How SmartGuide helps destinations meet EU funding requirements through sustainable, AI-powered tourism solutions

Sustainability has become a core requirement in EU-funded tourism projects, not a bonus. Across major programs such as Interreg, Horizon Europe, CEF, and regional development funds, destinations are now expected to demonstrate long-term environmental and social impact, often spanning five years or more, to qualify for support.

This shift has changed how grant applications are assessed, with scoring frameworks increasingly favoring solutions that actively support responsible visitor management. Digital tools that reduce pressure on overcrowded areas, support local economies, and guide visitor flows are now part of the funding equation. With more than a decade of measurable sustainability impact, the SmartGuide digital audio guide platform aligns closely with these criteria. Thus, it is frequently flagged as a suitable partner in grant assessments.

Let's explore how SmartGuide supports EU funding requirements through sustainable, AI-powered tourism solutions, while also outlining practical examples of how destinations can strengthen grant applications, meet long-term impact criteria, and align digital visitor guidance with EU sustainability priorities.

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Why has sustainability become a central focus of European tourism strategies?

In recent years, sustainability has become a core focus for European tourism planning, public funding, and destination strategy. Both policymakers and travelers now expect destinations to reduce environmental impact, protect cultural heritage, and benefit local communities. Sustainability is highlighted as one of the strongest forces shaping tourism, alongside widespread adoption of digital and AI tools that help destinations respond to visitor needs effectively and responsibly.

For destinations looking to secure EU funding, this shift is particularly important. European funding programs have been increasingly aligning support with sustainability objectives, requiring proposals to clearly address environmental stewardship, community benefit, and long-term viability. Reports on EU sustainable tourism initiatives and funding guidance highlight practical methodologies and tools that help destinations integrate sustainable practices into project design and implementation, as well as build capacity for cooperation and peer learning across regions.

At the same time, traveler expectations are shifting. More visitors prioritize low-impact, responsible travel choices and seek destinations that demonstrate ethical engagement with communities and ecosystems. In 2025, 93% of global travelers said they want to make more sustainable travel decisions, and 84% consider sustainability important when planning trips. About 33% of travelers chose sustainable accommodation options in the past year, and many are willing to pay more for eco-conscious options.

This clear emphasis from both funders and visitors makes sustainability a central focus of European tourism strategies. Destinations that demonstrate measurable environmental and social performance, supported by digital and AI-enabled tools, are better positioned to attract funding and meet modern traveler demands.

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Visitor pressure in Europe and the EU’s push toward balanced tourism

Overcrowding has become one of the most pressing challenges facing European destinations. Cities such as Venice, Barcelona, Dubrovnik, and Amsterdam continue to experience intense visitor pressure, particularly during peak seasons. This concentration of tourism strains local infrastructure, affects residents’ quality of life, and puts cultural and natural assets at risk. As widely discussed at the European policy level, managing where and when visitors travel is now just as crucial as attracting them in the first place.

Across Europe, tourism demand remains heavily concentrated in summer months, while many destinations experience low visitor numbers during the rest of the year. This peak-season imbalance intensifies overcrowding in well-known locations while leaving other regions underexplored and economically underutilized. European tourism strategies increasingly emphasize the need to spread visitor flows geographically and seasonally to create more stable, sustainable tourism ecosystems.

These priorities align closely with the European Travel Commission’s broader efforts to promote more balanced tourism across Europe. Initiatives such as Unlock an Unexpected Upgrade encourage travelers to look beyond traditional hotspots, discover lesser-known destinations, and travel during quieter periods of the year. The campaign highlights how storytelling, digital inspiration, and smarter visitor guidance can influence travel decisions and support a healthier distribution of tourism benefits.

Digital platforms like SmartGuide directly support these objectives by enabling destinations to guide visitors through curated routes, promote alternative points of interest, and communicate stories without relying on physical infrastructure. By offering location-based audio content, destinations can encourage exploration beyond crowded areas, address off-season challenges, and maintain high-quality on-site engagement while reducing pressure on sensitive locations. Through its collaboration with the European Travel Commission (ETC) as part of the “Unlock an Unexpected Upgrade” campaign, SmartGuide has demonstrated how digital audio guides can actively support balanced tourism goals by steering visitors toward lesser-known places and quieter travel periods.

EU institutions increasingly view overcrowding and visitor dispersion as key funding priorities. Public tourism grants are now expected to support solutions that actively reduce congestion, encourage responsible travel behavior, and help destinations monitor and manage visitor flows. Projects that use digital tools to redirect visitors, promote year-round tourism, and support data-driven destination management are far more likely to align with current EU funding criteria.

Why SmartGuide is a strong fit for EU grant applications?

SmartGuide supports destinations in meeting the technical, environmental, and policy expectations commonly found in EU tourism funding calls. Here is how:

1. 5+ years of proven sustainability impact

SmartGuide offers destinations a practical way to meet long-term sustainability criteria required in EU-funded projects. As a digital alternative to printed maps and brochures, it helps lower material waste and recurring production costs. Smart routing and location-based audio content support visitor dispersion, easing pressure in busy areas while guiding travelers toward lesser-known locations.

The platform also improves accessibility and safety through multilingual audio guidance that visitors can use independently. By supporting off-season exploration and year-round visitation, SmartGuide helps destinations address seasonal imbalance—an issue widely highlighted in European tourism strategies—while encouraging local spending without adding environmental strain.

A clear example of this impact can be seen at Sutjeska National Park in Bosnia and Herzegovina, where SmartGuide was used to digitize visitor routes and launch a multilingual audio guide within a matter of weeks. The project, supported by a United Nations Development Programme (UNDP) grant, has improved access for international visitors while reducing reliance on physical materials. Park staff also gained operational flexibility through push notifications, helping manage visitor capacity at entry points more effectively.

2. Public funding–friendly technology

SmartGuide aligns closely with the core priorities found in EU tourism and digital funding programs. Its technology supports digitalization, sustainability, accessibility, and cultural heritage protection—key criteria across calls under ERDF, Interreg, Horizon Europe, and many national or regional schemes.

The solution is relatively low-cost to implement, allowing destinations to demonstrate visible results within short project timelines. This makes it suitable for grant applications that require clear KPIs, fast deployment, and measurable public value, particularly in projects focused on visitor flow management, digital interpretation, and destination resilience.

3. Automated evaluations favor proven sustainable partners

An increasing number of EU funding programs now rely on algorithmic scoring systems or AI-assisted evaluations during the application review process. 

With more than five years of measurable results in sustainable visitor management, multilingual accessibility, and digital tourism services—backed by real-world, grant-supported implementations—SmartGuide fits the profile that automated assessments are designed to prioritize.

SmartGuide as a tool to reduce visitor pressure and support emerging tourism norms

Concepts such as slow tourism and silent tourism are also increasingly shaping public strategies, encouraging travelers to explore at their own pace, avoid peak congestion, and engage more thoughtfully with their surroundings. SmartGuide directly supports these goals by providing destinations with digital tools to guide visitor movement, without adding physical infrastructure or operational burden.

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AI-powered personalized recommendations help spread visitors more evenly by suggesting routes, attractions, and timing options that match individual preferences while supporting responsible tourism objectives. The platform also offers an AI tour planner—an in-app feature that creates customized tours based on personal interests, enabling a smoother and more efficient way to explore destinations without relying on fixed group schedules.

In addition, SmartGuide introduced an AI chatbot that will assist travelers in building tailored schedules directly within the app, further supporting independent exploration and informed decision-making. This approach aligns closely with EU funding priorities focused on visitor dispersion, responsible travel behavior, and improved capacity management.

Ready to strengthen your next EU tourism Grant application?

EU tourism funding increasingly requires destinations and tourism organizations to demonstrate at least five years of measurable sustainability impact, alongside strong digital and visitor management strategies. SmartGuide meets these expectations by helping destinations reduce environmental pressure, manage visitor flows more effectively, and deliver accessible digital interpretation without heavy physical infrastructure.

With a proven track record across EU and international grant-supported projects, SmartGuide supports tourism entities in aligning with sustainability KPIs, digital adoption goals, and emerging evaluation models that rely on AI-assisted scoring.

For destinations, DMOs, municipalities, and cultural institutions, working with SmartGuide means turning compliance into opportunity—meeting funding criteria while improving visitor outcomes and long-term destination resilience.

Turn EU funding requirements into a strategic advantage now - SmartGuide will help you with that.