26th of February 2026
By Breda University of Applied Sciences (BUAS)
In the first year of Cross-Re-Tour, we gained an in-depth and comprehensive perspective on the green and digital transformation processes of SMEs operating in the tourism sector through interviews with experts from the consortium countries. These interviews provided us with valuable insights into how transformation processes are taking shape in different countries.
Sustainability Awareness
Interviews indicate that there is a high level of awareness regarding sustainability in the tourism sector in the Cross-Re-Tour project countries. Although these countries have different contexts, green and digital transformation are their common values. Although SMEs are looking for ways to incorporate digital tools and environmental solutions into their processes, they face similar challenges in this regard. These challenges include obstacles such as time constraints, lack of qualified personnel, and budget constraints. However, there are also positive dynamics that support the transformation. These include employee participation, management support, sharing inspiring examples, and knowledge sharing, which are factors that improve the process.
Experts note that innovative practices that provide both environmental and social benefits are becoming widespread in the tourism sector. There is also talk of a shift toward an approach that is open to cross-sector learning and circular economy models. These developments reveal that sustainability is now seen not as a necessity but as a competitive advantage and a factor that contributes to society. However, it should be noted that sustainability is still addressed at the operational level in many SMEs. The fact that this issue is not included in strategic plans also causes some transformation efforts to remain superficial.
Experts also highlight three key factors in the widespread adoption of sustainability practices. These are: access to appropriate financing sources, sharing of successful examples, and developing solutions tailored to the specific needs of each region. By bringing these three elements together, the way can be paved for a stronger transformation, both environmentally and socially.
Digitalization Processes
In interviews, digitalization emerged as a priority and indispensable agenda item for almost all experts. However, when it comes to implementation, the level of digital transformation varies not only from country to country but also between cities and rural areas within the same country. Especially in rural areas, processes such as booking systems, accounting, and customer relations are still mostly carried out using traditional methods. On the other hand, according to experts, SMEs often cannot find the necessary technical support for digital marketing, social media management, or data analysis, or do not know where to start.
When it comes to use more advanced digital solutions, the overall picture becomes a little more complicated. SMEs that want to transition to automation systems, customer profiling tools, or AI-powered applications often lack sufficient knowledge, a solid infrastructure, or the necessary technical skills. In other words, although digital tools are widely used, the data and analysis capabilities they offer have not yet been effectively implemented. Another point frequently emphasized in interviews is that digitalization does not simply mean having technology. Human resources are equally central to this transformation. Therefore, developing training programs, offering consulting services, sharing successful applications, and providing a learning environment within organizations can accelerate this process. A notable aspect is that in some countries, SMEs are hesitant to invest because they cannot clearly see the benefits of sustainability efforts or digital transformation. Experts attribute this situation to a lack of strategic thinking in the sector.
Notable Practices
Malta stands out with its different practices. Technical solutions that increase energy and water efficiency and systems that aim to reduce food waste in kitchens are promising initiatives in the sector. Experts emphasize that for these practices to have a broader impact, there needs to be more ownership at the management level, active participation of employees in the process, and more public support.
In Spain’s Catalonia region, projects to reuse restaurant waste, payment models based on social donation systems, and gamified digital solutions that encourage water conservation are excellent examples of tourism that addresses not only environmental but also social impacts.
In Montenegro, sustainable tourism solutions based on individual entrepreneurship are noteworthy. Mindfulness-focused rural tourism initiatives, branding of local products, and nature-integrated activities are successful examples of rural development combined with sustainability. To support such initiatives, new models are proposed where young people take on the role of digital guides.
A systematic approach stands out in the Netherlands. Projects carried out in collaboration with local governments and the private sector address sustainability goals with a clear vision. Waste management, zero-emission conversion plans, and nature-based planning efforts by some municipalities are among the most concrete examples of this approach.
In Latvia, creative, low-cost solutions developed for energy efficiency and resource use in rural areas are noteworthy. Simple digital solutions are becoming widespread in small-scale tourism businesses.
Slovenia stands out with examples of integrating circular economy applications used in sectors such as automotive, textiles, and pharmaceuticals into tourism. This approach demonstrates the powerful impact of cross-sector learning.
In Portugal, an application that manages the digital marketing processes of small businesses through outsourcing stands out as a successful example. Additionally, reuse and recycling practices that are prominent in the textile and footwear sectors have the potential to inspire tourism.
In conclusion…
The expert interviews held as part of Cross-Re-Tour provided us with a deeper understanding of how the tourism sector in Europe is undergoing a transformation focused on digitalization and environmental sustainability. While the topics discussed were common across countries, the creative approaches implemented within each country’s specific conditions were particularly noteworthy. At this point, it is clear that the transformation process is not merely a technological transformation but a multi-layered phenomenon encompassing social, cultural, and managerial dynamics.
Small but effective steps, local collaborations, employee participation in the process, and the visibility of inspiring examples are important elements of the transformation journey. These insights serve as a guide not only for project partners but also for policymakers, implementers, and all stakeholders in the European tourism ecosystem.