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VISTA AR – Experience the digital transformation of tourism


Programme priority:
To realise the potential of natural and cultural assets to deliver innovation and sustainable growth.

The allocated budget is €8,292,568.68 with European Regional Development Fund (ERDF) co-funding of 69%.

This includes an extension with budget awarded in November 2020 to allow the project to mitigate the risks of the pandemic.


Innovative technologies have the potential to revolutionise heritage tourism, but a viable economic model supporting this vision is still in its research stages. As part of the VISTA AR* European project, researchers are working with heritage sites to design and implement virtual or augmented reality experiences to meet the expectations of their visitors, based on analysing their behaviours and comments.

VISTA AR is financed by the European Interreg V programme and coordinated by the University of Exeter. Eight partners from both sides of the Channel are working together. Together, they have complementary skills in the areas of tourism, digital technologies, economics, and management.

Beyond its vast cultural interest, this project also responds to an economic necessity, i.e. promoting the assets of common natural and cultural heritage in coherent economic models, while supporting innovative and sustainable economic growth. For more information, see https://www.vista-ar.eu/en/

*VISTA AR: Visitor experience Innovation through Systematic Text Analytics and Augmented Reality.