Merill Takes the Digital Leap: Building the SmartBook™ Through the Cross-Re-Tour Project

Through the Cross-Re-Tour programme, a European initiative promoting green and digital innovation in tourism, SEED Projects and its flagship social enterprise Merill Rural Network are developing the Merill Rural SmartBook™: a new digital platform designed to simplify and strengthen the way rural tourism operates in Malta.

In a world where technology is transforming the way we travel, small tourism businesses often risk being left behind. That’s exactly where Cross-Re-Tour steps in - a European initiative promoting innovation among small and medium-sized enterprises in tourism, grounded in green, circular, and digital practices.

Through Cross-Re-Tour, tourism operators across Europe are exploring how sustainability and digitalisation can work hand in hand to make the sector more resilient, inclusive, and future-ready.

Here in Malta, SEED Projects, through its social enterprise Merill Rural Network, is one of the beneficiaries of this programme. Together, we are developing a new digital platform designed to simplify and strengthen the way rural tourism operates - the Merill Rural SmartBook™.

What is the Merill Rural SmartBook™?

The SmartBook™ is a custom-built online platform designed to support the members of the Merill Rural Network — farmers, breeders and artisans. It will make it easier for them to manage and receive bookings, update their availability, and communicate directly with the teams of Merill and Malta Rural Tours teams, all in one place.

For Malta Rural Tours, the tour operator dealing with the logistics of experiences hosted by Merill's member, it will serve as a central coordination hub, allowing better visibility of vendors’ availability, quicker confirmations, and a gradual reduction in manual coordination through phone calls and emails. The goal is simple: give both the coordination team and rural operators a simple tool to maximise rural tourism impact.

A Collaborative Approach

The development of the platform is being carried out in partnership with Loop Services Ltd, a Maltese IT company known for its tailor-made digital solutions. Together, we are designing a tool that reflects Merill’s unique model — a community-based network built on trust, collaboration, and shared values.

True to Merill’s participatory spirit, this process is not happening behind closed doors. The social enterprise is co-creating the platform together with its members. Farmers and artisans are being consulted through presentations and surveys to ensure that the final tool truly reflects their needs and capacities. After all, digitalisation can only be meaningful if it’s inclusive.

Empowering Rural Communities

For over 15 years, Merill has been working to connect Malta’s rural communities with sustainable tourism opportunities. Each member is on their own journey: some are just starting to welcome visitors, while others are by now fully equipped and empowered to host guests independently.

The SmartBook™ represents the next step in this journey: a way to empower members to manage bookings directly, while Merill and Malta Rural Tours continue to supervise and provide support whenever needed.

By bridging the gap between tradition and technology, this project not only improves operational efficiency but also strengthens Merill’s broader social mission: creating sustainable income opportunities for Malta’s rural communities.

About Cross-Re-Tour

Managed locally by the Malta Tourism Authority, “Cross-Re-Tour – A Green and Digital Journey for SMEs” is a European initiative promoting the innovation of tourism SMEs through circular, green, and digital operations. It supports small enterprises in exploring new ways to reduce environmental impact, embrace digital tools, and build more resilient business models.

For Merill, it’s an opportunity to strenghten responsible rural tourism in Malta, proving that even small social enterprises can be pioneers in innovation when given the right tools.

Stay tuned: The Merill Rural SmartBook™ is currently in its design phase and will soon move to development. We’ll share updates as we progress toward the first prototype in 2026!