Young visions for tourism

New generations of entrepreneurs are changing European tourism, championing their homelands and harnessing authenticity, networks and sustainability

European tourism is going through a paradigm shift, with changes occurring not only among travellers but also among entrepreneurs. More and more young people are venturing into the industry, with plans that combine local identity, sustainability and innovation. The fact that SMEs make up 99% of all businesses in the European Union underlines the core role of small businesses in territorial development. The younger generations are taking on a strategic role and helping to reshape the tourism industry, by adopting more contemporary, authentic models with local roots.

Young entrepreneurs and promotion of local resources

The most interesting thing about all this is that the starting point for many young people is not in new infrastructure, but in resources that are already present: rural landscapes, culinary traditions, cultural heritage, and agricultural supply chains. The key to unlocking their value lies in finding ways to combine them. An olive mill can become a location for a tasting experience, a farm track can host a narrated itinerary, and a culinary tradition can be developed into a product that gets tourists to stay for longer and encourages spending throughout an area. Analytically speaking, this is a significant approach because it boosts the profitability of often underexploited local assets and creates connections between tourism, agrifood systems and culture. More than just storytelling, it is a local development strategy that has huge potential for rural areas and secondary destinations that need to stand out while staying true to themselves.

Innovation, networks and new opportunities for tourism SMEs

If the possibilities are to be brought to fruition in business, then networks, training and support programmes are required. The Organisation for Economic Co-operation and Development (OECD) underlines the specific obstacles often faced by young entrepreneurs – such as limited access to resources, experience and funding – and the crucial role of mentoring, capacity building and guidance. European initiatives can make a real difference on this front. For instance, take the SMARTIES for SMEs project. Its focus is on the green and digital transition for tourism businesses in the Mediterranean and the three key pillars of its work are regenerative tourism, innovation and connections with local supply chains. For many SMEs, real innovation does not mean inventing new things but learning to build networks and turning what the local area already has into a stronger, clearer and more contemporary package.