Launch of the DIBEST Project: mastering digital technology as a lever for the development of Norman VSEs for impactful tourism
#Tourism #SD #CSR #Innovation #Digital
At a time of the digital revolution and facing the challenges of climate change, the key players, VSEs in the tourism industry, who represent more than 90% of players in this sector, must adapt to meet expectations. consumers but also to major economic changes. Normandy is fortunate to have considerable assets which, if better structured and promoted, should attract a greater number of European tourists. In the Normandy Region, EM Normandie, the Pôle TES and the Cotentin Tourist Office are taking part in the DIBEST (Digital Innovation for Blue Enterprises and Social Tourism) project to offer Norman economic players keys to their development and to promote Normandy, a destination of excellence that respects its ecosystem.
A European project on the impact of digital in the tourism economy
Throughout the Atlantic Area (Spain, France, Ireland, Portugal), tourism VSEs/SMEs have been the driving force of the economy, culture and society for decades. They offer a multitude of offers to tourists, including accommodation, dining, tours, excursions and entertainment.
However, the advent of digital technology has changed the way visitors consume the services offered. It has therefore given a competitive advantage to American and Asian giants with the capacity to invest in digital, such as the large platforms AirBnb, Booking, etc.
As part of a European call for projects from the Interreg Atlantic Area program, the DIBEST (Digital Innovation for Blue Enterprises and Social Tourism) project was formed in 2023 with a consortium made up of nine partners (development agency, clusters, stakeholders research, associations) from counties Kerry and Roscommon (Ireland), Normandy (France), the Malaga region (Spain) and the Algarve coast (Portugal).
This aims to help VSEs in the tourism sector in coastal regions to adopt the most relevant digital innovations for their activities, making it possible in particular to increase their competitiveness. It is therefore a question of giving local businesses a central role in the development of the tourist offer in their territory.
DIBEST has also set itself the ambition of promoting the consideration of social and environmental aspects in order to meet travelers' demand for more sustainable and environmentally friendly tourism and to help promote pilot destinations. .
Key players involved in an ambitious project in Normandy
As part of the DIBEST project, a Tourism Board is being formed: it already brings together Kerry Tourism Federation (Ireland), Algarve Tourism Board (Portugal), Galicia Destination Experiences (Spain) as well as the Office of Cotentin tourism. This council aims to act as a territorial representative and as a connector between the project and the companies in its territory. It identifies the needs of tourism stakeholders and identifies the solutions proposed by the consortium. In return, the project will make its results available in preview to members of the Council and will guarantee the possibility of collaborating with other members and associated VSEs to promote a common increase in skills between partner countries.
Clearly defined roles towards a common goal
“EM Normandie is responsible for the scientific literature review, the analysis of the state of the art as well as the study of business needs and the impact analysis of the project. Its role will also be to promote the results of the project through the scientific publications of its teacher-researchers and their participation in international conferences,” explains Julian Hoffman, Professor of Marketing, in charge of the DIBEST project for EM Normandie at alongside Mustafeed Zaman, Associate Professor of Marketing and Damien Chaney, Professor of Marketing.
“Trends, studies and climate change show that tourism development in Cotentin must be ever more virtuous and more responsible. This is why the Cotentin destination is entering the Green Destination labeling process by studying digital solutions around the management of tourist flows. The Cotentin Tourist Office, as coordinator of tourism professionals, is committed to serving local businesses and supporting them in their digital growth. The DIBEST project is fully part of our territory’s strategy. », adds David Margueritte, President of the Cotentin Tourist Office
“Beyond the simple desire to collaborate, it is in a quest for solutions that meet real needs that the consortium has embarked. Normandy will be in the spotlight in the coming years. Tourists want to have a differentiating experience and sustainable tourism is a lever to bring them back. So, what is important to remember about this project is its ambition to have a real impact on the ground. It is for this reason that the TES Cluster became involved in this project. He will make every effort to ensure the right communication strategy to ensure the adoption, demonstration, transferability and sustainability of the project. » concluded Gilles Robert, President of the TES Cluster.
The budget for the DIBEST Project which will end in August 2026 is €2.
About EM Normandie
Founded in 1871 among the first major French business schools, EM Normandie has established itself as a benchmark institution in the world of Business Schools. She holds international EQUIS, AACSB and AMBA accreditations. With 6 students and professionals in its initial and continuing diploma training programs and 500 members of the Alumni EM Normandie association around the world, the School is located on seven campuses, in Caen, Le Havre, Paris, Oxford, Dublin, Dubai and soon Boston. EM Normandie trains the managers of tomorrow, future responsible leaders prepared to lead change in a multicultural environment, and it supports employees and business leaders throughout their careers.
www.em-normandie.com | Twitter: @EMNormandie
About the Cotentin Tourist Office
Created on June 29, 2017 by the Cotentin Urban Community, the Cotentin Tourist Development Local Public Company (SPL) manages the Cotentin Tourist Office. It runs 7 permanent tourist information offices and employs 55 people. It extends over the territory of the Normandy Peninsula, located in the Manche department between Utah Beach and Cherbourg-en-Cotentin. The territory has more than 3 tourist offers and has a capacity of 000 tourist beds. In 97, 838 million tourists were accommodated, or 2022 million overnight stays. 3,4 million excursionists discovered the Cotentin.
The Cotentin Agglomeration in a few figures:
• 3rd largest urban area in France and 4th largest urban area in Normandy in terms of number of inhabitants
• Number of inhabitants: 185 inhabitants including 000 inhabitants in Cherbourg-en-Cotentin
• 129 municipalities – Area: 1 km² – 439 km of coastline
https://www.encotentin.fr/
About the TES Center
The TES Cluster is the digital competitiveness cluster of Normandy and the Seine Axis. As a “trusted third party”, its objective is to develop ambitious Research & Development innovation projects on digital technologies to serve the major transitions of Society. As operator of the Normandy Living Lab, it accelerates the marketing of innovations serving businesses and users by involving all regional stakeholders.
The association now brings together 164 members (industrialists, research laboratories, communities and networks) and supports 100+ innovative technological projects per year.
www.pole-tes.com | LinkedIn: @pole-tes
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