Unveiling Pioneering Tourism Excellence - 2025 Best Practice Reports Released

The European Capital of Smart Tourism award acknowledges cities for excellence in accessibility, sustainability, digitalisation, and cultural heritage. Furthermore, the European Green Pioneer of Smart Tourism, honours smaller destinations for exceptional accomplishments in sustainable tourism and green transition practices. The initiative by the European Commission encourages destinations to undertake more accessible and sustainable projects that involve local communities and address tourism seasonality. This effort aims to create enhanced experiences for tourists by promoting smarter and more sustainable travel practices.

The recently published reports 'Leading examples of Smart Tourism Practices in Europe' present the selection of innovative best practices in each category of the European Capital of Smart Tourism competition (accessibility, sustainability, digitalisation, cultural heritage and creativity) and green transition and sustainable practices of the European Green Pioneer of Smart Tourism competition. You can find the 2025 full reports here.

The 2025 European Capital & Green Pioneer of Smart Tourism

Torino (Italy), the 2025 European Capital of Smart Tourism, and Benidorm (Spain), the 2025 European Green Pioneer of Smart Tourism, exemplify smart tourism leadership. These destinations showcase successful strategies and measures for advancing sustainable tourism through digital and green transition practices.

Some of the leading practices from the two winners include: 

Smart tourism in Torino (Italy)

The city of Torino has implemented many accessibility measures to become a welcoming and inclusive destination for all. The Turismabile platform, which provides detailed and up-to-date information on the accessibility of tourism services, and an updated transport system ensure seamless travel for all. With a focus on green mobility, Torino encourages visitors to explore the city and its surroundings through a network of walking, hiking and cycling trails. The Routes to Nature initiative not only promotes ecotourism, but also contributes to a significant reduction in the city’s greenhouse gas emissions, making Torino a sustainable and green destination. 

Torino leverages new technologies to create a more engaging tourist experience. The NETA project offers personalised itineraries and assistance in over 50 languages, while the AI for MUSE project uses AI and virtual reality to create immersive museum experiences. A former industrial city, Torino now highlights its cultural heritage through the creative transformation of industrial sites. The LINGOTTO car factory and the former rail factory Officine Grandi Riparazioni have been repurposed into cultural hubs, housing congress centres, shopping malls, concert halls and exhibition spaces. 

Sustainable tourism in Benidorm (Spain)

Benidorm has emerged as a real pioneer in smart and sustainable tourism. The city’s commitment to nature conservation is evident in its protected areas, which cover 61% of its compact 38 km² territory. The Sierra Gelada Natural Park and the Moralet area serve as the city’s green lungs, while 173 hectares of Posidonia Oceanica meadows in the bay provide vital oxygen and improve the clarity of the coastal waters. Benidorm’s smart water management system, which recycles greywater for irrigation and public services, has achieved an impressive 95% water cycle efficiency, setting a benchmark for resource conservation and sustainable water use in urban tourism. 

Benidorm’s approach to tourism management extends beyond environmental initiatives and includes a wide range of sustainable offerings. By diversifying into health, education and ecotourism, it promotes year-round opportunities, reducing seasonal dependency and supporting local employment. Key developments include sustainable theme parks, eco-friendly golf courses and cultural events such as the Winter Festival, all contributing to a resilient tourism economy. A strong focus on community engagement bridges the gap between residents and visitors through initiatives such as local festivals, historical reenactments, and guided cultural tours.