Torino and Benidorm win prestigious titles for smart tourism innovation

On November 28, 2024, the European Commission announced the selection of Torino from Italy and Benidorm from Spain as the winners of the 2025 European Capital and Green Pioneer of Smart Tourism competition. This decision followed a detailed evaluation by the European Jury, which convened in Brussels on November 26-27, 2024, to assess the candidatures of 37 destinations from 16 countries. The competition emphasized excellence in four categories: accessibility, sustainability, digitalisation, and cultural heritage & creativity. Torino's comprehensive approach and planned activities for 2025 impressed the jury, while Benidorm distinguished itself as a leading example of sustainable tourism within the European context. The selection process involved two distinct stages. In the first stage, independent experts evaluated the applications based on their merits across the competition's four categories. All finalist cities demonstrated notable achievements, with those like Benidorm particularly recognized for their environmentally friendly initiatives. Subsequently, representatives from these finalist destinations presented their plans and activities for 2025, showcasing how they intended to utilize their titles to further enhance tourism and innovation in their cities. The 2025 European Green Pioneer of Smart Tourism title aims to promote sustainable tourism practices in Europe, enabling the winner to share knowledge and best practices with peer destinations. The recognition of Torino and Benidorm reflects a growing trend within the European tourism sector towards integrating smart practices for a sustainable future. This competition builds on the legacy of the European Destinations of Excellence initiative, aiming to shine a spotlight on destinations that prioritize ecological and cultural responsibilities. Both cities are expected to lead by example, hosting workshops and producing guides for other tourism locations looking to adopt similar sustainable practices. As the world continues to navigate the complexities of responsible tourism in the aftermath of the COVID-19 pandemic, initiatives like this competition are crucial in guiding cities towards smarter, more sustainable tourism practices. The role of technology in tourism is becoming increasingly pronounced, and these selected cities are positioned to be at the forefront of this revolution, influencing not just national but global tourism trends in the coming years.