The YOU SMILE project set out to empower young people (aged 18–30), including NEETs and those with fewer opportunities, to pursue sustainable and financially stable entrepreneurship in rural tourism. The main objective was to strengthen their capacities in three key areas: sustainable tourism, entrepreneurship, and financial literacy. The project aimed to address skill gaps through non-formal, inclusive and innovative learning formats. Among its specific goals: to engage youth in the co-design of sustainable tourism services through Living Labs; to promote awareness of climate-conscious business practices; to build digital learning opportunities accessible from remote rural areas; and to foster active citizenship and employability through practical, youth-friendly tools. The project also sought to create strong connections between youth and local stakeholders—municipalities, tourism boards, and business support organisations—to increase the visibility of youth-led initiatives and ensure long-term support. These objectives were directly aligned with EU priorities on youth empowerment, climate action and rural revitalisation, fostering an ecosystem where young people are protagonists of local sustainable change.
The YOU SMILE project was designed to address urgent challenges faced by youth in rural areas: high unemployment, limited entrepreneurial support, lack of practical education, and scarce sustainable economic opportunities. Many young people, including NEETs and those from disadvantaged backgrounds, struggle to access meaningful work or start their own businesses, despite the untapped potential of rural territories for sustainable tourism and innovative business models rooted in local assets. At the time of application, these needs were already visible. Throughout implementation, they became even more evident—particularly through Living Labs and stakeholder dialogue—highlighting the lack of accessible learning pathways, mentoring, and networks for youth in remote communities. YOU SMILE responded by promoting inclusive, informal education in sustainable tourism and entrepreneurship, supporting youth in co-creating context-based business ideas. Through videos, podcasts, TikToks, learning materials and labs, the project offered engaging and practical learning. By building skills aligned with the European Green Deal, it enabled young people to become agents of change and unlock the sustainable development potential of their regions.