Following a successful initial funding period from 2023 to 2025, the European Digital Innovation Hub “Crowd in Motion” will continue for another three years from 2026, with a new focus on AI under the name “Crowd in Motion – AI.” The services will continue to be free of charge for small and medium-sized enterprises and public institutions.

With over 80 offers, including AI training, “test before invest” formats, and innovative financing solutions, the hub provides sustainable support for businesses and organizations in tourism, mobility, sports, and, in the future, well-being and health, helping them with their digital transformation. The new EU funding will enable the expansion of the service portfolio, stronger international networking, and direct access to European AI infrastructures, such as TEFs, AI networks, and data spaces.

Key changes from 2026

• Stronger focus on AI: more than half of all services are now dedicated to artificial intelligence, including a new AI help desk.
• European AI infrastructures: Direct connection to testing and experimentation facilities (TEFs), regional and European AI networks, AI factories, and the EDIH network.
• Expanded financing options: Establishment of a broad innovation financing network comprising venture funds, business angels, crowdfunding platforms, and banks to optimize investor matching.
• New topics: Expanding the previous focus on sports to include the broader areas of health and well-being.

“Continued funding sends a strong signal for digital and green transformation. Companies will have even better access to AI, data rooms, and financing opportunities,” says Olivia Zechner, EDIH coordinator at Salzburg Research.

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Success stories from the first funding period

Even in its initial phase, the EDIH “Crowd in Motion” demonstrated how digitalization and AI create tangible added value:

• Digital guidance concept at DomQuartier Salzburg: A feasibility study was developed for an AI-supported visitor guidance system to optimize visitor flows and enhance the museum experience.
  More on this: Digital Guiding Concept for DomQuartier Salzburg
• Crowdfunding for the Fieberbrunn mountain railways: More than 200 supporters have contributed over €604,000 to co-finance a new gondola lift, providing a pioneering example of innovative tourism financing.
• Sports technology & AI: AI-based climbing holds with integrated sensors have been developed, patented, and are ready for investor funding.
• Smart sled: A traditional sled has been equipped with AI sensors and now provides precise movement data—an innovative contribution to training analysis in winter sports.
  More on this: With Real-Time Feedback to the Sporting Ideal Line
• Open innovation campaigns: More than 21,000 community members took part in idea competitions such as “The Future of Winter Tourism” and “Green Tourism.” The results were directly incorporated into pilot projects.
• AI in the public sector: In collaboration with the city of Villach, over 50 potential internal AI applications were identified, leading to the development of several pilot projects.

“Crowd in Motion — AI” is a part of the Digital Europe program, which is funded by the European Commission and the German Federal Ministry for Economic Affairs, Energy and Tourism (BMWET).

Further information:

• Website of EDIH: www.crowd-in-motion.eu
• Press release: Digitalisierungsschub für Tourismus, Sport & Wellbeing: EDIH „Crowd in Motion – AI“ geht in die nächste Phase

Image: Successful extension of the EDIH “Crowd in Motion” (from left to right): Siegfried Reich (Managing Director, Salzburg Research), Daniela Gutschi (Salzburg Provincial Minister for Science and Research), Olivia Zeichner (Head of EDIH Crowd in Motion).