3. March 2026

UNAK leads major new project on the future of tourism businesses

Awarded funding for the Erasmus+ project Next GEN Tourism 2025–2027

The University of Akureyri is leading a new international cooperation project, Next GEN Tourism, which has received €250,000 in funding from the Erasmus+ programme for the next two years. The project aims to strengthen the capacity and knowledge of small and medium-sized tourism enterprises to successfully manage business succession and ensure long-term continuity. The project manager is Verena Karlsdóttir, Assistant Professor at the Faculty of Business Administration.

The importance of succession planning in tourism

Across Europe, the tourism sector relies heavily on familyowned businesses that play a key role in local economies and rural sustainability. Despite this, many of these companies operate without clear or strategic plans for succession. This lack of preparation can create significant uncertainty for employees, operations and the services on which visitors and local communities depend.

Next GEN Tourism focuses on strengthening education, guidance and access to practical resources to ensure that knowledge, service quality and business operations are preserved through owner transitions.

University of Akureyri hosted the first project meeting

The first transnational partner meeting took place in January, bringing together representatives from all partner organisations to establish a shared vision and define the immediate next steps. The meeting emphasised the importance of ensuring that the project delivers real value for tourism SMEs and the communities whose livelihoods are closely tied to the tourism industry.

Over the next two years, the project will develop a range of educational materials and digital tools designed for educators, advisors and businesses. The emphasis is on providing practical and accessible resources that can be used regardless of time constraints, location or diverse user needs. The project also seeks to strengthen the competencies of those involved in teaching and advising within the tourism sector, enabling them to better support companies preparing for the next generation of leaders.

Supporting the future of tourism across Europe

By enhancing knowledge and skills related to succession planning, the project supports diverse communities, labour markets and the cultural heritage of regions that depend on tourism. Its goal is to build a sustainable foundation for the future of the European tourism sector and ensure that businesses can continue operating with resilience, professionalism and a clear long-term vision.

The University of Akureyri’s project partners include MCI Management Center Innsbruck in Austria, Razvojni Center Srca Slovenije in Slovenia, Momentum Marketing Services and Gairmeach Training in Ireland, and tvw GmbH in Germany. Further information about the project is available here and on the social media channels of Next GEN Tourism.