Meet the 2026 European Capital & Green Pioneer of Smart Tourism at ITB Berlin

EU Smart Tourism stand

Representatives of both cities, together with the European Commission Directorate-General for Mobility and Transport (DG MOVE), will be present at the EU Smart Tourism stand (Hall 1.1, Stand 207). The programme will feature panel discussions, stakeholder exchanges and media engagements, alongside a curated cultural presentation highlighting the destinations’ distinctive identities.

ITB Berlin 2026 will also mark the launch of the next edition of the European Smart Tourism Competition, inviting destinations across Europe to join the movement shaping a smarter, more sustainable tourism ecosystem.

Tampere Sets the Standard as Europe’s 2026 Capital of Smart Tourism
Tampere, the 2026 European Capital of Smart Tourism, stands out as a model for how tourism can enhance local wellbeing while protecting nature and culture. As a front-runner for climate-neutral and smart cities, it combines climate ambition, digital innovation, and inclusive design to create meaningful experiences for both residents and visitors. With accessible nature tourism, digital and cultural storytelling, and a strong commitment to knowledge sharing across Europe, Tampere positions itself as a role model for sustainable, people-centred tourism.

Dubrovnik: Preserving Heritage Through Smart and Sustainable Tourism

Dubrovnik, the 2026 European Green Pioneer of Smart Tourism, exemplifies sustainable destination management thanks to its data-driven and community-centred approach to managing crowds and cruises. Blending heritage with innovative tourism management, the city has become a role model in addressing overtourism while safeguarding its historic centre and natural surroundings. Its active regulation of visitor flows, strong community involvement, academic research on carrying capacity, and ambitious climate and mobility measures underline Dubrovnik’s commitment to a greener, more resilient future for tourism.

ITB Berlin Spotlights European Innovation as Tampere, Dubrovnik, and the Commission Share Visions for the Future of Tourism

As part of the ITB Berlin Convention programme representatives from Tampere, Dubrovnik, and the European Commission will contribute to high-level discussions on the future of tourism, sharing their insights on sustainability, destination management, and city governance.

Key ITB events include:

• Tuesday, 3 March, 16:40 – 17:20 (Hall 7.1a, Orange Stage)
  Panel Discussion: "The Industry Outlook: Maintaining the Balance"
  • Speaker: Miro Drašković Tourist Board Director, Dubrovnik
• Wednesday, 4 March, 11:40 – 12:20 (Hall 7.1b, Blue Stage)
  Panel Discussion: "The Painful Transition from Destination to Living Space Management"
  • Speaker: Maiju Viiki, Client Account & Project Manager, Tampere

The European Commission at ITB Berlin

European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas will join the press conference on Monday, 2 March at 10:00 and hold a keynote speech on Tuesday, 3 March at 12:15 during which he will share insights into the upcoming EU Strategy for Sustainable Tourism.