Spain – fuTOURiSME

L'integrazione della sostenibilità ambientale e sociale nelle pratiche turistiche migliora la redditività a lungo termine e il sostegno della comunità.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

Integrating sustainability into the core operations of tourism SMEs helps future-proof their businesses by reducing environmental impact, improving resource efficiency, and strengthening their reputation among conscious travelers.

Moreover, socially responsible practices build trust and long-term relationships with the local community, which are essential for stable and supportive tourism environments.

So, changing tourism to be more sustainable is not only good for the planet, but also helps small businesses survive and grow. A great example is La Posada del Agua, a rural hotel in Castilla y León. Between 2020 and 2023, they made several eco-friendly changes: they installed 24 solar panels, used aerothermal systems to heat water, added heat pumps in the rooms, and switched to biomass for heating common areas. Thanks to this, they now use 50% less electricity and save money while helping the environment.

They also made smart design choices to save energy, like natural ventilation and automatic blinds. One problem they had was that public grants were slow, so they had to ask for a bank loan to do everything. Still, the result is a modern, comfortable and eco-friendly hotel.

This business also supports social sustainability. They buy local products, work with nearby producers, and their team is all women. Guests appreciate these efforts and say they enjoy their stay more. This shows that sustainability is not only good for the planet but also improves customer satisfaction and reputation.

La Posada del Agua proves that even small rural hotels can lead the way in sustainability. They help protect nature, support the local economy, and offer better experiences to travelers. This aligns with lessons from Spain’s national strategy, which stresses the importance of integrating green practices into tourism and promoting awareness of environmental impact. Local strategies like those in Andalusia also show how rural areas can lead sustainable innovation.

Garantire che i benefici del turismo siano equamente condivisi con le comunità locali favorisce un senso di appartenenza e attenua problemi come l'overtourism.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

When local communities see direct and fair benefits from tourism—such as employment, local sourcing, and infrastructure investment—they are more likely to support and participate in the sector.

This inclusive approach helps reduce tensions associated with overtourism and leads to more balanced and sustainable growth.

Singular Spain, a travel agency from Madrid, works with rural communities to create trips that focus on the people who live there. Tourists meet local farmers, artists, and craftspeople, and take part in their daily activities like workshops and visits.

The local people get paid fairly for their time. Some offer meals, host guests in their homes, or guide tours. This gives locals income and also helps visitors learn more about rural life. At the beginning, the agency had problems with things like poor infrastructure and little help from tourist offices. They solved this by creating their own network and working directly with communities.

This model helps reduce mass tourism and shows a different way to travel. It supports small businesses, respects the environment, and offers authentic experiences that tourists love. It also helps spread tourism to new areas and different times of the year.

Since the COVID-19 pandemic, more travelers want safe, small-group, meaningful experiences. By involving locals, Singular Spain creates strong connections and long-lasting memories. This idea can work anywhere if there is good communication and trust between the travel agency and local people. These practices match well with national lessons on supporting cultural diversity, reducing over-reliance on tourist hotspots, and building stronger local economies.

La formazione continua dei dipendenti e le campagne di sensibilizzazione dei clienti sono fondamentali per il successo dell'implementazione di iniziative sostenibili e digitali.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

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.

L'offerta di risorse finanziarie e incentivi incoraggia le PMI ad adottare pratiche sostenibili e di economia circolare.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

Many SMEs face financial barriers when it comes to investing in sustainability.

Providing grants, subsidies, or tax incentives lowers the entry threshold, making it easier for businesses to transition to circular practices such as waste reduction, energy efficiency, and eco-friendly services.

When these resources and incentives do not exist, it is difficult to be more sustainable. Some companies can’t simply afford the change. However, there are always small steps that can help.

Within this context, Rutas Pangea, a cycling tourism company from Madrid, found a simple and effective way to reduce plastic waste. In 2021, they stopped using single-use plastic bottles and started giving clients stainless steel reusable bottles. They also placed water jugs in their vehicles so people could refill their bottles during trips.

This helped change client habits and reduced plastic consumption. The idea is low-cost and easy to copy, but it still faced resistance from people and businesses who are used to single-use bottles. Some hotels and restaurants still offer plastic, and it’s hard to convince them to change.

Even with these difficulties, Rutas Pangea received good feedback from customers. Many appreciated the effort and were happy to adopt new habits. The company is also looking into other sustainable options like using eco-friendly grease and soaps for bike maintenance.

This best practice proves that small, practical actions can make a big difference. If there is public or private funding, or support from local governments, more SMEs could follow the same path. This matches the national lesson that financial aid, government incentives, and education are all key for successful circular practices.

Fornire alle PMI l'accesso a strumenti digitali e formazione a prezzi accessibili accelera la loro transizione digitale e la loro competitività.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

Digitalization can significantly enhance SME operations—from marketing to customer service and internal management—but affordability and know-how are key challenges.

Ensuring access to low-cost, user-friendly tools and tailored training helps SMEs improve their efficiency, reach new markets, and stay competitive.

One example is Engáliate Club Deportivo, a one-person business in Gran Canaria offering hiking and environmental activities. Even though it is small, it has a clear website, shares activities on social media, and connects with nature lovers online. It also works with other local groups to organize events and share good practices.

Another example is Central de Reservas, which created a professional platform to manage accommodation bookings and payments. Thanks to digitalization, they can compete with bigger companies and reach more clients. Tools like online reservation systems or customer review platforms make things easier for everyone.

Many SMEs also benefit from public programs, like the Digital Kit in Spain or training funded by the EU. These help them start with simple tools like online calendars, email marketing, or even chatbots for clients. With some help and support, digitalization becomes an opportunity, not a problem. This matches the findings from the Spanish “Digital Agenda” and Smart Tourism projects, which confirm that digital transformation must be supported with training, mentorship, and funding.

Le strategie turistiche devono essere agili per rispondere efficacemente alle mutevoli condizioni di mercato e a eventi imprevisti come le pandemie.

Scritto da Adriana H. Jarandilla il Dicembre 10, 2024.

The COVID-19 pandemic highlighted the need for adaptable strategies.

SMEs that can quickly pivot their offerings, operations, or business models in response to external shocks are better positioned to survive disruptions and capitalize on emerging opportunities in a volatile tourism landscape.

One good example is Andalucía 360 Travel, a company that changed its offer after the pandemic.

Before COVID-19, they organized group tours, but after the crisis, they focused more on private and small-group experiences. They also started using more digital tools, like online content and virtual storytelling, to keep their connection with clients. These changes helped the company stay active and meet new customer needs.

Many travelers today want to feel safe and prefer smaller, personalized activities. Andalucía 360 saw this and adjusted its services fast. They didn’t wait to go back to “normal” but created a new way of working. This is an important lesson for other SMEs: it’s better to adapt than to stop.

Being flexible also means trying new things, testing ideas, and learning from mistakes. Tourism companies that do this can recover faster from future problems and become stronger. Also, as mentioned in national strategies like Spain’s Sustainable Tourism Strategy 2030, it’s important that these flexible plans include green and digital transformation. Coordination with local governments and real-time data also helps companies respond better to fast changes.

Il coinvolgimento delle comunità locali e delle parti interessate nella pianificazione turistica garantisce l'inclusione e risponde alle esigenze dei residenti e dei visitatori.

Scritto da Adriana H. Jarandilla il Settembre 10, 2024.

Collaborative planning ensures that tourism development considers the voices and needs of all stakeholders, preventing conflicts and aligning initiatives with local values and capacities.

This inclusive approach fosters mutual respect, social cohesion, and a better overall visitor experience. Buteo Iniciativas Ambientales, from Valladolid, shows how this can work.

They design nature tourism experiences together with local councils, schools, and community groups. One of their projects, “Nature with Flavour,” combines birdwatching and hiking with local food and cultural visits. This way, tourists enjoy the region in a deeper way, and the local economy grows.

Their programs also help educate people of all ages about environmental protection. Locals take part not only as service providers but also as learners and protectors of their territory. This builds a shared responsibility.

Planning with the community means listening, adapting, and sharing decisions. It avoids conflict and builds stronger, long-lasting tourism models that benefit everyone. According to national-level research, successful tourism plans also include regular surveys and visitor limits in sensitive areas to balance the needs of both locals and visitors. Projects like the Barcelona Strategic Plan and Madrid’s Integrated Services show the value of public participation and inclusive tourism.

La creazione di piattaforme per la condivisione delle migliori pratiche e la creazione di reti facilita la collaborazione e l'innovazione tra le PMI.

Scritto da Adriana H. Jarandilla il Settembre 10, 2024.

Knowledge exchange and peer learning are powerful tools for innovation.

Creating platforms where SMEs can share success stories, challenges, and practical solutions helps spread effective practices, encourages partnerships, and drives collective progress toward digital and sustainable transformation. Thus when SMEs connect and support each other, they grow faster and make fewer mistakes. A great example is Engáliate Club Deportivo, which works with other organizations in the Canary Islands.

They regularly take part in local events, nature activities, and workshops with other small companies. These exchanges help them improve their services, share tools, and create new tourism products. Their website and social media are also used to inspire others and tell their story.

The FUTOURiSME project also shows how useful it is to collect and share best practices across Europe. When one SME finds a solution that works, others can learn from it and adapt it to their context. However, many SMEs still face problems like information overload, not enough platforms in local languages, or not knowing where to start. Platforms like Madrid Network, and future national compendiums, can make access easier and help SMEs stay informed.

For the future, it’s important to keep building spaces—both online and in person—where SMEs can meet, learn, and grow together. With more collaboration, the tourism sector will be more resilient and innovative.

La Posada del Agua – Lusso e comfort responsabili

Scritto da Adriana H. Jarandilla il Settembre 10, 2024.

Rutas Pangea - Pedalare per la sostenibilità

Scritto da Adriana H. Jarandilla il Settembre 10, 2024.

Country: spagna