Show&Share: Beneficiaries meet in Malta!

Through the Cross-Re-Tour project, we are taking another important step towards a vision of developing innovative solutions that strengthen sustainable rural tourism .

Cross-Re-Tour

Merill Rural Network is one of the beneficiaries of the Cross-Re-Tour European project, facilitated in Malta by the Malta Tourism Authority (MTA). Through this initiative, Merill received funding to develop a project focused on digitalising and enhancing rural tourism.

The project officially began in May 2025, when beneficiaries from across Europe gathered in Riga, Latvia, for the project's kick-off meeting. The event brought together organisations working towards a common goal: making tourism more sustainable, innovative and beneficial for local communities through digital transformation and collaboration.

For Merill, Cross-Re-Tour represents an opportunity to create practical tools that directly benefit its network while strengthening the visibility and accessibility of authentic rural experiences.

Introducing the Merill Rural SmartBook™

One of the project's main outcomes is the development of the SmartBook™; a digital platform designed specifically around the needs of Merill's members and Malta Rural Tours team, that manages the operations for the network’s members

Work on the platform began in October 2025, in partnership with Loop Services, with the ambition of creating a system that allows members to manage their experiences more efficiently while connecting them directly with visitors interested in authentic rural tourism.

Ultimately, the SmartBook™ aims to give rural artisans, breeders, and farmers greater autonomy while reducing operational burdens for both members and Malta Rural Tours’ administration.

Show & Share

A major milestone of the project was the Show & Share Event, held in in April 2026.

The event brought the beneficiaries again to present the progress of their respective projects. Throughout the day, participants attended keynote presentations before moving into an interactive exhibition format.

Each beneficiary took rounds in hosting a dedicated booth where participants could discover their project. With around a hundred innovative initiatives under one roof to explore, the day was packed, and positively too short to exchange all ideas and ask questions as every project demonstrated a different and adaptable approach to strengthening communities through tourism in their country.

When it was our turn to showcase, one question we were frequently asked: "What's in it for Merill?"

As a social enterprise, Merill does not develop projects simply to create new products or generate profit. Every initiative is designed to reinvest value back into rural communities. By investing in an innovation today, we are investing in the long-term resilience of Malta's rural communities and culture. 

Looking ahead

The day after the conference, participants had the opportunity to experience Malta's rural tourism first-hand. Malta Rural Tours, organised four authentic rural experiences with some members of the Merill Rural Network, giving visitors a genuine taste of Malta The visits perfectly reflected the objectives of the Cross-Re-Tour project: creating meaningful tourism experiences that support local economies without compromising authenticity.

Although significant progress has been made, the journey has only just begun. Merill members are currently being onboarded, and the platform leaves plenty of room for refinement as we continue to use it. We look forward to sharing updates as results emerge from the field, highlighting its impact on promoting regenerative rural tourism in Malta.