Saint Martin, the symbol of sharing, is one of the most popular saints in central Europe with thousands of monuments and intangible heritage material (folk traditions, legends) keeping his memory alive. Partner cities of the NewPilgrimAge project are located along the European Cultural Route of Via Sancti Martini. They join forces to revive this cultural heritage and promote the common European values of solidarity and hospitality linked to St Martin.  Cities and cultural organisations from five countries will mobilise their citizens, most of all young people and small enterprises, to propose and jointly develop new creative initiatives valorising the untapped heritage potential. Such activities will include voluntary services in cultural heritage preservation and cultural tourism, digitilisation, ‘reuse’ of heritage through creative and cultural industries. The project will develop and pilot IT applications to promote heritage-driven cultural products and services, thus also reaching out to younger generations of our digital age. The novel solutions will be available in a ‘Community-sourced CH Valorisation Model’, replicable in any city with similar profile or ambitions. Partners, together with local stakeholders, will develop local roadmaps to define the next strategic steps on the way to sustainable management schemes, also empowering local communities.