To support the DETOUR project’s training activities, an in-depth survey was conducted in 2025 among SMEs located along the project walking routes: the Via Francigena (Pavia to Rome) in Italy, the Lycian Way in Türkiye, the Sultan’s Trail in the Thrace Tourism Region and the entire Thrace Tourism Region in Bulgaria, and the mountain trails around Mounts Olympus, Kissavos, and Mavrovouni in Greece. The survey revealed important insights into SMEs’ environmental awareness, sustainable practices, the challenges they face, and their ability to adapt to the digital world.

The survey shows that the frequency with which business owners work in the off-season or take on side jobs is directly linked to the length of the season in which they actively operate and earn income. While not all, nearly 30% of surveyed SMEs need additional income. This highlights the importance of focusing on the active business season, defined as months with an occupancy rate above 50%: 7 months in Bulgaria and Italy, 5 months in Türkiye, and 4 months in Greece.

Additionally, the survey reveals gaps in services essential for hikers and cyclists—such as bicycle parking, laundry, packed lunches, luggage storage, airport transfers, and shared kitchens. Insufficient provision of these services limits both the length of the season and the customer capacity of businesses. These findings make it clear that SMEs along hiking trails need to urgently work on extending their operating seasons and expanding the services they offer.

When looking at both business sustainability and environmental responsibility, it is clear that SMEs’ investments in environmental initiatives remain relatively low. DETOUR’s training programme aims to raise awareness of the long-term benefits of such investments for both the environment and business performance, potentially encouraging greater uptake.
The survey also shows that SMEs often lack knowledge and experience on environmental issues. Support from the DETOUR project in areas such as sustainability and climate change is therefore crucial. Effective training is needed on energy and water efficiency, recycling and waste management, environmental awareness, and risk management.

The survey also explored SMEs’ booking habits, revealing that digital platforms and apps are underused for reservations and confirmations. The proportion of customers who are trekkers, cyclists, or pilgrims was lower than expected, suggesting that SMEs either fill low-season periods with other clients or lag in digital marketing. DETOUR’s training will encourage SMEs to use digital tools more effectively, diversify their services, and promote their presence on mapping applications and social media to increase occupancy and extend the season.

When assessing challenges, less than 2% of participants reported no difficulties. In Bulgaria, the main issues are staffing, marketing, and route conditions; in Greece, marketing, route conditions, season length, and mapping; in Italy, marketing, staffing, and bureaucracy; in Türkiye, bureaucracy, staffing, season length, and route conditions, with licensing issues particularly significant.

Overall, the DETOUR project’s training, consulting, and mentoring will help SMEs improve season length, income sources, promotion, digital skills, and environmental practices.

Building on these findings, intensive training programs for SMEs in these countries began in February 2026, with the curriculum tailored to address the specific needs highlighted by the survey. For all participating SMEs, this year is expected to be a year of sustainable transformation.

[Credits: AEVF]