The European Commission has unveiled the 2025 European Capital and Green Pioneer of Smart Tourism following an official jury meeting in Brussels. Torino and Benidorm were chosen as the winners of the competition. Overall, 37 destinations from across 16 countries had entered the competition to become European Capital or Green Pioneer of Smart Tourism, with 14 of them being shortlisted and invited to support their cases in front of the jury. 

“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 Commission explains in a press release. 

According to the European Commission, Torino, in Italy, was chosen because of its remarkable achievements across all four categories of the competition and its outstanding programmes of activities they intend to execute during 2025. Next year, Torino – located in northern Italy – plans on implementing several new tourist services, including mobile apps and smart signage. Moreover, the city will be focusing on adding green spaces, energy-efficient transportation and waste reduction. 

Benidorm, in Spain, was said to be a pioneer for sustainable tourism. The city has been putting efforts towards becoming a more sustainable destination for years. By reducing its carbon footprint and adopting renewable energy sources, the city has become an example of sustainability. Over the course of 2025, it plans on expanding cycling lanes and adding sustainable waste management systems, amongst other things.

“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”, the press release continues.

Following their nomination, both Torino and Benidorm will receive a purpose-built sculpture, which will be displayed throughout the year, of 2025 European Capital and Green Pioneer of Smart Tourism. The cities will also receive promotional support and become a part of the growing network of smart and sustainable tourism destinations in Europe. Via a series of workshops and publication of a best practices guide, this network facilitates knowledge sharing and the exchange of best practices.