Imagine a tourism sector that’s not just thriving, but also sustainable and climate-neutral. That’s the vision of the First Mile Project. We offer real, actionable, smart solutions that help tourism SMEs take their first steps or enhance their current efforts toward a more sustainable future. Discover our unique approach based on behavioral change!
As part of the First Mile Project, 80 SMEs have been selected through an open call to participate in our support program. Here are the key benefits they are receiving:
Participants dive into the world of Behavioral Sciences with guidance from global experts like Milena Nikolova from Behavior Smart. They learn about the behavioral approach and its application to sustainability in the tourism sector through seminars and training sessions. In addition, they get access to learning resources to deepen their understanding and implementation of behavioral science in their businesses.
Each participant is paired with a national coach who follows them throughout the length of the project, providing ongoing advice and tailored support.
Each SME receives up to 10,000 EUR to test behavioral solutions.
All participants form a strong community of like-minded SMEs focused on sustainability and innovation. They are encouraged to exchange experiences and collectively drive the industry towards a brighter, sustainable future.
Participants gain international recognition and promotion for their participation and efforts.
The SMEs selected to take part in the First Mile support program are tasked with testing innovative behavioral solutions specifically developed for tourism SMEs. These solutions, referred to as tactics, are designed to be easy to implement and require low investment while offering significant progress toward sustainability.
The participants act as test subjects. By implementing these tactics and closely monitoring the results, they will help identify the most effective ones and uncover potential challenges. Ultimately, these findings will be shared globally through a comprehensive toolkit, empowering other companies to adopt similar solutions based on practical results and insights gained.
We have identified the following 29 behavior-smart tactics, under 6 key priorities when it comes to enhancing the sustainability of tourism operations:
Encourage “leave no trace” behavior:
1. by providing waste bags
2. by providing supporting information
3. by rewarding desired actions
4. by presenting it as a social norm
5. through simple visual guides at the point of disposal for proper waste separation
6. through clear visual instructions to discourage buying over-packaged products
Reduce single-use plastic waste:
7. by providing reusable water bottles
8. by providing reusable cups
9. by reminding guests to bring a reusable bottle and a shopping bag
10. by making water taps visible and encouraging guests to drink tap water
Reduce food waste:
11. by activating top-of-mind awareness
12. by transitioning to smaller plate sizes
13. by introducing a small portion size
14. by bringing food waste to the top of the minds of kitchen workers
15. by presenting it as irresistible
16. by creating a special section
17. by making local products more visible
18. by packaging local options in the design (for tours or other activities)
19. by making walking and public transportation very easy
20. by highlighting the benefits of walking and public transportation
21. through rewards
22. by making walking and public transportation the default option when providing directions
23. thanks to water flow solutions
24. by regulating the water temperature in showers
25. by setting the room temperature to an optimal default
26. by installing open window sensors linked to the heating/ cooling system
27. by reminding guests to turn off the lights and other devices
28. by making switching off the lights a norm
29. by making less visited places or experiences irresistible with amazing descriptions
The First Mile support program began with an open call for tourism SMEs in October 2023 and will conclude in the fall of 2025. Over these two years, participants will receive the benefits outlined previously and collaborate to fulfill their mission successfully.
We are currently in the first test phase (Summer 2024), implementing and monitoring the initial set of behavioral solutions.
