The European Commission unveils the 2025 European Capital and Green Pioneer of Smart Tourism, recognising their outstanding achievements in accessibility, sustainability, digitalisation, and cultural heritage & creativity as exceptional tourism destinations.
Torino (Italy) and Benidorm (Spain) have been selected as the winners of the EU’s 2025 European Capital and Green Pioneer of Smart Tourism competition, following a European Jury meeting in Brussels on 26-27 November 2024.
In total, 37 destinations from across 16 countries competed for the European Capital and Green Pioneer of Smart Tourism titles.
Fourteen destinations were shortlisted and invited to present their candidatures to the European Jury. Torino impressed the European Jury not only with its remarkable achievements across all four competition categories but also with the outstanding programmes of activities it intends to execute during 2025. Benidorm stood out as a pioneer in sustainable tourism, showcasing its capacity to act as a role model for other destinations.
Both winners will receive a purpose-built sculpture to prominently display throughout their year as 2025 European Capital and Green Pioneer of Smart Tourism. Furthermore, they will receive promotional support and join the growing network of smart and sustainable tourism destinations in Europe.
The network facilitates knowledge sharing and the exchange of best practices through a series of workshops and the publication of a best practices guide. The 2025 European Capital of Smart Tourism will become a role model for digital, accessible, sustainable, and creative tourism in Europe and beyond, showcasing innovative tourism measures.
The 2025 European Green Pioneer of Smart Tourism will play a prominent role in shaping sustainable tourism in the European tourism industry and actively participate in making a significant future impact on an international stage.
The European Capital of Smart Tourism competition aims to promote smart tourism in the EU by rewarding cities for their pioneering approaches to accessibility, digitalisation, sustainability, cultural heritage, and creativity.
Built on the successful experience of a preparatory action proposed by the European Parliament, the initiative seeks to foster innovative, sustainable, and inclusive tourism development and spread and facilitate the exchange of best practices.
The European Green Pioneer of Smart Tourism is the successor of the European Destinations of Excellence (EDEN) competition. It aims to recognise and reward smaller destinations that have put in place successful strategies to boost sustainable tourism through green transition practices. The competition is founded upon the principle of promoting the development of sustainable tourism in destinations that bring value to the economy, the planet, and people.
The ‘Leading Examples of Smart Tourism Practices in Europe’ report and the ‘Leading Examples of Smart and Sustainable Tourism Practices in Europe’ report describe smart tourism practices implemented by the 2024 competition applicants. Likewise, delegates from the European Capital of Smart Tourism competition winners, shortlisted cities, and EU Commission representatives discuss the role of smart tourism innovation and examine tourism practices shaping the future in Europe in the EU Smart Tourism Podcast series.
