This article presents the content of the six Pilot Actions selected as part of the BEST project: six project ideas developed by Italian and Slovenian businesses to contribute to the growth of more sustainable, innovative and cross-border tourism.
The proposals cover various areas of the tourism sector: from cycle tourism to maritime transport, from artificial intelligence applied to the management of tourist flows to immersive cultural tourism, right through to sustainable hospitality and experiences linked to wellbeing, nature and local traditions.
Through the Pilot Actions, the BEST project will support these organisations in developing their ideas, offering operational tools, dialogue and specialist support to strengthen business models, refine their offerings and foster collaboration between operators on both sides of the border.
The six initiatives involved demonstrate how different organisations, united by a desire to innovate, can transform creativity, sustainability and cross-border collaboration into new opportunities for development.
Rethinking cycle tourism as an experience that brings different regions together
The first organisation develops guided cycle tourism routes that combine slow travel, cultural heritage and exploration of the local area, with the aim of creating accessible cross-border itineraries that are integrated with other local tourism services, transforming a simple journey into an immersive experience. The BEST project will support this organisation in developing innovative and creative skills, strengthening cross-border partnerships and building more structured tourism offerings capable of integrating sustainable mobility, culture and the promotion of the local area. Through training and networking, the initiative will help make services more competitive and replicable over time.
Building new forms of sustainable tourism through the sea
The second organisation works to promote the local area through services, skills and projects linked to innovative tourism. The proposal submitted for the Pilot Action aims to promote the sea as a connecting space between different destinations, developing integrated tourist itineraries between Italy and Slovenia. The BEST project will support the company in building new cross-border networks, adopting innovative and creative approaches, and developing shared offerings with other operators, thereby strengthening its ability to attract new audiences and markets.
Using artificial intelligence to manage tourism sustainably
The third Pilot Action concerns a company engaged in developing a technological solution based on artificial intelligence, predictive analytics and environmental monitoring. The aim is to forecast tourist flows and promote a more balanced distribution of visitors across the region. The BEST project will support this organisation in developing the project concept, strengthening links with tourism operators and local authorities, and testing innovative applications in cross-border contexts, helping to adapt the solution to the specific needs of local tourism.
Making cultural heritage a participatory experience
The fourth initiative offers immersive activities based on historical re-enactment, storytelling and direct visitor participation, with the aim of making cultural tourism an active and engaging experience, capable of showcasing local identity and heritage in a new light. The BEST project will support this initiative in strengthening innovative and creative skills applied to cultural services, fostering new collaborations and expanding opportunities for the promotion and development of the offering.
Strengthening sustainable hospitality and local supply chains
The fifth enterprise works on a hospitality model that promotes local producers, short supply chains and responsible tourism, guiding visitors towards authentic local experiences and collaborations with other operators. The BEST project will support this organisation in transforming existing collaborations into more structured networks, contributing to the development of innovative services and the creation of integrated offerings capable of further enhancing the cross-border region.
Integrating wellbeing, local traditions and nature-based tourism
Last but not least is a business that combines beekeeping, wellbeing, environmental education and the promotion of natural heritage, developing itineraries that blend sustainable tourism and local traditions between Italy and Slovenia. The BEST project will support this organisation in developing new innovative services, strengthening cross-border partnerships and promoting traditional skills through creative approaches capable of generating new growth opportunities.
From ideas to tangible innovation: the role of pilot actions
Pilot actions demonstrate that innovation is not merely about adopting new technologies, but also about rethinking services, building partnerships, promoting local heritage and developing creative approaches to respond to changes in the tourism market.
Through training, networking, skills development and the application of the Innovation Catalyst methodology, BEST supports operators in building more innovative and sustainable models capable of generating long-term value for the entire cross-border tourism ecosystem.
For further information, please write to: best@primorski-tp.si.
