The rurALLURE action aims to leverage the state-of-the-art in information technologies in order to promote rural museums and heritage sites in the vicinity of major European pilgrimage routes. The goal is to foster symbiosis between the rural environment and the pilgrimage routes, so that the ongoing investment in the latter permeates to the nearby rural areas and, the other way round, the cultural experience of the pilgrimage is enriched by the vast cultural heritage that most often goes unnoticed. rurALLURE will connect cultural heritage collections and venues to present Europe’s cultural heritage in the wider historical and geographical context, leveraging the role of museums in preserving and managing cultural heritage, and collaborating with national and transnational associations to develop and promote cultural tourism. It will also foster sustained cooperation between museums and heritage sites to increase European public interest, cultural tourism and the innovation potentials of these institutions for heritage sciences and the cultural and creative sectors. Finally, it will conduct work to identifying gaps and obstacles, as well as best practices and fields where research and innovation can develop new solutions for successful cooperation.