The International Augmented Med (I AM) project is an international cooperation project involving fourteen partner organisations in seven countries around the Mediterranean Sea. The 14 partners exchange expertise, support each other with technical assistance and develop joint activities to provide innovative services to the tourism sector in each of their countries. By supporting this key sector, they will assist economic development in the region. It aims to bring together experts in two fields, IT/multimedia and heritage/tourism in a cross-sector cooperation system. Experts will cooperate to develop applications to enhance the visitors’ experience of natural and cultural heritage sites. It focuses on the use of Augmented Reality (AR), multimedia and interactive techniques. Activities include training workshops, Augmented Reality festivals and pilot AR applications for one heritage site in each of the 7 participating countries to demonstrate the potential of these applications.