This policy document invites Member States to exchange knowledge and best practices for developing and implementing tourism strategies at various governance levels, taking account of the economic, environmental, cultural and social sustainability of tourism and including the perspectives of visitors as well as local residents, organise awareness-raising activities on such themes as the benefits of the green and digital transformation, demand for sustainable offers, new skills needs and experimenting in tourism, and provide for the protection of localculture, including tangible and intangible cultural heritage. Most importantly, it encourages EU Member States to undertake initiatives that facilitate the digital transition in tourism and support the tourism industry and sustainable management of destinations, in particular by: supporting the capacities and digital skills of tourism SMEs to provide innovative tourism products, services and effective communication with their clients; supporting the development of the quality of education and skills needed by the tourism workforce, while respecting the principle of subsidiarity, and striving for fairness, equality and social inclusion in tourism jobs, paying attention to, in particular, the attractiveness of quality employment in the tourism sector and the particular needs of seasonal workers; and supporting SME digitalisation by collecting and sharing best practices on digital tools and practices for tourism;
