A partnership of different actors initiated this project: Regione Toscana as the leader, policy strategy holders Laore and Avitem Agencies, know-how holders QUINN and University of Sassari and CCIAS, representing businesses. PROMETEA will take on three challenges. Firstly, it will support innovation in micro, small and medium-sized companies and young people's self-entrepreneurship, especially young women. Secondly, it will promote business networks that will offer integrated eco-tourism services and experiential tourism routes to meet the growing demand for quality and environmental awareness coming from rural users. Thirdly, it will identify a common cross-border approach for the definition of a quality brand. To meet these challenges, PROMETEA will identify, design and promote multifunctional entrepreneurial models geared towards social innovation and sustainability. It will be strengthening the knowledge system of the target group through the formulation of innovation training paths and self-entrepreneurship courses in universities, stipulating joint protocols for the introduction of network contracts and the role of "network manager" to facilitate SME networking. Networking will promote non-seasonal eco-tourism routes and connect coastal, rural and urban areas. Modelling and networking will not be the only elements of the innovation; another will be the method adopted to approach the acquisition of a shared quality brand. It will be a collaborative approach, including a cross-border participatory planning process (study sessions, guided tours), and involve all project stakeholders