The ASCEND project addresses the challenge of limited innovation and sustainability among SMEs of the Adventure Tourism (AT) sector in the South Adriatic region. AT, which includes outdoor activities such as hiking, kayaking, biking, snorkeling, and other physically engaging experiences that connect with nature, is a rapidly growing market projected to experience significant expansion in the coming years. Despite the region’s potential, SMEs face obstacles such as lack of funding, underdeveloped destinations, and limited cross-border cooperation.