UPLIFT: Unlocking the potential of immersive literary and film tourism in Europe

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The Icelandic Tourism Research Centre (ITRC) is leading a new European collaborative project on behalf of the University of Akureyri. The project is funded by the Erasmus+ grant programme for two years (2024-2026). The project is called UPLIFT (Unlocking the potential of immersive literary and film tourism in Europe) and involves partners from six companies and educational institutions in Iceland, Denmark, Lithuania, Ireland, and Slovenia.

The project's objective is to focus on digital solutions and innovation within literary and film tourism in Europe and to enhance the skills of tourism operators who wish to utilise technological innovations such as VR/AR/AI in their work. To this end, the UPLIFT partners will develop educational materials and hold workshops. Through this, UPLIFT aims to bridge the gap between academic knowledge and practical application when it comes to utilising virtual reality, artificial intelligence, and augmented reality within literary and film tourism.

The project officially began on 1 October and has had a successful start. The first project meeting for the partners was held online at the beginning of the month, where the group took the first steps in this exciting new project.

Pictured: Vera Vilhjálmsdóttir (RMF), Tanja A. Kokol (VSGT), Guðrún Þóra Gunnarsdóttir (RMF), Monika Grineviciute (Vilnius Tech), Kathryn O'Brien (EUEI), Lina Peciure (Vilnius Tech), Lauga Magan (Feltech), Noelle O'Connor (TUS) and Vilma Puriene (Vilnius Tech).

On 11 October, the Erasmus+ National Agency in Iceland held a kick-off meeting for project managers of new European projects at the Hilton Nordica. Vera Vilhjálmsdóttir, researcher at ITRC, participated in the meeting on behalf of ITRC and the University of Akureyri, and also gave a short presentation on ITRC's experience in leading Lump Sum projects.

Pictured: Representatives for grant recipients Vera Vilhjálmsdóttir (ITRC), Guðríður Helgadóttir and Ágústa Erlingsdóttir (Fjölbrautaskóla Suðurlands), Arnþrúður Dagsdóttir (Þekkingarnets Þingeyinga) plus staff from the National Agency: Rúna director, Júlíana finance manager and Margrét VET project manager. Picture provided by the National Agency in Iceland.