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 circularity in the hospitality industry, we will keep exploring opportunities to build projects that allow to test solutions based on behavioural science to enhance a smarter use of resources and a more responsible behaviour of hosts.

By 2025/2030, we expect to have produced and tested behavioural science-based solutions related, among other topics, to circularity in the hospitality industry. These solutions will be brought to the attention of policy makers at different levels, for their scale-up and adoption in public policies. They will also be disseminated to hospitality practitioners who may be interested to replicate them.
> 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 hospitality industry there can be room to test solutions based on behavioural science to reduce food waste or plastic use, or optimise the use of water and energy.