Underwater Photography Adventure at Piran Punta

Diving, underwater photography, and discovering the biodiversity of the Slovenian sea

Photo: Borut Furlan
Adriatic Sea, Slovenia, Piran

The project has received financial support from the European Union’s Single Market Programme (SMP COSME) through an open call published and implemented within the PHOENIX 4.0 project (Grant Agreement No. 101181258).

Co-funded by the European Union. Views and opinions expressed are, however, those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and SMEs Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.

Project partners

Lead Partner: MAR IN CO d.o.o., Slovenia
Project Partner: VARIO d.o.o. – RENTISTRA, Croatia
Supporting Organisation: YouSea Institute, Slovenia

The project is implemented in collaboration with underwater photographer Borut Furlan and Sub-net d.o.o., a company specialising in diving education and training.

Cross-border cooperation between partners from Piran and Umag brings together diving and marine science expertise with tourism experience, an understanding of visitor needs, and access to the wider Istrian and international markets.

ROLE OF MAR IN CO d.o.o.

MAR IN CO d.o.o. participates in the project as the lead partner and is responsible for coordinating, organising, and implementing the project activities. The company will lead the development of the methodology and final concept for the boutique underwater photography experience, contribute to the preparation of photography assignments, the Code of Responsible Underwater Photography, and accompanying content, and coordinate the test and pilot implementation of the programme.

The company will contribute its experience in diving, the organisation of underwater activities, safety, and logistics, and will coordinate cooperation with mentor Borut Furlan and the diving instructors of SUB-net d.o.o. It will also participate in analysing the user experience, selecting and presenting the photographs created during the programme, developing the digital photo gallery, and preparing the product for inclusion in the regular tourism offer.

Through its role, MAR IN CO d.o.o. aims to ensure that the experience is professionally guided, safe, and delivered to a high standard, while enabling participants to gain a deeper understanding of underwater photography and the marine environment of Piran Punta.

Photo: Borut Furlan
Adriatic Sea, Slovenia, Piran

PURPOSE OF THE PROJECT

The Underwater Photography Adventure at Piran Punta project is dedicated to developing a new sustainable and experiential tourism product that combines diving, underwater photography, and expert interpretation of the marine environment.

Piran Punta is one of the most biologically diverse areas of the Slovenian sea. The new programme will enable divers, underwater photographers, and nature enthusiasts to explore the marine environment under professional guidance, learn about its inhabitants, and develop responsible approaches to photographing marine organisms in their natural habitat.

WHAT WE WILL DO

As part of the project, we will:

  • develop the methodology and final concept for a boutique underwater photography experience;

  • prepare photography assignments and a Code of Responsible Underwater Photography;

  • create a photographic guide for observing and photographing characteristic marine organisms found at Piran Punta;

  • carry out a test photography dive to assess the content, safety, logistics, and overall participant experience;

  • use the experience and feedback gained to improve the programme and organise a pilot event in its final form;

  • provide mentoring by renowned underwater photographer Borut Furlan, together with professional and safety support from the diving instructors of SUB-net d.o.o.;

  • organise a joint review of the photographs taken during the dives and select the best images;

  • establish a digital gallery of photographs of marine organisms, which can continue to be expanded after the project has ended;

  • upgrade the partners’ websites and create QR links to interpretative content about the observed organisms;

  • develop the product’s visual identity, online promotional materials, and a certificate for participants;

  • analyse the programme’s market potential, prepare recommendations for pricing, and develop the product for inclusion in the regular tourism offer;

  • participate in the final PHOENIX 4.0 project event in Ljubljana.

The test and pilot events will each be organised for groups of up to eight participants. Particular attention will be given to approaching marine organisms respectfully, photographing them without disturbing or damaging their habitats, and removing any marine litter encountered during the dives.

Photo: Borut Furlan
Adriatic Sea, Slovenia, Piran

KEY PROJECT INFORMATION:

Implementation period: 1 July 2026–31 March 2027
Project value: EUR 25,000
Funding: 100% financed through the European Union’s Single Market Programme
Programme: PHOENIX 4.0 Alliance Initiative Programme
PHOENIX 4.0 project: Resilient Ecosystem for Empowering Tourism SMEs
Grant Agreement No.: 101181258

Foto: Borut Furlan
Jadransko morje, Slovenija, Piran

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