Subscribe to our joint NEWSLETTER for
EUTROPIAN &
COOPERATIVE CITY MAGAZINE
On July 2nd, the partners of EPIC – Experience Prato Industrial Culture gathered in Prato for the Second Steering Committee. The meeting marked an important milestone: reviewing the achievements of the first six months and setting the direction for the next phase.
What has EPIC done in the first six months?
One of the most ambitious objectives of EPIC is to combine cultural heritage with advanced technology, creating new ways for people to experience Prato’s industrial identity. The digital plan goes beyond traditional tourism: it aims to offer immersive storytelling through Virtual Reality and Artificial Intelligence, transforming visitors from passive observers into active participants in an engaging and interactive narrative.
Over the first six months, the project has focused on laying the foundations for this ambitious vision. Two key experiences have been defined: Flyover Prato, a virtual flight over the city that allows users to explore Prato’s landmarks and industrial heritage from a unique perspective, and the Virtual Museum, an interactive space featuring thematic rooms dedicated to the city’s history and tourism products. Both experiences will be powered by conversational AI, offering multilingual and dynamic interaction to respond to visitors’ questions in real time.
Another fundamental strand of EPIC concerns the design of new tourism products based on Prato’s unique industrial heritage. The objective is to create experiences that combine authenticity, innovation, and sustainability, presenting Prato not only as a historic textile city but as a living laboratory of creativity and circular economy.
In the first six months, work has focused on extensive research and data collection to build a solid foundation for this process. The analysis began with an in-depth study of national and international tourism trends, identifying how travel behaviors are evolving and how Prato can position itself competitively. Successful case studies from other regions—such as Catalonia, Portugal, and France—were examined to gather inspiration and best practices. At the same time, detailed mapping of Prato’s industrial heritage, cultural sites, and existing tourism operators has been carried out, together with an analysis of the city’s presence in travel guides and an online sentiment study to understand how Prato is perceived by visitors.
EPIC is not only about technology and tourism products; it is also about creating the right governance framework to make these innovations sustainable over time. One of the key goals of the project is to establish an inclusive model that brings together institutions, businesses, cultural organizations, and citizens in shaping the future of tourism in Prato.
Over the past six months, significant progress has been made toward this objective. A comprehensive mapping of stakeholders has been completed, followed by 16 in-depth interviews with strategic actors such as trade associations, cultural operators, and municipal representatives. These conversations explored governance options, expectations, and opportunities for collaboration. In parallel, a citywide questionnaire was launched to engage the wider community. With more than 1,200 responses collected so far, this initiative is generating valuable insights into how tourism is perceived and what priorities should guide its development.
These steps are building the foundation for a participatory governance model that will ensure tourism growth aligns with innovation, social inclusion, and environmental responsibility. The coming months will focus on further consultations and the design of a capacity-building program aimed at equipping local actors with the skills needed to take an active role in this transformation.
The next phase of EPIC will also see the beginning of the knowledge transfer activities, an essential component of the project and an area where Eutropian plays a key role. These activities are designed to ensure that Prato’s experience becomes a model for other European cities seeking to innovate in the field of cultural and industrial tourism.
The first major milestone in this process will take place in October, when Prato will host a study visit for Transfer Cities, the European partners engaged in learning from EPIC’s methodology. This visit will include presentations of the work carried out so far, site visits to key industrial heritage locations, and interactive sessions to exchange ideas and strategies. It marks an important step in building a transnational dialogue on how heritage, technology, and participatory governance can work together to create sustainable urban development models.
Through its involvement in the transfer package, Eutropian will facilitate this process, ensuring that the lessons learned in Prato are effectively shared and adapted to different urban contexts across Europe.
EPIC – Experience Prato Industrial Culture – is an innovative project co-funded by the European Urban Initiative, aiming to transform Prato’s unique industrial heritage into a driver of sustainable tourism, cultural innovation, and local development. By combining immersive technologies, co-designed tourism products, and inclusive governance, EPIC seeks to create a new way of experiencing the city—one that connects tradition with innovation, strengthens community involvement, and positions Prato as a reference point for smart and sustainable cultural tourism in Europe.