On November 27, the prestigious ‘European Green Pioneer of Smart Tourism 2025’ award was presented to the City of Benidorm, recognising its outstanding dedication to advancing sustainable and innovative tourism practices.

This accolade, sponsored by the European Commission, highlights Benidorm‘s exceptional efforts to reshape the future of tourism in ways that prioritise environmental responsibility and smart technology integration.

Benidorm emerged victorious from a competitive field of seven finalist cities, which included Aveiro (Portugal), Jurmala (Latvia), Liepãja (Latvia), Nea Propontida (Greece), Panevézys (Lithuania), and Sliven (Bulgaria). Each city showcased their commitment to sustainable tourism, but Benidorm’s comprehensive strategy and clear outcomes impressed the judging panel the most.

The awarded was presented to the Mayor of Benidorm in Brussels

Toni Perez, the mayor of Benidorm, along with Leire Bilbao, the manager of Visit Benidorm, represented the city in Brussels during the ceremony. Perez expressed his deep sense of pride and gratitude, stating that receiving the ‘European Green Pioneer’ recognition validates the city’s journey toward sustainability, which began in earnest in 2015.

He emphasised that this commitment has not only transformed local governance but also served as a model and inspiration for other cities around the globe looking to adopt sustainable tourism practices.

The ‘European Green Pioneer of Smart Tourism’ badge succeeds the ‘European Destinations of Excellence’ competition, which the European Commission launched in 2007 to honour emerging and non-traditional destinations in Europe that exemplify sustainable tourism principles.

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