From 20 to 24 October 2025, Massamagrell hosted the 9th Cultural Week organised by both the Libraries and El Camino del Santo Grial, a project that goes beyond a simple local event: under the prism of valuable regenerative experiences, a programme was rolled out that addressed concepts such as: culture of peace, diplomacy and intercultural dialogue, regenerative routes, local impact observatories and the REGENERA Tur-IA CUBE platform as a space for co-design and innovation of experiences adapted to each destination. The cultural week coincided with the anniversary of the 2024 DANA and the III Congress of El Camino del Santo Grial, which was held at the Massamagrell facilities.
Actors involved: The board of directors of El Camino del Santo Grial, its president, Dr Ana Mafé, its secretary Jesús Gimeno, members of the scientific committee, authorities and the Massamagrell Town Council, with technical support from the Municipal Library. At the same time, ARTCARE Consulting—acting as coordinator of regenerative experiences for DTI (smart tourist destinations) and routes—guided the narrative, systematisation, and monitoring of indicators under the ‘REGENERA EXPERIENCE VALUE’ label (launched in Buñol in August 2025).
Here we tell you how the activities unfolded, what lessons were learned, and how both the local impact observatories and the REGENERA Tur-IA CUBE platform proved useful for the territory in a municipality such as Massamagrell.
Day 1 – Monday 20 October: kick-off, exhibition and setting of frameworks
Monday began with the installation of the exhibition (10:00 a.m.) and, in the afternoon, at 7:30 p.m., the recording of the radio programme on Play Radio Valencia 107.7 FM, followed at 8:15 p.m. by the official opening of Cultural Week with the blessing of the exhibition before municipal authorities, with an opening reception at 8:30 p.m. This created a relational and symbolic space: the exhibition acts as a hub of memory, truth and community; the presence of the radio amplifies the voice of the territory; and the social gathering inaugurates the rhythm of dialogue.
This first day served to establish a culture of peace and intercultural dialogue: opening the exhibition meant sharing heritage, opening up public discourse, inviting people to listen and come together. The observation system for the exhibition was also launched, analysing qualitative and quantitative aspects that provided relevant information for the Local Impact Observatory. In this regard, the presence of the El Camino del Santo Grial Association (the managing body) and ARTCARE Consulting as coordinator of the Regenerative Experiences of the cultural itinerary marked a system of governance applicable to other destinations and routes, testing the Local Impact Observatory and the REGENERA Tur-IA CUBE Platform.
Day 2 – Tuesday, 21st October: exhibition, lecture and pilgrim’s Mass
On Tuesday, the exhibition remained open in the morning (9am-2pm) and afternoon (4pm-9pm). At 10:30am, a lecture entitled ‘Epigraphy Exhibition: The Holy Grail’ was given. In the evening, at 7:30 p.m., the Pilgrim’s Mass was celebrated by Mr. José Ribes Perea, chaplain of the El Camino del Santo Grial Cultural Association. Two key points emerged here: the symbolic-spiritual dimension (the Pilgrim’s Mass) and the academic dimension (the epigraphy lecture). This is important in order to understand that the route of El Camino del Santo Grial is not just tourism, but a journey of knowledge, cultural memory and shared identity. Tuesday represents the anchoring phase of meaning: peace is reinforced (the Mass invites contemplation and community) and intercultural dialogue (the lecture raises questions and incorporates expert voices). The opportunity was also taken to promote the route as a resource for regenerative experiences, giving visibility to the local and regional areas: in the exhibition, visitors can respond in real time (digitally or analogically) about their perception of heritage, which provides patterns of visitor behaviour (what elements do they recognise? What are their expectations?). This information is crucial when co-designing high-value regenerative experiences for the municipality.
ART CARE Consulting’s coordination facilitates the interface between the Association, the REGENERA Tur-IA CUBE platform and the Local Impact Observatory: determining which KPIs will be measured (visits, community feeling, qualitative feedback) and how the platform will be fed to produce future reports.
Day 3 – Wednesday, 22 October: working groups and strategic discussion
Wednesday continued with an exhibition (9am-2pm / 4pm-9pm). In the morning, at 10:15 a.m., welcome; at 10:30 a.m., round table on “Cultural Diplomacy” (moderated by Dr. Fernando Molina Pons); at 11:30 a.m., round table on “The Way and Signage” (moderated by Carmen de la Cagiga). These two round tables marked the strategic core: cultural diplomacy (how the route acts as a bridge between territories, communities, cultures) and route signage (a key operational aspect for the route to make sense as a physical and symbolic route). This connects directly with the route’s candidacy to become a “European cultural itinerary”. From the perspective of how regenerative experiences impact local communities and their ecosystems, these round tables emphasise the importance of the participation of all public and private actors in the co-design, co-creation and recommendation of experiences: governance frameworks, stakeholders, signage, regenerative routes and the local community are addressed. In this context, the REGENERA Tur-IA CUBE platform acts as a technological vector for the control, visualisation and optimisation of signage, the impact on the territory and the user experience. In addition, the Local Impact Observatory collects qualitative data from participants and stakeholders (questions, comments, agreements) and quantitative data (number of attendees, profiles). ARTCARE Consulting manages the methodology: capture, incubation, analysis, channelling into an action plan, etc.
In terms of a culture of peace, cultural diplomacy opens space for diverse voices, builds trust, and facilitates institutional and local alliances. In terms of a regenerative path, signage and physical layout connect with nature, memory, and territorial sustainability.
Day 4 – Thursday, 23 October: radio broadcast and reinforcement of dissemination
On Thursday, the exhibition remained open during its usual hours; at 7:00 p.m., the planned radio programme was broadcast on Play Radio Valencia 107.7 FM. This day served to publicise what has been done, reinforce visibility and spark public conversation. Communication is key: raising awareness of the route as a mechanism for territorial regeneration, as a “route of knowledge, a path to peace”. It also serves to feed the observatory: measuring the reach of the broadcast, collecting audience data, digital impact, social interactions, etc. ARTCARE Consulting’s coordination ensures that all the data generated (visits, questions, impact, feedback) is analysed and compared in the Local Impact Observatory and integrated into the REGENERA Tur-IA CUBE platform, ready for use. The culture of peace is reinforced because the radio invites the community to listen, to connect from the territory with its common history and heritage.
Day 5 – Friday, 24 October: dramatised tour and closing ceremony for the week
On Friday, the exhibition was open again (9am-2pm / 4pm-9pm). At 5.30pm, the Massamagrell Library organised “El Camino de la Biblioteca: Ruta teatralizada” (The Library Trail: Dramatised Tour). To sign up, participants had to provide their name and telephone number. This day connected the symbolic-playful with the experiential: a dramatised route involved walking, narrating, experiencing heritage, connecting with the territory in the first person. From regeneration, this is the moment of materialisation of the regenerative experience: the route is not just a discourse, but a body, an experience, a gesture.
In addition, the end of the week serves as a moment of reflection and testing in a real environment. Data is collected from the observatory (how many participated? How did they rate the experience? What lessons were learned?), and the REGENERA Tur-IA CUBE platform is fed with this input to generate the impact report. At the same time, the next step is launched internally: how can the theatrical route be incorporated into the permanent offering of the territory? What synergies arise with the Association, the municipality, and the local community? What other technological and tourism actors can be added to the project?
Dialogue and culture of peace, once again, because the theatrical walk invites us to listen to others, to the landscape, to the community; intercultural dialogue, because it combines history, people and territory; regenerative routes, because it transforms space into experience and highlights local values.
Final reflection: what have we demonstrated?
1. The Way of the Holy Grail as a generator of high-value regenerative experiences in the municipality of Masamagrell
◦ Thanks to the Regenera Buñol model (August 2025), the cultural week integrates the perspective of “regenerative experience value”: what added value? What positive impact has it had on the local community? How has it been experienced? What legacy does it leave?
◦ In this sense, the week not only documents what happened, but also activates a process: the local community of Massamagrell positions itself as an actor on the route, as part of the testing of the regenerative experiences model.
◦ ARTCARE Consulting’s strategic framework has helped to translate this value into a system: action plans, learning capture, indicators (number of participants, degree of satisfaction, number of new ideas, alliances generated). Applicable to other cultural weeks on the Holy Grail Route itinerary.
2. Usefulness of the Local Impact Observatory (social, economic and environmental)
◦ From day one, indicators have been activated: exhibition visits, number of conference attendees, audience profile, radio interaction, route participants.
◦ Qualitative data (feedback, testimonials) has been cross-referenced with quantitative data (attendance figures) to generate an “X-ray” of territorial and cultural impact.
◦ Thanks to the coordination of ARTCARE Consulting, the following flows have been defined: capture → incubation → channelling → weekly review. This allows for immediate feedback and preparation for the post-event phase.
◦ The observatory becomes a tool for transparency, accountability and continuous improvement: we not only measure “how many”, but also “what changed”, “how the community feels”, “what potential is activated” and we can compare it with other destinations on the itinerary.
3. Potential of the REGENERA Tur-IA CUBE platform
◦ The platform appears as a digital infrastructure that incorporates Artificial Intelligence at the service of tourism regeneration, smart routes, and solidarity experiences. (Tourism Intelligence).
◦ During this cultural week, it has been activated as an interface to: a) record data from the week, b) display routes, c) feed a marketplace of regenerative experiences, d) facilitate the dissemination of results to institutional and local stakeholders.
◦ This demonstrates that the technological and data dimension is not incidental, but central to the “regenerative route” model: transparency, traceability, adaptability.
◦ Consequently, the platform, which has already been tested, is positioned as a strategic asset for the Association, the municipality of Massamagrell and the territory as a whole.
Conclusion
The 9th Cultural Week in Massamagrell has been much more than a series of activities: the association has consolidated Massamagrell as a space for testing and measuring the impact of valuable regenerative experiences related to dialogue and the culture of peace.
Having the local impact observatory + REGENERA Tur-IA CUBE platform has made it possible to see how heritage, territory and the local community can be turned into drivers of transformation that enhance the positive impact of cultural and tourist activity. “REGENERA EXPERIENCE VALUE” is not a slogan, but an operational framework that can be scaled to the entire route of the Way of the Holy Grail, allowing experiences to be structured, value to be captured and projected into the future.