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.