The transition to more sustainable and digital tourism models requires behavioral change and new skill sets. When small tourism companies try to be more sustainable or digital, they need people who understand how to do it. That’s why training workers and explaining things to customers is very important.

Interpreta Natura, from Valencia, is a good example. They work with nature and culture, and offer both guided and self-guided tours using mobile phones and digital maps.

They have trained their team to use storytelling, technology, and environmental education to create great visitor experiences. They also organize school programs, workshops, and contests to raise awareness about sustainability. One special project is their “bee refuge” in Vall de Almonacid, where people learn about biodiversity and climate change in a fun and interactive way.

Their challenge was getting enough money and making locals understand the value of these projects. But step by step, more people joined, and now many residents are happy to have these activities in their towns.

Interpreta Natura shows that training staff, educating clients, and involving the local population are essential. With this approach, SMEs can grow, create jobs, and promote environmental and cultural values. This also reflects findings from national research that highlight the need for skills training, continuous learning, and capacity building, especially in green and digital topics.