The project in briefThe Mediterranean as a whole attracts around 30% of international arrivals and of tourism receipts. Increased international competition is nevertheless impacting the position of the Mediterranean region as a leading destination in the global market. Product diversification and innovative tourism services are key drivers to maintain and enhance the attractiveness of the Mediterranean destination on international markets.This is the purpose of I AM project which aims at developing innovative multimedia technologies for the management of cultural and natural heritage. Visitors will have the opportunity to rediscover various sites and monuments - such as the old city of Byblos in Lebanon, the El Khadr Greek-Orthodox church located in Taybeh (Palestine territories) and the archaeological site of Bayt Ras in Jordan - under a new perspective thanks to the potentialities offered by 3D reconstructions, Augmented Reality installations or interactive illumination. A large portion of the project will also be dedicated to awareness raising, training and transfer of innovative multimedia technologies for tourism site management.Specific objectiveTo develop a self-sustaining cross-sector system, linking the Information Technology and Tourism sectors, which will encourage a better seasonal and geographical spread of tourist arrivals by means of product diversification. Expected Results: • Enhanced tourist sites management with at least one new local initiative implemented in each country using pilot multimedia applications and especially Augmented Reality technology to cultural and natural heritage • 35 new packages created (5 per pilot site/country) and 35 tour operators involved • Tourism arrivals to the sites using multimedia enhancements increased by 5% • Revenue from tourism at/near these sites increased by 5% • Information on the potential of innovative multimedia applications spread to territorial and economic stakeholders