Research and innovation calls should foster the application of digital tools as complementary assets to physical resources. This will be possible by creating hybrid solutions in which both the physical and the digital connections between heritage and people are promoted. However, a digital transformation in the field of rural heritage and pilgrimage should also involve training programmes for cultural and non-cultural agents in the use of the latest technology, in the application of digital tools for the creation of audio routes and in the use of digital channels for the communication of contents in an easy and enjoyable manner. If we are able to add digital content to the physical realm we will not only increase awareness of the heritage values in the rural areas around the pilgrimage routes, but we will also help to involve new types of audiencias in their conservation and development.