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Development of the Digital Marketing Competence of Adult Learners for Small and Medium-sized Tourism Enterprises (SMTEs) in Europe

Emerging information and communication technologies (ICT) and digitalization have been substantially changing the way the tourism industries operate. Tourism businesses need to be well equipped to remain competitive and sustainable, to provide quality services and engage travelers and to fully capture opportunities in the digital marketplace.

The use of ICT and digitalization in the tourism sector requires new, specific knowledge from both tourism entrepreneurs and their employees.

According to the European Commission, 90% of businesses in the tourism sector are made up of primarily family run, small and medium-sized tourism enterprises (SMTEs) which are often unable to attract and retain digitally skilled employees and lack the capacity to develop specific education and training programmes for digital skills.

Besides, formal education and training institutions are generally late to adopt fast-changing new skills into their curriculum.

The end result is that SMTEs cannot fully exploit the opportunities offered by online marketplaces and distribution channels, as well as new forms of marketing, namely digital marketing.

For this reason, European SMTEs need to keep up to date with the ICT developments and enhance the overall digital marketing and e-management skills through new educational and training programmes, new methods of learning/teaching and new occupations.

Target groups Beneficiaries
Current managers and employees of small and medium-sized tourism enterprises

Unemployed people who are looking for a job in the tourism sector

Tourism and hospitality management students (studying or graduated)
Public and private VET providers

Higher education and other public institutions

Members of NGOs involved in tourism and hospitality education and training

Start: 01 November 2019
End: 31 December 2021

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