International Augmented Med



International Augmented Med (I AM) is a European project on the framework of the ENPI-CBCMED programme, cross-border cooperation in the Mediterranean, which aims to establish a self-sustaining cross-sector system (IT-Tourism) that provides innovative services for heritage enhancement.

The participating regions are: Italy (Liguria and Sardinia), Spain (Catalonia), Egypt (Alexandria), Jordan (Irbid), Lebanon (Beirut/Jebeil), Tunisia (Cap Bon), Palestinian Territory (Ramallah). 

A cross-sector system (Information Technology-Tourism) for the enhancement of tourism services will be demonstrated in each country and internationally linked at different levels. Each partner region will develop a pilot initiative to promote a local site and each region will set up a network of experts specialised in multimedia services for heritage promotion, to be linked internationally. In Spain, the i2CAT Foundation will develop a mobile application for the archaeological site of Empúries (MAC) using augmented reality technologies.

People from all participating regions will host and take part in training activities, some as teachers and others as participants in the courses and workshops. On the other hand, all regions will also take part in the annual festivals. International festivals will be held in: Lebanon, Palestine/Spain, Italy. Other countries will be present at these festivals with their pilots and independent contributions of Augmented Reality (AR) examples. Some workshops will be located at the same time and place as festivals.

The main expected result is the establishment of a self-sustaining cross-sector system (IT-Tourism) which will provide innovative services for heritage enhancement, and as such will encourage a better geographical and seasonal spread of tourism arrivals and income thanks to the diversification of tourism products (more specifically, thanks to a promotion of cultural and rural tourism around the “enhanced” sites).


The participation in the various coordinated actions of this system (local pilots, training, festival, networking) will increase technical and/or management capacities of project partners and local partners (the latter will be involved directly in workshops, festivals, network, through capitalisation meetings). Local partners (several are Associated Partners) are selected from the four main target groups: 

  • Territorial: public authorities and organisations with competence over heritage sites and development of sustainable tourism. They are targets for active information provision and multiplication of the project results. These authorities and organisations generally have a lack of knowledge of the potential of AR technologies, their wide range of possible applications, their impact, their cost-effectiveness and their low environmental impact. Furthermore, they do not have systems in place for sustainable cooperation with such innovative cultural service providers.
  • Technical: multimedia experts and experts-in-training from universities as well as from small studios in graphic design, creative and artistic services, etc. Experts do not all have the required skills for the advanced applications proposed by the project, sometimes are unable to access high level training, nor do they have the organisational structure to establish a continuous cooperation with public authorities to whom they can provide their specialised services. The project will establish an organisational structure, provide training and instruments to maintain and showcase their capabilities. 
  • Economic: relevant actors with an economic (commercial) interest in the promotion of tourism and specific tourism sites, especially tour operators. Commercial tourism operators are not always aware of the competitive advantage of sites that have been "enhanced" with multimedia applications, which add informational, artistic, cultural and historic content and substantially increase the interest and attractiveness to tourists. The project will actively provide them with this information, meetings will be held with a large number of them so as to include such sites in holiday packages. 
  • Public: many thousands of national and international visitors to natural and cultural heritage sites as well as local public. The tourist is generally, and justly so, a bit lazy. Mass coastal tourism is facilitated by low cost airlines to the many resorts. Cultural and rural tourism is sometimes considered more "demanding" as the elements to be appreciated are not as straightforward as sun and sea, enjoyed by the masses without background information, cultural understanding or specific enhancements. Multimedia applications are able to give information as well as cultural and artistic enhancements in an easily accessible way. 

Final beneficiaries are local communities, benefiting from a trickle-down effect of job/income creation in IT/tourism and from improved local governance. National/international communities will benefit through increased appreciation of heritage and the cultural understanding that this creates. Public administrators and planners benefit by learning from good practice in public-private cooperation.

  • Municipality of Alguero (Italy)
  • University of Genoa (Italy)
  • Departament de Cultura, Generalitat de Catalunya (Spain)
  • Kòniclab Association (Spain)
  • Fundació i2CAT (Spain)
  • Bibliotheca Alexandrina (Egypt)
  • Municipality of Jebeil (Lebanon)
  • American University of Beirut (Lebanon)
  • Ministry of Tourism & Antiquities – Department of Antiquities(Jordan)
  • Jordan University of Science and Technology (Jordan)
  • Municipality of Al Taybeh (Palestinian Authority)
  • EIWAQ (Palestinian Authority)
  • National Tourism Office – Regional Commissariat for Tourism of Nabeul-Hammamet (Tunisia) 
  • Association for Geographic Research of the University of Manouba (Tunisia)

1. JornadesApp Conferences. Institutional welcome and I AM project presentation

2. JornadesApp Conferences. AR and its application to cultural heritage.

3. JornadesApp Conferences. Open Romanesque Mapping project

4. JornadesApp Conferences. Projected heritage - Beyond the walls.

5. JornadesApp Conferences. Gamification and heritage

6. JornadesApp Conferences. Presenting the winning projects of the I AM grants

7. JornadesApp Conferences. AR technologies.

8. JornadesApp Conferences. The interactive museum

9. JornadesApp Conferences. The augmented city

10. JornadesApp Conferences. AR for tourism and heritage promotion

10/2012 to 10/2015
EU contribution (ENPI-CBCMED programme)
3.060.650 €