement project activities related to the modernization of pedestrian and hiking routes in the area of the town of Ilok and Fruska gora through AI tools. In cooperation with partners, based on its many years of experience in organizing events and what is needed to achieve higher quality and attendance through activities, TZ VSŽ plans to improve the current quality of events that nurture food and gastronomy as the culture of the area where this project is planned.
Danube competence center (RS) as Project Partner will expend the base of stakeholders and support them in creation of the smart destination. DCC will contribute to the development of AI based tools as well as in creation of the new hiking/baking product. Due to its special experience in establishing and hosting EV national coordination center, DCC will support assessment of the hiking/biking routes, mapping and on line presentation.