The project Italia é Cultura represents the initiative of number of universities from European Union but also from other Mediterranean countries (Tunisia, Morocco, Libya etc.) of forming the International University of the Mediterranean. This was formally confirmed by signing the forming documents on the first day of the international conference Italia é Cultura, held from 29th May to 04th June in Palermo, Sicily. Within the conference 4 different areas were covered – Youth, tourism and cultural heritage, Mediterranean lifestyles, Society and the metaverse and New professions for cultural heritage, in which many professors from different universities from Italy, Europe and world took part.
Consultants from Futurizam Ltd, Miloš Ćuruvija PhD and Ivana Ćuruvija PhD took part at the conference which allowed them to make new contacts with colleagues from all around the world. Ivana Ćuruvija PhD was invited to speak at the conference about the indispensable role of guides in the era of technological advancements and sustainable tourism, as one of the experts dealing with this subject not only from the scientific angle, but also from the angle of practical skills and guiding techniques.
One of the goals of the conference and the whole initiative is the formation of the training centre for the service excellence in Mediterranean region, which foresees tourist guide training with the accent on lifelong learning and gaining knowledge as well as the guiding techniques, all with the goal to adapt to the new trends and expectations of tourists.
