The ACTIVE TOURISM project aims at increasing competitiveness and harmonising the quality and reliability of companies within the tourism sector with a particular focus upon rural and cultural tourism. The project will develop and introduce an innovative professional profile able to increase individual skills levels and reinforce apprenticeship training within the tourism sector. The end results of the project will comprise a study on existing qualification levels within the European tourism sector, a resources database specific to rural tourism, a tool for the development of curricular training modules, a guide to work-based training, a support training manual, a dedicated project website (presenting the results of the project) and a catalogue of existing professional profiles within the tourism sector. Dissemination will include ongoing communication (with regard to project progress) to professionals in the tourism sector in addition to training practitioners. The dedicated project website will further provide links to similar European development programmes. Primary beneficiaries of the project include young people with minimal qualification levels (particularly those living in rural areas); women with little or no previous professional experience and employees within the Hotel & Catering industry wishing to improve or upgrade their skills. Secondary beneficiaries include managers/owners of SME's and training bodies.