1

Why the project matters

Tourism is undergoing a major shift, with sustainability becoming a decisive factor for travelers. Yet, the small accommodation providers that dominate the sector remain largely excluded from this transition, lacking the resources and guidance to act. This initiative responds by simplifying access to sustainability: raising awareness, building capacity, and creating support networks that help MSMEs adopt practical, cost-effective actions. It bridges the gap between ambition and feasibility, ensuring that sustainability becomes a shared path – not a privilege – while reinforcing local economies, protecting the environment, and meeting evolving visitor expectations.

2

What it aims to achieve

• To empower accommodation MSMEs embark on their sustainability journey by providing them with a practical, easy-to-use framework and digital support.
• To enhance the competitiveness, resilience, and environmental responsibility of MSMEs, contributing to a more balanced and inclusive tourism sector.
• To develop, pilot implement and refine a Simplified Sustainability Model for Accommodation businesses (SSMA), supported by an Artificial Intelligence Recommendation Tool (AIRET), ensuring the lasting effects and transferability of outputs and results.

3

Expected change

• Empowered MSMEs: help small accommodation businesses adopt and apply simple, AI-supported sustainability practices to boost their competitiveness.
• Built capacity and shared knowledge: Trained mentors, raise awareness, and fostered collaboration for ongoing learning in sustainable tourism.
• Delivered impact and shaped policy: Cut MSMEs’ environmental footprint, boost destination appeal, and guide more inclusive, effective tourism policies.

4

What the project delivers

• AI Recommendation Tool (AIRET): An intelligent digital assistant that supports MSMEs in applying the sustainability model by providing tailored, step-by-step recommendations based on their specific context and needs.
• Simplified Sustainability Model for Accommodation (SSMA): A user-friendly model to guide MSMEs in implementing sustainable practices.
• Joint Training & Training Package: Development of a tailored curriculum and joint training for sustainability mentors and facilitators.
• SMAC Open Educational Resources Living Lab (OER-LLAB) Platform: An open-access digital repository offering educational materials and resources for continuous learning.
• SMAC Network: A sustainability-driven network responsible for managing project outputs and maintaining the mentors’ registry.

5

Who benefits

• Accommodation MSMEs.
• Tourism Stakeholders: Includes policymakers, authorities, tourism organizations, hotel associations, and environmental NGOs influencing tourism regulations and sustainability.
• Professionals/Mentors: Trained individuals who guide MSMEs in adopting sustainable practices and using tools.
• Tourists.
• Workers in MSMEs.
• Local Communities.