“Beyond CULtural TOURism: heritage innovation networks as drivers of Europeanisation towards a human-centred and circular tourism economy” is an Horizon 2020-funded project contributing to innovative approaches towards urban and regional development through cultural tourism. Far from the consumer-oriented cultural tourism approach, the Be.CULTOUR project focuses on the “place” as the genius loci, the ancient spirit of the site, and the “people” as co-creators of its uniqueness, culture, art, tradition, folklore, productivity and spirituality. The project develops specific strategies promoting models of cultural tourism that put humans and circular economy at the centre, paying attention to nature, communities and cultural diversity.