Phoenix 4.0: How Tourism SMEs Are Building Resilience

Tourism small and medium-sized enterprises (SMEs) are essential to Europe’s economy but face growing pressures such as seasonality, workforce shortages, and the urgent need for sustainable and digital solutions. The Phoenix 4.0 project is helping them tackle these challenges with training, cross-border collaboration, and its central tool – the Tourism SMEs Resilience Navigator.

Where SMEs Stand Today

Preliminary results collected in August 2025, based on answers from 69 SMEs across 6 countries, provide an early snapshot of how businesses see themselves on their resilience journey. On a 1–3 scale, the average scores fall between 1.6 and 2.3, indicating an intermediate level of resilience.

Marketing and sustainability are emerging as clear strengths, showing that companies are working on their visibility and environmental practices. Accessibility and digital readiness, however, remain weaker areas, particularly in France and Iceland. Slovenia and Spain report the strongest results overall, while Iceland shows the most room for improvement. These findings illustrate progress but also underline the need for greater focus on risk management, inclusivity, and digital adoption.

Looking Ahead

SMEs that have participated so far also shared their expectations for the future. On a 1–3 scale, they anticipate advancing closer to the upper range of the indicators, with average scores between 2.3 and 2.8. This reflects a clear ambition for growth across all dimensions. The strongest improvements are expected in accessibility and sustainability & social responsibility, where several countries aim for values above 2.7. Risk management and marketing are also projected to strengthen further, while digital and technological adaptation remains moderate but is steadily improving. Overall, the results collected so far show a shared vision among SMEs of moving from intermediate performance toward near-maturity within the next two years.

It is important to note that these are interim results. As Phoenix 4.0 continues to collect more responses from SMEs across Europe, the picture will become broader and more representative of the sector as a whole.

How Phoenix 4.0 Supports SMEs

Phoenix 4.0 is not only measuring resilience but actively building it. The project combines training, digital tools, and practical frameworks to help SMEs close gaps and accelerate transformation. Participation is 100% free but limited to 130 selected SMEs across Europe. By joining Phoenix 4.0, businesses gain access to expert-led training and personalised coaching through an active learning programme with top European specialists on sustainability, digital adaptation, marketing, accessibility, and risk management. They also receive access to training materials, tools, best practices, and individual guidance. In addition, eligible SMEs will be able to apply for grants of up to €25,000 to implement innovative solutions that address real sector challenges. Perhaps just as importantly, participants become part of a European network, connecting with forward-looking SMEs and tourism professionals to share knowledge and grow together.

Complete the Resilience Navigator self-assessment

Find out more at https://www.phoenix4tourism.eu/post/phoenix-4-0-launches-its-call-for-130-smes-across-europe.

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