Summer: time for holidays. However, once again this year, the tourism sector is faced with the effects of climate change, which is causing an increase in temperatures and the frequency of extreme weather events on a global scale. The European Commission has analysed future scenarios, predicting that the rise in average annual temperatures will change tourist flows, affecting habits, seasonality and destinations (“Regional impact of climate change on European tourism demand” – JRC analysis).
In light of these changes, small and medium-sized tourism enterprises (SMEs) are expected to adopt “mitigation” and adaptation strategies. In this context, “adaptation” means, among other things, diversifying the offer and extending the tourist seasons.
This gives rise to new ways of travelling that are set to change how we travel and, as a result, how tourism is organised (Omio 2035 – Future Journeys report).
Among the trends identified, environmental sustainability and adaptation are particularly important as central elements of the travel experience. An important role is attributed to “Intuitive Agents”: intelligent booking platforms capable of automatically monitoring and adapting the entire trip based on user preferences, offering flexibility, benefits for sustainable choices and real-time support, even about events happening around us. Currently, around 75% of travellers globally use travel apps designed to reduce stress, quickly and effectively integrating services and information to offer personalised suggestions. With this perspective, there is a need to develop integrated and coordinated transport systems that utilize artificial intelligence to optimize times, reduce environmental impact, and enhance cultural and outdoor experiences.
There is also growing demand for travel experiences that are lighter, luggage-free, with services that can be booked in advance, focused on sustainability and reducing organisational complexity. Travelling light in 2035 will also enable a reduction in carbon emissions associated with travel, in line with the growing desire to travel responsibly without sacrificing comfort. In the United States, 59% of travellers cite sustainability as a top priority. To meet this need, it is expected that clothing and accessory packages adapted to the local climate, culture and planned activities will be available for pre-booking at the destination.
Even in rural areas of Europe, there are signs of a gradual transformation in tourism services, with the creation of diversified offerings that can be enjoyed at different times of the year, particularly during long weekends and public holidays. There is growing interest in activities such as trekking, cycling, and snowshoeing, which attract tourists even in seasons that are traditionally less popular.
A significant example comes from Italy, where there has been an increase in walkers along the Via Francigena even in winter. In some central regions, milder temperatures and less tourist pressure make alternative activities possible, such as snow trekking on the Great St Bernard Pass.
In many areas of Europe, along the ‘cultural routes’, small hubs of integrated services are developing: information points, tourist agencies, accommodation facilities and traditional restaurants coexist in a single hotspot, promoting local economic development, the promotion of cultural heritage and the diversification of the offer.
In this context, the DETOUR project, funded by the European Union’s Single Market Programme, provides a concrete response to the needs of tourism SMEs operating in rural areas and along long-distance routes. The project aims to strengthen the resilience and competitiveness of these businesses through training courses, the collection of best practices and operational tools. The initiative is developed along symbolic routes such as the Via Francigena, the Via Lycia, the Sultan’s Way and the Mount Olympus trails, with the aim of building an integrated system between public governance, businesses and territories. DETOUR offers practical solutions to address the challenges of the green and digital transition, providing a toolkit of concrete actions to accompany SMEs on a path of innovation, sustainability and cohesion, contributing to the transformation of slow tourism into a real driver of local development.
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