Ticino Region is one of the most ambitious tourism regions in Switzerland. It leads the way in optimizing the footprint of its tourism economy in line with the national-level Swisstainable strategy. The Smart Ways Ticino program is designed to equip the region’s tourism destination ecosystem with practical, easy-to-apply and investment-light tactics that use behavior change to enhance ongoing sustainability efforts. In an accelerated format the program produces and tests a set of relevant behavior change solutions that are pilot tested by pilot companies and later adopted by local businesses across the region. Targeted advisory support ensures effective adoption and cumulative impacts on destination level.