OPEN TOURISM aims to reinforce cross border public-private cooperation, in order to promote local heritage and favour economic and social development. An innovative strategy will be implemented, based on a new concept of tourism, focusing on a deeper relationship  between visitors and local communities.  An integrated territorial marketing strategy will boost the attractiveness of natural and cultural assets, while innovative products and services will be released to enhance excellences, provide information and offer high quality, customized and off-season tourist services.