The topic explored how holiday patterns are changing due to climate change and how the twin transition can support adaptation especially through a sustainable aspect such as adopting green technologies. Drawing on the monthly article “Supporting SMEs in the Twin Transition of Tourism”, the webinar “Weathering the storm: the evolution of European tourism in a changing climate”, along with the online discussion “Awareness of changes in tourism demand and twin transition” in October 2024, the focus was on understanding impacts and identifying enabling responses. 

Key themes included: 

• Climate-driven changes in holiday patterns, including seasons and destinations demand 
• The role of twin transition measures in enabling adaptation to these changes
• SME support as a central element of resilience and competitiveness, especially through targeted tools, resources, and policy support 
• The importance of awareness-raising and capacity-building among tourism stakeholders 

The initiatives showcased illustrate how destinations can adapt in changing tourism demands in a sustainable manner. 

• fuTOURiSME project: an EU-funded project supporting SMEs in their digital and sustainable transitions post COVID-19 through training, expert support, and best practices. 
• ADAPT, European Climate Adaptation Platform: partnership between the European Commission and the European Environment Agency (EEA) supporting Member States in adapting to climate change. 
• COOL NOONS - INTERRED EURO-MED project: innovative project of sustainable tourism aiming at promoting climate change adaptation in urban settings while renewing the tourism offer in 5 pilot Mediterranean cities, during the hottest hours of the day. 
• EU DigiTOUR Project: aiming to build the capacity of tourism SME’s towards digital transformation, with a specific goal to boost the uptake of digitalization, innovation and new technologies in tourism through transnational cooperation and capacity building. 

Stakeholder stories highlight practical, real-world approaches demonstrating how destinations and tourism SMEs can adapt to shifting holiday patterns through sustainable and digital solutions.

Key conclusions and emerging trends include:

• Holiday patterns in Europe are changing due to climate impacts: climate change is already influencing when and where tourists travel, affecting seasonality and traditional tourism models
• Adaptation as a priority area: addressing changing holiday patterns requires coordinated action focused on resilience, sustainability, and competitiveness 
• SMEs need targeted support to adapt: SMEs face structural challenges in responding to climate-driven demand shifts, making support for digitalization and sustainability essential. 
• Twin transition is a key enabler of adaptation: digital tools and sustainable practices are increasingly seen as complementary solutions to help tourism actors understand demand changes and adjust their offers 
• Awareness-raising underpins effective action: Initiatives and project sharing play a crucial role in helping stakeholders recognise emerging patterns and engage with adaptation strategies.