Sustainability in the Context of Tourism Micro and SMEs: The Case of Portugal

Sustainable tourism has witnessed a surge driven by escalating demand and heightened expectations from travellers and host communities. This emphasis is aligned with the need to foster a more responsible tourism ecosystem involving industry, destination management organizations, and consumers. Embracing a proactive stance, the tourism sector contributes to yielding environmental protection, reducing costs, and increasing competitiveness. While sustainability was already a consideration for policymakers, it was not until the onset of the COVID pandemic that the private sector truly grasped the significance and ramifications of their actions. As we look ahead, the future of sustainable tourism is envisioned as green, digital, and inclusive. This research aims to present the findings of a study that assesses the level of sustainability awareness among micro and SMEs (Small and Medium-sized Enterprises) in the Portuguese tourism industry. Specifically, the study seeks to identify how these have implemented changes or plans toward sustainability, and difficulties encountered. To achieve this, a questionnaire-based survey was conducted with managers and owners of SMEs and micro businesses in the tourism sector, namely various hotel and restaurant representatives. Differences between groups of respondents are identified. Results indicate that businesses increasingly recognize the significance of embracing sustainable practices, deemed crucial for fostering their long-term recovery. Despite the progress made, there are still gaps and opportunities for further improvement.