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Torino and Benidorm: Champions of Smart Tourism 2025

In a remarkable decision, the European Commission has announced Torino, Italy, and Benidorm, Spain, as the winners of the prestigious 2025 European Capital and Green Pioneer of Smart Tourism titles. This recognition followed intensive evaluations made by a panel of experts during a jury meeting held in Brussels on November 26-27, 2024.

A total of 37 destinations entered the competition, representing 16 different countries. From these, 14 contenders were shortlisted and invited to present their strategies to the jury. Torino stood out impressively across all four competitive categories—accessibility, digitalization, sustainability, and cultural heritage—demonstrating an exceptional commitment to becoming a leading tourist destination. The city highlighted a comprehensive proposal for activities set to take place throughout 2025, all focused on enhancing the tourism experience.

Meanwhile, Benidorm has emerged as a trailblazer in sustainable tourism practices, showcasing initiatives that can serve as exemplary models for other locations. Both cities will be awarded symbolic sculptures that will be prominently displayed during their year of recognition. They will also benefit from promotional support and join a broader network aimed at encouraging smart and sustainable tourism across Europe. This network is designed to foster knowledge sharing, best practice dissemination, and the organization of workshops.

The European Capital of Smart Tourism initiative promotes innovative tourism policies designed to enhance accessibility, digital engagement, sustainability, and cultural creativity. It is part of a strategic effort to recognize cities that lead the way in these critical areas, thereby setting benchmarks for others to follow.

The title of European Green Pioneer of Smart Tourism, a new iteration of the previous European Destinations of Excellence award, emphasizes the recognition of smaller destinations that implement effective strategies for sustainable tourism. By focusing on green transition practices, the initiative aims to create vital ecological, economic, and social value.

As the selected cities prepare for 2025, they will not only represent smart tourism excellence in Europe but will also influence the way tourism is perceived and executed on a global scale. Through innovative strategies and community engagement, Torino and Benidorm will work towards redefining the tourism sector to be more inclusive, sustainable, and digitally advanced.

The winners of this year’s competition will also share insights into their smart tourism innovations through podcasts and reports. These platforms will discuss how smart tourism initiatives can address modern challenges and cater to the evolving expectations of travelers, such as digital access, equality, and local community support.

For those interested in smart tourism, following the developments of Torino and Benidorm will provide invaluable insights into emerging trends and practices that enhance not just tourist experiences but also local economies and environments. The European Commission encourages stakeholders in the travel industry to engage with and support this initiative, fostering a more sustainable tourism blueprint for the future.

With previous winners—including Dublin as the current European Capital of Smart Tourism for 2024—these cities are setting the stage for a new era in tourism, illustrating how commitment to innovation, sustainability, and community involvement can fundamentally reshape the sector. The forthcoming year will showcase how Torino and Benidorm realize these ambitions, and serve as a testament to their potential to lead in smart tourism across Europe and beyond.