First Mile Project

Accelerating the sustainable transition of small and medium-sized enterprises (SMEs) in the tourism sector through behavioural science. Moving forward together towards more responsible tourism.

Our mission

The First Mile project uses the power of behavioural science to help small and medium-sized enterprises in the tourism sector adopt more environmentally friendly practices.

By drawing on our understanding of human behaviour, we design concrete, low-cost solutions that promote immediate and lasting change.

How do we achieve this?

The First Mile project supports 80 SMEs in France, Norway, Italy and Slovenia. These businesses will be able to experiment with innovative behavioural tactics, test new solutions and see the direct benefits.

These first steps should create a ripple effect, inspiring other players in the tourism industry to follow suit

Behavioural science and tourism

Behavioural science can help remove barriers to change and encourage behavioural change, particularly during holidays, when our commitment to the environment tends to diminish in favour of rest and relaxation. These gentle, incentive-based methods are non-coercive and contribute to a conscious ecological transition.

Our principles of action: every action counts

  • Facilitate sustainable choices to make them natural: reduce the effort required to adopt eco-friendly actions so that they become spontaneous.
  • Provide information at the right time: provide clear guidelines when making decisions, raise awareness to encourage responsible choices.
  • Make sustainable choices the default option: make the right decision automatic, without any extra effort.
  • Promote sustainable solutions: to make them the most attractive option.
  • Create a new social norm: encourage responsible behaviour through the power of example and community.

First Mile tactics

Our solutions target eight priorities that promote: reducing carbon footprints, limiting environmental impact, promoting sustainable tourism practices – improving waste management, reducing single-use plastics, reducing water consumption, reducing food waste, promoting local food, improving visitor flow management, reducing energy consumption and encouraging green mobility.

  • Discover the 25 First Mile tactics: reducing energy consumption, encouraging green mobility, reducing waste, improving visitor flow management, reducing water consumption, promoting local food, etc.

Resource hub: to go further

The project in brief

Using simple, inexpensive and effective behavioural approaches, we are supporting the ecological transition of 80 SMEs in France, Italy, Norway and Slovenia.

Using knowledge of human behaviour to transform practices and facilitate eco-responsible decision-making by travellers and tourism operators.

Visit the First Mile website
  • Single Market Programme (SME Pillar)
  • January 2023 > December 2025
Download the project factsheet

Projet partners