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

The Icelandic Tourism Research Centre (ITRC) participated in the European cooperation project UPLIFT – Unlocking the Potential of Immersive Literary and Film Tourism in Europe, which received two years of funding (2024–2026) through the European Union's Erasmus+ programme. ITRC led the project on behalf of the University of Akureyri, working with five companies and educational institutions from Ireland, Denmark, Lithuania and Slovenia.

The aim of UPLIFT was to strengthen knowledge, skills and innovation in immersive literary and film tourism in Europe and to support tourism stakeholders in exploring digital technologies such as Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligence (AI). Throughout the project, the partners conducted research, collected examples of best practices, organised workshops and developed a range of practical educational resources. Together, these activities aimed to bridge the gap between theoretical knowledge and the practical application of immersive technologies in literary and film tourism.

By the conclusion of the project in 2026, UPLIFT had developed a collection of freely accessible educational resources for tourism SMEs, educators and trainers, learners, cultural organisations and other stakeholders interested in immersive literary and film tourism.

1. Research Report: The report – Vocational Skills for Immersive Tourism in Europe - explored how technologies such as AR, VR and AI are influencing literary and film tourism and examined key developments, opportunities, challenges and skills needs across the tourism and education sectors.
2. Best Practice Compendium: The compendium brought together examples from across Europe and beyond, demonstrating different ways in which digital technologies, storytelling and immersive approaches are being used to enhance visitor experiences. The examples ranged from relatively simple and accessible solutions to more technologically advanced experiences.
3. Video Lessons: Consists of four short and practical video lessons that take learners from strategy and idea development to the practical use of immersive technologies in tourism. The lessons cover marketing, branding and goals; the use of VR, AR and XR; creating simple VR experiences on a budget; and creative uses of QR codes, with an emphasis on accessible and realistic solutions.
4. Workshops and Implementation Clinics: Four practical workshops and four accompanying Implementation Clinics which, together with the Video Lessons, help users explore immersive tourism opportunities and turn ideas into action. Designed particularly with SMEs and smaller organisations in mind, the materials take account of different budgets, levels of technical knowledge and access to resources, allowing users to begin at a level appropriate to their needs and experience.
5. VET Trainers Guide: Provides practical support for educators and trainers wishing to incorporate the project's resources into teaching and training in immersive literary and film tourism. Rather than offering a fixed curriculum, the guide shows how the research, best practices, Video Lessons, Workshops and Implementation Clinics can be selected, combined and adapted to different learners, teaching contexts and levels of technical knowledge.

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.