EU WeMED Na_TOUR Flagship Initiative Transforms Mediterranean Tourism Through Youth Innovation

A groundbreaking EU-funded project is reshaping sustainable tourism across the Mediterranean basin as young travellers from four nations pioneer new approaches to eco-conscious travel. The EU WeMED Na_TOUR project, a flagship initiative of the European Maritime, Fisheries and Aquaculture Fund (EMFAF), has successfully concluded in Portugal's Algarve region, demonstrating the power of cross-Mediterranean collaboration in driving sustainable tourism innovation.

"Witnessing 6-to-17-year-old students transform into conscious travellers while exploring coastal destinations has been remarkable", says Marika Mazzi Boém, Co-founder and Innovation Strategy Director at X23 - The Innovation Bakery, the project coordinator. "These young ambassadors for sustainable tourism are already influencing how their families think about travel".

Youth-Led Innovation Meets Industry Expertise

The project's unique "learning by visiting" approach saw 64 students from Italy, Mauritania, Portugal, and Spain pioneer new forms of eco-conscious travel. While students explored local ecosystems and cultural heritage, 175 tourism businesses underwent intensive training in green, blue, and digital skills to meet the growing demand for sustainable travel experiences.

Key Achievements:

1. Engaged 175 SMEs in developing cutting-edge sustainable tourism solutions
2. Empowered 64 young travellers as sustainability ambassadors
3. United six nations in Mediterranean tourism innovation
4. Created specialised educational materials for eco-travel
5. Established new industry standards for responsible coastal tourism

The project's impact culminated at the WestMED Hackathon in Portugal, where 87 participants from 15 countries—including representatives from major EU funding bodies such as EMFAF, Erasmus+, and Interreg—gathered to explore the future of sustainable Mediterranean tourism.

Strategic Cross-Mediterranean Partnership

The EU WeMED Na_TOUR project exemplifies the European Union's commitment to fostering sustainable development across the Mediterranean region. This flagship EMFAF initiative, managed by the European Climate, Infrastructure and Environment Executive Agency (CINEA), has brought together a strategic alliance of leading organisations:

Project Leadership

1. X23 - The Innovation Bakery (Italy) - Project Coordinator

Leading innovation hub orchestrating the project's implementation and stakeholder engagement

National Tourism Authorities

1. ENIT (Italian National Tourist Board): Bringing expertise in destination management and sustainable tourism practices
2. Portuguese Tourism Board - TDP: Contributing strategic insights on coastal tourism development
3. Mauritanian Tourism Board - ONTM: Extending the project's impact to the southern Mediterranean shores

Sustainable Tourism Specialists

1. International Social Tourism Organisation - ISTO (Belgium): Providing expertise in social and sustainable tourism practices
2. Travel Without Plastic - TWP (Spain): Leading initiatives in reducing tourism's environmental impact
3. Balearic Islands Nautical Cluster Association - BMC (Spain): Contributing maritime tourism expertise and regional network connection

This flagship EMFAF project demonstrates the EU's commitment to sustainable tourism innovation. By bringing together diverse partners from both shores of the Mediterranean, EU WeMED Na_TOUR sets new standards for cross-border collaboration in sustainable tourism development.

A Model for Future EU Tourism Initiatives

The success of this flagship project underscores the effectiveness of the EU's EMFAF programme in fostering sustainable development across the Mediterranean region. Through strategic funding and partnership building, the European Union continues to lead the way in promoting innovative approaches to tourism that benefit both local communities and the environment.

"What makes this project exceptional is its focus on the school trip market—a sector with immense potential to shape sustainable tourism habits for generations to come", adds Jo Hendrix, CEO at Travel Without Plastic. "The EU's support through EMFAF has been instrumental in bringing this vision to life".

Looking Ahead: From EU Project to Mediterranean-Wide Movement

The conclusion of this flagship EMFAF project marks not an endpoint, but a launching pad for several ambitious initiatives set to transform educational tourism across the Mediterranean:

WeMED Tourism Packages Going Commercial

Following overwhelming interest from educational institutions, the sustainable tourism packages developed during the project will be commercially available starting in 2025. These tested and proven experiences will expand to include new destinations across the Mediterranean basin, allowing more schools to benefit from the innovative "learning by visiting" approach.

● Launch of the WeMED Alliance

A groundbreaking new network, the WeMED Alliance, has been established to unite EU schools across the Mediterranean region. This alliance will serve as a platform for:

1. Knowledge exchange between educational institutions
2. Collaborative development of sustainable tourism practices
3. Shared resources and best practices
4. Cross-cultural student exchanges
5. Joint environmental protection initiatives

"The formation of the WeMED Alliance represents a natural evolution of our project's success", explains Marika Mazzi Boém, Innovation Strategy Director at X23. "We're seeing tremendous enthusiasm from schools eager to join this movement toward sustainable educational travel".

● WeMED Academy: Professional Development Hub

In response to industry demand, the project team is preparing to launch the WeMED Academy, a professional development platform that will:

1. Offer certified courses in sustainable tourism management
2. Provide specialised training for educational travel coordinators
3. Share best practices for organising eco-conscious school trips
4. Develop new modules based on project learnings
5. Create a community of practice for sustainable tourism educators

The Academy's courses, drawing from the project's successful training programs, will be commercially available from [DATE], offering tourism professionals and educators the tools to create meaningful, sustainable travel experiences.

"The commercialisation of our training programs through the WeMED Academy will ensure that the project's impact continues to grow", notes Marika Mazzi Boém, Innovation Strategy Director at X23. "We're not just sharing knowledge; we're building a community of practice dedicated to sustainable educational tourism".

Sustainable Legacy

As a flagship EMFAF project, EU WeMED Na_TOUR has established more than just a blueprint for sustainable tourism initiatives—it has created a living legacy that will continue to evolve and grow. Through the commercial tourism packages, the WeMED Alliance, and the WeMED Academy, the project's innovative approaches will reach an ever-wider audience, furthering the EU's commitment to sustainable development in the Mediterranean region.

Reference contacts

ENIT - Communication Manager

Francesca Cicatelli: francesca.cicatelli@enit.it

Elena di Raco: elena.diraco@enit.it

X23 Srl - Coordinator

Amal Muntaser: amal.muntaser@x-23.org

Eleonora Ambrosi: eleonora.ambrosi@x-23.org

For details about joining the WeMED Alliance or enrolling in WeMED Academy courses: X23 The Innovation Bakery - Nicole Zecchini (nicole.zecchini@x-23.org)