Small and medium-sized tourism enterprises (SMEs) play a pivotal role in driving sustainable tourism, yet they often face resource and knowledge constraints. Effective support systems and guidelines can help these businesses deliver meaningful environmental and community impact. Two key sources – Trentino’s sustainability framework and broad European programs highlight how SMEs can evolve sustainably.
Trentino’s SME-Focused Sustainability Strategy
In its “Strategy & Action Plan for a Sustainable Trentino Tourism District 2024–2030”, the Trentino Tourism Agency sets out a clear path for engaging SMEs in sustainable practices. Notably:
- GSTC-aligned standards: SMEs are encouraged to integrate environmental, social, and cultural sustainability into their business models.
- Capacity building and collective strategy: Tourism operators receive training, guidance, and coordination through local tourism boards and sustainable district initiatives.
- Governance and stakeholder involvement: Regional DMOs facilitate co-design, ensuring SMEs contribute to shared sustainability goals across environmental, economic, and cultural domains.
Communication and Transparency Guidelines for Sustainability
Tourism SMEs often struggle to showcase their green credentials. The Interreg Europe TOURBO project provides a self-assessment and communication tool designed to address sustainability communication gaps. Best practices include:
- Inform customers of actual practices and environmental commitments.
- Motivate consumers and staff to adopt greener behaviors.
- Engage stakeholders in dialogue, inviting collaboration and feedback.
The tool features a 20-step checklist to improve communication—online and offline—making sustainability claims credible and compliance-ready in light of the EU’s Green Claims Directive.
Digitalisation & Access to Support for Tourism SMEs
A recent OECD Tourism Paper (2025) emphasizes digital transformation as a core enabler for SME competitiveness and sustainability. Key policy prescriptions include:
- Supporting SMEs with access to digital platforms, e‑commerce, and marketing tools.
- Facilitating their transition to sustainable business models through training and collaborative ecosystems.
- Promoting public-private networks to share innovation and best practice across destination clusters.
How These Guidelines Help SMEs Achieve Sustainability
1. ESG Integration into Core Strategy
SMEs are guided to adopt environmental, social, and governance practices aligned with global frameworks like GSTC and EU green standards.
2. Consistent, Credible Messaging
The communication self-audit tool helps SMEs avoid greenwashing by anchoring sustainability claims in verified practices and clear storytelling.
3. Stakeholder Collaboration Platforms
Trentino’s district model demonstrates how SMEs benefit when supported through structured governance, training, and shared sustainability objectives.
4. Digital Access and Scale
Digital tools and regional support help SMEs reach broader audiences, manage bookings, and showcase their sustainability credentials.
In Summary
Effective sustainability among tourism SMEs hinges on a multi-layered approach:
- Strategic alignment with frameworks like GSTC and EU standards.
- Transparent communication backed by training and credible tools.
- Collective action facilitated by regional tourism bodies and digital platforms.
By combining sustainability planning, trustworthy messaging, and digital empowerment, tourism SMEs can become confident champions of sustainable tourism and community growth.