France – fuTOURiSME

Adapting tourism for resilience: lessons learned for sustainable and inclusive practices

Écrit par Sonia Merlo le août 6, 2024.

The COVID-19 pandemic presented a significant challenge to the French tourism SMEs, compelling them to adapt their business models to align with shifting consumer preferences and behaviors. The closure of borders and restrictions on international travel necessitated a pivot towards domestic markets. This shift required SMEs to explore alternative revenue streams and re-evaluate their marketing strategies and product offerings to meet the evolving needs of local customers.

Insights and lessons from EU-funded projects like TOURISME, SusTour, Ecotours, and DIGITOUR provide valuable guidance for adapting tourism services to benefit both visitors and residents. These projects underscore several key approaches:

Community-centric approach: all the projects highlighted the importance of developing tourism services that prioritize the needs and interests of both visitors and local residents. Engaging residents in tourism planning and development ensures that services are culturally sensitive, benefit local economies, and enhance community well-being.
Sustainable practices: the Ecotours project emphasized integrating sustainable practices into tourism services. By promoting eco-friendly initiatives such as resource conservation, waste reduction, and supporting local producers, tourism services can minimize environmental impact and contribute to sustainable development.
Inclusive tourism: the SusTour project stressed the importance of inclusive tourism practices that cater to diverse visitor profiles, including families, individuals, and people with different religious, spiritual, or sexual orientations. Tourism services should be accessible and welcoming to all segments of society.
Digital innovation: the DIGITOUR project showcased the role of digital innovation in enhancing tourism services. Leveraging digital tools can improve visitor experiences, facilitate bookings, and provide information about local attractions, thereby promoting tourism services that benefit both visitors and residents.
Cultural preservation: the TOURISME project underscored the significance of preserving local culture and heritage in tourism services. Promoting authentic cultural experiences fosters pride among residents, attracts visitors seeking unique experiences, and contributes to the sustainability of tourism destinations.

These projects collectively emphasize the importance of diversifying and developing tourism offerings to benefit local communities while attracting and satisfying visitors. Promoting sustainable tourism practices, such as sourcing locally, conserving resources, and reducing environmental impacts, demonstrates the potential for tourism to positively contribute to local economies and the quality of life for residents.

Moreover, initiatives that engage residents in tourism activities—such as cultural events, workshops, and community-based tours—foster a sense of pride and ownership among locals while providing authentic experiences for visitors. Digital transformation plays a crucial role in enhancing accessibility and promoting inclusive tourism services that cater to diverse customer preferences and needs, including families, individuals, and people with specific orientations or interests.

These projects highlight the importance of collaboration, stakeholder engagement, and policy support in ensuring that tourism services are inclusive, sustainable, and mutually beneficial for visitors and residents alike. This approach aligns closely with the objectives of Topic 26 of the Transition Pathway in promoting tourism that benefits both tourists and local communities.

Promoting sustainable tourism: key lessons for awareness and the twin transition

Écrit par Sonia Merlo le août 6, 2024.

A significant challenge highlighted by interviews with French tourism SMEs is the need for a comprehensive dissemination campaign to promote the relevance of actions linked with the twin transition and resilience to destination authorities, tourism management organizations, and SMEs. Many SMEs expressed a lack of awareness and understanding of these processes and their potential benefits. Additionally, raising awareness to increase the uptake and visibility of sustainability tools and sustainable options among consumers was identified as crucial for driving demand towards more sustainable tourism practices.

Drawing from the findings of the TOURISME, SusTour, Ecotours, and DIGITOUR EU-funded projects, several key insights and lessons can be drawn that are relevant to Topic 20 of the Transition Pathway on awareness raising and the twin transition for tourism:

Stakeholder collaboration and engagement: the projects emphasized the critical role of collaboration among stakeholders, including local communities, businesses, and policymakers, in promoting sustainable tourism practices. Engaging stakeholders in decision-making processes fosters a sense of ownership and commitment towards sustainable development in tourism.
Innovation and technology: the DIGITOUR project highlighted the transformative role of digital technologies in enhancing tourism experiences and operational efficiency while promoting sustainability. Integrating digital tools can facilitate information dissemination and reach diverse audiences, fostering awareness about sustainable tourism practices.
Education and capacity building: the SusTour project emphasized the importance of education and capacity building for tourism stakeholders. By enhancing knowledge and skills related to sustainable practices, stakeholders can effectively implement and advocate for responsible tourism strategies.
Environmental and cultural preservation: the Ecotours project underscored the significance of preserving natural resources and cultural heritage in tourism development. Promoting ecotourism principles ensures the sustainable use of resources and contributes to the conservation of biodiversity and local traditions.
Community involvement and empowerment: all the mentioned projects highlighted the key role of local communities in sustainable tourism. Engaging communities in tourism planning and development empowers them to benefit from tourism while preserving their cultural identity and enhancing socio-economic well-being.

These projects collectively underscore the significance of integrating circular economy principles into tourism operations to reduce waste generation and promote resource efficiency. They highlight the importance of engaging local communities, empowering them through tourism initiatives, and ensuring that tourism activities benefit residents while respecting cultural heritage. Additionally, the projects emphasize the role of digital transformation in driving innovation within the tourism sector, enhancing efficiency, and improving visitor experiences.

By adopting eco-friendly infrastructure and practices, such as energy-efficient measures and sustainable transportation options, tourism businesses can mitigate their carbon footprint and contribute to environmental conservation. Supportive policy frameworks are crucial in promoting sustainable tourism, providing regulations and incentives that encourage responsible practices. Education and awareness-raising initiatives are essential components in driving behavioral change among tourists and stakeholders, promoting responsible travel choices and fostering a culture of sustainability.

Awareness raising on skills needs for twin transition in tourism in France

Écrit par Sonia Merlo le août 6, 2024.

During the needs analysis phase with French tourism SMEs, several challenges relevant to Topic 19 of the Transition Pathway emerged prominently. A key issue was raising tourist awareness about environmental issues and encouraging sustainable behavior, highlighting the necessity for robust education and sensitization efforts within the industry.

The SusTour project, funded by the European Commission under the EU COSME programme, underscores the importance of integrating sustainability into tourism operations and provides tangible guidelines for excursion providers to adopt responsible practices. This aligns with the objectives of Topic 19 of the Transition Pathway, which focuses on raising awareness of skills needed for sustainable tourism transition. The project engaged multiple European travel associations, including ECEAT, ECTAA, Futouris, ANVR, UHPA, APAVT, SMAL, and over 20 other partners, to advance sustainability practices in the European travel sector. One notable outcome of this project is the development of Sustainability Codes of Good Practice for excursion providers. These codes aim to guide tourism companies in executing activities with minimal negative impacts on destinations while maximizing benefits for local communities and participants. Emphasizing responsible management of environmental, socio-cultural, and economic impacts, the codes were informed by industry criteria from the Global Sustainable Tourism Council (GSTC) and the Eco-Management and Audit Scheme (EMAS) reference document. Additionally, input was gathered from stakeholders across continents to ensure global relevance.

Another significant lesson from projects like SusTour is the importance of stakeholder engagement and collaboration. By involving multiple travel associations and stakeholders across continents, these projects ensure that sustainability guidelines are relevant and applicable globally. This collaborative approach fosters knowledge-sharing and capacity-building, essential components of the transition towards sustainable tourism practices.

Moreover, projects like SusTour highlight the role of policy support and funding from entities like the European Commission in driving sustainable tourism initiatives. The availability of resources and funding opportunities encourages tourism stakeholders to invest in sustainable practices and innovations, further advancing the twin transition agenda.

Overall, lessons from the projects underscore the need for holistic approaches to sustainable tourism development, encompassing environmental stewardship, socio-cultural considerations, and economic viability. These are crucial components of the transition pathway towards a more sustainable tourism industry.

Support for digitalisation of tourism SMEs and destinations in France

Écrit par Sonia Merlo le août 6, 2024.

The needs analysis conducted with tourism SMEs in France highlighted several challenges and obstacles, particularly in the context of digitalization and sustainability. The necessity to adapt business models to shifting consumer preferences, especially focusing on domestic markets and alternative revenue streams, underscored the importance of digital marketing strategies and customer relationship management (CRM) systems. These tools are crucial for enhancing visibility and improving client relationships. Additionally, integrating eco-friendly practices, such as sustainable transportation options, became imperative, necessitating awareness and access to digital tools that support sustainability initiatives. Post-pandemic workforce management challenges, including recruitment and training, reinforced the need for digital solutions to streamline internal processes and enhance operational efficiency. Lessons learned underscore the critical need for SMEs to embrace digitalization to overcome challenges, enhance sustainability practices, and improve competitiveness in the evolving tourism landscape.

The DIGITOUR project, funded through the European Innovation Council and SMEs Executive Agency (EISMEA) under the COSME Programme, is a significant initiative aimed at enhancing the competitiveness and resilience of tourism SMEs in Europe. In response to the challenges faced by SMEs, especially in the aftermath of the COVID-19 pandemic, DIGITOUR focuses on upskilling SMEs in digital knowledge, fostering innovative sustainable ideas and solutions, and promoting cross-border and cross-sectoral partnerships. The project recognizes the key role of SMEs in the tourism sector, which represents 90% of enterprises in the industry. The project aims to address the acute liquidity crisis faced by SMEs by supporting them in adapting to new challenges, developing innovative products and services, and enhancing their marketing strategies through digital tools and technologies.

Through events, mentoring, and matchmaking facilitated by a B2B platform, DIGITOUR fosters cooperation among tourism SMEs and the digital ecosystem, ultimately contributing to the sector’s digital transformation and sustainable development. The project’s comprehensive approach includes assessing digital readiness, providing ongoing support, fostering networking at the European level, and promoting public-private partnerships within the tourism ecosystem. By targeting digital skills enhancement, innovation, and collaboration, DIGITOUR aims to equip tourism SMEs with the tools and resources needed to thrive in a rapidly evolving tourism landscape.

Desk research into the DIGITOUR project reveals several key lessons relevant to the twin transition focusing on the transition pathway topic of digitalization in tourism SMEs. One notable insight emerged from a public event where participants emphasized the necessity of establishing a common language between digital product providers and tourism suppliers. This highlights the importance of effective communication and collaboration to bridge the gap between technology solutions and the specific needs of the tourism sector. Furthermore, presentations from DIGITOUR Voucher 2 beneficiaries showcased collaborative projects from various European countries, illustrating the value of cross-border partnerships in fostering innovation and sustainable solutions. The session underscored the interconnected themes of innovation, digitalisation, sustainability, and collaboration—core elements driving initiatives like DIGITOUR.

Further details can be found on the DIGITOUR project website, specifically in the document “D 2.1 – Overall strategic recommendations related to digitalization of the tourism sector.”

Easily accessible best practice, peer learning and networking for SMEs in France

Écrit par Sonia Merlo le août 6, 2024.

The needs analysis conducted with 14 tourism SMEs in France revealed critical requirements that align with Topic 11 of the Transition Pathway, focusing on easily accessible best practices, peer learning, and networking for SMEs. Post-COVID-19, financial stability emerged as a concern, with SMEs seeking funding to sustain operations and support digital transformation initiatives. They expressed a pressing need for accessible digital tools and training in digital skills to enhance competitiveness in the market. Sustainability was identified as a key priority, although challenges in implementation persisted due to financial constraints and the lack of commitment from potential partners.

The TOURISME project, for example, aimed to promote sustainable tourism development through collaborative networks and knowledge sharing, emphasizing the importance of accessible best practices and networking opportunities for SMEs, enabling them to adopt sustainable strategies effectively. The lessons learnt from TOURISME underscored the value of peer learning in driving positive change within the tourism industry. SusTour, on the other hand, focused on enhancing the capacities of tour operators and travel agents for sustainable tourism. SusTour’s emphasis on training, certification, and market linkages provided SMEs with valuable tools and insights to engage in sustainable practices and access information crucial for their transition. The project’s outcomes highlight the critical role of collaboration platforms and accessible resources in supporting SMEs’ engagement in sustainable tourism. Additionally, the Ecotours initiative aimed to promote eco-friendly tourism practices and raise awareness about environmental conservation among tourism stakeholders. Ecotours’ efforts in advocating for responsible tourism align closely with the objectives of Topic 11, emphasizing peer learning, networking, and the dissemination of best practices.

These projects collectively demonstrate the significance of collaborative approaches, knowledge exchange, and accessible resources in empowering SMEs to embrace sustainable tourism practices and contribute to the twin transition towards a greener and more resilient tourism sector. Several valuable lessons can be gleaned from the above-mentioned initiatives relevant to the twin transition and Topic 11, which focuses on accessible best practices, peer learning, and networking for SMEs in the tourism sector.

The projects highlighted the importance of collaborative networks and knowledge-sharing platforms in promoting sustainable tourism practices among SMEs. By facilitating peer learning and providing accessible resources, these initiatives demonstrated how SMEs can effectively adopt and implement sustainable strategies within their businesses. The outcomes underscore the critical role of accessible information and collaborative platforms in supporting SMEs’ engagement in sustainable practices and fostering industry-wide transformation.

Green transition of tourism companies and SMEs in France

Écrit par Sonia Merlo le août 6, 2024.

The needs analysis conducted with the French tourism SMEs revealed several common obstacles and challenges related to the green transition of tourism services. One prevalent challenge was the limited adoption of locally sourced, environmentally friendly ingredients in food services, which could reduce the sector’s environmental footprint. Many SMEs faced difficulties in sourcing and integrating these ingredients due to supply chain constraints and cost considerations, highlighting the need for innovative solutions and partnerships with local producers. Additionally, reducing food waste emerged as a significant challenge within the hospitality industry, requiring improved inventory management, portion control, and customer education.

A good example of how to address these challenges is the SusTour project, funded by the European COSME programme, aimed at enhancing the capacities and skills of tour operators and travel agents (SMEs) towards sustainable tourism practices. This project, spanning several European countries, focused on implementing comprehensive training, management systems, standards, and solutions to improve sustainable management and performance among participating companies. The core objectives of SusTour were multifaceted, including updating existing standards, training modules, and tools to effectively integrate sustainability within tour operators and their supply chain. Notably, the project engaged a substantial group of advisors and auditors from 12 different countries, certifying them to support SMEs in their sustainability journeys. Through a blended training approach involving classroom sessions, online modules, webinars, and coaching, SusTour aimed to build the capacities of over 175 SMEs in sustainable tourism practices. Additionally, the project facilitated the development of sustainability standards and tools to reduce carbon and plastic impacts within the travel sector, targeting the management of excursions and engagement with excursion suppliers to implement sustainable practices. The culmination of these efforts resulted in over 120 tour operators achieving the Travelife Partner award and 60 tour operators receiving the Travelife Certified award, reflecting their commitment and excellence in sustainability.

The “Sustainability Codes of Good Practice for excursion providers” offer valuable insights and lessons relevant to the twin transition, particularly focusing on sustainable tourism practices. These codes aim to guide tourism companies in planning and executing activities while minimizing negative impacts and maximizing benefits for destinations and participants. Emphasizing responsible management of external environmental, socio-cultural, and economic impacts, the codes align with industry criteria set by the Global Sustainable Tourism Council (GSTC) and the Eco-Management and Audit Scheme (EMAS) reference document. The consultative process involved in developing these codes ensured global relevance, gathering input from stakeholders across continents. The customization feature allows Travelife members to adapt these codes with their logo, facilitating widespread adoption and implementation of sustainable practices among excursion providers. Overall, the Sustainability Codes of Good Practice serve as a practical tool for fostering sustainable tourism and offer valuable lessons for promoting the twin transition towards green practices within the tourism industry.

Circularity of tourism services in France

Écrit par Sonia Merlo le août 6, 2024.

The tourism sector has undergone significant shifts due to the COVID-19 pandemic, inducing French SMEs to adopt sustainability as a core principle. These businesses have implemented worth-mentioning practices such as attaining eco-label certifications, promoting biodiversity, and engaging in local experiences. These initiatives not only reduce environmental footprints but also enhance guest satisfaction and support local communities economically. By promoting responsible tourism, SMEs have raised awareness among tourists about sustainable travel choices and encouraged eco-friendly behaviors. These practices are highly replicable and scalable across different tourism contexts, demonstrating their adaptability and potential for broader adoption. By integrating sustainability into business models—such as embracing eco-certifications and advocating for slow tourism—SMEs provide blueprints for others seeking sustainable pathways. Lessons learnt emphasize flexibility, adaptability, and community engagement in addressing challenges and driving positive change in the tourism industry.

Among the others, two notable EU-funded projects in France have advanced the circularity of tourism services and sustainability practices (Topic 7 of the Transition Pathway). The TOURISME project aimed to enhance SMEs’ capacities for environmental management and circular economy adoption, benefiting 62 European SMEs. This initiative facilitated transnational cooperation and cross-sectoral support schemes, enabling SMEs to scale up activities and access certification schemes like EMAS and EU Ecolabel. The project developed a compendium of best practices, conducted face-to-face trainings, webinars, and matchmaking events, fostering knowledge transfer and innovation. Similarly, the Ecotours project empowered local communities to embrace circular tourism by engaging tourism SMEs and ecosystems in capacity-building programmes. This initiative led to the development of circular tourism itineraries, sustainable marketing strategies, and tailored support systems, enhancing SMEs’ resilience and sustainability performance.

Both projects highlight the importance of transnational collaboration, capacity-building, and stakeholder engagement in promoting sustainable tourism practices and driving economic regeneration in rural destinations.

The lessons learned from the TOURISME and Ecotours projects underscore the transformative impact of capacity-building activities and transnational collaboration on sustainable tourism practices.

Ecotours emphasizes the essence of tourism as a holistic experience, intertwining culture, environment, and human relationships. The study visit in Agrigento (Italy) showcased the power of transnational dialogue in fostering experiential and relational tourism, enriching participants with insights from environmental education initiatives and urban regeneration projects. This approach highlights tourism’s potential to drive social and cultural change within communities.

Similarly, TOURISME‘s capacity-building activities emphasized the importance of tailored training content and matchmaking events to meet SMEs’ diverse needs and capacities. The projects identified strategies like pre-session materials to level SMEs’ knowledge, baseline assessments for effective grouping, and diversified event formats to enhance engagement and learning outcomes. Moreover, the emphasis on continuous monitoring and support throughout the implementation phase ensured sustained progress and readiness for environmental certifications. A detailed description of TOURISME lessons learnt can be found in the document “The TOURISME project’s approach and lessons learnt”.

These lessons underscore the significance of collaborative learning, adaptive methodologies, and stakeholder engagement in advancing circular tourism practices, promising a paradigm shift towards more sustainable tourism experiences.

Advancing comprehensive tourism strategies in France: lessons and initiatives

Écrit par Sonia Merlo le août 6, 2024.

The needs analysis conducted with different tourism SMEs in the French territory highlighted some challenges relevant to the comprehensive development or update of tourism strategies. Almost all the interviewed SMEs agreed on the importance of the development of comprehensive national or regional strategies considering economic, environmental and social sustainability of tourism and the need for an integrated approach for best practice exchange for strategy development on national, regional and local level, which are the main focus of Topic 4 of the Transition Pathway. Even more important would be an intensified action in the dissemination of these good practices and the active participation of all players in the tourism ecosystem.

One significant EU-funded initiative related to comprehensive tourism strategies development in France is the “INTERREG Europe” programme, which aims to promote interregional cooperation and exchange of experiences among European regions to improve regional development policies. One notable Interreg Europe project in France is the OUR WAY project, which aims to contribute to the protection and promotion of natural and cultural heritage in Europe using greenways by means of the improvement of policy instruments related to the cultural and natural quality of the territories involved, including tools for their governance and developing specific measures for their promotion and preservation. Through interregional cooperation, the project has exchanged practices and developed Action Plans to integrate lessons into regional policies. The project has been instrumental in showcasing how integrating green infrastructure into tourism strategies can lead to sustainable regional development, demonstrating that sustainable tourism development can be a driver for regional economic growth while preserving the environment.

In this example, lessons learnt highlighted the importance of improving coordination among the different key actors, developing governance systems to manage greenways, identifying models and good practices for the protection and maintenance of greenways, identifying financial instruments and funding for greenways.

Below some examples of lessons that can be drawn from existing case studies:

Integrating sustainability: France should prioritize integrating economic, environmental, and social sustainability considerations into its tourism strategies. Lessons from “Sustainable Tourism Development: Guide for Local Planners” by World Tourism Organization (UNWTO) emphasize the importance of balancing economic benefits with environmental conservation and social equity.
Multi-level collaboration: successful strategy development requires collaboration between national, regional, and local stakeholders. Case studies such as “The Role of Regional Tourism Organizations in the Development of Rural Tourism” by Eurostat provide insights into effective multi-level governance structures.
Integrate data-driven decision making: using data and research is critical for informed decision-making. The report “Tourism in France: Key Figures” by ATOUT France provides valuable statistics and insights into tourism trends that can inform strategy development.
Integration with Sustainable Development Goals (SDGs): aligning tourism strategies with the SDGs is crucial for achieving sustainable outcomes. The publication “Tourism for SDGs: Good Practices in the Mediterranean” by Plan Bleu highlights best practices for integrating tourism into regional sustainable development strategies.
Promotion of responsible tourism: encouraging responsible tourism practices is essential for minimizing negative impacts and maximizing benefits. The “Tourism Industry Trends and Initiatives” report by Sustainable Travel International offers insights into innovative approaches to responsible tourism.

Domaine Du Val De Roland

Écrit par Sonia Merlo le août 5, 2024.

Following the COVID-19 pandemic, Domaine Du Val De Roland launched a transformative sustainability project, achieving the “Green Key” label. The residence implemented eco-friendly practices, such as conserving water and electricity, minimizing waste, and offering organic breakfast options. Communication efforts are prioritized to engage both guests and employees in sustainability initiatives. Partnerships with local producers and suppliers reinforce a commitment to sustainable sourcing. The residence promotes slow tourism by providing activities that encourage deep immersion in local culture and environment. Collaboration with three organizations focused on slow tourism enhances connections with nature and local communities, with seasonal activities like guided nature walks, cultural festivals, and culinary experiences allowing visitors to explore the region at a leisurely pace.

Revlys

Écrit par Sonia Merlo le août 5, 2024.

Revlys focuses on offering events exclusively in France, highlighting the country’s diverse and beautiful regions. Their activities aim to raise awareness about Corporate Social Responsibility (CSR), promoting sustainable practices among clients. Prioritizing train travel reduces carbon footprints and supports eco-friendly transportation. The company emphasizes responsible food choices by sourcing organic and locally produced ingredients tailored to each region. Seminar locations are selected based on recognized sustainability certifications, such as eco-hotels and eco-complexes, ensuring alignment with their values. To further mitigate environmental impact, all CO2 emissions from events are offset through the Label Bas-Carbone. Revlys also collaborates with local businesses for souvenirs, food, tours, and activities, which supports regional products, minimizes transportation distances, and showcases the cultural richness of each French region.

Country : France