• Supporting tourism stakeholders to tap into the growing ecotourism market, while preserving the marine and coastal environment and their rich biodiversity and ecosystems and strengthening the sector’s resilience to climate change;
• Boosting innovation and digitalisation in the tourism sector, thus increasing its contribution to economic growth and jobs in their territories and in line with Smart Specialisation Strategies as far as relevant;
• Improving the business environment for tourism SMEs, mobilising private-public investments, enhancing socio-economic and market intelligence and territorial marketing based on the unique assets of the region, diversifying and increasing the visibility of the tourism offer and products.

Selected projects should carry out to the maximum extent possible the indicative (not exhaustive) activities listed below:

• Design and testing of new tourism products, providing visitors with a high-quality experience, including new tools and/or EU or other internationally recognized tools, methods, and indicators/standards for sustainable tourism practices, and monitor and assess carbon and environmental footprint;.
• Stimulating new business opportunities which directly or indirectly support ecotourism product experiences in and around protected areas;
• Strengthening destinations through the collaboration of local clusters and communities;
• Promoting less known areas and prolonging the tourism season;
• Integrating different product components (e.g. accommodation, meals, activities, transport) and suppliers (tour operators, lodging, restaurants, canteens, etc.);
• Strategic management of the destination with a long-term orientation and ways of better addressing environmental and social sustainability;
• Marketing activities, including promoting cultural heritage and natural assets;
• Accelerating the digital transformation processes including tourism data management and digital skills;
• Data collection and monitoring of economic, social and environmental impacts of tourism to local destinations in a harmonized manner which can be aggregated to support regional or national statistics of tourism destinations and businesses, including by engaging tourism observatories;
• Awareness raising and capacity building activities for stakeholders in the coastal and maritime tourism sectors to support uptake of new models and approaches.