Torino and Benidorm win 2025 European Capital and Green Pioneer of Smart Tourism Competitions

The Italian (IT) city of Torino and the Spanish (ES) city of Benidorm have been selected as the winners of the 2025 edition of the European Capital and Green Pioneer of Smart Tourism competition. The two cities prevailed over a shortlisted field of seven destinations from six countries. Torino impressed the European jury with its transformation from an industrial hub to a vibrant cultural destination, whilst Benidorm stood out for its tourism strategy, which integrates environmental conservation with economic stability and social enrichment.

Torino combines its commitment to climate adaptation with an “accessibility for all” strategy, digital innovation, and the revitalisation of its cultural heritage, benefitting residents and visitors alike. Benidorm’s sustainable approach to tourism addresses water and energy management, the diversification of the tourism segment beyond the traditional sun-and-sea model, the incorporation of green spaces, and the use of digital solutions to provide information to and manage visitors within the city.

The winners will receive promotional support and join the growing network of smart and sustainable tourism destinations in Europe. This network facilitates the exchange of knowledge and experiences through a series of workshops and a best practices guide. The European Capital of Smart Tourism competition aims to promote smart tourism within the EU by rewarding cities for their achievements and plans connected to innovative, sustainable, and inclusive tourism approaches. 

Examples of best practices in smart tourism from the 2024 competition candidates and winners, as well as extensive resources on both competition strands, are available online here. You can also listen to delegates from the winning cities, shortlisted destinations, and European Commission representatives discussing the role of smart tourism in the EU Smart Tourism Podcast series.

Author: Claus Köllinger

Views and opinions expressed are those of the author(s) and do not reflect those of the European Commission.