EuroCluster Rural Tourism

Title - Name

EuroCluster Rural Tourism

Scope / Sector / Industry

European network supporting rural tourism businesses

Country / Region

Europe

Why is it good practice?

EuroCluster Rural Tourism is a consortium of six partners aimed at supporting small and medium-sized enterprises (SMEs) operating in the rural tourism sector that are lagging behind in the green and digital transitions. This project offers an opportunity to enhance operations whilst simultaneously creating a critical mass of European rural tourism services across more than 15 countries, supported by this form of cooperation and with a vision for internationalisation.

How is it applied?

EuroCluster Rural Tourism is a result of the European COSME Programme. The cluster’s aim is to create a sustainable transnational network of advanced services to support at least 190 SMEs in the rural tourism sector. EuroCluster Rural Tourism aims to serve as a mechanism for collaboration between regional tourism groups, professional rural tourism organisations, local development bodies and transnational knowledge networks in rural tourism.

Support for these SMEs is provided through activities designed to promote knowledge, expand markets, extend the tourist season and offer better services, whilst also providing direct support to the businesses themselves.

To organise these activities more effectively, data was collected via questionnaires on how SMEs in the rural accommodation sector currently receive support. Based on the responses received, the programme offers financial support to rural tourism SMEs to help them implement improvements.

Two calls for proposals have been launched as part of the project, aimed at SMEs in the rural tourism sector to provide them with support for improving their digital, green and social skills. Participation in the programme offers SMEs financial support in the form of a service package worth €5,000. The aim is to assist them in designing and developing new tourism products for international markets. Specifically, in collaboration with specialist consultants (pre-approved service providers) from EU Member States or third countries participating in the COSME programme, they receive technical assistance and guidance to develop their digital, green and soft/social skills.

Where is it applied?

The EuroCluster Rural Tourism calls are aimed at SMEs in the following categories:

• Hotels and other accommodation
• Non-primary tourist accommodation and other short-stay accommodation
• Camping sites, motorhome parks and caravan sites
  Travel agencies, tour operator booking services, and related activities
• Other businesses involved in rural tourism

In addition, SMEs must be established in the following EU Member States or their regions, as well as in third countries participating in the COSME programme or their regions (Belgium: Wallonia; Bosnia and Herzegovina; Croatia; the Czech Republic; Estonia; Greece; Hungary, Ireland, Italy, Latvia, Lithuania, Montenegro, the Netherlands, North Macedonia, Romania: Harghita, Serbia, Slovakia, Slovenia, Spain: Aragon, Catalonia, La Rioja, Navarre).

When did it apply?

The project will run from 1 September 2022 to 31 August 2024.

Results

EuroCluster Rural Tourism has already supported 134 SMEs under the first call for proposals, with three Greek SMEs taking part. Under the second call, a further 61 SMEs are expected to receive support in total.

In addition, an online repository of tools and information has been set up within the network to help improve the operations of rural tourism businesses.

Other information

The EuroCluster Rural Tourism Project consortium comprises the following six partners:

1. Venetian Cluster – Italy 
2. Czech National Cluster Association – Czech Republic
3. Harghita Inter-Community Development Association – Romania
4. Aragon Sustainable Tourism Cluster Association – Spain
5. European Federation of Rural Tourism (Ruraltour) – France
6. EURACADEMY Association – Greece

The support package for SMEs includes:

Phase 1:

• Initial and final capacity-building events for all supported SMEs in a region
• Self-assessment of the current situation to identify areas for improvement
• On-site inspection, review of the product concept, and improvement plan.

Phase 2:

• Guidance, technical advice and support during the implementation process
• Budget for additional external services required for implementation
• Final assessment and follow-up visit by a consultant
• Final meeting and discussion of the results of the supported actions amongst all the supported SMEs.

Within the project and across both calls, the 12 areas of action that SMEs have the opportunity to select and improve are:

Digital Areas:

• Digitisation of SME processes
• Digital marketing and promotion
• Dynamic marketing and data analysis, data-driven marketing strategy

Green and Sustainable Areas:

• Sustainable management practices for SMEs
• CO₂ management and reduction to combat climate change
• Sustainable mobility
• Gastronomy and food based on local produce

Soft Skills/Social Issues:

• Socio-cultural skills (interaction with visitors from different cultural backgrounds)
• Creating experiences for visitors (developing related products)
• Inclusive tourism for visitors with special needs
• Integration with the local community
• Interpretation techniques for cultural, historical and natural resources
• The support provided to businesses includes capacity building, self-assessment, monitoring visits by experts, on-site inspections and guidance, technical advice, and other additional services.

Official website of EuroCluster Rural Tourism: https://www.euroclusterruraltourism.eu/