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October 2024

TAAS - Tourism as a Service; a 360 degrees tourism experience

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Project Overview

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TAAS Overview

The project consortium comprises nine areas:

  • South Aegean Region, Greece
  • Tampere, Finland (represented by Visit Tampere Ltd)
  • Aspres Community of Municipalities, France (represented by the Inter-communal Tourist Office Aspres-Thuir)
  • Ljubljana, Slovenia (represented by Regional Development Agency of Ljubljana Urban Region)
  • City of Fano, Italy
  • Donegal, Ireland (represented by the partner Atlantic Technological University and Donegal County Council as Associated Policy Authority)
  • City of Stockholm, Sweden
  • South Limburg, Netherlands (represented by the partner Visit Zuid-Limburg and Municipality Beekdaelen as Associated Policy Authority)
  • Ungheni City Hall, Moldova

�These partners, all with a special interest in tourism transformation, are coordinated by the Centre for Research and Technology Hellas / Hellenic Institute of Transport (Greece).

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TAAS areas

10

partners

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TAAS Overview

The project’s budget is 2,035,950€ and the implementation time of approx. 4 years.

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Together, we aim to accelerate tourism digitalization and enhance related policy instruments that support smart and sustainable development.

TAAS areas

10

partners

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TAAS Approach

TAAS cycle

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TAAS cycle approach considers the whole trip experience!

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Key goal: to identify innovative digital tools and channels throughout the different stages of a trip that can support transition to a smarter tourism sector

++ MEUR

TOTAL

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“TAAS is all about taking advantage of digital tools and innovative initiatives with a view to shift to smart and green tourism!”

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TAAS Areas

&

TAAS Partners

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South Aegean Region, Greece (1/3)

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Catchment Area Description

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  • Location: Southeast of Greece and the EU.
  • Island Clusters: Various islands (Cyclades and the Dodecanese island groups) with different sizes, characteristics, and development levels.
  • Economy: Tertiary sector dominates, High dependence on tourism
  • Key Tourism Destination: Recognized internationally for high-intensity tourism and unique cultural and natural identity.

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South Aegean Region, Greece (2/3)

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South Aegean Region, Greece (3/3)

Regional Programme 2021-2027 Notio Aigaio

    • Main Goals:
      • Strengthen and diversify the tourism product.
      • Ensure sustainable development and resource sustainability.
      • Strengthen spatial and social cohesion.
    • Strategic Objectives:
      • Diversify the production system.
      • Manage environment and resources effectively.
      • Improve regional connectivity and mobility.
      • Strengthen social cohesion and labor market.
      • Alleviate intra-regional inequalities.

Policy Instrument

Expected Policy Improvement

    • Embrace Competitiveness through Digitization:
      • Enhance competitiveness with state-of-the-art technologies for businesses.
      • Improve interaction with tourists and data collection.
      • Promote tourism using modern applications.
      • Increase staff digital skills and destination management.
    • New Projects:
      • Include tourism digitization enhancements in the ROP.
      • Exchange knowledge through TAAS activities for innovative projects.
      • Focus on integrated, inclusive socio-economic, and environmental development.

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Ljubljana Urban Region, Slovenia (2/3)

Catchment Area Description

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  • Landscape park Polhograjski Dolomiti is in the western pre-Alpine region near Ljubljana, Slovenia.
  • It spans in three municipalities.
  • Characterized by preserved nature, a mix of forests and cultivated landscapes, with peripheral urbanization.
  • Established as a LP in 1974 with the aim of protecting it from uncontrolled construction and the consequent devaluation of the vast area.
  • Small population settlements, in recent years a population increase.
  • Economic activities: Mostly agriculture and forestry, tourism less developed
  • Excursion tourism and hiking are well-represented (Well-maintained and marked trails for hikers and cyclists).

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Ljubljana Urban Region, Slovenia (3/3)

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Ljubljana Urban Region, Slovenia (3/3)

Policy Instrument

    • Regional Development Program (RDP) of the Ljubljana Urban Region 2021 – 2027
    • Main Features:
      • Harmonizes development goals and determines instruments/resources for implementation.
      • Includes analysis, development opportunities, vision, goals, and priorities.
      • Implemented through regional development agreements (regional and sectoral projects).
    • Strategic Vision:
      • ‘Innovative. Green. Connected’
      • Transform the region into an attractive living and visiting area.
      • Raise the level of tourist destination management, improve the quality of tourist services (staff, services, digital transformation), integrate the tourist industry and develop sustainable programmes in line with the guidelines of the green Slovenian tourism scheme.
      • Emphasizes innovative, knowledge-based development responding to current challenges like digital transformation and new technologies.

Expected Policy Improvement

    • Revision of the PI:
      • Based on TAAS experience exchange results.
      • Incorporate smart tools for data collection and visitor management in the Polhov Gradec Dolomites Landscape Park.
      • Commitment to sustainable management requiring coordinated efforts and resources.
      • Measures described and implemented as regional projects in the RDP, making them viable for EU cohesion funding.

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City of Stockholm, Sweden (1/3)

Catchment Area Description

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  • Geographic scope: the municipal area of the City of Stockholm.
  • The city is one of 26 municipalities in the Stockholm Region.
  • Mixed economy with a large service sector
  • Climate Mission City: the city aims to be climate positive by 2030. and completely fossil-fuel free by 2040. Consumption emissions should also be reduced by 50%.
  • Major destination for both national and international visitors.
  • Increasing numbers are coming for vacations with air and sea travel
  • A key pillar of tourism marketing is to attract visitors to “staycations”, i.e. high-value visitors staying for longer periods
  • Fairly advanced digitalization in terms of e.g. online services, ticketless and cash-free payment, etc.

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City of Stockholm, Sweden (2/3)

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City of Stockholm, Sweden (3/3)

Policy Instrument

    • City of Stockholm Climate Action Plan (CAP, focus on tourist and visit sector)
    • Vision
      • To become a climate-positive city by 2030 and fossil-free by 2040.

Expected Policy Improvement

    • TAAS contribution
      • Integration of climate action goals and strategies into tourism digitalization initiatives to contribute to the tourism sector’s global climate change mitigation efforts.
    • Revision of the PI:
      • Develop more precise targets and actions that more directly address the specific needs and challenges of the tourism and visit sector.
      • Identify and integrate measures for the tourism sector into the revised CAP.
      • Identify plan implementation and in some cases initiate measures.

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Donegal County, Ireland (1/3)

Catchment Area Description

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  • Geographic Scope: Donegal is situated in the Northwest of Ireland, bordering Northern Ireland with limited access to the rest of the Republic.
  • Economic Characteristics: Economy relies on agriculture, particularly sheep and cattle farming, and fishing.
  • Tourism has been growing, providing significant employment and economic growth of both urban and rural areas in County Donegal.
  • Tourism sector expanded over the past years, visitor from Europe, increase in number of tourists from Northern Ireland and Great Britain
  • Has one of the longest coastlines in Ireland with some 1,100km of coastline and over 100 beaches.
  • Hosts 37 Discovery Points and 3 Signature Discovery Points on the Wild Atlantic Way.
  • Donegal was given the accolade of ‘Best in Travel 2024’ by Lonely Planet.
  • Donegal’s coastal/island and inland natural features provide an extensive range of opportunities for outdoor activities offers ‘soft’ and ‘hard’ recreation opportunities, can be combined with visits to the towns and villages, where traditional lifestyle, culture and heritage can be explored.

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Donegal County, Ireland (2/3)

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Donegal County, Ireland (3/3)

Policy Instrument

    • Donegal County Council Tourism Strategy 2024 – 2028
    • Focus
      • Achieving a balance between providing employment and business opportunities while ensuring a good quality of life for local people.
      • Creating an interest in, and support for, the cultural heritage of the people of Donegal, through performance, arts and crafts, providing both gainful employment while strengthening the traditional culture, language and heritage of the county.
      • Preserving natural heritage.

Expected Policy Improvement

    • TAAS contribution
      • Promotion of Low-Carbon Travel and Tourism Experiences through digital platforms and applications.
      • Smart destination management systems.
    • New projects financed by the instrument
      • Guiding principles to shape its ongoing implementation and approach to develop Donegal as a sustainable smart destination.
      • New projects by incorporating best practices from the rest TAAS areas.

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Aspres-Thuir, France (1/3)

Catchment Area Description

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  • Small natural region in the Pyrénées-Orientales in the South of France near the borders with Spain.
  • The Community of Communes of Aspres brings together 19 municipalities.
  • Administrative and economic capital is home to ⅓ of the population.
  • Economy mainly tertiary (commerce, transport, administration), crafts and agriculture.
  • Diversity of landscapes: Canigou foothills, plain, forests, vineyards, olive trees and fruit trees.
  • The Aspres area is not necessarily known “alone” but associated with the South of France destination.
  • Mainly one-day destination.
  • Tourism boom over the last 10 years.
  • Significant growth in tourist accommodation capacity and its quality and overnight stays over the past decade.
  • Main tourist offer: the natural, architectural and cultural heritage but also wine tourism and gastronomy, holidays in the countryside as associated by tourists.

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Aspres-Thuir, France (2/3)

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Aspres-Thuir, France (3/3)

Policy Instrument

    • Sustainable tourism development strategy in Aspres
      • Includes the vision and guidelines for the region's tourism development.
      • Includes an in-depth audit of the territory, existing service providers, and the proposed tourism offerings.
      • Includes a comprehensive understanding of the current tourism landscape in Aspres.

Expected Policy Improvement

    • TAAS contribution
      • Integration of digital tools to enhance the effectiveness and efficiency of tourism development efforts in Aspres.
      • Improvement of marketing and promotion activities, streamline visitor experiences, and effectively engage with tourists.
    • Revision of the instrument itself
      • Include a digital tourism roadmap and action plan.
      • Creation of a "LE MAS DES ASPRES brand" to promote and differentiate the hosts and their offerings.
      • Support the creation of new services and offerings that align with the changing needs and preferences of tourists.
      • Use of digital marketing platforms, exploiting digital marketing campaigns, leveraging digital channels and platforms to reach and engage with target audiences effectively to data analytics and management systems that help optimize tourism operations and enhance visitor experiences.

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Region of South Limburg, Netherlands (1/3)

Catchment Area Description

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  • The most southern destination in the Netherlands.
  • Known for its distinct landscape of hills, which contrasts with the rest of the Netherlands,.
  • Influenced by German and French cultures due to its historical connections.
  • 5 subregions (16 municipalities), each one with unique characteristics.
  • Distinct economic characteristics of each subregion, with tourism playing a significant role.
  • The oldest tourist destination in the Netherlands, with tourism development beginning in 1853. And start of the very first tourist information point in 1885, now known as Visit South Limburg.
  • Unique tourist-recreational destination due to its proximity to both urban and landscape top qualities.
  • The tourist season is mainly from April to September, nowadays extended to year-round due to the realization of the Region as a Christmas Destination (Christmas markets) and wine region.
  • Each subregion offering unique tourism experiences from natural landscapes and historical sites to modern attractions and vibrant city life, hiking and cycling, events.

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Region of South Limburg, Netherlands (2/3)

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Region of South Limburg, Netherlands (3/3)

Policy Instrument

    • Strategic Tourism Vision Destination South Limburg 2030
      • 5 Pillars
        • IMPROVING QUALITY - Qualitative growth over quantitative growth.
        • SPREADING - Spreading tourism in time and place by enticing guests to visit less known locations during all seasons.
        • EXPERIENCE THE TRUE DNA OF SOUTH LIMBURG - Connecting the true (cultural & geographical) DNA of South Limburg to tourism by changing the existing narrative that is built on ‘hills & attractions’ narrative.
        • SUSTAINABLE REJUVENATION - Continual rejuvenation, working on a better balance between demand and supply, providing accessibility and attracting guests.
        • STIMULATE CLIMATE CHANGE AND INNOVATION - Promoting and improving the innovation and the adaption to climate change of businesses.

Expected Policy Improvement

    • TAAS contribution
      • Boost digital innovation in the five pillars of the PI.
      • Draw up an implementation programme of tourism digitalization activities/projects for each pillar.
    • Change in the management of the instrument
      • Projects related to data gathering and smart visualization tools, touristic flows management social media campaigns DNA digital storytelling Sustainable rejuvenation/innovation and Revitalizing Accommodation.

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Tampere, Finland (1/3)

Catchment Area Description

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  • Region in Northern Europe, Finland.
  • Tampere Region: 23 municipalities.
  • Tampere City the third largest city in Finland, functional entity in a compact size.
  • Home to multidisciplinary and new technological expertise in multiple fields.
  • Low unemployment rate, 40% of the population have a higher education degree.
  • Tampere City the leading destination in the Region.
  • Internationally Tampere and its region is not that well known, mostly domestic tourism.
  • High season: Summer months.
  • Attractions: Events (sports, concerts, theatre), Amusement park and various museums, Sauna culture (Sauna Capital of the World, over 50 public saunas), lake and nature travel and bicycle travel are on the rise.
  • Tampere aims to be Climate Neutral in 2030 – one of the EU’s 100 Mission Cities - tourism industry as a forerunner of this development.

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Tampere, Finland (2/3)

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Tampere, Finland (3/3)

Policy Instrument

    • Τampere Region Tourism Strategy 2020-2025: Sustainable Steps
    • Objectives
      • Competitive tourism ecosystem through digitality and data,
      • Bold marketing of the Tampere Region adding value to the marketing and sales of our partners,
      • Sustainable growth through a tourism-friendly operating environment and accessibility.
    • Strategic goals
      • Increasing the share of tourism income in regional economy.
      • Customer experience that exceeds expectations.
      • Smooth and attractive digital customer path.
      • Carbon-neutral tourism and events sector.
      • Increasing the attractiveness of the tourism and events sector.
      • Desirable and valued partner.

Expected Policy Improvement

    • TAAS contribution
      • Benefit from international benchmarking, peer learning, engagement and cooperation in smart and sustainable tourism development.
    • Revision of the instrument itself
      • Finding efficient actions and solutions to improve digital customer path, developing sustainable low carbon tourism services and knowledge management to monitor success and adjust the actions.
      • Defining a roadmap towards Tampere as a Smart Destination.
      • Improvement of both destination level management, development and cooperation and help and support tourism companies, addressing their needs and challenges.

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City of Fano, Italy (1/3)

Catchment Area Description

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  • 3rd most populated town in Marche Region, Italy.
  • Seaside Roman town.
  • Identity Elements: fisheries and related cultural and traditional activities, beautiful inland with hills in front of the sea, extraordinary historical Roman heritage, seaside with sandy beaches and others with white stones.
  • Holds the Blue Flag for more than 20 years- criteria relating to sustainable management of the territory.
  • Holds Green Flag from 2016- for beaches suitable for children and adolescents.

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City of Fano, Italy (2/3)

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City of Fano, Italy (3/3)

Policy Instrument

    • Strategic plan for Tourism of the Municipality of Fano
      • Goal
        • Making the City a smart, competitive, sustainable tourism destination based on a development market-oriented model that encompasses innovative tools for tourism sector.

Expected Policy Improvement

    • TAAS contribution
      • Exchange of experience and GPs.
    • New projects financed by the instrument
      • Introduction, adapted to the needs shared with local stakeholders, of one or more digitalization good practices currently active in the reference territories of the other partners.
      • Creation of a specific section to the new Strategic plan for Tourism of the Municipality of Fano related to the tourism management and promotion targeted to a wider area.

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Ungheni City, Moldova (1/3)

Catchment Area Description

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  • General overview - the city represents the main cultural and economic center in the central west part of the country, known as „Green City”, „Western Gate of the Republic of Moldova to Europe”, „The city of sculptures”
  • Location - Ungheni is a cross-border city, situated 45 km from Iasi, Romania (by road), and 21 km by rail. Ungheni is the most important railway customs point on the border with Romania.
  • Economy - among the biggest production enterprises, that are considered to be the visiting card of the city, such as: carpet production, ceramic articles production, wine and brandy production, 3 tourist clusters.
  • High season – Summer and autumn months
  • Major tourist attractions within the Ungheni Region: Natural attractions (Plaiul Fagului Nature Reserve, Movila Măgurii), Cultural attractions (Museums of History and Ethnography in Ungheni), Architectural attractions (Outdoor sculptures, Eiffel Bridge, Alexandr Nevski Cathedral (the only round church in Moldova), St. Hierarch Nicholas Church, Casa Albă (a former accommodation site for state and USSR leaders in the 1980s), Economic attractions (Train wheel transposition station, Carpet and Thread Factories, Ceramics Factory, Free Economic Zone, Wineries (Mircești Winery and La Crama in Mănoilești, Ungheni Wine Factory), Sporting attractions (Equestrian School) Cross-border tourism attractions (The border with Iași Municipality (Romania) over the Prut River).

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Ungheni City, Moldova (2/3)

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Ungheni City, Moldova (3/3)

Policy Instrument

  • Sustainable Tourism Development and Action Plan of Ungheni

It covers a 5-year action plan.

The plan is interrelated with the main instruments by which the administration is driven, such as economic development, culture, smart city principles.

  • Objectives:

Socio-economic development, improving the quality of the environment and living conditions of the inhabitants of the city of Ungheni developing local tourism through:

-promoting the image of the city as a destination tourism;

-the valorization of the historical and cultural heritage (museums, exhibitions, gastronomy, etc.);

-creating a partnership and exchange of experiences and visits;

-development of urban and rural infrastructure;

-development of human resources in the provision customer services.

Expected Policy Improvement

TAAS contribution

  • Utilize digital marketing channels, including social media, search engines, and targeted advertising, to promote the destination's sustainable tourism offers and attract travelers.
  • Implement user-friendly online booking platforms that enable tourists to easily search, compare, and book accommodations, tours, activities.
  • Provide virtual tours and immersive experiences for exploring destination's natural attractions, cultural sites, eco-friendly accommodations from the comfort of their own homes.
  • Promote sustainable transportation options as to improve tourist accessibility and experience
  • •Implement renewable energy sources, water-saving technologies, and waste management systems to minimize environmental impact of touristic activities and enhance sustainability

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Project Tasks

&

Actions Overview

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CORE PHASE (04/2024-03/2027)

M36

M6

M12

M18

M24

M30

Co-finetuning TAAS approach

TASK 1.1

TASK 1.2

TASK 1.3

TASK 1.4

TASK 1.5

TAAS Good Practices identification

TAAS Experiential Learning

TAAS co-inspiration & improvement monitoring and strengthening

Building on Success: Achievements and Remaining Steps

Core phase: Exchange of Experience

  • Situational Analysis
  • Mentoring teams' formulation
  • Launching of the TAAS living labs
  • International digital tools identification
  • 4 Mentoring webinars on TAAS cycle
  • TAAS stakeholders’ meetings on GPs identification
  • TAAS local GPs
  • Study visits and key learnings
  • TAAS PI’s improvement plan & actions
  • ‘Inspiration to actions’ stakeholders’ meetings

Exchange of experience

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CORE PHASE (04/2024-03/2027) FOLLOW UP PHASE (04/2027-03/2028)

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M36

M6

M12

M18

M24

M30

TAAS smart communication strategy

TASK 2.1

TASK 2.2

Smart communication and dissemination actions

M42

M48

  • Stakeholder mapping and engagement
  • Communication plan
  • Project Website
  • TAAS Poster
  • Social Media Channels
  • Newsletters Promotional Videos
  • Brochures/Leaflet
  • Events
  • Stakeholders engagement plan execution

Communication

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FOLLOW UP PHASE (04/2027-03/2028)

M36

M42

M48

TASK

Continuation of monitoring of PIs improvement, assessment of their impact on the ground and strong results' communication

Follow up phase: Monitoring of results of main phase and exchange of experience

Monitoring

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TAAS Stakeholders = TAAS wisdom

    • Strong involvement of core stakeholders in TAAS project
    • Co-achievement of project goals
    • PIs improvement
    • Tourism digitization status upgrade

Purpose

4 stakeholder meetings/per area

Objectives per meeting

Co-Evaluate the Current Situation and Co-Identify Needs and Problems

Identify Local Good Practices

Co-Understand Adoption of Good Practices from Other Areas

Co-Improve Policy Instruments

+ Common questionnaire survey for stakeholders across partners to collect valuable-comparable results

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TAAS Performance Indicators Monitoring

www.interregeurope.eu/taas

Output Indicators:

    • Number of organizations cooperating across borders
    • Number of policy instruments addressed
    • Number of good practices identified
    • Number of interregional policy learning events organized

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TOTAL

Result Indicators:

    • Number of organizations with increased capacity
    • Number of policy instruments improved

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TAAS Progress – Traffic Light Diagram

last update: June 2025

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TAAS GPs

(1/6)

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TAAS GPs

(2/6)

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TAAS GPs

(3/6)

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TAAS GPs

(4/6)

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TAAS GPs

(5/6)

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TAAS GPs

(6/6)

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Partners

Associated Partners

www.interregeurope.eu/taas

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The project TAAS is implemented in the framework of the Interreg Europe programme and co-financed by the European Union.

www.interregeurope.eu

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