The strategic project “SA Creativity” (Creativity in the Southern Adriatic) was officially launched at the partner meeting. The project is jointly implemented by institutions from Italy, Albania, and Montenegro under the Interreg IPA Southern Adriatic program.
The project aims to enhance the tourism offerings in the three countries by strengthening cultural and creative industries, exchanging knowledge among artists and creators, and revitalizing cultural sites.
The project is led by the Ministry of Culture and Media of Montenegro, and in addition to institutions from the Italian regions of Puglia and Molise and Albania, one of the partners is the National Tourism Organization of Montenegro.
Minister of European Affairs Maida Gorčević congratulated the Ministry of Culture and Media for the opportunity to lead a project worth almost 4.8 million euros, financed through the Interreg IPA Southern Adriatic program.
“I believe the trust was earned through the successful management of the recently completed 3C project, implemented under the previous Interreg IPA program Italy-Albania-Montenegro,” said Gorčević.
She emphasized that through this project, Montenegro has the opportunity to improve its tourism offerings in collaboration with Italy and Albania by strengthening cultural and creative industries and revitalizing cultural sites. Additionally, it promotes the use of digital technologies and networking among artists and creators from the three countries.
Gorčević announced that in the coming days, the Interreg IPA Southern Adriatic program will issue a Call for Standard Projects, with a total value of around 38 million euros.
“This is also an invitation to all potential users from Montenegro to take advantage of the numerous opportunities offered by European territorial cooperation programs,” highlighted Gorčević.
Minister of Culture and Media, Dr. Tamara Vujović, stated that the Ministry will work on more active and responsible utilization of EU funds for the cultural and creative sector, to accelerate growth and ensure the sector’s sustainability, positioning it ahead of others.
“Montenegro will proactively use EU funds for the cultural and creative sector to accelerate growth and ensure sustainability. In the coming period, we will actively promote all the potential of this sector and communicate the range of development opportunities that can be further supported through cooperation with partners,” said Vujović.
Vujović mentioned that by implementing project activities, they aim to create conditions for networking and cross-border cooperation among cultural and tourism stakeholders, enabling the Southern Adriatic region to create joint cultural and tourism products, thus contributing to the sector’s sustainability in Italy, Albania, and Montenegro.
“Revitalizing cultural heritage and putting cultural assets to sustainable use is a priority for our Ministry. I am particularly pleased that part of the project activities includes the reconstruction and revitalization of the Spanish Fortress in Herceg Novi, which is an immovable cultural asset with significant potential for the development and promotion of cultural tourism. The reconstruction will restore this cultural asset, protect it from further decay, and use it to showcase the creative potential of Montenegro, the region, and beyond, as the site will host an international creative center with residential capacities,” said Vujović.
The Mayor of Herceg Novi, Stevan Katić, expressed satisfaction that through this project, Herceg Novi received support and the opportunity to preserve a valuable historical monument from the 16th century and give culture a new dimension.
“Herceg Novi is a city of culture, where the charm of art has always been present and given significant attention. We are equally proud of this segment as well as our rich cultural and historical heritage, including fortifications. Therefore, the opportunity to restore the ancient Spanish Fortress and establish an international creative, artistic center there is of utmost importance. We are delighted to create conditions for young artists to express their skills and talent, for established artists to showcase their knowledge and skills, and to offer a place of encounter for art, interaction, and creativity to all visitors,” said Katić.
Chiara Campanile, representing the Joint Secretariat of the Southern Adriatic program, highlighted the importance of all strategic projects that will be implemented by institutions from Italy, Albania, and Montenegro, particularly emphasizing their significance for the community and all involved countries.
Director of the National Tourism Organization of Montenegro, Dr. Ana Tripković-Marković, emphasized that the importance of culture in tourism cannot be overstated, just as the importance of tourism for Montenegro. According to her, culture has always been, and is increasingly becoming, one of the most important factors influencing a tourist’s choice of a country as their next destination.
The expected outcome of the project will be the connection of the culture and tourism sectors in the three countries through a joint strategy for promoting cultural, tourism, and creative potentials.
