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Adventure Tourism Innovation Partnerships

Enhancing digital marketing and product innovation skills in the adventure tourism sector

Adventure Tourism Innovation Partnerships (AVIP) is a multinational project with six partners situated across Europe. Supported by the Erasmus+ programme, the aim of the project is to produce online interactive courses to enhance the digital marketing and product innovation skills of businesses, students, and entrepreneurs in the adventure tourism industry.

Background to the project

Adventure tourism is one of the fastest growing segments of the tourism industry, growing year on year. It is widely recognised as a powerful tool that can promote sustainable development in rural and economically marginal areas, generating smart employment and jobs growth, as well as providing strong incentives for preserving the natural environment. However, in order to support the growth in the industry, there is a need to develop skills in a range of areas and many HE and VET institutions lack the tools to effectively respond to this challenge. The AVIP project will tackle this by developing partnerships and new models of HE based around flexible learning pathways. These will be tailored to meet digital and innovation skills, empowering businesses to keep up with the rapidly changing consumer needs in adventure tourism.



University of the Highlands and Islands – Centre for Recreation and Tourism Research (CRTR) resides as part West Highland College UHI in Fort William, alongside the School of Adventure Studies (SOAS) providing leading courses in adventure studies and tourism research. CRTR has the experience of working on numerous transnational projects with partners in a variety of countries, and has developed strong links with academia and industry.

Lochaber Chamber of Commerce focuses on working for business in Lochaber and promoting the area as a great place to live, work, study and visit. The Chamber has links to a wide number of businesses and promotes tourism in Lochaber through the successful Outdoor Capital of the UK brand.


Tallinn University (Tallinn Ülikool) is the largest university of humanities in Tallinn and is focused on supporting the sustainable development of Estonia through high quality research and study, education of intellectuals, public discussions and promoting of academic partnership. The university seeks to positively impact the society in general and the well-being of its citizens.


Varna Chamber of Tourism (Varnenska Turisticheska Kamara) is a regional tourism organisation located on the Bulgarian Black Sea coast. The Chamber focuses on representing the interests of its members, contributing to the training of personnel in tourism, assisting in the creation of sustainable tourism development and promoting Bulgarian tourism.


Momentum Marketing Services is and Irish VET organisation focused on developing progressive learning programmes and platforms for education with special focus on the tourism economy. They have worked on numerous projects and have designed and delivered innovative programmes including face to face facilitation, mentoring and web enabled distance learning.


European E-Learning Institute (EUEI) specialises in creating powerful online platforms, immersive education environments and provision of resources and tools to create truly valuable learning experiences. EUEI places tremendous work on the informal and flexible nature of continuing education and crafting online courses for those wishing to improve themselves and stay ahead in business.

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