Small tourism businesses along Europe’s Atlantic coastline are increasingly operating in a fast-changing environment, where visitors expect seamless digital experiences while destinations themselves are under pressure to become more sustainable and competitive. The West and Northwest of Ireland is no exception to these conditions.
The Digital Innovation for Blue Enterprises and Social Tourism (DIBEST) project was developed in response to these challenges. Running until July 2026, the three-year project is delivered by partners from Ireland, France, Portugal, and Spain across Europe to support communities in transition through the practical use of digital tools and more sustainable ways of working. This project is co-financed by the Interreg Atlantic Area Programme through the European Regional Development Fund.
At its heart, the project focuses on small, often family-run tourism businesses in coastal communities, helping them improve their online presence, reach new customers and respond to changing market expectations. This includes support in digital marketing, booking systems and business visibility.
The project also connects these businesses with a transnational network of SMEs, universities and tourism development bodies, allowing peer-to-peer learning, training and tailored supports.
Delivering Regional Impact for Ireland’s Western Region
As Lead Partner, the WDC’s involvement in DIBEST reflects our core mission to promote balanced regional development and strengthen economic opportunity by helping SMEs improve competitiveness, advance digital transformation, and support more sustainable economies.
It also strengthens our role in building transnational partnerships by connecting the region with organisations across Europe working on similar challenges, bringing learning back to the region and ensuring regional experience informs wider European approaches.
Key Activities and Milestones
Throughout 2026, the project delivered a series of capacity-building activities translating learning into practical supports for SMEs.
A key milestone was the launch of the DIBEST Digital Toolkit in May 2026, providing open-access resources on digital marketing, booking systems, and business development. The toolkit will remain available beyond the project as a practical resource for business.
Three international webinars hosted by the WDC brought together project partners and SMEs, policymakers and tourism organisations from across Europe to examine the realities of digital transition in the sector. Discussions focused on data-driven destination development, cybersecurity, AI in tourism, and the practical barriers facing small businesses in adopting digital tools.
“From Data to Destination Value: Lessons from DIBEST”, highlighted key impacts and challenges for SMEs, particularly skills gaps and limited time and capacity, while reinforcing the value of peer learning and cross-border cooperation. Elaine Moyles, Manager, Industry Digitalisation from Fáilte Ireland, outlined how many rural tourism operators still face challenges relating to digital infrastructure, online visibility and booking integration. The learnings of the DIBEST project directly translate to the challenges that Fáilte Ireland is addressing through its Digital that Delivers programme and through future programmes of support in digitalisation and AI.
Kerry Showcases Coastal Tourism Innovation at DIBEST Final Event
The DIBEST final event held in Kerry in April 2026 marked a significant milestone in the project’s journey, with 50 delegates and participating SMEs from Ireland, France, Spain and Portugal attending. The programme combined project meetings with field visits and workshops across Killarney, Cahersiveen, Valentia Island, Portmagee, Sneem and Kenmare.
Delegates met with local tourism businesses to see how digital tools and practices are applied on the ground, including through the “Workshop on Wheels”, providing practical insight into both the progress made by participating SMEs and the ongoing challenges they face.
About DIBEST
DIBEST is funded through the European Regional Development Fund (ERDF), with a total budget of €2.74 million, and involves 15 partner organisations across the four participating countries. Partners include the Western Development Commission (WDC), RDI Hub, Munster Technological University, EM Normandie Business School, Parque Tecnológico de Andalucía, Promálaga, Universidade do Algarve, NERA, Universidad de Málaga, and Asociación Galega de Actividades Náuticas (AGAN), alongside other organisations working across the Atlantic Area innovation ecosystem.
The project sits under the EU priority Blue sustainable tourism and culture, which supports the role of tourism and culture in driving economic development, social inclusion and social innovation in coastal regions.
Project Partners
Project Funders
