Hotels and other tourism businesses across Europe could benefit from a new EU tourism funding call aimed at improving sustainability, digitalisation and competitiveness in the sector.
The European Commission has opened a €6.9m funding programme under the Single Market Programme, designed to help tourism small and medium-sized enterprises (SMEs) adopt greener practices, strengthen digital tools and develop new tourism products.
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The initiative, titled “Supporting Sustainable Competitiveness in Tourism”, targets collaborative projects that support tourism businesses such as hotels, accommodation providers, tour operators and attractions.
The goal is to help the sector respond to changing traveller expectations while improving resilience and long-term economic stability.
EU tourism funding focused on SMEs
Tourism SMEs make up the majority of Europe’s tourism industry, including many hotels, guesthouses and independent accommodation providers. The new EU tourism funding programme aims to strengthen their competitiveness through innovation, training and cooperation across the tourism ecosystem.
The call is managed by the European Innovation Council and SMEs Executive Agency (EISMEA) and forms part of the EU’s wider efforts to support small businesses through the Single Market Programme.
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By GlobalDataThis programme promotes market access, innovation and the modernisation of European industries, including hospitality and travel.
Funding will be awarded to collaborative projects that help tourism businesses improve services, adopt digital technologies and develop sustainable tourism models. Hotels participating in supported initiatives could gain access to training, knowledge sharing, and new business partnerships within tourism networks.
Focus on sustainable tourism and digital tools
A key aim of the programme is to help the tourism sector advance the green and digital transition. Projects funded under the call may support activities such as the creation of sustainable tourism products, improved digital platforms, and new data-driven services for visitors.
For hotels, this could involve adopting digital booking tools, improving resource efficiency, or participating in wider tourism initiatives that promote sustainable travel experiences.
The programme also encourages the development of thematic tourism routes, linking hotels with cultural, nature-based or food tourism experiences across regions.
The European Commission views these actions as important for helping tourism businesses adapt to market changes, including growing demand for environmentally responsible travel and more personalised visitor experiences.
Projects expected to strengthen destinations
The funding call encourages partnerships between organisations such as destination management bodies, research institutions and business support groups.
These organisations will lead projects designed to support tourism SMEs, including hotels, through training, mentoring and collaboration programmes.
Successful projects are expected to strengthen tourism ecosystems and promote balanced tourism development across Europe. This includes supporting destinations that receive fewer visitors as well as helping regions manage tourism growth more sustainably.
Applications for the funding call opened in early March 2026 and are scheduled to close on 20 May 2026. Selected projects will receive grants of roughly €1.2m to €1.4m and may run for up to four years.
For hotels and other tourism businesses, the programme signals continued EU investment in sustainable tourism, digital transformation and cross-border cooperation across the European hospitality sector.
