Tourism 4.0 – Project of Genuine Spain

The Tourism 4.0 project has strengthened the competitiveness and sustainability of tourism SMEs through professional support for the adoption of digital technologies, including training programs, financing, and assistance for digital transformation, promoting innovation and networking. During the years 2022 and 2023, the international consortium has worked on different operational stages to train companies, implement financing schemes, and evaluate the results. Highlighting the importance of digital technologies to improve business models and services in post-Covid tourism and thus enhancing the commercial opportunities of tourism SMEs. This collaborative effort has been the result of the effort and active participation of the associated companies in each phase of the project, contributing to its success.

The project involves the participation of 10 leading European actors in innovation and tourism, including organizations representing the tourism sector in 6 countries, with an aggregate membership base representing over 20,000 travel and tourism companies in Europe (from small accommodations to 5-star hotels, and travel and tour operators).


Project of Genuine Spain

Genuine Spain has made significant strides in its innovation and digitalization efforts aimed at automating processes, reducing errors, and reaching individual customers more effectively through its B2C channels. Additionally, they are keen on bolstering their cybersecurity measures and utilizing data analytics tools to better understand their customers and tailor their marketing strategies and products accordingly.


Since 2023, Genuine Spain has begun implementing a management program that includes CRM and plans to advance in blockchain and cybersecurity issues. They aspire for their website, which was previously an online sales channel, to regain its original functionality and sell more to end customers without intermediaries to achieve more favorable margins.


Digitalization is a priority for Genuine Spain, although they acknowledge the need for greater knowledge, guidance, and financial resources to progress. Their plan includes training the team and enhancing website security, in addition to investing in tools to digitalize processes. Moreover, they have a team proficient in market and business data analysis.


With the planned investment, they hope to improve customer service, better develop their marketing strategy, streamline procedures for sending travel proposals, and expedite bookings. Furthermore, they aim to better understand their customers and adjust their product and marketing strategies more effectively, rapidly, and securely.

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