What we do
The GreenSET project addresses the lack of systemic, comprehensive and far reaching support for circular transformation initiatives within the Mediterranean tourism sector. This sector, primarily composed of SMEs, faces significant challenges in adopting circular and sustainable practices due to limited innovation capacity and support infrastructure.
PROJECT ORIGINS & OBJECTIVE
The GreenSET project, officially titled “Green and circular transformation of services in Med tourism,” was conceived in response to a pressing regional challenge: the Mediterranean tourism sector, predominantly made up of small and medium-sized enterprises (SMEs), lacks a systemic and far-reaching support structure to facilitate its transition toward sustainability and circular economy practices. Despite the growing global emphasis on environmental responsibility and resource efficiency, many tourism SMEs in the region remain constrained by limited innovation capacity and an absence of coordinated infrastructure to support transformative initiatives. This gap in support mechanisms has hindered the sector’s ability to evolve in line with modern sustainability goals, underscoring the need for a collaborative and structured approach to drive change.
In light of this challenge, the primary objective of the GreenSET project is to develop and pilot a comprehensive, scalable framework that will enable a widespread circular transformation of tourism services across the Mediterranean. Central to this framework is the empowerment of Business Support Organisations (BSOs), which will be equipped with a specialized methodology known as the MED Sustainable Service Innovation Methodology (MEDSSIM), along with practical tools and training resources. The project aims to foster the adoption of sustainable practices by building institutional capacity, enhancing service innovation, and ultimately improving the environmental and economic resilience of tourism SMEs. By promoting a model that is not only practical and replicable but also deeply embedded in local support structures, GreenSET aspires to catalyze a significant shift in how the tourism sector in the Mediterranean engages with sustainability, setting the foundation for long-term, region-wide transformation.
THE WAY TO GET THERE
Being part of the GreenSET project marks an exciting step toward shaping a more sustainable future for Mediterranean tourism. With the MEDSSIM methodology and the support tools being developed, we are preparing to guide SMEs through a meaningful circular transformation. While the results are still ahead, the project’s approach—combining practical training, expert certification, and cross-border collaboration—gives us strong confidence in what’s to come. GreenSET is laying the groundwork for lasting change, and we’re proud to be part of building a greener, more resilient tourism sector
GreenSET aims to achieve its goals through a structured, transnational approach centered on the development and implementation of the MED Sustainable Service Innovation Methodology (MEDSSIM). This methodology, along with practical tools and training, will empower Business Support Organisations (BSOs) to guide tourism SMEs through their circular transformation. The process begins with pilot actions where trained BSOs apply MEDSSIM with selected SMEs, followed by a second phase that expands its use, creating a ripple effect across the region.
To support this, the project will create a library of best practices and a certification scheme to ensure quality and consistency among MEDSSIM experts. Transnational cooperation ensures that the framework is adaptable across diverse Mediterranean contexts, while partnerships with public authorities and industry bodies will help integrate the project’s results into long-term policy and practice.
EXPECTED RESULTS
The GreenSET project is expected to bring about lasting change by establishing a MED-wide support infrastructure dedicated to sustainable tourism. This initiative aims to significantly improve resource efficiency, reduce environmental impact, and strengthen the economic resilience of tourism SMEs across the Mediterranean region.
At the heart of these changes is the development of the MED Sustainable Service Innovation Methodology (MEDSSIM), which will serve as a practical and scalable guide for circular transformation. Supporting this, BSOs will gain access to a dedicated Competence Pack and Implementation Toolbox, equipping them with the tools and knowledge needed to lead this transition.
The project will also produce a Library of Best Practices and Circular Service Patterns—an essential resource for BSOs, SMEs, policymakers, and educators—offering real-world inspiration and actionable models. To ensure consistent and long-term impact, a Certification Scheme for MEDSSIM Experts will be introduced, creating a qualified network to carry the project’s legacy forward.
Together, these outputs are designed to empower key actors, embed sustainable innovation in tourism services, and lay the foundation for a greener, more resilient Mediterranean tourism sector.
WHEN & WHERE ?
The GreenSET project launched in May 2025 and will run for 33 months, concluding in January 2028.
Bringing together a diverse partnership of organizations and associated partners from across the Euro-MED region, GreenSET reflects a strong commitment to transnational collaboration in driving forward sustainable and circular transformation in the Mediterranean tourism sector.
