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

The ITRC is a participant and leading partner in the Erasmus+ project ‘Unlocking the potential of immersive literary and film tourism in Europe’. The project will run for two years (2024-2026) and is carried out in cooperation with companies and institutions in Ireland, Denmark, Lithuania and Slovenia. 

The main objective of the UPLIFT project is to promote digital solutions and innovation for the European film and literary tourism sector and develop skills for those who want to integrate immersive tourism practices and promote Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligence (AI) readiness for SME’s and VET educators. During the project’s lifetime, the project partners will develop innovative educational materials and hold workshops for tourism businesses to bridge the gap between theoretical knowledge and real-world application. 

ULIFT's first two resources were published in the summer of 2025. They are available in open access on UPLIFT's website.

  1. Research report: This report examines how augmented reality (AR), virtual reality (VR), and AI are changing the way we explore cultural heritage linked to literature and cinema. It maps key trends, opportunities, and skills gaps across the tourism and education sectors.
  2. Best Practice Compendium: A rich collection of real-world examples from across Europe showcasing how immersive tech is already being used to enhance visitor experiences. From local libraries to global film trails, the compendium offers ready-to-replicate ideas.

 

The UPLIFT project and its first resources were introduced at an international symposium in Reykjavík, Iceland, on May 30th, 2025. Both the presentation and panel discussion can be watched HERE & HERE.

 

Follow the journey on UPLIFTs website and social media channels:

Guðrún Þóra Gunnarsdóttir, director, and Vera Vilhjálmsdóttir, researcher, are the project managers on behalf of the ITRC.