AViTeM will contribute to this topic by enhancing its ongoing cooperation work through EU territorial cooperation projects with other organisations, local/regional/national institutions, associations, businesses across Europe and the Mediterranean. For what concerns sustainable mobility, we will explore opportunities to build projects that allow to test solutions based on behavioural science to influence more responsible behaviours when it comes to tourism mobility.
By 2025/2030, we expect to have produced and tested behavioural science-based solutions related, among other topics, to sustainable tourism mobility. These solutions will be brought to the attention of policy makers at different levels, for their scale-up and adoption in public policies. We will also disseminate them to mobility practitioners for their replication.
> What is behavioural science and why is it relevant?
"Behavioural Science is the systematic study of human behaviour and the design of strategies to intentionally and verifiably change it, leveraging psychological insights and experimental methods from a variety of disciplines, including behavioural economics, psychology, decision science, sociology and neuroscience. In short, it is the science of what we do, why we do it and how we can change it." (Source: Applied Behavioural Science Academy) 
Much of what we do to make tourism policies and practices more sustainable depends of human behaviour (visitors flows, seasonality, littering, choice of less sustainable travel options...). The knowledge of the human brain, its functioning and what's behind human behaviours can therefore make a huge difference when we want to encourage a particular behaviour and enhance the sustainability of our tourism services. That's why the application of behavioural science to tourism sustainability has a great potential.
For example, in the sector of mobility we could test solutions that, after the observation of behaviours, use the related congitive biases to orient the choice of sustainable mobility options, for example by making these the default options.