GreenTour 2026: How to Integrate Software, Automation and Digitalisation into Your Investment Project

The GreenTour 2026 funding programme provides €109 million to support the sustainable and digital transformation of Italian tourism businesses.

Hotels, resorts, campsites, beach clubs, restaurants and other tourism businesses can include not only energy-efficiency measures in their investment plans, but also software solutions, automation systems and new technologies designed to improve both property management and the guest experience.

Applications can be submitted through Invitalia from 15 July to 15 September 2026. Eligible programmes must have a total investment value of between €1 million and €15 million.

Businesses currently preparing their projects should therefore identify which digital initiatives to include in their plans and prepare a technical description aligned with the programme’s objectives.

What is GreenTour 2026?

GreenTour is an incentive promoted by the Italian Ministry of Tourism and managed by Invitalia. Its purpose is to support the sustainable development and digitalisation of tourism businesses.

The measure provides a predefined combination of:

• 54% non-repayable grant;
• 46% subsidised financing.

These percentages describe the composition of the financial support awarded, subject to the maximum aid intensities applicable to each business and category of expenditure. They do not necessarily mean that every investment will be fully covered.

Eligible programmes must have a value of between €1 million and €15 million and must primarily focus on improving energy efficiency or generating energy from renewable sources.

Energy-related measures classified as “primary investments” must account for at least 51% of eligible expenditure. The remaining portion may include additional, ancillary and digitalisation investments, provided they are consistent with and functional to the overall project.

How much of the project can be allocated to digitalisation?

Digitalisation is explicitly covered by the programme, but it must form part of an investment plan in which energy-related measures remain predominant.

Since at least 51% of the investment must be allocated to primary energy measures, digital initiatives and other ancillary investments may collectively account for the remaining portion of the programme.

There is also a particularly important factor in the ranking process: the proportion allocated to digital initiatives directly contributes to the project’s score.

More specifically:

• no points are awarded when digital investments account for less than 5%;
• 7.5 points are awarded for a proportion between 5% and 9.9%;
• 10 points are awarded for a proportion between 10% and 14.9%;
• allocating at least 15% of the investment to digitalisation awards 12.5 points, the maximum available for this criterion.

For example, in a €1 million programme, a 15% digital component would correspond to an investment of €150,000. Its actual eligibility would naturally depend on the nature of the proposed solutions, the classification of the expenditure and its consistency with the overall project.

Which digital investments are eligible?

The Directorial Decree includes the following among eligible ancillary digitalisation investments:

• the purchase or development of software;
• patents, licences and know-how;
• non-patented technical knowledge concerning new technologies;
• systems designed to digitalise the tourism ecosystem and tourism supply chains;
• technologies that help reduce the seasonal concentration of tourist flows;
• automated building-management systems;
• artificial intelligence solutions;
• equipment and systems for automation and energy-consumption optimisation;
• structured cabling and internal data-network infrastructure.

However, simply purchasing generic software or redesigning a website is not enough. The proposed solution must perform a clearly defined function within the investment programme and make a tangible contribution to its stated objectives.

Examples of digital projects for hotels and tourism businesses

Each project should be designed around the specific characteristics of the property or business. Potential solutions may include the following.

Custom software platforms

Management software developed around the business’s requirements can centralise bookings, availability, additional services, maintenance activities, guest communications and administrative processes.

It can also connect existing systems, reducing manual data entry and preventing data duplication.

Process automation

Digital check-in, automatic room allocation, guest-request management, staff notifications and the coordination of housekeeping activities can reduce operating times and errors.

Automation is particularly valuable for businesses with multiple locations, numerous accommodation units or complex service offerings.

Direct booking platforms

A proprietary booking platform can reduce reliance on major third-party portals, manage dynamic offers and provide packages designed specifically for low-season periods.

When properly designed, it can contribute to the programme’s objective of reducing the seasonal concentration of tourism.

CRM and guest loyalty

A CRM system makes it possible to organise customer data, segment communications and create personalised campaigns in compliance with data-protection regulations.

The business can therefore offer stays, events and experiences based on each guest’s interests and previous history.

Artificial intelligence for tourism

Artificial intelligence can be used to:

• answer frequently asked guest questions;
• assist staff with booking management;
• analyse demand trends;
• create personalised offers;
• forecast workloads and supply requirements;
• analyse consumption data and identify anomalies.

AI must, however, be incorporated into a specific and measurable process rather than presented merely as a generic feature.

Smart consumption monitoring and management

Software, sensors and automation systems can collect data on heating and cooling, lighting, water consumption and the use of different areas within the property.

Integrating the digital component with energy-efficiency measures can make the overall project more cohesive and allow the business to measure the results achieved over time.

Integration of the property’s systems

Property management systems, channel managers, CRM platforms, access-control systems, building systems, accounting software and booking platforms often operate separately.

An integration project can create a unified flow of data, improve the quality of information and reduce manual work.

Why define the digital component before applying?

The programme requires investments to begin only after the application has been submitted. Businesses should therefore avoid placing orders, signing contracts or carrying out activities that could be interpreted as the early commencement of the investment.

Before submitting the application, however, it is both possible and advisable to:

• analyse the property’s current processes;
• identify inefficiencies and manual activities;
• define the objectives of the digital project;
• select the necessary integrations;
• prepare a technical proposal and cost estimate;
• coordinate the technology project with the consultant managing the GreenTour application.

A simple list of products may not adequately demonstrate the value of the proposed investment. The project should instead explain which problems will be solved, which processes will change and which results will be measurable.

How Elsinor can support you

Elsinor assists tourism businesses, consultants and project designers in defining and implementing the technology component of GreenTour 2026 investment programmes.

We can provide:

• analysis of existing processes and systems;
• technical design of the digital component;
• development of custom software and platforms;
• portals for bookings and guest services;
• CRM and loyalty systems;
• automation of operational processes;
• integration between management software, PMS platforms, channel managers and external services;
• artificial intelligence solutions;
• dashboards, reporting and data monitoring;
• cloud infrastructure, backup and cybersecurity;
• technical documentation and project cost estimates.

Elsinor does not replace the financial adviser or professional responsible for submitting the application. We focus on the technology component, coordinating with the consultant managing the funding application to ensure that the digital project is correctly described, quantified and documented.

Are you already preparing a GreenTour project?

If your business is applying for GreenTour 2026 funding, we can assess which processes should be digitalised and prepare a technical proposal to include in the overall investment programme.

The preliminary assessment will help determine:

• which technology solutions can deliver genuine value;
• how they can be linked to the project’s objectives;
• how much of the budget should be allocated to digitalisation;
• which operational results can be achieved;
• which information should be provided to the consultant preparing the application.

Contact Elsinor to request a preliminary assessment of the digital component of your GreenTour 2026 project.

The actual eligibility of expenditure and applicable aid percentages must be assessed according to the characteristics of the business, the relevant State aid scheme and Invitalia’s official guidance