The Urban Leisure & Tourism Lab Rotterdam is associated with SmartCulTour, a 4-year project supporting European regions in the development of sustainable cultural tourism. The European Union finances SmartCulTour as part of their Horizon 2020 research programme.
The association includes six Living Labs in Europe: Rotterdam, Scheldeland (Flanders-Belgium), Utsjoki (Lapland-Finland), Huesca (Spain), Split (Croatia) and Vicenza (Italy). The objective is to show what tourism entails for the various locations. By means of experiments, workshops and serious games, the Living Labs investigate ways in which collaboration between the cultural sector and the tourist industry can be improved.
Collaborating with several city partners, including Rotterdam Partners, the Urban Leisure & Tourism Lab Rotterdam focuses on the development of Rotterdam-South, among other things.