The Kul-Well Project is based on the shared culture of the Slovenian-Hungarian cross-border region, characterised by authentic traditions and a tranquil way of life compared to larger cities. This cultural foundation enables joint tourism development to improve the well-being of residents and visitors.

The project addresses two common challenges:
1. Culture as a unifying force and foundation for development: The cultural identity of the region, rooted in shared history, customs, and resources, is not recognized as a key factor for community cohesion. Investment in arts, crafts, and entrepreneurship can bring innovative solutions, increase added value, and foster social inclusion.

2. Challenges of rural areas: Apart from some towns and thermal destinations, the region is largely a rural area with micro-entrepreneurs struggling to keep up with global pressures. A rethinking of a new shared vision is required, alongside adapting global standards to the realities of such an environment based on a realistic assessment of local potential and stakeholder capacities. This approach enables better integration of a dispersed tourism offer and enhances the quality of services among private providers, local tourism organisations, development agencies, and other existing functional units, ensuring the long-term sustainability of results.

The overall objective of the project is to co-create joint quality standards for unique cross-border cultural experiences. These standards will form the basis of a sustainable niche tourism offer in rural areas, contributing to the improved well-being of the local community and visitors in the cross-border region. Stakeholders from the fields of culture and tourism will, through additional knowledge and understanding of the role of culture as a foundation for development, strengthen economic development and social inclusion in line with the EU’s green and just transition.

The main objective will be achieved through the following project outputs:
1. Joint quality standards: Co-development of standards for unique cross-border cultural experiences, which will be compiled in a Handbook as a common solution to enhance the quality of cross-border cultural tourism offer for wellbeing.
2. Jointly implemented pilot action: The developed standards will be tested by connecting at least 40 providers of unique cultural experiences into cross-border multi-day tourism packages. The innovative cultural and wellness offer will target couples, groups of friends, and seniors—a target group with a higher standard seeking a creative retreat in pristine nature and authentic local hospitality.
3. Kul-Well Alliance: Establishment of a permanent network of stakeholders from the public and private sectors across all four regions of the cross-border area that will connect with the existing Amazon of Europe Hub network. Through the process of developing and testing standards and unique cultural experiences, the stakeholders will deepen their knowledge and understanding of guest needs and upgrade the local traditions into inclusive experiences for all.

The project uniquely connects and upgrades shared culture, cultural heritage, and products of past projects. For the first time, it combines cultural and wellness experiences into cross-border high-value tourism packages for a specific target group, addressing the growing wellness industry trend with a focus on preventive well-being.

A second innovative element is the project’s foundation on the values and principles of the New European Bauhaus, ensuring all activities are inclusive and sustainable. The result will be a common approach among the stakeholders for co-developing authentic offers and jointly promoting them in cross-border and international markets.

The Kul-Well project will build on previous results, collaborate with existing projects, and provide new knowledge and experiences on the importance of culture as a basis for the sustainable development of the rural areas of the cross-border region. It will promote cooperation among local destinations, create new economic opportunities for artists and entrepreneurs, retain young people in the region, and enhance social inclusion and cohesion.

Project end date:

31.10.2028