The touristic product of Negotino is mainly based on wine production. Negotino is in a vineyard region and the gates of the Tikves basin, known for its fertility. It is the home of North Macedonia’s best wine and its tourism is based mainly on that. One of Negotino’s most famous touristic events is the celebration of St. Trifon in February every year that attracts numerous visitors. It is a wine festival with the participation of local wineries.

Pella on the other hand is known for its quality fruit production, including grapes. Its annual festival, “Pella of Taste”, is centered on the local fruit production and cooking tradition and it is organized with the collaboration of local wineries, setting the wine as one of its main local products. However, the main tourist attraction is the archaeological site of Ancient Pella. At the heart of the ancient city, one of the most famous and luxurious Hellenistic houses, the “House of Dionysus” (God of wine) is situated. Dated in the end of 4th c. B.C., the House of Dionysus can introduce the visitor to the culture of ancient symposia and wine consumption, among others. The connection of the area’s past with the present wine culture is evident.

Thus, both areas, Pella and Negotino, have a great potential in local development thanks to their tradition in wine production.

The main challenge that the project is about to tackle is to answer the question: “how can local authorities encourage tourism focusing in the wine production as part of their cultural and natural heritage in order to support employment in tourism?” The answer comes using a notion which is in the centre of contemporary tourism theory and practice: through enhancing the wine “experience” in the cross border area linking it with its past and present heritage. The “experience” is what the tourists of today want to experience and the wine and its tradition in both areas have much to offer under this new perspective.

The project focuses mainly on the specific target groups:

• Unemployed people, in particular young that can work on tourism (TG1);
• Local wineries of Pella and Negotino for the engagement to the project as local ambassadors (TG2);
• Tourist guides/travel agencies as wide ambassadors / promoters of the wine experience in the two areas (TG3);
• Heritage professionals (TG4)
• Local people and general public as potential visitors (TG5).