Topic: Awareness raising on changes in tourism demand and the opportunities of twin transition for tourism

While SMEs can implement several measures to raise awareness about the changes in tourism demand and the opportunities provided by the twin transition, it is more broadly the responsibility of other institutions and entities. Consequently, there are limited if any best practices directly from SMEs in this context. Often tourism boards, industry associations, and governmental bodies at different levels, tend to organize educational initiatives. These larger entities have the resources and reach to conduct comprehensive campaigns that significantly impact awareness. The EU Interreg Italy-Switzerland project: “Alpine Pearls – Sustainable Mobility in Alpine Tourism Destinations” aimed to promote sustainable mobility solutions in alpine tourism destinations in Italy and Switzerland. The project focuses on reducing the environmental impact of transportation in these areas and enhancing the overall sustainability of tourism. Through the implementation of measures such as electric vehicle charging stations, bike-sharing programs, and public transportation improvements, the project successfully reduced carbon emissions and improved the visitor experience.

The results of the project demonstrated that economic incentives are crucial for supporting SMEs in adopting sustainable practices and investing in digital technologies. The project highlighted the importance of comprehensive training programs and specialized consultancy services to equip SMEs with the necessary knowledge and skills for the twin transition. Additionally, the project emphasized the need for accessible and customized digital tools tailored to specific business activities to enhance efficiency and improve customer engagement.

Lessons learned from the project include the significance of inclusive training opportunities that ensure all staff members have essential digital literacy and an understanding of sustainable tourism practices. Collaboration with tourism boards, industry associations, and educational institutions was also identified as a key factor in amplifying awareness efforts and providing resources and support to SMEs.

Desk research reveals several key insights into raising awareness about changes in tourism demand and the opportunities presented by the twin transition. Firstly, there is a growing awareness among tourists about sustainability and digital convenience, which is reshaping demand patterns. Tourists are increasingly seeking eco-friendly accommodations and digitally seamless experiences. SMEs must be aware of this shift to align their offerings with these evolving preferences.

Secondly, promoting the benefits of the twin transition is crucial. Highlighting success stories where digital and sustainable practices have led to increased bookings, customer satisfaction, and operational efficiency can motivate other SMEs to adopt similar strategies. Thirdly, effective communication strategies are essential for raising awareness. Utilizing digital platforms, social media, webinars, and industry conferences to disseminate information about the twin transition can reach a broad audience. Creating informative content such as blogs, videos, and infographics that explain the benefits and practical steps of adopting digital and sustainable practices can help SMEs understand and embrace these changes. Finally, collaboration with tourism boards, industry associations, and educational institutions can amplify awareness efforts. These organizations can provide resources, training, and support to help SMEs navigate the twin transition. By fostering a collaborative environment, stakeholders can share knowledge, tools, and best practices, enhancing the overall capacity of the tourism sector to adapt to changing demands

It is crucial to note that while these practices are often suggested or desired by the interviewed SMEs, financial constraints frequently prevent their widespread implementation. One notable best practice involves targeted training programs to significantly enhance digital marketing skills, online storytelling, social media management, and customer profiling. Such training programs are essential for helping SMEs adapt to the evolving digital landscape and remain competitive. Despite their potential benefits, many SMEs find these programs to be inaccessible due to cost barriers.

Collaborative platforms for peer learning and knowledge sharing are also highly effective. These platforms enable SMEs to exchange best practices, learn from each other’s experiences, and collectively tackle common challenges. Unfortunately, such collaborative initiatives are not widespread, and SMEs often lack the financial means to participate in or establish these networks.

Finally, financial incentives and policy support play a crucial role in encouraging SMEs to invest in new technologies and sustainable practices. Economic incentives are vital for supporting these investments.

The “Digital Skills for Tourism“, is a project focused on improving digital skills among tourism professionals. It provides training programs and workshops to enhance digital marketing capabilities, online storytelling, social media management, and customer profiling. The project aims to bridge the digital skills gap in the tourism sector and enable SMEs to adapt to the evolving digital landscape.

The Next Tourism Generation (NTG) project is a significant EU initiative aimed at addressing future skills needs in the tourism industry and enhancing the relationship between the industry and education providers. Focusing on innovative products, processes, and tools, the project bridges the gap between industry demands and the skills offered by education providers.
Lessons learned from these initiatives highlight the importance of targeted training programs that address both digital and green transitions. These projects demonstrate that innovative skills solutions are crucial in responding to the evolving needs of the tourism industry. Mapping skills needs and developing new profiles are essential for adapting to post-pandemic realities and the twin transition.

Desk research indicates that the twin transition is essential 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 maximizes these benefits. For example, 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 emphasize the dual goals of digital and green transformations. Key lessons learnt from the interviews  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. Policy support can play a crucial role in facilitating the twin transition. Tailored guidance and support services can help SMEs to understand and implement these changes effectively. Furthermore, fostering a culture of innovation and continuous improvement is essential. SMEs should be encouraged to experiment with new technologies and sustainable practices, learn from their experiences, and adapt their strategies accordingly.