Communication design for accessing cultural landscape - Design de Comunicação para o acesso à paisagem cultural

Nowadays the relationship between people, culture and territories is changing. On the one hand, great emphasis is placed on the value of cultural heritage and local identity as means for social cohesion and economic growth. On the other hand, experience-based tourism is growing and, consequently, it increases the need of an experience-based communication strategy. This paper explores the contribution of communication design to tourism promotion and the enhancement of cultural identity. It will deal with the topic of communicative access, which is meant as the result of a visual translation of several tourist information. Therefore, it focuses on the design process of digital communication formats aimed at providing “experiential” representations of the territory and its identity. To explain the process, a research project carried out by the authors will be presented as a case study.