Press Release #3 - XRculture Transforms European Heritage into Holographic Journeys for Tourism Lovers

Slovenia, 20 October 2025

Imagine holding history in your hands — where ancient cities, castles, and monuments rise before your eyes, brought to life through shimmering holograms. This vision is becoming a reality through XRculture, an EU-funded project at the forefront of digital cultural heritage innovation.

XRculture project harnesses the power of 3D digitisation, artificial intelligence, and extended reality (XR) to enrich the Common European Data Space for Cultural Heritage. Its mission is to make cultural treasures more accessible, interactive, and engaging — not just preserved, but reimagined for the next generation of travellers, learners, and dreamers.

At the heart of XR Culture’s tourism innovation is the AR hologram function within the 3D-heritage.eu platform, developed to repurpose existing 3D models into interactive XR experiences. Using only a mobile phone and a simple foldable hologram pyramid, visitors can explore holographic projections of cultural landmarks anywhere — from museum galleries to outdoor heritage sites, in an innovative, excited way.

This hybrid experience combines the physical charm of travel with the magic of digital storytelling. No expensive hardware or complex software is required — just curiosity, creativity, and a love for culture.

To explore this potential, XRculture launched this summer an Open Call: Heritage Tourism Destinations for Holographic Postcards, inviting cultural and tourism destinations across Europe to reimagine their heritage in holographic form.

The call sparked great interest — 32 applications from 9 European countries were submitted. After a careful evaluation, six outstanding destinations were selected to develop unique holographic experiences that blend history, innovation, and visitor engagement.

A city of resilience and creativity takes centre stage in Planet Sarajevo, an interactive exhibition blending art, multimedia, and digital storytelling. Visitors will step into Sarajevo’s golden era — exploring culture, architecture, sports, commerce, and legendary icons that shaped generations.

Through immersive installations, rare archives, innovative design, and VR technologies, the project recreates lost legends and even revives the Trebević bobsleigh track from the 1984 Olympics, allowing visitors to virtually “ride” it once more. The experience captures Sarajevo’s spirit of love, friendship, and artistic brilliance, offering a moving narrative of its vibrant past and hopeful future.

One of Europe’s most extraordinary maritime treasures, the “Bremen Cog” is the best-preserved medieval merchant ship in the world. Discovered in 1962 in the River Weser and painstakingly preserved and reconstructed over decades, it tells a fascinating story of Hanseatic trade and craftsmanship.

Through XRculture, visitors will soon see the Bremen Cog like never before — with holographic storytelling that reveals life on board, shipbuilding secrets, and the legacy of maritime innovation that continues to inspire today.

The capital of the Cyclades, Hermoupolis, is a 19th-century neoclassical masterpiece and a living cultural hub. Its grand theatres, vibrant squares, and elegant mansions embody Greece’s blend of history and creativity.

In partnership with the Historical Museum of Hermoupolis and HERMeS NGO, the XR experience will showcase one of the stunning 3D models of landmarks such as the Apollo Theatre, City Hall, and Cultural Centre. Through holographic experience, travelers will rediscover the island’s golden age — a timeless destination where tradition meets innovation.

Nestled in Bene Vagienna, Cuneo, the ancient Roman city of Augusta Bagiennorum reveals a fascinating chapter of Italian heritage. Once a bustling centre linking the Po Valley with the Alpine passes and with the Ligurian coast, today it stands as a serene archaeological park.

Through XRculture, this lost city will rise again — its basilica, streets, and monuments reconstructed in 3D and narrated by virtual characters sharing everyday Roman life. With just a smartphone, visitors will journey back 2,000 years, exploring the splendour of the Roman world as it once was.

Amid the peaceful hills and thermal springs of Moravske Toplice, the Rotunda of St. Nicholas in Selo stands as one of Slovenia’s most treasured Romanesque monuments. Built in the 14th century and adorned with Gothic frescoes, it is a rare fusion of art, faith, and local craftsmanship.

Through the holographic experience, visitors will immerse themselves in the rotunda’s symbolic architecture and sacred imagery — a gateway between history and spirituality. This digital storytelling adds a new dimension to Goričko’s authentic tourism offer, where nature, wellness, and heritage blend harmoniously.

Perched high above the Smotrych River, the Old Castle of Kamianets-Podilskyi is a stunning fusion of Gothic, Renaissance, and Baroque styles. A symbol of resilience and identity, it continues to inspire awe as one of Ukraine’s most iconic fortresses.

The XR experience will bring its centuries-old stories to life — from heroic defense to royal ceremonies — offering a holographic journey through the heart of medieval Europe.

Over the coming months, the six selected destinations will develop and test their holographic products, with public launches planned for early 2026. Visitors will be invited to explore, interact, and share feedback until June 2026, helping to refine this innovative approach to cultural tourism.

This use case will demonstrate the potential of the 3D-HERITAGE.EU hologram function to create immersive AR visualisations — accessible to all, without specialised software or high-end hardware.

XRculture is redefining how we connect with Europe’s heritage. It’s not just about preserving monuments — it’s about bringing them to life through creativity and technology, making culture more personal, playful, and inspiring for travelers.

By merging digital innovation with cultural storytelling, XRculture showcases how Europe’s rich past can thrive in the digital era — fostering sustainable tourism, education, and community engagement.

XRculture is an EU-funded initiative under the Digital Europe Programme that advances the digital transformation of cultural heritage. By integrating 3D digitisation, AI, and XR technologies, XR Culture enriches the Common European Data Space for Cultural Heritage, promoting the creation, sharing, and reuse of digital cultural resources in sustainable and inclusive ways.

Learn more about the project here: https://xrculture.eu/, or follow us on Linkedin.


Copyright photos:

Bosnia and Herzegovina – Planet Sarajevo: SO Quantum Growth Agency
Germany – “Bremen Cog” at the German Maritime Museum: Niels Hollmeier, German Maritime Museum
Greece – Syros Island: Hermoupolis: HERMeS NGO - Heritage Management e-Society, Historical Museum of Hermoupolis
Italy – The Roman City of Augusta Bagiennorum: Direzione regionale Musei nazionali Piemonte (in collaboration with No Real Interactive)
Slovenia – Romanesque Rotunda of St. Nicholas, Selo: Jošt Gantar
Ukraine – The Old Castle of Kamianets-Podilskyi: Oksana Grigorenko, Kamianets -Podilskyi State Historical Museum

Download the press release here.