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 in front of the European Jury. Torino impressed the European Jury not only with its remarkable achievements across all four categories of the competition, but also with the outstanding programmes of activities they intend 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.

Torino and Benidorm will receive a purpose-built sculpture to be prominently displayed throughout their year as 2025 European Capital and Green Pioneer of Smart Tourism. Furthermore, the winners will receive promotional support and become a part of the growing network of smart and sustainable tourism destinations in Europe. The network is facilitating knowledge sharing and the exchange of best practices, via a series of workshops and 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 be given a prominent role in shaping the future of sustainable tourism in the European tourism industry and actively participate in making a large 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 smart tourism approaches in accessibility, digitalisation, sustainability, and 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, as well as 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 which brings value to the economy, the planet and people.

Smart tourism practices in Europe implemented by the applicants of the 2024 competition can be found in the “Leading Examples of Smart Tourism Practices in Europe” report and the “Leading examples of Smart and Sustainable Tourism Practices in Europe” report Likewise, delegates from the European Capital of Smart Tourism competition winners, shortlisted cities, and EU Commission’s representatives discuss in the EU Smart Tourism Podcast series the role of smart tourism innovation and examine tourism practices that are shaping the future in Europe.