About

“The future belongs to those who learn more skills and combine them in creative ways.”

- Robert Greene

The UPLIFT project is transforming the tourism sector by introducing immersive technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) into education and training. Our mission is to empower Vocational Education and Training (VET) providers, students, and small and medium-sized enterprises (SMEs) with the skills and tools to innovate in film and literary tourism.

At UPLIFT, we believe that immersive experiences have the power to enrich tourism and connect audiences to stories and cultures in new ways. Through innovative training resources, hands-on workshops, and expert-led events, we help tourism professionals create unique, memorable visitor experiences while supporting sustainable and inclusive growth.

Collaboration is key to our approach. By uniting educators, businesses, and industry experts across Europe, UPLIFT fosters a shared vision for a dynamic and tech-savvy tourism industry. Together, we are building a foundation for future leaders to thrive in an ever-evolving digital landscape.

Join us as we explore the potential of immersive tourism to inspire, educate, and connect. Together, we’re shaping a more innovative and sustainable future for European tourism.

Reimagining Tourism Through Technology

The UPLIFT Project tackles a critical challenge: bridging the gap between traditional tourism and the rapidly evolving digital age. By equipping educators and professionals with skills in AR, VR, and AI, UPLIFT empowers the tourism sector to create unforgettable, immersive experiences rooted in Europe’s rich literary and film heritage. What makes UPLIFT unique is its dual focus on preserving cultural heritage while driving digital innovation. With cutting-edge training and hands-on workshops, UPLIFT is not just adapting to change—it’s shaping the future of tourism. This is the next step in making Europe’s cultural stories more accessible, engaging, and sustainable.

Who We Serve

The UPLIFT Project is designed to empower key groups in the tourism and education sectors, fostering innovation and sustainability in European literary and film tourism:

1

Tourism VET Education Providers

We support VET colleges, higher education institutions, and continuous learning providers by integrating cutting-edge skills like AR, VR, and AI into their curricula. These institutions prepare the next generation of tourism professionals with the digital competencies needed for a rapidly evolving industry.

2

Small and Medium-Sized Tourism Enterprises (SMEs)

From family-run businesses to new ventures, SMEs are at the heart of unique tourism experiences. UPLIFT helps these enterprises adopt digital technologies and innovative practices, boosting their competitiveness and enhancing visitor engagement.

3

Tourism Networks and Destination Marketing Organisations (DMOs)

By aligning with emerging market trends, we assist DMOs and tourism networks in promoting destinations effectively. Our focus on collaboration and digital innovation ensures these organisations can offer immersive, memorable experiences to visitors.