Instead of more visitors, the tourism industry needs more skills

SMEs must be able to manage flows, territorial development and local relationships if they are to be competitive

In many tourist destinations, the problem is not attracting tourists but management of arrivals in terms of space and time. Everything is concentrated in just a few months and a few areas, leaving everywhere else largely excluded. In such circumstances, a crucial difference can be made by the capacity to interpret data about flows, rethink off-season offers or coordinate a number of local players. The secret does not lie in promotion, but in know-how: it is essential to be able to plan, organise and make decisions based on how things really stand. New skills of this kind have an impact on territorial development, because they enable SMEs to actually tackle structural issues – such as seasonality and fragmentation – rather than turning to stopgap measures. Smarties for SMEs was launched to enhance these very skills and steer businesses and territories towards more balanced growth models.

Technological skills: innovation and competitiveness

Many SMEs can already count on digital tools such as websites, social media and booking systems. However, the benefits of these resources are limited if they do not communicate with each other and produce useful information. Businesses often have no idea where visitors come from or why they choose one period rather than another. Technological skills can give them an indispensable ability to make data-based decisions about matters such as adapting services, putting together packages and working alongside other local players. Smarties for SMEs research has shown that SMEs are more competitive when they use technology to streamline their processes, reduce waste and bolster local networks. Smarties for SMEs takes action on this front by making digitalisation part of their everyday working lives, rather than just a vague goal.

Local skills: territorial resources and sustainable development

In some areas, agricultural output, culinary traditions and local markets play no part in the tourist experience. When businesses really know their local area, they can create experiences that bring together visitors and their host communities, such as Mediterranean diet-based initiatives, seasonal activities and collaborations with growers and artisans. Local skills hold the key to making these experiences unique and more sustainable in the long term. The work done by Smarties for SMEs highlights that combining local know-how and digital tools can help to spread economic benefits throughout territories, by leveraging resources while preserving their authenticity. This balanced blend of innovation and local expertise can lay the foundations for more inclusive, longer-lasting development models.