The Scheme directs public financing to licensed enterprises implementing sustainable tourism projects to strengthen their competitiveness. It aims at financing holistic projects so as to have a stronger impact on the sector. As a result the intervention areas identified target the promotion of R & I through the intervention of Product Upgrade and Investment in Equipment, the adoption of new technologies through the intervention in Information and Communication Technology and undertaking environmental practices through the intervention relating to investment in Environmentally Friendly Measures. The intervention areas aim at instigating investment in areas which will make Malta more competitive, this can be done through the intervention area relating to investment in marketing and entrepreneurship, whilst addressing Malta’s weaknesses on service quality, product offer and destination awareness through the intervention area relating to investment in marketing. The scheme supports direct and indirect tourism service providers and SMEs. The financial aid will assist the growth and development of tourism and cultural operators, increase the impetus for the continuous growth of Sustainable Tourism. The scheme envisages directing aid to all types of enterprises giving particular consideration to SMEs that characterise the sector. The scheme is expected to achieve a number of benefits which include increase innovation in the sector and the development of tourism and cultural practices that are economically, environmentally and socially sustainable.