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.