The National Recovery and Resilience Plan (PNRR) represented a strategic turning point for post-pandemic Italy. Among the sectors most affected was tourism, particularly in its most innovative and sustainable forms. The main beneficiaries of the interventions were small businesses, which form the backbone of the Italian tourism offer, especially in inland areas and villages.
The impact of the PNRR has been translated into concrete opportunities for investments in redevelopment, digitisation, green mobility and enhancement of the territory. Key elements to promote a sustainable tourism model, capable of generating economic benefits for local communities and reducing environmental impact.
Tourism and sustainability: a necessary combination
The concept of sustainable tourism is now central to Italian and European public policies. It is a model that enhances natural and cultural resources with responsibility, promoting the inclusion of local communities and environmental protection. The PNRR has strengthened this approach, supporting in particular small and medium-sized enterprises (SMEs), which are often excluded from large funding circuits, but are the real protagonists of territorial hospitality.
According to ISTAT data, more than 90% of Italian tourism enterprises have less than ten employees. This is a widespread network of family-run hotels, agritourisms, B&Bs, tourist guides and cultural operators. For these realities, access to PNRR funds has meant the opportunity to initiate investments otherwise out of reach, modernising structures and services in a sustainable and digital key.
PNRR, support for ecological transition and digital innovation
Among the most incisive lines of action, the green transition favoured the introduction of clean technologies and energy efficiency solutions, such as photovoltaic systems, heat pumps, water-saving systems and electric shuttles for soft mobility. In many cases, these initiatives have not only reduced environmental impact, but also lowered operating costs and attracted a sustainability-conscious clientele.
In parallel, digitisation has marked a quantum leap for many micro-enterprises. PNRR funds have made possible the creation of professional websites, the adoption of online booking and payment systems, the integration of customer relationship management (CRM) and the development of digital experiences, such as virtual tours or multilingual audio guides. In an increasingly competitive market, these innovations have enhanced the visibility and attractiveness of small businesses, also on the international market.
Targeted incentives and support tools
The NRP has made available several financial instruments tailored for tourism SMEs, with a special focus on the South and disadvantaged territories. Among the most relevant are
- non-repayable grants of up to EUR 100,000 for sustainability and digitisation measures
- tax credits up to 80% for the upgrading of accommodation ù
- the Tourism Thematic Fundmanaged by the Cassa Depositi e Prestiti and the EIB, with dedicated soft loans.
Many of these instruments were accompanied by technical assistance services and dedicated desks, aimed at simplifying access to funds and supporting companies in the design of interventions.
The effect of the PNRR was not limited to individual enterprises, but triggered virtuous dynamics on the entire territorial ecosystem. Where SMEs have invested in sustainability and innovation, there has been a positive spillover effect on the local supply chain, with benefits for crafts, food and wine, organic farming, environmental guides and cultural operators. In addition, the plan favoured the emergence of collaboration networks between businesses and institutions, encouraging the development of lesser-known and more sustainable destinations.
PNRR for sustainable tourism: challenges and future prospects
Despite the results achieved, some critical issues remain. Bureaucracy has slowed down access to funds for many micro-enterprises, while the lack of dedicated training courses risks compromising the effectiveness of the innovations introduced. There is also a need to promote a more sustainability-oriented entrepreneurial culture, especially in the most fragile territories.
However, the PNRR experience has shown that Italian small businesses, if adequately supported, are ready to lead the ecological and digital transition, becoming the protagonists of a new, fairer and more respectful tourism.
For the future, it will be crucial to consolidate these achievements through structural and simplified policies capable of harnessing the enormous potential of micro and small enterprises in building a more resilient and sustainable tourism model.
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