Revitalizing Overlooked and Undervalued Touristic sitES

<< Background >>We applied to the ROUTES project to address shared challenges in rural and mountain areas of Spain, Italy, and Latvia: progressive depopulation, the decline of traditional economies, and the undervaluation of cultural and natural heritage. These territories hold a rich yet often hidden artistic, architectural, and intangible legacy that remains disconnected from current tourism dynamics. ROUTES offered the chance to design and test sustainable tourism models that could revitalize communities while preserving their authenticity. Our main need was to strengthen local identity and territorial capacity through community participation, responsible tourism, and the digital valorization of lesser-known assets. By joining this transnational partnership, we aimed to exchange good practices, develop replicable tools for mapping and storytelling, and foster cooperation among local authorities, cultural organizations, and citizens to ensure long-term sustainable development. We also sought to raise awareness among visitors and residents, promote intergenerational dialogue, and encourage innovative entrepreneurship linked to culture, nature, and creativity.<< Objectives >>Through the ROUTES project, we aimed to increase the visibility and value of overlooked cultural and natural heritage in mountain areas of Spain, Italy, and Latvia, promoting a sustainable and community-based tourism model. Our objective was to develop and test a shared methodology to identify, document, and interpret hidden heritage (WACH) as a basis for new cultural routes and responsible travel experiences. We sought to empower local communities to take an active role in valorizing their territory, fostering pride and generating opportunities for small-scale, sustainable growth. Another goal was to strengthen cooperation among partners by exchanging knowledge and good practices to create a replicable European model. We aimed to show that tourism rooted in local identity and inclusive participation can support long-term revitalization. The project also sought to raise awareness among residents and visitors about the value of intangible heritage, crafts, and local customs. By using digital tools, storytelling, and innovative communication, ROUTES worked to make heritage more accessible and ensure these assets are appreciated, protected, and integrated into regional cultural and economic life.<< Implementation >>During the ROUTES project, we carried out activities that combined research, community engagement, and pilot actions in Spain, Italy, and Latvia. We first mapped and documented hidden cultural and natural heritage with the support of local experts, municipalities, and residents. Participatory workshops and interviews helped gather stories, images, and data reflecting each territory’s identity. Based on this mapping, we co-designed sustainable tourism routes and interpretive materials, using digital tools such as online maps and storytelling platforms. We also provided training to local stakeholders on heritage interpretation, sustainable tourism management, and digital promotion. International meetings facilitated partner exchange and increased public awareness. All activities followed a transnational, participatory approach to ensure relevance and transferability to other European mountain areas. The project also promoted educational initiatives for schools, community storytelling, cultural events, and guided heritage experiences, creating opportunities for creative entrepreneurship while strengthening social cohesion and pride in local heritage.<< Results >>The ROUTES project produced a set of tangible and intangible results that contribute to the sustainable revitalization of mountain areas in Spain, Italy and Latvia. Among the main outputs, we developed a comprehensive WACH mapping toolkit and database that documents more than 150 hidden heritage assets across three pilot territories. We created three sustainable cultural routes, each supported by interpretive materials, digital maps, and storytelling content accessible online. Training modules and workshops improved the skills of over 200 local actors in heritage management, community engagement, and responsible tourism. Communication actions, exhibitions, videos, podcasts, and local events, increased public awareness and strengthened local identity. At transnational level, partners produced guidelines for replicating the ROUTES methodology in other European regions. The project fostered new collaborations between municipalities, cultural organizations, and citizens, demonstrating that community-based tourism can become a realistic path toward inclusive and sustainable territorial development.