Interview with Mr. Francisco Palomino. Dancing Histor(y)ies – Model Definition

Dialogue with Local Agents on Performing Arts and Heritage
Mr. Francisco Palomino shares his vision on community involvement in cultural projects.

Mr. Francisco Palomino, Secretary General of Culture at the Department of Culture, Tourism, Youth, and Sports of the Government of Extremadura, is an experienced professional with over 20 years of experience in the planning, management, coordination, and development of cultural, tourism, and educational projects. His career includes event organization, the creation of tourist products, the production of performing arts and large-scale shows, as well as the implementation of educational, rural development, audiovisual, and publishing projects, both in Spain and in Latin American countries.

Within the framework of the DANCING HISTOR(Y)IES – MODEL DEFINITION project, several interviews have been conducted with prominent local stakeholders. Among them is an exclusive interview with the Secretary General of Culture at the Department of Culture, Tourism, Youth, and Sports of the Government of Extremadura. During this interview, various key questions about community participation in cultural projects were addressed. Below, we present the responses provided by this expert, offering a comprehensive view of the link between performing arts, heritage sites, and community participation. Each response is accompanied by a corresponding video to provide a complete interview experience.


What does community participation mean to you in the planning and execution of performing arts activities at a heritage site? How can it be achieved?

Each community and each space presents different characteristics, but in general, there are many examples where communities themselves organize to create events/projects, such as the representation of “El Alcalde de Zalamea,” “Whisperers of Verses” from the Alcántara Classical Theater Festival, or the “Reenactment of the Investiture of the Master of Alcántara.”

It is necessary to involve and listen to the associations and groups that make up the territory, so that they feel reflected and are the protagonists of the events and activities that take place. Citizens’ proposals should have a place in the development of cultural activities. If the project aims to endure over time, it is necessary for the local community to participate so that the population feels identified with it.

Based on your experience, what recommendations would you give to improve the participation of the local community in enhancing an archaeological site through performing arts?

Humility is needed; there’s no need to reveal to anyone what they already have in their surroundings, as they are already aware of it. The needs of urban inhabitants are not the same as those of people living in rural areas. And it’s the residents themselves who know their situation better than anyone else.

When carrying out a project, it’s necessary to first listen to the opinions of the local community, and secondly, it’s necessary to explain very well what is intended, why it’s intended, and what is to be achieved with it. Additionally, there are many projects and events, but it’s necessary to focus on the objectives to be achieved.

In what ways can local authorities help attract audiences to heritage sites?

First and foremost, it’s essential to support the growth potential of the spaces. The combination of heritage, cultural events, and tourism is also very important; it’s a mix that generates a lot of value, both economically and in terms of projection to other territories. Models and pilot projects could also be preserved to be tested in the implementation of future cultural proposals.

For a project to move forward, it’s necessary to commit firmly to it, believing in the project and having a clear idea of the identity that is to be conveyed. It also cannot be a copy of something already being done elsewhere. If it’s only applied following a trend, it won’t be as successful, and its future prospects will be limited.

Can dance add significant value to archaeological sites?

Dance is one of the most powerful tools for showcasing heritage because it can adapt to spaces and communicate the feelings associated with those sites. Dance can convey a wealth of unique emotions and sentiments related to each space. The artist values both their creation and the site that accompanies it. In this sense, to understand dance, it’s important to let oneself be carried away, and even if the meaning isn’t fully understood, it’s capable of conveying emotions just the same. An example of this is the ‘Vera Creativa’ program.

What specific skills or knowledge would you like to gain from a training programme focused on combining performing arts, heritage site valorisation, and community engagement?

It’s crucial to empower the local community in theatre and heritage culture and raise awareness about performing arts and heritage conservation. There’s also a lack of cultural management from the administration. Cultural management extends beyond mere activities like workshops; it should be able to harness local resources to generate more culture, whether through administration or various associations. Additionally, there’s a need to promote training in cultural management to professionalise the sector, as there’s a shortage of professionals skilled in handling culture appropriately.

3rd Newsletter of Dancing Histor(y)ies


One year ago, our fantastic project began.

These have been intense months, full of activities, studies, researches and meetings that involved 13 partners from 11 different countries!

After a year of hard work, our project is taking shape through the involvement of local communities and the enhancement of cultural heritage through dance.

Relive our first year through our social channels.
DH model is finally ready!

The “Model of Valorisation of archaeological sites through dance and performing arts” is founded on the principles of collaboration, community engagement, and an unwavering respect for historical sites.

By incorporating best practices, experience and collective knowledge, it seeks to ensure the protection, celebration, and continuity of our cultural heritage for generations to come.

It is a blueprint for creating festivals that resonate with their communities and enrich the legacy of our shared history.

Our technical partners worked very hard with other partners, stakeholders and communities and collected more than 200 questionnaires from 11 countries and 60 good practices on relationships between citizens and cultural activities, local needs, enhancement of cultural heritage, community engagement.

As a result, it was concluded that an efficient model for the valorisation of heritage sites through performing arts, community engagement and territorial development should consist of 10 components:

Main Activities:
  • Discover (and respect) the Site
  • (Find the) Facilitator
  • Artistic Production
  • Local Engagement
  • Territorial Development
  • Communication Channels
Transversal Activities:   
  • Gender Equality
  • Accessibility       
  • Environmental Sustainability
  • Social Inclusion 
  • +  Continuity (Keep it alive)        

At the end of the project, the good practices detected, the methodology designed, and the results achieved, will become a shared and common knowledge available for further use and implementation at European level.

It’s time to test our implementation strategies!

Institutional Partners managing the heritage sites and stakeholders have been involved in a co-design process, adapting the model to the local needs.

They have worked together for over a month to introduce the model to the territories and involve local communities through 52 meetings amongst stakeholders which produced 22 framework agreements.

For each selected heritage site, Institutional and Technical Partners have worked to create an accurate plan regarding artistic production, community engagement, territorial marketing and development.

The implementation strategy will be tested during Workshops and the DH festivals.

Let’s dance!

Dance Companies have started their first workshops within the communities hosting the cultural sites.

They have been in Viminacium (SB), Ostia (IT), Merida (ES) and Volos (GR), and will be in Tharros (IT) in the next weeks (from 6th to 10th April).

In the next months they will do the second and third workshops and the final residency and finally… the first edition of DH Festivals!

Keep following all the steps of the project, we are ready to dance and create new bonds with local communities!

Don’t’ forget to subscribe to DH’s official newsletter by filling out the form on website.

The European Commission’s support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.


In compliance with Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 we hereby inform you that your personal data are part of a specific database for the collection and management of personal data within the project Dancing Histor(y)ies (from here onwards referred to as the “Project”) whose Joint Data Controller is Associazione Enti locali per le attività culturali e di spettacolo, with headquarters in Via Pasquale Paoli n.25 – 09128 Cagliari, VAT number: 01859050922 together with the other Joint Data Controllers defined by the GDPR agreement signed within the Dancing Histor(y)ies consortium.

The Joint Data Controllers may process the personal data collected for the period necessary to fulfil the obligations established in the Partnership agreement concluded between the Joint Data Controllers and other project partners and/or in the Grant agreement concluded between the Joint Data Controllers and other project partners and the European Commission.

Interested parties can contact the Data Protection Officer (DPO) by sending an email to: to have a complete view of the GDPR or to exercise each of the following rights: access to their personal data; obtain a copy of the personal data; correct personal data; delete your data; limit processing; request data portability; exercise the right of objection; file a complaint.

Pictograma, new partner of the Extremadura Tourism Cluster

Reaching new heights in digital marketing.
Pictograma joins the Cluster as a new partner.

Pictograma, a renowned Design & Digital Marketing Agency, has decided to join the Extremadura Tourism Cluster, strengthening its commitment to innovation and digital transformation in the sector.


With over 25 years of experience in the market, Pictograma continues to offer high-quality communication services to companies in various sectors. Its motto, “TO INFINITY, AND BEYOND…”, reflects its constant pursuit of excellence and its firm dedication to improving day by day.



Among the services offered by Pictograma are:


  • Online Sales: Offering comprehensive solutions for stores in multiple languages, online reservations for hotels, vehicle rental businesses, among others, with integration into social networks and marketplaces.
  • Video Marketing: Creation of corporate, explanatory, promotional, and gastronomy videos, taking advantage of the growing demand for audiovisual content on the internet.
  • Web Design: Development of custom websites, optimized for search engines and adapted to mobile devices, with a wide range of functionalities and customization options.
  • Graphic Design: From logos and corporate identity to packaging design, catalogs, and advertising graphics, offering a wide variety of graphic design services.
  • Google Advertising: Marketing strategies on the world’s largest search engine, with segmented campaigns and constant optimization to achieve the best results.
  • SEO Positioning: Optimization of websites to improve their visibility in search engines and increase organic traffic.
  • Motion Graphics: Use of computer animation to create dynamic and attractive videos that effectively communicate messages.
  • Social Media Management: Strategic planning, dynamization, reports, and results, offering comprehensive management of companies’ social media presence.

Furthermore, as an “Adhered Digitalizing Agent,” Pictograma demonstrates its commitment to digitization and innovation by offering consulting services, tailor-made courses, and support for grants and subsidies for SME innovation and digitization projects.


With the addition of Pictograma to the Tourism Cluster of Extremadura, a new horizon of opportunities opens up for the sector, where technology and creativity come together to drive tourism in the region to new levels of success and development.

Interview after the completion of the Elo Travel project in CulTourData

Analyzing the results of CulTourData with the innovation from Elo Travel

After the culmination of the CulTourData project, we delved into the final reflections with Jacobo Chouza, CEO of Elo Travel, who shared his insights on this innovative project.


Throughout the project development, the primary focus was on creating interactive products such as dynamic maps, informative videos, audio guides, and an events calendar, all designed to enhance the user experience. Additionally, an internal application was implemented to gather customer navigation data, providing a valuable platform to foster creativity, promote local culture, and enhance the quality of the visit.

Interview with Elo Travel

Interview after the completion of the CulTourData project at the Gran Hotel Don Manuel

Final considerations of the Gran Hotel Don Manuel after the CulTourData project and its cultural vision in Cáceres

In the framework of the CulTourData project, we are pleased to present the final impressions from Pilar Acosta, CEO of Gran Hotel Don Manuel, who shares her reflections on this innovative initiative. During our conversation, we explored various aspects of the project and its impact on the hotel’s vision for the future.


Addressing the motivation behind Gran Hotel Don Manuel’s participation in CulTourData, Pilar highlighted the desire to make the hotel a reference point for art and culture in Cáceres. Collaboration with creative and digital professionals was crucial in developing strategies to merge accommodation with unique cultural experiences.


We also analyzed the dynamics of meetings and communication during the project, emphasizing the importance of face-to-face and virtual interaction to ensure alignment of objectives and continuous progress.


Regarding the future of the project, Pilar expressed confidence that Gran Hotel Don Manuel will be ready to launch its new cultural initiatives by the end of the year, demonstrating its commitment to excellence and innovation in the hotel industry.


The hotel’s vision is to transform accommodation into a space where artists and guests can interact, sharing knowledge and experiences in a culturally enriching environment. This approach reflects Gran Hotel Don Manuel’s commitment to offering its customers unique experiences that transcend mere accommodation.

Interview with the Gran Hotel Don Manuel

Interview after the completion of the Hotel Alcántara project in CulTourData

Final impressions of Hotel Alcántara after its experience in the CulTourData project

Following the successful conclusion of the CulTourData project, we had the privilege of interviewing Basilio Domínguez, director of Hotel Alcántara, to gather his final impressions. Our main focus was to delve into the essence of their project and understand the reasons that motivated them to participate in this innovative initiative.


The project focused on enhancing the training of managerial staff in formulating digital marketing and market strategies, with special attention to improving communication with customers and implementing a new business unit within the establishment.


The marketing strategy was geared towards tracking customers on social media to optimize reservation management and enhance the restaurant experience, with the introduction of tools such as immersive experiences, QR codes for interactive menus, and video marketing strategies.


These elements form a comprehensive vision that Hotel Alcántara is adopting to excel in the competitive tourism and hospitality sector.

Interview with Hotel Alcántara

Interview after the completion of the Natural&mente Accommodations project in CulTourData

Reflexiones finales de Natural&mente Alojamientos tras CulTourData

After completing the CulTourData project, we had the opportunity to speak with José Carlos Hernández, Management Manager at Natural&mente Accommodations, who shared his final reflections on the project.


The resources invested in CulTourData were allocated to strengthening the digital skills of the team, improving the quality of online services and products, and enhancing creativity for the development of an effective communication strategy on social media.


One of the most notable achievements was the significant improvement of the Natural&mente Accommodations website, as well as the optimization of booking and purchasing processes, which has provided greater convenience and satisfaction to customers.


The accomplishments have been remarkable: from the considerable enhancement of the website and the streamlining of booking processes to the expansion of services offered, including options such as electric bike rentals and gastronomic tips, which have enriched the guest experience at Natural&mente Accommodations.

Interview with Natural&mente Accommodations

Interview after the completion of the Hotel Soho Boutique Casa Don Fernando project in CulTourData

Discover the final impressions of the Hotel Soho Boutique Casa Don Fernando after its project in CulTourData

After completing the CulTourData project, we conducted an interview with Helga González, Deputy Director at Hotel Soho Boutique Casa Don Fernando, to gather her final reflections. What was the main reason that led you to participate in the project? Do you believe that the benefits will primarily reach your company, the customers, or both parties? Among other questions.


The project focuses on implementing a marketing strategy based on the analysis of customer behavior data. Its main objective has been to create a new product linked to the cultural identity of the brand. The goal was to develop an immersive experience related to the city of Cáceres and establish an annual event that positions the brand as a reference in the sector, leading to an increase in visits to its website and, consequently, improvements in its commercial figures.


The final outcome of the project will be an interactive comic designed to enhance the online experience of existing customers and attract new profiles that may become potential customers in the future. Additionally, the creation of an annual award linked to visual arts has been conceived. Both products have the ability to adapt to other cities where the brand has a presence.

Interview with Hotel Soho Boutique Casa Don Fernando

Cyber Security Data Protection Business Privacy concept.

Active Cybersecurity Program aids SMEs

Request your assistance in Cybersecurity for businesses!

The Extremadura Tourism Cluster, the School of Industrial Organization (EOI), and CCIEX-Mnemo Cybersecurity have signed a collaboration agreement to manage and implement the Active Cybersecurity grants.


The Activa Cybersecurity program offers specialized and personalized advice to companies, aiming to analyze their current cybersecurity situation and develop a specific plan tailored to their needs.

The program includes individual meetings with the business owner, technical audits, specialized remote work, and thematic group workshops to highlight the importance of cybersecurity in business strategy.

Available until the budget credit is exhausted.


  • Companies classified as SMEs.
  • Legally established and duly registered in the corresponding registry.
  • Fulfill the requirements of Article 7 of Order ICT/819/2022, of August 12, and what is established in the Call document. (Regarding limitations due to debts, fiscal domicile, etc.).
  • SME status. Companies that meet the requirements established for the category of micro, small, and medium-sized enterprises (SMEs) in Article 2 of Annex I of Commission Regulation (EU) No 651/2014. (Up to 250 workers and not exceeding 50 million in annual turnover).


The Activa Cybersecurity program is available to companies across the national territory.

For more details and to start your application, please visit the following link or contact us directly.

Don’t miss the opportunity to improve the cybersecurity of your company!

Extremadura Hotel, new partner of the Extremadura Tourism Cluster

Offering exclusivity and elegance in Cáceres
Extremadura Hotel joins the Cluster as a new partner.

The Extremadura Hotel joins the Cluster as a new partner. Located strategically in the heart of Cáceres, this four-star establishment offers an exceptional experience that exceeds expectations.


One of the hotel’s most outstanding features is its versatility in terms of meeting spaces. From intimate rooms for gatherings to large event halls, all are equipped with the latest technology to ensure the success of every occasion.


The hotel’s exclusive services are another hallmark. From the authentic regional café to the outdoor swimming pool, guests can enjoy a variety of amenities designed to meet even the most discerning needs. Additionally, the hotel’s private parking includes charging stations for electric cars and features an elegant pub where guests can unwind after a day of work or tourism.


The Extremadura Hotel’s commitment to excellence is unwavering. Every detail, from arrival to departure, is carefully attended to ensure an unforgettable experience for all guests. This commitment is reflected in an impressive satisfaction rate of 90%, underscoring the hotel’s dedication to providing a luxurious and comfortable stay.


With its inclusion in the Cluster, the Extremadura Hotel not only enriches the region’s hotel offering but also sets new standards of distinction and quality for the sector.

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