Summer is traditionally a time for holidays, but today it also marks a key moment to rethink tourism in the face of climate change. Rising temperatures and extreme weather events are already reshaping tourism flows, as confirmed by the European Commission in the study “Regional impact of climate change on European tourism demand”. Small and medium-sized tourism enterprises (SMEs) are therefore called to adopt both mitigation and adaptation strategies, including offer’s diversification and seasonal extension. Across Europe, sustainability and smart technologies are becoming central to the travel experience. Among emerging tools are Intuitive Agents — intelligent booking platforms capable of adjusting itineraries in real time based on user preferences and surrounding events. Currently, around 75% of global travelers use apps designed to simplify trips while promoting responsible and personalized tourism. The trend of “light travel” — with services bookable in advance and without the burden of luggage — is gaining traction. It helps reduce organizational stress and emissions. In the U.S., 59% of travelers rank sustainability as a top priority. As a response, some destinations now offer climate- and culture-appropriate clothing and gear packages, available for pre-booking.
Meanwhile, rural areas across Europe are developing year-round tourism offerings, focused on outdoor activities like trekking, cycling, snowshoeing, and long-distance walking routes. In addition to the well-known Via Francigena, several other trails are becoming key examples of this shift: the Camino de Santiago (Spain): increasingly popular in low season due to milder weather and robust infrastructure; the Cammino Materano (Italy): promoting authentic cultural and gastronomic experiences in southern Italy; the Rota Vicentina (Portugal): a coastal path attracting eco-conscious travelers in spring and autumn; the Lycian Way and the Sultan’s Trail (Türkiye): rich in history and nature, ideal for slow, off-the-beaten-path travel; the trails of Mount Olympus (Greece): benefiting from improved services and local networks. These itineraries exemplify regenerative and slow tourism, supported by integrated service hubs combining information centers, local accommodations, food services, and tour operators — boosting local economies and enhancing cultural value. In this evolving scenario, the DETOUR project, funded by the EU’s Single Market Programme, offers practical support to SMEs operating in rural and long-distance trail areas. The project strengthens business resilience and competitiveness through training programs, best practice sharing, and operational tools. Active along iconic routes like the Via Francigena, Lycian Way, Sultan’s Trail, and Mount Olympus paths, DETOUR aims to build a collaborative system between public governance, businesses, and local communities. It provides a concrete response to the dual challenge of green and digital transitions, offering a toolkit of actions to support SMEs on a path of innovation, sustainability, and social cohesion, transforming slow tourism into a real driver of local development.
For more insights, see the report “Omio-2035-_-Future-Journeys”