- The city of Valencia will serve as a pilot destination, providing a model for implementing and testing these solutions in the participating countries of the FU-TOURISM project.
- SMEs have one week to apply before the deadline on Friday, January 31.
Madrid, January 22, 2025 – As part of the International Tourism Fair of Madrid (FITUR), the European program FU-TOURISM presented its latest call, highlighting economic support of €20,000 aimed at small and medium-sized tourism enterprises (SMEs) with innovative projects focused on sustainability and digital transformation across six European countries: Spain, Belgium, Poland, Croatia, Greece, and Austria.
The event, held in Hall 3 of the Community of Valencia Pavilion, was inaugurated by Juan Manuel Revuelta, CEO of the Finnova Foundation. Revuelta introduced the speakers and emphasized the significance of FU-TOURISM as an initiative aimed at boosting the competitiveness of the European tourism sector in a context of global challenges and technological change. “This program is a key tool for SMEs to adapt to the new tourism paradigm, combining sustainability and digitalization,” said Revuelta.
Joining him were Noelia Rigoberto, a specialist from the Tourism and Internationalization Service of the Ajuntament de València, and Adrián Noheda, project manager at the Finnova Foundation, who detailed the program’s objectives and benefits. Paula Llobet, Valencia’s City Councilor for Tourism, Innovation, and Investment Promotion, also participated to close the event.
Valencia: A Model for Sustainable Tourism in Europe
The presentation also highlighted Valencia’s prominent role in the project. According to Noelia Rigoberto, Valencia, along with Poreč-Parenzo (Croatia), has been selected as one of the destinations to showcase how sustainability and digital innovation can transform tourism in Europe.
Rigoberto underscored that projects like these strengthen Valencia’s position as a leader in implementing sustainable tourism strategies, serving as a model for other European cities. She also noted Valencia’s recognition as the European Green Capital 2024 by the European Commission, making it the first Mediterranean city to receive this distinction. This achievement highlights the city’s commitment to sustainability and urban transformation.
In her closing remarks, Paula Llobet reiterated the city’s dedication to sustainability and digital transformation in the tourism sector. She emphasized Valencia’s strategic role as a leader in the transition toward more responsible and innovative tourism.

A Unique Opportunity for Tourism SMEs
The FU-TOURISM Acceleration Programme, funded with €4 million by the European Commission through the Single Market Programme (SMP-COSME), offers selected SMEs financial support of €20,000, along with key tools to strengthen their businesses. These include specialized training in digital and sustainable transformation, personalized mentoring tailored to each company’s needs, and networking opportunities with other stakeholders in the European tourism ecosystem.
Adrián Noheda emphasized that this program not only provides funding but also acts as a catalyst for SMEs to develop more sustainable, resilient, and competitive business models. “It’s a unique opportunity to transform the tourism sector from the ground up, leveraging innovation and technology as drivers of change,” he stated.
About FU-TOURISM
With a €4 million grant from the European Commission under the Single Market Programme, FU-TOURISM stands out as the largest-funded project among the six selected in the SMP-COSME-2022-TOURSME call by the European Commission. The initiative is supported by a consortium of key institutions from seven European countries, including Finnova (Belgium), Envolve (Greece), SYNYO (Austria), Vestbee (Poland), and Open Impact (Italy). It is coordinated by Eupolis Grupa (Croatia) and València Innovation Capital from the City Council of Valencia (Spain).
With this latest call, presented at FITUR, FU-TOURISM reaffirms its commitment to modernizing tourism in Spain and Europe, promoting a green and digital economic recovery.
About the Finnova Foundation
Finnova is a Spanish-Belgian foundation headquartered in Brussels and Spain (with its main office in Valencia). It works to promote and develop innovation and entrepreneurship within the EU. Finnova’s expertise lies in leading communication and dissemination activities for European projects, coupled with a proven track record in business creation programs and entrepreneurship support, including accelerators, incubators, and events. The foundation is also committed to training and enhancing youth employability.