This poster examines the role of digital storytelling within the eKultura framework, showcasing how Croatian heritage institutions are rethinking the way audiences experience cultural heritage. Through the eKultura portal, institutions can present their collections and create virtual exhibitions that offer immersive, thematic experiences. These digital exhibitions allow users to engage with historical artifacts in meaningful ways, connecting past and present. By contextualizing objects through technology, institutions provide audiences with opportunities to explore complex cultural narratives, making heritage more accessible and engaging for diverse audience groups.

In addition to the portal, the eKultura Instagram profile demonstrates the potential of social media to extend the reach and impact of digital cultural heritage. The profile uses reels, stories, curated posts, and behind-the-scenes content to showcase Croatian heritage in dynamic and interactive ways. Digital tools and AI are employed to create engaging content that is relatable and visually appealing, transforming heritage from static collections into interactive experiences. This approach is particularly effective in reaching younger audiences, fostering a sense of connection and participation, and encouraging users to explore cultural narratives beyond the walls of institutions. Social media thus serves as a complementary platform to digital exhibitions, enhancing their educational and participatory potential. It is also worth mentioning the digital storybooks and interactive coloring books shared on social media, created using digitized collections from the eKultura portal. These books offer users, especially children and young learners, to explore stories, motifs, and traditions in an imaginative, hands-on way.

The eKultura framework also includes an augmented reality (AR) exhibition, which allows visitors to interact with museum objects through a mobile application. By scanning posters, users can explore objects in AR, reposition them on their screens, take photos, and access enriched contextual information. This interactive layer transforms traditional exhibition formats into multisensory experiences, supporting personalized learning and playful engagement. The AR exhibition illustrates how creative technological interventions can revitalize heritage presentation, making it both educational and entertaining.

Together, the eKultura portal, social media presence, and AR exhibition showcase the transformative power of digital storytelling, interactive technologies, and innovative communication in the field of cultural heritage. These initiatives not only make heritage more accessible and engaging but also invite audiences to actively explore and connect with cultural narratives. By combining digital tools, AI, and creative content strategies, eKultura ensures that Croatia’s cultural heritage resonates with contemporary audiences, fostering awareness, appreciation, and thoughtful reflection on its rich historical legacy.