1

Why the project matters

Varying weaknesses are apparent across the Mediterranean area, from low overall connectivity and business use of e-commerce in Greece to low levels of basic and advanced digital skills in Italy and Greece. In 2017, just 8% of businesses in MENA had a digital presence and only 1.5% of MENA’s retail sales were online (DESI, World Bank).Knowing that SMEs represent more than 90% of enterprises, creating more than 80% of jobs in the Mediterranean region and that SMEs represent the absolute majority of the rural tourism professional operators, it is clear that if we want to better promote rural tourism in the region, focus should be on addressing these gaps to better prepare and equip Mediterranean SMEs willing to work in the rural tourism sector.

2

What it aims to achieve

•  To establish and operationalize a Mediterranean meta-cluster that supports rural tourism businesses through digital tools, joint strategies, and international cooperation.
•  To promote the digital transformation of rural tourism by building skills in data analysis and innovation, while supporting sustainable growth and cross-border partnerships.

3

Expected change

• Increased innovation, digital skills, and competitiveness among rural tourism businesses, especially in underserved Mediterranean regions.
• Strengthened cooperation between public institutions, educators, and entrepreneurs, resulting in more targeted support services and shared knowledge.
• Launch of a sustainable Mediterranean meta-cluster platform that drives inclusive, green, and data-driven rural tourism across borders.

4

What the project delivers

•  ATLAS4MED Meta-Cluster Strategy and Joint Governance Model.
•  Living Rural Labs to co-create support services with SMEs and local actors.
•  Digital dashboard for data-informed tourism planning and policy.
•  Face-to-face and online training for SME staff, cluster managers, and public stakeholders.
•  Common portfolio of business development services for rural tourism.
•  Joint Action Plan for long-term sustainability and policy alignment.

5

Who benefits

• 150 rural tourism SMEs (including farms, lodges, and guides) supported in digitalisation and innovation.
• 28+ public authorities and policy actors gaining tools and strategies to improve rural tourism planning.
• 22 research and vocational education institutions engaged in training and co-creation processes.
• 31 business support organisations and clusters trained to deliver services and scale best practices.