Topic : Soutien à la digitalisation des PME et des destinations touristiques

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.  

Grâce à des événements, du mentorat et du matchmaking facilités par une plateforme B2B, DIGITOUR favorise la coopération entre les PME touristiques et l'écosystème numérique, contribuant ainsi à la transformation numérique et au développement durable du secteur. L'approche globale du projet comprend l'évaluation de la préparation numérique, le soutien continu, la promotion du réseautage au niveau européen et la promotion des partenariats public-privé au sein de l'écosystème touristique. En ciblant l'amélioration des compétences numériques, l'innovation et la collaboration, DIGITOUR vise à doter les PME touristiques des outils et des ressources nécessaires pour prospérer dans un secteur du tourisme en constante évolution.

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.”