ECO-CRUISING FU_TOUR, the EU co-funded project launched in September 2022 with the aim of exploiting the green and blue potential of the West Mediterranean tourism SMEs, announced its successful completion, marking a significant milestone in sustainable cruise tourism development across the West Mediterranean region. This flagship initiative launched by the European Maritime, Fisheries and Aquaculture Fund (EMFAF) concluded last month in Almeria, in the framework of the Sun & Blue Congress, the most important event on tourism and blue economy in Europe gathering over 1,000 stakeholders from the blue economy value chain. According to Ms. Marika Mazzi Boém, Co-founder and Innovation Strategy Director at X23 – The Innovation Bakery, the project Coordinator, “the ECOCRUISING FU_TOUR Project has demonstrated the power of collaborative innovation in sustainable tourism”. In her opinion, “by bringing together technology, environmental consciousness, and local expertise, we have created a blueprint for future eco-friendly cruise experiences”.
In this regard, the power of collaboration and innovation lies at the heart of the project’s success. Combining technology, environmental expertise, and community-driven strategies, this flagship EMFAF initiative has set a new standard for responsible cruising, targeting Gen Z and Millennials. Recognising the preferences and values of these generations, the ECO-CRUISING FU_TOUR Project specifically addressed the expectations of these generations of young travelers, known for their emphasis on sustainability and technological innovation. “This is a milestone for sustainable tourism,” said Ms. Elena Di Raco, Market Research and Statistics Manager at ENIT – Agencia Nazionale del Turismo, the Italian Tourism Board. “The younger generation demands meaningful travel experiences, and ECO-CRUISING FU_TOUR has set a new benchmark by combining practical sustainability solutions with cutting-edge technologies”.
Project’s key achievements
The final dissemination event of the project within the Sun & Blue Congress was an excellent occasion to share the achievements and lessons learned during the project’s duration, from its launch in September 2022. These are the main key achievements:
- Over 250 SMEs were engaged in the Capacity Building Programme, which comprises two comprehensive online courses. On one hand, a 25-hour Training Programme, developed for employees in the cruise sector and its supply chain. On the other one, a 10-hour Masterclass Series, targeting executive staff and managers, both from public and private organisations, overseeing maritime and coastal tourism management. This programme was specifically designed to develop expertise across critical sustainable tourism domains, such as crisis and emergency management and sustainability standards.
- 1 Eco-Smart cruising package developed with the involvement of over 50 stakeholders and members of the local community during co-design thinking workshops.
- 1 Virtual Reality (VR) Tour developed and successfully piloted by over 20 people, proving the marketing potential of digital technologies and the appeal of the itinerary among younger generations.
- 1 Environmental Impact Report (EIR), presented to local policymakers, providing recommendations and new sustainable and responsible tourism standards for cruising.
What’s next?
This project paved the way to advance towards an eco-tourism model that preserves the natural environment and the cultural heritage in the West Mediterranean. In addition, the ECOCRUISING FU_TOUR Project contributed to unlock new business opportunities around the new eco-cruise tourism sector. These are the upcoming steps given by the project’s Consortium from now on:
- ‘Cruise, green and fun’ eco-mart package extending its reach and going commercial: Recognising the transformative potential of their sustainable cruising model, the ECO-CRUISING FU_TOUR Consortium is now strategically positioning the project for broader international implementation beyond the West Mediterranean region. Encouraged by the project’s success, feedback from focus groups and the drafting of a solid pre-commercialization plan, the Consortium is also preparing to launch the eco-smart cruising package commercially, making sustainable tourism experiences accessible to a broader market.
- ECOCRUISING FU_TOUR Learning Hub: The Consortium plans to develop a dedicated digital streaming platform to offer comprehensive training programmes and masterclasses across multiple blue and green economy topics and bolster the current online learning portal. The Capacity Building Programme will not only expand in terms of content and specialisation delivered but also in terms of audience to target the needs of diverse stakeholder groups expanding its target audience.
The project has established more than a blueprint for sustainable cruising tourism. It has forged a dynamic pathway for innovative, environmentally conscious maritime experiences. Through the expansion and commercialisation of its eco-smart cruising package and the Learning Hub, the project will continue to drive transformative change in sustainable tourism across the Mediterranean and beyond, answering the needs of younger generations and of the cruising and tourism sectors.