The lack of consumer education on the importance of green and digital transitions was identified as a major gap. This means that SMEs that undergo such a transition may not acquire as a large competitive advantage as in markets where consumers are aware of the added value of tourism driven by green and digital practices. The need for awareness programs on the skills needed for the twin transition was highlighted as a challenge. The lessons learned underscore the importance of consumer education and awareness programs, as well as appropriate initiatives for professionals.

Many Greek initiatives target to build capacities in digitalization for the Greek tourism industry. These projects highlight the importance of skills development, collaboration, and inclusivity in promoting sustainable and responsible tourism.

• The EXCELTOUR project introduces the concept of Business Excellence in tourism SMEs using the internationally recognized Excellence Model of the European Foundation for Quality Management (EFQM). This project aims to ensure the sustainability of tourism by creating a group of skilled consultants and facilitators, preparing SMEs for certification, and promoting experience exchange and networking.
• The DANEV -GARGOV project focuses on the evolving relationship between tourism and the creative industries. As the creative economy has evolved, creative knowledge and skills are deployed in the wider economy. This project responds to the new challenges in the creative and tourism sector by establishing sustainable business partnerships across borders in the collaborative development of high-quality artistic products and tourism services.
• The Initiative for Improving the capacity and accessibility of Tourism Destinations in the cross-border area” project promoted tourism for people with disabilities (PWD) developed 3D promotional materials, better services, and accessibility of public facilities to vulnerable groups. It includes measures for making touristic attractions accessible for PWD, staff trainings, and the supply of direction and information touristic signs and bicycles for touristic purposes.

Lessons Learned:

• Business Excellence in Tourism: The EXCELTOUR project introduces the concept of Business Excellence in tourism SMEs using the internationally recognized Excellence Model of the European Foundation for Quality Management (EFQM). This approach ensures the sustainability of tourism and can function as a role model for other SMEs, highlighting skills that may benefit the twin transition of tourism SMEs.
• Creation of Skilled Consultants and Facilitators: Another interesting possibility comes by creating a group of skilled consultants and facilitators who can support SMEs in implementing the EFQM Model and achieving certification. This can enhance the quality of services offered by SMEs and improve their competitiveness.
• Improvement of Capacity and Accessibility of Tourism Destinations: The “Destinations for all” project focuses on improving the capacity and accessibility of tourism destinations in the cross-border area. This includes infrastructure interventions, staff training, and the supply of direction and information touristic signs and bicycles for touristic purposes.