Support for digitalisation of tourism SMEs and destinations

Successfully adopting digitalization stategies requires a clear vision, targeted investment in digital tools and staff training

Written by Salerno Confartigianato on December 18, 2024.

One of the key lessons learnt from the digitalization of tourism SMEs and destinations is the critical role that staff training and the presence of an IT/communication expert play in successfully adopting digital tools. Many small and family-led tourism businesses, especially in sectors like food and beverage, still rely on basic tools such as emails and websites, while their adoption of advanced digital tools is limited. This is largely due to a lack of knowledge about the benefits of digitalization and an absence of designated personnel to lead the digital transformation process.

A striking example of overcoming these challenges is Pizza Guys, a food and beverage company that launched during the COVID-19 pandemic. This company leveraged digital tools effectively to develop a strong brand identity and expand its operations. Despite starting in a difficult economic climate, the entrepreneurs behind Pizza Guys understood the power of digital marketing and technology in promoting their unique food offerings. They used online platforms for food delivery, marketing campaigns, and creating a distinct customer experience, successfully opening new locations in Salerno and London. This case highlights the importance of having a clear vision and a strategy to use digital tools to increase visibility and attract both local customers and international tourists.

The experience with SMEs during the pandemic further underlined that digitalization is not an automatic process, especially for small and family-run businesses. While some companies were able to survive and thrive due to their existing digital infrastructure, many others struggled due to the lack of digital tools and resources. Financial support during the pandemic, such as national and regional funds, often failed to address the gaps in digital infrastructure or the need for skilled staff to manage digital tools effectively.

Furthermore, the availability of digitalization support programs, such as the “Voucher for SMEs Digitalization” by the Italian Ministry of Entrepreneurship and initiatives like the “Punto Impresa Digitale Mediterraneo” (PID Med), shows the importance of targeted financial and advisory support for MSMEs. These programs are designed to foster digital culture and practices, which is crucial for helping small businesses adopt new technologies and remain competitive in a rapidly evolving market.

In conclusion, the lessons learnt emphasize the need for:

Training and awareness: SMEs must recognize the importance of digital tools and invest in staff training or hire a dedicated IT/communication professional.
Clear vision and strategy: Developing a strong brand identity and using digital tools to support this vision can enhance visibility and attract both local and international customers.
Financial support: National and regional digitalization programs should target infrastructure and human resources development to fill existing gaps in digital capabilities.
Collaboration and partnerships: Partnering with established companies and utilizing both traditional and new digital tools can help promote and grow the business.

Ultimately, embracing digitalization in the tourism sector is not only about technology adoption but also about fostering a culture of innovation and adaptability, which will enable SMEs to thrive in a competitive and increasingly digital world.

Upskilling, reskilling and capacity building as lynchpins of the green transition

Written by Salerno Confartigianato on December 18, 2024.

To effectively foster the green transition of tourism companies and SMEs, training programs, workshops, and capacity-building models must be prioritized.

To this end, the work of BLAM – a collective of female architects focused on sustainability and community engagement – is particularly exemplary. BLAM operates through a private-public, multi-stakeholder model, bringing together cultural and food & beverage SMEs, a civil society organization, and the Municipality of Salerno. The organization’s efforts focus on urban regeneration, scaling green transition methodologies, and creating spaces that attract both locals and the thousands of tourists who visit the city each year.
BLAM has achieved remarkable results through its diverse, community-driven initiatives. These include Habitat Fest, an ecofestival that promotes sustainability, and iMorticelli, a community hub where a variety of workshops and initiatives are implemented to engage local residents and foster awareness. Furthermore, BLAM has played a pivotal role in the revitalization of Montevergine Park, transforming it into a space that not only promotes biodiversity but also serves as a cultural venue for the community. These projects demonstrate BLAM’s holistic approach to urban regeneration, where sustainability and community development are intricately woven together.

Similarly, Confartigianato Salerno has been an active player in initiatives aimed at facilitating the green and digital transitions for SMEs, particularly in rural areas. In the framework of the Erasmus+ project “ESG4SMEs,” Confartigianato Salerno has developed the “Profile of the ESG Manager for rural SMEs“, highlighting the key skills and responsabilities needed by the staff members involved in the implementation of an ESG strategy in rural SMEs. This initiative provides businesses with the tools they need to comply with national and EU ESG criteria, helping them transition to more sustainable and digitally advanced practices.
Furthermore, Confartigianato Salerno – as Enabler for the Twin Transition accredited by the Covenant of Companies for Climate and Energy – is actively supporting SMEs in their green and digital transitions by offering technical assistance, capacity-building programs, and collaboration with ESG experts, energy engineering companies, and ESCOs.

Drawing from experiences in similar initiatives, it becomes clear that networking strategies and capacity-building schemes are essential in raising awareness among both the tourism and civil society sectors. These efforts demonstrate that sustainability is not just an individual endeavor but a collective one. Cooperation and networking within and between sectors play a crucial role in scaling up sustainable practices, enabling communities and businesses to achieve higher levels of sustainability.
The lessons learned emphasize the importance of ensuring robust training and capacity-building models, particularly through Business Support Organizations (BSOs) in partnership with Vocational Education and Training (VET) institutions. Such collaborations are vital in providing tourism SMEs and their staff with the necessary skills—both through re-skilling and up-skilling initiatives—to meet sustainability standards. Moreover, offering guidance on financial support at regional, national, and EU levels is crucial for SMEs to successfully implement green transition processes. This holistic approach ensures that the path to sustainability is accessible and achievable for all SMEs, empowering them to contribute meaningfully to the green economy.

Ruralis

Written by Salerno Confartigianato on December 18, 2024.

Ruralis is a forward-thinking start-up that combines passion, competence, and a deep connection to its territory. Founded by a team that has lived, studied, and worked across the globe, the company returned home with a vision to develop exceptional services and support the local area—often overlooked by traditional tourism—transforming it into an unexplored world full of potential.
Ruralis is dedicated to reviving lesser-known Italian destinations, offering unique experiences that surprise and delight both locals and visitors. The team’s commitment to their roots is fueled by the desire to create added value for the region and its economy while providing a platform that showcases its hidden gems to an international audience.
Ruralis thrives on a perfect balance between collaboration and innovation, continuously improving the sustainable development of rural areas. The company believes that these internal regions possess immense concrete and ideal value, and they are on a mission to make others aware of it as well.
Ruralis is not just a business; it is a close-knit family that supports each other, grows together, and fosters a culture of collaboration and shared growth. The team values open communication, respecting each individual’s voice and opinions, steering away from traditional corporate hierarchies.

Rooted in the principle of sustainable tourism, Ruralis is dedicated to promoting responsible travel practices that respect both people and the environment. Through its innovative business model, Ruralis is not only contributing to the revitalization of rural areas but also shaping a future where local economies flourish through responsible tourism and sustainable practices.

Offering financial resources and incentives encourages SMEs to adopt sustainable and circular economy practices

Written by Adriana H. Jarandilla on December 10, 2024.

Providing SMEs with access to affordable digital tools and training accelerates their digital transition and competitiveness

Written by Adriana H. Jarandilla on December 10, 2024.

Written by Pircher Mascontour.Info on September 13, 2024.

German SMEs face a significant deficit in digital proficiency, with many lacking the internal skills and resources necessary for successful implementation of a digital transformation. Identifying suitable partners or specialists for specific requirements proves challenging, further complicating the transition. Moreover, bureaucratic hurdles, including complex regulations and constantly evolving legislation, hinder long-term planning and deter SMEs from seeking financial support.

Additionally, a lack of commitment towards training, limited internet coverage in rural areas, and difficulties in compliance with data protection laws further impede a faster digital transition. Also, awareness of available funding options for digitalisation programs remains low among SMEs, hindering their ability to access crucial financial support – which is especially important for SME’s. Summarized, there is a gap in raising awareness of available funding options, providing targeted training and support, simplifying regulations, and fostering collaboration among stakeholders.

Destination surveys conducted by DTV show that digital strategies and solutions are being developed at different levels. However, the greatest need for further training is still seen in the foundational domain, e.g. the creation of a holistic digitalisation strategy, the analysis of visitor flows or the online bookability of tourism offers. Many are reluctant to get involved in the sometimes complex process of converting existing systems. As a result, current buzzwords such as artificial intelligence, chatbots and open data are often of little or no relevance at this stage.

Funding is also a complex issue that many companies seek assistance with. In this context, the lack of information and the amount of bureaucracy involved is a major obstacle. In general, the availability of sufficient financial and human resources is currently a widespread problem that also affects the progress of digitalisation. The issue is further complicated by the fact that rural providers in particular still face basic challenges such as ensuring stable networks and a fast internet connection

Synergizing Digital Innovation and Sustainable Practices in Tourism SMEs

Written by epo epo_35 on September 9, 2024.

One notable practice is the integration of digital management systems for accommodation services and e-bike rentals. These systems streamline operations, enhance customer experiences, and contribute to sustainable tourism practices. By centralizing booking, tracking, and resource management, digital systems reduce administrative burdens and optimize resource use. For example, accommodation services can benefit from smart energy management systems that regulate heating, cooling, and lighting based on occupancy, thereby reducing energy consumption.

Another significant best practice is investing in web marketing to enhance online presence and customer engagement. Effective web marketing strategies include developing user-friendly websites, leveraging SEO to improve search engine rankings, and utilizing social media platforms for targeted advertising. By creating compelling content and interactive experiences, SMEs can attract and retain customers while promoting sustainable tourism practices. Additionally, incorporating AI-driven tools for customer profiling and personalized marketing can further enhance the effectiveness of web marketing efforts.

One notable EU program, Digitalisation of Tourism SMEs and Destinations, provided comprehensive support and guidance to tourism SMEs on their digital transformation journey. It includes training programs and workshops to improve digital skills and knowledge among SMEs, alongside financial incentives and grants to encourage investment in digital technologies. The results demonstrated increased digital maturity among participating SMEs, improved online presence, and enhanced customer experiences.

Additionally, the Digital Tourism Innovation Campus, aimed to foster innovation and digitalization in the tourism sector by creating a collaborative platform for SMEs, startups, and researchers to exchange knowledge and ideas. This initiative aims at organizing hackathons and innovation challenges, resulting in the development of innovative digital tools and platforms that boosted the competitiveness of SMEs and enriched visitor experiences.
Another significant effort, the Digital Skills for Tourism project, addresses the digital skills gap within the tourism sector. By providing training programs and certifications for tourism professionals, and developing online learning resources, this project significantly improved digital literacy and competence among professionals. This, in turn, facilitates better digitization efforts in SMEs and destinations.

Lessons learned from these initiatives highlight the importance of comprehensive training programs covering both digital and sustainability skills for the successful digitalization of tourism SMEs. Financial incentives and grants are effective in encouraging SMEs to invest in digital technologies, accelerating their digital transformation. Collaborative platforms and networks are vital in facilitating knowledge sharing and peer learning among SMEs and stakeholders. Additionally, policy support and tailored guidance are essential in helping SMEs navigate the complexities of the digital transition, aligning their efforts with sustainability goals.

Desk research indicates that the twin transition, encompassing both digital and green transformations, is crucial for the sustainable development of tourism SMEs. Digitalization offers numerous benefits such as improved operational efficiency, enhanced customer experience, and better market reach. However, integrating digital solutions with sustainable practices is essential to maximize these benefits. For instance, digital tools can support energy efficiency measures, waste reduction, and sustainable resource management, contributing to the overall sustainability of tourism operations. The transition pathway for tourism SMEs should therefore emphasize the dual goals of digital and green transformations. Key lessons learnt from successful implementations include the importance of comprehensive training programs that cover both digital and sustainability skills, the need for financial incentives to support investments in new technologies, and the role of collaborative platforms that facilitate peer learning and knowledge sharing. Additionally, policy support and tailored guidance can help SMEs navigate the complexities of the twin transition, ensuring they can leverage digital tools to achieve both operational excellence and sustainability goals. By fostering a holistic approach to digitalization and sustainability, tourism SMEs can not only enhance their competitiveness but also contribute to the broader objectives of sustainable development and environmental stewardship.

Digital Transformation in Tourism in Greece

Written by Anastasia Sakkoula on August 28, 2024.

The lack of training and competence development in digital skills areas is a major gap for most SMEs. The need for a new approach to tourism that incorporates digital tools (also as a necessity that accommodates health protocols enacted fur to the COVID-19 pandemic) was highlighted as a challenge. The lessons learned underscore the importance of digital literacy and the integration of digital tools in tourism, as a means to increase visitors and drive sales.

Many Greek initiatives aim at enhancing the digitalization of Greek tourism by addressing these obstacles:

The LIBECCIO project enhances tourism governance and sustainability through digital transformation, supporting policymakers with data-driven decision-making. It has developed a Destination Management Support System (DMSS), a platform integrating sustainability indicators and Big Data analytics for policy and decision-making.
The project exploring the potential of Smart Industrial Tourism (SMIT) focuses on changing tourism patterns post-pandemic, by focusing on alternative destinations and exploiting technology to make the tourist experience more rewarding and sustainable. It aims to diversify the economy and the sector, reduce over-tourism and seasonalization, and boost social and economic growth and technological innovation in tourism.
The CI-Novatec project records and evaluates visitors’ experiences in the Region of Western Greece, Epirus, and Puglia, through a mobile application. The data collected helps managers improve their organization, strengthens small-medium sized businesses, and prepares members of the Regional Networks through training seminars.
“Metallon Topoi” (Places of Metals) project involving the islands of Sifnos, Serifos, Kythnos and the Community of Asgata aims to highlight the pan-European heritage of these areas with mining-metallurgical remains over 3500 years old, promoting new thematic forms of tourism. The project has resulted in a unified destination identity, promotion centers, permanent reports of geological-mining samples, and an Internet-GIS platform among other outputs. These projects have shown the potential of digital transformation in enhancing the tourism experience and promoting sustainable development.

Lessons Learned:

Data Collection and Analysis: Data collection and analysis can be pivotal to understanding visitor experiences and expectations, thus helping tourism SMEs and destinations improve their services and offerings.
Capacity Building and Skill Development: Capacity building and skill development among various stakeholders in the tourism sector is highlighted as a factor that can enhance the competitiveness of tourism SMEs. It can also support the development of new forms of tourism such as ecotourism and industrial tourism. The former can be enabled by the use of digital tools.
Digital Platforms for Accessibility and Inclusivity: The ALTER TRIP project shows the importance of developing digital platforms to improve the accessibility of tourist destinations. Such platforms can help disabled and elderly visitors plan their trips, thereby making the destination more inclusive.
Use of Advanced Technologies: The “SMITour” and CI-NOVATEC projects highlight the role of advanced technologies in enhancing the tourist experience and making it more rewarding and sustainable.

Digital Upgrade of Enterprises

Written by Marios Demosthenous on August 26, 2024.

The integration of digital technology into business activities is a significant challenge for Cyprus, despite some positive indicators. While the percentage of SMEs with at least a basic level of digital intensity is above the EU average, and Cyprus performs well in cloud technology adoption, many companies still do not fully utilize state-of-the-art digital technologies. To address this, Cyprus is focusing on introducing digital technologies in business activities to enhance efficiency in systems, products, and services.
Through the main Recovery and Resilience Plan (RRP) and under the scheme for the Digital Upgrade of Enterprises, this scheme, included in the Operational Programme 2014-2020 “Competitiveness & Sustainable Development” and co-funded by the ERDF and national funds, aims to boost the integration of digital technology in SMEs within areas controlled by the Cyprus Government. By the end of 2022, 371 enterprises had been approved for the scheme, with 311 signing the Public Financing Agreement and proceeding with their investment proposals. Out of these, 307 proposals have been completed and received subsidies. The scheme has been extended and financed under the ESIF for 2021-2027. A new scheme was announced in November 2022 with a budget of €10 million (total budget of €20 million). A total of 365 applications were submitted for the available budget and are currently under evaluation.

Hambis Printmaking Museum

Written by Marios Demosthenous on August 22, 2024.

After COVID-19, the museum launches an innovative sustainable tourism initiative. By digitizing most of the art pieces and by offering virtual tours and workshops, the museum expands its reach globally, reducing the need for physical travel. Sustainable materials and green infrastructure are integrated into exhibits, showcasing eco-friendly printmaking practices. Community partnerships promote local engagement, while educational programs inspire visitors to embrace sustainability. Additionally, the museum utilizes its courtyard for workshops and events, reducing electricity use and contributing to green development. Additionally, the museum organizes outdoor printmaking workshops in remote areas, utilizing sustainable practices to minimize its environmental footprint while fostering creativity in secluded communities.

Topic: Support for digitalisation of tourism SMEs and destinations