Strategies to balance green investments and sustainable growth for tourism SMEs

Within the framework of the UN Tourism Agenda for Europe, this forward-looking initiative aims to support tourism SMEs in balancing sustainable development with economic viability. The project is designed to help businesses and destinations overcome challenges related to the costs of sustainable investment, while unlocking opportunities for long-term growth and competitiveness.

The project’s goals include developing actionable strategies that reduce the perceived economic risks of sustainability practices, and instead highlight their value as drivers of innovation, competitiveness and resilience. A key focus is placed on understanding why sustainable practices are not yet achieving their full potential among tourism SMEs and identifying the specific barriers they face in implementation.

The outcomes will include a practical action plan, offering concrete guidance for tourism stakeholders. To further disseminate results and build capacity, the project includes the organization of online seminars and workshops.