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i Projekt ATAS – Antične pasti jadranskega morja je rezultat sodelovanja štirih različnih projektnih 
partnerjev iz Hrvaške, Črne gore in Slovenije. Glavni cilj projekta je bil vzpostaviti mrežo standard-
iziranih turističnih produktov s poudarkom na podvodni dediščini Jadrana. V prispevku predstavlja-
mo glavne cilje in rezultate projekta, vendar tudi opozarjamo na potencialne ovire z vidika kulturnega 
in dediščinskega turizma.
Ključne besede: podvodna dediščina, kulturni turizem, potapljaški turizem, promocija dediščine
Project ATAS – Ancient Traps of Adriatic Sea is the result of collaboration of four different project 
partners from Croatia, Montenegro and Slovenia. The main objective of the project was to establish a 
network of standardised tourist products with focus on underwater heritage of Adriatic. This paper pre-
sents the main project objectives and results, but also reminds of the potential obstacles from the per-
spective of the cultural and heritage tourism.
Keywords: underwater heritage, cultural tourism, diving tourism, promotion of heritage 
Project ATAS – Ancient traps of the Adriatic Sea 
Objectives, obstacles and results with focus 
on the cultural and heritage tourism
Zrinka Mileusnić, University of Primorska, Faculty of Humanities
21
Introduction
Project ATAS (Ancient traps of the Adri-atic Sea) is the result of partnership and common goals of four different partner 
institutions from three eastern Adriatic coun-
tries – Slovenia, Croatia and Montenegro, form-
ing a public-private consortium. Under the co-
ordination of the lead partner City of Mali 
Lošinj (Croatia), partners DF agencija d.o.o. za 
fotografiju i zastupanje u fotografiji (Croatia), 
University of Primorska (Slovenia) and Hidro-
mont engeenering (Montenegro), have collabo-
rated on the creation and the design of a multi-
faceted project proposal that has been rewarded 
the grant for its implementation through the 
EASME (Executive Agency tor Small and Me-
dium-sized Enterprises of the European Com-
mission) programme Implementation of the Eu-
ropean Maritime and Fisheries Fund Work 2015 
and the specific action Thematic touristic routes 
on underwater cultural heritage1. 
The main goal of the project consortium 
was to establish a common online platform with 
a set of standardised tourist products as the ba-
sis for creation of a network of similar Adriatic 
destinations with specific tourist products. The 
main objective of the creation of such a platform 
was to enable SMEs and other institutions to 
ease the promotion and visibility of similar small 
scale tourist products for the specific target au-
dience, that could not be achieved by individual 
approach and without networking. Specific goal 
was to create tourist products for divers with the 
focus on the underwater heritage with additonal 
objectives of creating a cultural trail to increase 
the overall visibility of underwater heritage and 
1 https://ec.europa.eu/easme/en/ancient-traps-adriatic-sea
doi: ht t ps://doi .org/10. 26493/2350-54 43.5(1)21-27
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raise awareness of its preservation, of enhancing 
diversification in tourism offer, improving com­
petitiveness of destinations, extending the sea­
son and ensuring greater sustainability for SMEs 
in the form of longer term employment.
Network of destinations, along with above 
mentioned promotion goals of tourist products, 
had an objective of raising awareness of european 
underwater heritage and creating synergies pro­
voking more interest and reinforcing this speci­
fic cultural heritage as motive for travel, resulting 
with the creation of the product that comprised 
different types of tourism – diving and cultural 
tourism while creating a starting point, or initi­
atl cultural route, for the potential development 
of several cultural routes.
Goals, obstacles and results
For the implementation of the project partners 
have chosen four main destinations connected 
with their main activities: Mali Lošinj (Island 
of Lošinj, Croatia), Luka Prvić (Island of Prvić, 
Croatia), Izola (Slovenia) and Budva (Montene­
gro). The initial idea was developed by the part­
ner in Prvić Luka (Croatia) who is involved in 
the swimming tourism network and is offering 
standardised products all over the world.2 The 
goal was to use the know­how and apply it to an­
other type of tourism – diving tourism. 
At all destinations diving tourism offer alre­
ady exists through the activities of licensed di­
ving clubs and in the form of different kind of 
diving activities, mainly focused on the leisure 
divers. That is why the product needed a specific 
subject or additional attractive content to make 
it different and recognisable. It was decided to 
include the underwater cultural heritage, based 
on the rapid increase of demand in production 
and consumption of heritage attractions in the 
frame of European cultural tourism.3 
At all chosen locations or in their vicinity, 
there are different underwater sites. Some of the­
se sites are already exploited in the form of cultu­
2 SOURCE 6: https://www.swimtrek.com/
3 Greg Richards, »Production and consumption of European Cul-
tural Tourism«. Annals of Tourism Research 23/2 (1996): 261-283.
ral tourism but are still not well recognizable at 
European tourism market. In order to raise the 
identity of the future cultural­diving tourist pro­
ducts, the specific underwater heritage was cho­
sen to be included – the underwater heritage of 
the Roman period. This choice was based on the 
fact that the lead partner – the City of Mali Lo­
šinj has already been building its recognition on 
the European tourist market by promoting the 
underwater heritage Apoxyomen, a bronze sta­
tue o fan Greek athlete that sunk in the Roman 
period in the vicinity of the island.4 In order to 
promote it in the best possible way and make it 
accessible to the greatest number of visitors, the 
city built a contemporary museum, presenting a 
broader story about the heritage while displaying 
only the original statue as the only exhibit. 
This experience added another elelmet 
to the product – the need of combinig the un­
derwater heritage in situ (accessible only by di­
ving) with the obligatory visit to the museum, 
and thus enabling the comprehensice experien­
ce and understanding of underwater heritage.5 
This idea was in line with several international 
documents6 dealing with the promotion of cul­
4 Zrinka Ettinger Starčić, Underwater archaeological sites of the Lošinj 
Archipelago (Mali Lošinj, 2013).
5 SOURCE 2 http://www.unesco.org/new/en/culture/themes/un-
derwater-cultural-heritage/2001-convention/ (1.5.2017); SOUR-
CE 3 Manual for Activities directed at Underwater Cultural He-
ritage. Eds. Thijs J. Maarleveld, Ulrike Guérin, Barbara Egger. 
UNESCO publications (2013). http://www.unesco.org/new/en/
culture/themes/underwater-cultural-heritage/publications-re-
sources/publications/ (1.5.2017).
6 Zrinka Mileusnić, »Cultural tourism and cultural tourists – basic 
concepts.« in Lazar, Irena (ed.). Project AS. Archaeolog y for all. Revival 
of the Archaeological park Simonov zaliv. Project Manual (Koper: Za-
ložba Univerze na Primorskem, 2016), 104-108; ICOMOS, »Med-
narodna listina o kulturnem turizmu« in Doktrina 1: Mednaro-
dne listine ICOMOS, ed. Jovo Grobovšek (Ljubljana: združenje 
ICOMOS/SI, 1999), 61-67; ICOMOS. “Listina o interpretaciji in 
predstavitvi območij kulturne dediščine.” Doktrina 2: Mednaro-
dne listine in dokumenti ICOMOS, uredil: Jovo Grobovšek, (Lju-
bljana: Združenje ICOMOS/SI, 2008), 45–53; ICOMOS, »Med-
narodna listina o ohranjanju in upravljanju arheološke dediščine 
(Lausannska listina)« in Doktrina 1: Mednarodne listine ICO-
MOS, ed. Jovo Grobovšek (Ljubljana: združenje ICOMOS/SI, 
1999), 45-50; SOURCE 2 http://www.unesco.org/new/en/culture/
themes/underwater-cultural-heritage/2001-convention/ (1.5.2017); 
SOURCE 3 Manual for Activities directed at Underwater Cultu-
ral Heritage. Eds. Thijs J. Maarleveld, Ulrike Guérin, Barbara Eg-
ger. UNESCO (2013); Role of Museums in Education and Cultural 
Tourism Development: Policy Brief. UNESCO (2012), Kyev; Ted 
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tural heritage and the necessity of the active in­
tergration of museums in the field of cultural to­
urism.
Creating the idea of uniting several destina­
tions in one promotional platform and combini­
nig diving and specific cultural heritage seemed 
as an ideal setting for creation of new tourist 
products at the beginning. Two of destinations 
have archeological parks suitable for tourists and 
amateur divers. Museums are also present in all 
destinations or in their vicinity, as well as histo­
rical background. Also, all destinations are loca­
ted in growing tourism region of Adriatic and 
are in proximity to major European markets for 
scuba tourism like Germany and Austria. The 
destination in Slovenia included the Archaeolo­
gical park in the Simon's bay in Izola. At this spe­
cific destination many of the previous activities 
have included building contents and infrastruc­
ture for the promotion of the Roman maritime 
villa and its surrounding area. These included 
the underwater archaeological park, interpreta­
tional centre and biking and hiking heritage tra­
ils in the surrounding area. The inclusion od the 
site in the promotional platform, international 
networking with similar destinations and crea­
tion of the specific tourist products in collabo­
ration with local SME's was a logical next step 
in its development.7 Besides the already mentio­
ned underwater heritage, the island of Lošinj has 
Silberberg, »Cultural tourism and business opportunities for mu-
seums and heritage sites«. Tourism Management 16/5 (1995): 361-365.
7 Lazar, Irena, (ed.). Project AS. Archaeolog y for all. Revival of the Archae-
ological park Simonov zaliv. Project Manual (Koper: Založba Univerze 
na Primorskem, 2016); Irena Lazar, »Short description of the pro-
ject and project collaborators.« In Lazar, Irena (ed.). Project AS. Ar-
chaeolog y for all. Revival of the Archaeological park Simonov zaliv. Project 
Manual, Koper (Založba Univerze na Primorskem, 2016): 8–15; Ire-
na Lazar, Mateja Ravnik, Katarina Šmid, »New contents fort he vi-
sitors and tourists – heritage trails«, in Lazar, Irena (ed.), Project AS. 
Archaeolog y for all. Revival of the Archaeological park Simonov zaliv. Pro-
ject Manual (Koper: Založba Univerze na Primorskem, 2016), 166–
183; Irena Lazar, Zrinka Mileusnić, »Projekt AS in arheologija kot 
kulturni turizem.« Studia Universitatis Hereditati 3/1 (2015), 75-85; 
Zrinka Mileusnić, »Cultural tourism and cultural tourists – basic 
concepts.« In Lazar, Irena (ed.), Project AS. Archaeolog y for all. Revival 
of the Archaeological park Simonov zaliv. Project Manual (Koper: Za-
ložba Univerze na Primorskem, 2016), 104-108; Zrinka Mileusnić, 
»The Project AS and archaeology as a cultural tourism.« In Lazar, 
Irena (ed.), Project AS. Archaeolog y for all. Revival of the Archaeological 
park Simonov zaliv. Project Manual (Koper: Založba Univerze na Pri-
morskem, 2016), 16-17. 
salso an existing underwater historical park,8 as 
well as many other underwater sites with a gre­
at potential for their promotion and inclusion in 
the cultural tourism products.9 However, seve­
ral problems have arised in locations in island of 
Prvić in Croatia and in Montenegro.
The island of Prvić has no underwater heri­
tage sites in the exact vicinity. This problem was 
solved by creating the list of existing archaeologi­
cal sites, published at the site of Croatian Minis­
tery of Culture and mentioned in the publicati­
ons.10 Also, a Municipal museum in Biograd na 
moru was included in the package.11 For a final 
selection of sites, local diving clubs were consul­
ted. The problem that arose was the existance of 
a protective measure that includes a yearly con­
cession for the diving clubs and diving at these 
sites. Although the measure has the main goal 
to enhance the collaboration in protection, mo­
nitoring and promotion of the underwater heri­
tage, the local diving clubs interpreted the me­
asure as financially non attrative, so they rather 
than paying for it decide not to dive at the ppro­
tected sites. On the other hand the measure is li­
mited in number so it often happens that foreign 
diving clubs pay for it but do not dive at these lo­
cations. Since these problem scan not be solved 
with a single project and are to be solved on the 
national level, in the frame of the project financi­
8 The underwater historical park presents different attractions from 
different historical periods but it is arising questions about the au-
thenitcity. Since it has been created as a tourist product with a goal 
of presenting island's heritage in an attractive way, it serves its pur-
pose well and the autheticity will not be a subject of further discus-
sion in this paper.
9 Zrinka Ettinger Starčić, Underwater archaeological sites; Radmila 
Matejčić and Marijan Orlić, Rezultati prve faze hidroarheoloških istra-
živanja u cresko-lošinjskim vodama. Arheološka istraživanja na otocima 
Cresu i Lošinju. Znanstveni skup, Mali Lošinj, 11.-13. listopada 1979 (Za-
greb: Hrvatsko arheološko društvo, 1982), 161-169; Marijan Orlić, 
Podmorsko arheološko nalazište Ilovik. Arheološka istraživanja na otoci-
ma Cresu i Lošinju. Znanstveni skup, Mali Lošinj, 11.-13. listopada 1979 
(Zagreb: Hrvatsko arheološko društvo, 1982), 153-159; Irena Radić 
Rossi (ed.), Archeologia subacque in Croazia. Studi e ricerche (Venezia: 
Memorie Mediterranee, 2006).
10 SOURCE 5 Registar kulturnih dobara, Ministarstvo kulture Re-
pubilke Hrvatske http://www.min-kulture.hr/default.aspx?id=31; 
Radić Rossi, Irena ed. Archeologia subacque in Croazia. Studi e ricerche. 
Venezia: Memorie Mediterranee, 2006.
11 In the Municipal museum of Biograd remains of a trade ship from 
the 16th century, sunken in the vicinity are displayed.
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al means were allocated for the purchase of these 
concessions for the destination. Fort this reason 
diving locations also included the sites that this 
measure does not apply to.
The case of Montenegro has pointed to­
wards different problems. Although the under­
water archaeology of its coast is not thoroughly 
researched,12 there are sites of Bigovica and Mal­
jevik that are attractive enough to be included 
in the tourist product. However, the legislative 
frame of protection of underwater heritage in 
MOntenegro is not strong enough to protect the 
heritage sites from looting, and even illicit trade 
of looted finds. Therefore, in the frame of the 
project, a special communication and informa­
tion protolol had to be established to protect the 
providers of the diving­cultural tourist products 
from being recognized as illegal visitors and po­
tential threat for heritage. Fortunately, a project 
partnership included a collaborators already be­
ing familiar with the situation and also collabo­
rating with institutions for the protection of law 
and order.
Upon solving afore mentioned problems, 
a new cultural trail has been designed, uniting 
destinations along the eastern Adriatic coast: 
Izola, Mali Lošinj, Prvić and Budva. Although 
the cultural trails are expected to connect the ex­
isting historical trails, the creation of new ones 
is allowed in such cases as in this project, when 
they enable the promotion of the heritage13 and 
ensure the sustainability for the local communi­
ty, based on the cultural tourism. 
Partner consortium continued the work on 
the project and developed a variety of activities 
like networking, educational workshops, mar­
ket research in order to conceptualize, devel­
op and promote new tourism product. All these 
goals are in line with an ICOMOS Internation­
12 The most complete oveview is published in Karović, Gordana. »Po-
dvodna arheološka nalazišta crnogorskog podmorja.” Godišnjak 
Pomorskog muzeja u Kotoru LV-LVI (2008): 425-451.
13 ICOMOS. “Listina o kulturnih poteh.” Doktrina 2: Mednarodne 
listine in dokumenti ICOMOS, uredil: Jovo Grobovšek, (Ljublja-
na: Združenje ICOMOS/SI, 2008), 29–44.
al Charter for Cultural Tourism,14including 
three main and interdependent elements – tour­
ists, heritage and local population. However, we 
must point out some other obstacles that were 
overcame during the project. 
Local community was adressed through 
different educational activities and media pro­
motion in order to get acquainted with the pro­
ject and to consider collaboration. Education­
al workshops and several individual contacts 
were implemented in all destinations. Howev­
er, the response from the local community was 
slow and weak but once the local community 
was reached they have helped in the process of 
promotion, as was noticed by the interest for the 
inclusion in the platform from destinations and 
providers that were not included in the project.
When considering tourists, and especially 
in the field of cultural tourism, there is a basic 
rule that a tourist has to have a positive experi­
ence. The problems begin when we start target­
ing tourists. At the beginning of the project, the 
main ide was that new products will attract the 
so called cultural tourists, that are highly moti­
vated, but also have other positive characteris­
tics, all connected with the financial side of the 
sustainability of the tourism market,15 in our 
case of the local community. A specific product, 
combining heritage with diving, had to involve a 
different kind of tourists – diving tourists. Anal­
ysys of their characteristics have shown that div­
ing tourists only in part share similar charac­
teristics with cultural tourists. That is why a 
compromise had to be made before packaging 
by including a large but not very specific type of 
tourists – mostly families, instead of tipical di­
vin gor typical cultural tourists.
This has impacted a final stage of pack­
aging. Since products had to be appealing to a 
quite large group with not necessarily similar in­
terests, new contents had to be added to prod­
ucts. We have decided to overcome this problem 
14 ICOMOS, »Mednarodna listina o kulturnem turizmu« in 
Doktrina 1: Mednarodne listine ICOMOS, ed. Jovo Grobovšek 
(Ljubljana: združenje ICOMOS/SI, 1999), 61-67. 
15 Ted Silberberg, »Cultural tourism and business opportunities«, 
363.
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by creating at least two packages per destination, 
for both experienced and non experienced di­
vers. Besides, all the packages had to include div­
ing in heritage sites, visits to museums but also 
diving in attractive natural sites or they had to 
offer specific themathic contents to integrate all 
contents, such as underwater photography or 
similar.
Conclusion
International charter on cultural tourism from 
considered tourism as a valuable factor in the 
protection and conservation of natural and cul­
tural heritage, which can comprise the economic 
elements of the heritage and use them by raising 
funds, educating the community and influenc­
ing the market policy. It is also an integral part 
of many national and regional economies, as it is 
important for development.16
By connecting the concepts of »underwa­
ter heritage« and »tourism«, project ATAS 
managed to create a platform for the promotion 
of new products was created, which comprises 
tourism and leisure services with a strong focus 
on cultural and natural content and culture, that 
extends the awareness of its existence through 
tourism and its offer.17 On the other side, it cre­
ated an international network of different insti­
tutions with a goal of a broader promotion of in­
volved destinations. On the local level it enabled 
the creation of synergies within the cultural and 
tourism sector, with a focus on the SME thus en­
abling them to widen their offer, extend the sea­
son and have a more sustainable results.
Povzetek
Projekt ATAS – Antične pasti jadranskega morja je re-
zultat sodelovanja štirih različnih projektnih partnerjev 
iz Hrvaške, Črne gore in Slovenije. Partnerstvo je vklju-
čevalo različne profile, kot so lokalna uprava, univerza, 
hotel in potapljaški klub , z dvema glavnima podizva-
jalcema, enim s področja vodenja projektov in drugim 
s področja maketinga. Glavni cilj projekta je bil vzposta-
16 Zrinka Mileusnić, »Cultural tourism and cultural tourists«, 104-
108.
17 SOURCE 7 http://adriadiving.com 
viti mrežo standardiziranih turističnih produktov s po-
udarkom na podvodni dediščini Jadrana. Vzpostavljena 
je bila mreža novih turističnih produktov, ki bodo trže-
ni prek skupne platforme, s ciljem lažje promocije in do-
seganja večjega števila potencialnih uporabnikov. Poleg 
tega sta bila projektna cilja tudi diverzifikacija lokal-
ne turistične ponudbe in podaljšanje turistične sezone. 
Oblikovanje turističnih proizvodov na podlagi potap-
ljaškega turizma je bilo nadgrajeno s celovito promoci-
jo podvodne dediščine. Ta cilj je obsegal tako arheolo-
ško dediščino in situ kot tudi promocijo in predstavitev 
premične dediščine iz podvodnih najdišč, ki so prikaza-
ni v muzejih ali drugih institucijah. V prispevku pred-
stavljamo glavne cilje in rezultate projekta, vendar tudi 
opozarjamo na potencialne ovire z vidika kulturnega in 
dediščinskega turizma.
Summary
Project ATAS – Ancient Traps of Adriatic Sea is the re-
sult of collaboration of four different project partners 
from Croatia, Montenegro and Slovenia. Partnership in-
cluded different profiles, such as local government, uni-
versity, hotel and a diving club with two main subcon-
tractors, one from the field of project management and 
the other from the field of maketing. The main objective 
of the project was to establish a network of standardised 
tourist products with focus on underwater heritage of 
Adriatic. The network of new tourist products, makteted 
through the common platform, was created to facilitate 
the promotion and to reach greater number of potential 
users.The other aim of the project was diversification of 
the local tourist offer and the extension of the tourist sea-
son. The formation of tourism products based on the div-
ing tourism was upgraded by the comprehensive promo-
tion of underwater heritage. This objective comprised 
both archaeological heritage in situ, as well as the pro-
motion and presentation of the movable heritage from 
underwater sites displayed in museums or other institu-
tions. This paper presents the main project objectives and 
results, but also reminds of the potential obstacles from 
the perspective of the cultural and heritage tourism.
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