The European Mobile and Mobility Industries Alliance (EMMIA), a scheme boosted by the European Commission, aims to develop more sustainable solutions in the field of mobility by enhancing transnational cooperation and access to mobile services.

The European Commission stressed that is helping tourism enterprises meet evolving market demands by promoting more tailor-made, personalised tourism – a key market segment for EU small enterprises. The European Mobile and Mobility Industries Alliance (EMMIA) scheme therefore brings together regional and national policymakers and practitioners at European level, helping European tourists make the most of their excursions. This alliance was already proposed by the Commission in 2010 for boosting creative industries.

The EMMIA is making remote destinations accessible, bolstering local economies and creating unforgettable trips by taking advantage of cutting-edge mobile technologies. The main goal of the demonstration projects is to develop and test scalable and transferable concepts for providing mobile services for tourists. The Commission highlighted that cooperation will be encouraged among local tourism agencies and authorities, as well as businesses in rural areas with under-publicised cultural heritage.

This initiative is co-funded by the European Commission, and is expected to generate €30 million in public and private funding to support mobile and mobility industries. Altogether, 31 organisations from 14 European countries form the core actors of this initiative.