Theory: Collaborating With Others - Networking & Co-creation

There are several common barriers to collaboration among Small and Medium-sized Enterprises (SMEs) and professionals in the tourism sector in Europe. These barriers might be intensified when trying to reach out online, but they also represent a great opportunity for self-learning and innovation.

The following are some of the barriers you may face when trying to collaborate with other actors in the sector, as well as strategies to overcome them effectively:

1. Lack of awareness: Many SMEs and professionals in the tourism sector may not be aware of the benefits of collaboration or may not understand how collaboration can positively impact their businesses.

Strategy - Initiatives such as workshops, seminars, and training programs can be organised to raise awareness about the benefits of collaboration and how it can positively impact SMEs in the tourism sector.

To participate in any of these events, you can keep up to date with opportunities that interest you through specialised forums or relevant posts on social networks such as LinkedIn.

If you feel that none of these options suit your current needs, you can also organise your own online chat to get you started. Select a diverse profile of professionals who can actively contribute their expertise and curiosity and organise a meeting with them to share insights. You can use common tools such as Google Meet, Zoom, Teams, Skype,...

2. Limited resources: SMEs in the tourism sector may have limited financial and human resources, making it challenging to invest in collaborative efforts or allocate time and personnel for collaboration. Another of the most scarce resources when it comes to researching, evaluating and implementing partnership opportunities is time. This is especially limiting if you are a solo-entrepreneur.

Strategy: we recommend applying a strategic mindset and only value those collaborations that add value to your tourism offer or help you develop your professional skills.

Also encouraging a collaborative culture among your ecosystem sheds light on the benefits of sharing resources, knowledge, etc. to strengthen the business fabric and attractiveness of the region for future customers.

3. Competitiveness: Some SMEs in the tourism sector may view other businesses as competitors and may be reluctant to collaborate due to concerns about sharing their knowledge or resources with potential competitors.

Strategy: Instead of thinking of other players and professionals in your ecosystem as competitors, it would be interesting to think of them as part of a team of professionals with a common interest. What characteristics of your businesses or offerings make you complementary? How can you help each other to provide value to your customers and align with new tourism trends (i.e., sustainable tourism)?

Try to communicate these ideas through your professional digital presence and in formal/informal networking conversations.

4. Communication challenges: Language barriers, cultural differences, and geographical distances can pose challenges to effective communication and coordination among SMEs and professionals in the tourism sector in Europe

Strategy: Efforts can be made to overcome communication challenges by providing language support, promoting cultural understanding, and utilising technology platforms that facilitate communication and coordination among collaborators.

Moreover, taking into account the effects of globalisation and the facilities that technology offers to collaborate with professional profiles from other parts of the country (or at European level!), it would be advisable to at least use English as a common language and be aware of the possible cultural differences you will have to deal with in order to avoid misunderstandings.

5. Trust and relationship building: Building trust and developing relationships among SMEs and professionals in the tourism sector may take time and effort, and lack of trust among potential collaborators can hinder collaboration.

Strategy: Building trust among potential collaborators through networking, shared experiences, and mutual benefits can foster collaboration in the tourism sector. Building long-term relationships based on trust can help overcome initial reluctance to collaborate.

In this sense, social media presence and relationship management with stakeholders and customers can be facilitated by the use of communication and monitoring tools such as online satisfaction surveys, corporate emails, stakeholder friendly emails, online meetings between professionals in the sector, professional posts and interactions on Facebook, LinkedIn, participation in online events, etc.

Consistency and honesty in your communication will be key to building long-term relationships based on mutual respect and trust.

Overcoming barriers to collaboration among SMEs and professionals in the tourism sector in Europe requires a multi-faceted approach, including raising awareness, providing resources, facilitating communication, simplifying regulations, and fostering trust and relationship building.

By addressing these barriers, SMEs and professionals in the tourism sector can harness the benefits of collaboration, such as increased innovation, improved competitiveness, and enhanced sustainability, to achieve mutual success.

How can you contribute to lowering these barriers? What digital skills or competencies would be useful for you to achieve this?