CROCUS
EU HORIZON Project on Cross-Border Cultural and Creative Tourism in Rural and Remote Areas

Discover the project

CROCUS aims to address socio-economic challenges faced by rural and remote areas through the promotion of cultural and creative tourism.

Rural and remote areas are rich in cultural heritage, yet many suffer from socio-economic issues such as an ageing population, out-migration, and low incomes. Cultural and creative tourism has the potential to alleviate these challenges by creating sustainable jobs and investment opportunities.

Challenges

Cultural and creative tourism activities need to be tailored to the specific challenges faced by local areas, business models must be place-specific and benefit local communities, and policies at different scales should facilitate cooperation within and between rural and remote areas.

This requires new knowledge about three things:

Place-Specific Business Models: Different types of cultural heritage and community needs require tailored business models.

Balanced and Sustainable Tourism Development: Tourism growth must be managed to ensure it is sustainable and benefits local communities.

Supportive Policies: Policies at different scales should facilitate cooperation between rural and remote areas.

Mission

CROCUS aims to tackle these challenges by:

Generating knowledge about suitable cultural and creative tourism business models for different types of heritage and rural areas.

Establishing eight cross-border living labs to prototype sustainable cultural and creative tourism business models.

Developing macro-regional and cross-border policy scenarios for four EU macro-regions.

Synthesizing knowledge and experience to create tools and resources for rural and remote areas across Europe.

Design and collaboration

The project features a multi-scalar research design, innovative cross-border living labs, and participatory processes for sustainable business model prototyping. The consortium includes leading scholars and practitioners with extensive experience in cross-border tourism development, stakeholder engagement, and policy analysis.

Crocus is the first systematic exploration of the potential of cross-border cooperation around cultural and tourism in European rural and remote areas.

CROCUS is coordinated by Aalborg University and involves partners from across Europe:

Denmark (Aalborg University, Group NAO),
Italy (University of Bergamo),
The Netherlands (Association for Tourism and Leisure Education),
Slovenia (University of Maribor),
Finland (University of Oulu),
Bulgaria (Zangandor Research Institute),
Croatia (University of Rijeka),
Estonia (Tallinn University),
Hungary (University of Pannonia).

Together the CROCUS consortium cover the four EU macro-regions, from the Baltic in the north, via the Alps and the Danube, to the Ionic and Adriatic in the south.

Crocus Blog

June 3, 2026

Torne Valley Wants to Write Its Own Tourism Story — And CROCUS Is Listening

Torne Valley is redefining tourism in Lapland through a community-led approach that values culture, nature and local identity. Through the CROCUS project, residents are helping shape a more sustainable future for the region.

May 20, 2026

Opportunities for Slovenian – Hungarian Cross-Border Thermal Tourism Connectivity

The article explores how Slovenia and Hungary can strengthen cross-border thermal tourism through improved connectivity, joint strategies, and sustainable regional development initiatives.

May 7, 2026

The origins of creative tourism

Creative tourism invites travellers to actively engage with the places they visit — co-creating experiences, developing new skills, and connecting with local communities — moving well beyond the passive nature of traditional cultural tourism.

May 4, 2026

WP6 & WP7 Workshop and Consortium Meeting | HORIZON CROCUS Project

From 22–24 April 2026, the #CROCUS consortium met at the Faculty of Tourism and Hospitality Management, University of Rijeka, bringing together partners from nine countries. As the project enters its final year, discussions focused on progress across work packages, Living Labs, and scaling strategies. The meeting in Opatija reinforced collaboration and set the course for final activities and impact.

April 22, 2026

Creating a Joint Tourism Brand for the Mura – Zala Region

The Slovenian–Hungarian Mura–Zala region offers strong potential for a unified cross-border tourism brand built on its rich natural landscapes, thermal wellness resources, and shared cultural heritage. By positioning itself as a sustainable “green” destination, the region aims to connect attractions across borders through joint tourism products, thematic routes, and coordinated marketing. Ongoing collaborations and project initiatives highlight the growing commitment to creating an integrated, attractive destination that combines relaxation, active recreation, and cultural experiences.

March 23, 2026

Mura Region Gallop – Where Tradition and Tourism Ride Hand in Hand

The Mura Region Gallop is not just a competition, but a celebration where tradition, equestrian culture, and tourism form a special blend. As one of the regional heats for the National Gallop, it is the most important equestrian event in the Slovenian–Hungarian border region, serving as both a competition and a community and tourism-building event that connects Hungary and Slovenia while preserving equestrian traditions.