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