Building the ADRION Brand Name in Tourism: Indulging all Five Senses


The ADRION area has high potential for further development of sustainable tourism; however tourism suffers from several weaknesses. The common territorial challenge to be addressed by ADRION 5 SENSES is the lack of a sustainable tourism model based on innovative, high-quality tourism products and services.

The project suggests a holistic approach to sight, hearing, smell, taste and touch to develop effective branding strategies and boost the performance of ADRION destination by creating conditions to enhance tourist experiences. This integrated approach (sensory marketing) is new and innovative for the ADRION area.

The overall objective is to build and promote the ADRION brand name in tourism by indulging all five senses of tourists.

The specific objective is to direct efforts of ADRION stakeholders to the sustainable planning of physical/virtual settings and valorisation and preservation of natural/cultural heritage, in which positive and memorable experiences are more likely to emerge, leading to positive outcomes, such as tourist loyalty.

The project aims to use technology for the co-creation of enhanced destination experiences. The ADRION destination has the opportunity to better address the multi-sensory nature of the tourist experience in order to design experiences by exploring the potential of ICT.

The main outputs of the project include a Joint Strategy & Action Plan for the ADRION destination management, the ADRION 5 SENSES Transnational Cooperation Network and demonstration actions (Map of Sensations, Multilingual Web Platform and Exhibition Centres) that will benefit local/regional/national authorities, SMEs, business support organisations, academia etc.

ADRION 5 SENSES aims to build the ADRION brand in the whole Programme area and thus transnationality is inherent to its logic.

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Within the project REDASP created a mobile application "Srce Srbije" which represents tourist offer of Sumadija and Pomoravlje.
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