In tourism, there are always best practices to take as inspiration, such as Turin and Benidorm, recently crowned European Smart Tourism Capitals for 2025.
The European Capital of Smart Tourism project promotes innovation and sustainability in tourism, recognizing cities excelling in areas like sustainability, accessibility, digitalization, and cultural heritage. Each year, two European cities are selected as capitals, receiving support to enhance their smart tourism initiatives. The initiative aims to share best practices and strengthen the tourism sector across Europe.
Parallel to this, the European Green Pioneer of Smart Tourism title celebrates smaller destinations that lead in sustainable tourism practices and green transitions.
To be eligible for the title of European Capital of Smart Tourism, cities must have a population exceeding 100,000, while the Green Pioneer title is reserved for smaller destinations with populations between 25,000 and 100,000 (or 5,000 in countries with fewer than 1 million inhabitants). Candidate cities must belong to an EU member state or a country participating in the Single Market Program, such as Norway or Türkiye.
Turin: A Smart Tourism Capital
Turin has been selected as a European Capital of Smart Tourism for 2025, a recognition of its achievements in accessibility, sustainability, digitalization, and cultural and creative heritage enhancement.
Why Turin Won
Turin’s transformation from an industrial hub to a vibrant cultural destination showcases smart urban regeneration. Iconic sites like the Lingotto Factory and the OGR-Officine Grandi Riparazioni have been repurposed into cultural spaces.
Turin’s inclusion in UNESCO’s Man and the Biosphere (MAB) program highlights its commitment to natural resource conservation and sustainable development.
The city is also integrating Artificial Intelligence (AI) and Extended Reality (XR) into its cultural offerings, enabling visitors to experience the city uniquely. The development of digital platforms, such as an integrated mobility app, further demonstrates Turin’s dedication to making culture and services accessible to everyone.
A Commitment to Climate
Turin aims to achieve carbon neutrality by 2030 through its Climate City Contract, focusing on climate adaptation and low-carbon mobility. Its green initiatives reflect a strategic approach to sustainable tourism and urban planning. Notable projects include the Case di Quartiere initiative, involving residents in shaping their communities.
Cycling in Turin
With 258 kilometers of bike lanes, Turin is easily navigable by bicycle, making it a fantastic option for tourists. From exploring city attractions to venturing into the surrounding hills, cycling offers convenience and an eco-friendly way to discover Turin.
Benidorm: A Pioneer in Green Smart Tourism
Benidorm, Spain, has been named European Green Pioneer of Smart Tourism for 2025 for its commitment to sustainability.
The city has reduced water consumption by 30% through smart systems and the use of recycled greywater for public spaces and irrigation. This effort complements energy solutions, including solar panels powering public buildings and hotels.
Benidorm has diversified its tourism offerings to include ecological and cultural options, alongside measures for climate adaptation, such as urban reforestation. Digital solutions enhance the tourism experience while minimizing environmental impact.
Beyond Beach Tourism
Recognizing the need to move beyond the traditional sun-and-sea tourism model, Benidorm has expanded its offerings strategically. This approach helps smooth seasonal tourism peaks and provides stable year-round employment opportunities.
Cycling in Benidorm
Benidorm and its surrounding areas are a premier cycling destination in Spain, thanks to excellent infrastructure, favorable geography, and a mild climate.
The region offers diverse terrains—from coastal plains to mountainous passes—making it ideal for road cycling. Professionals and enthusiasts flock to the area, which hosts major events like the Trofeo Luis Puig and the Vuelta a España.
The Marina Baixa region also attracts mountain biking enthusiasts with trails suitable for disciplines such as downhill and rally. Cyclists can explore routes in areas like the Sierra Helada, Puig Campana, and Sierra Aitana, often supported by local bike shops and cycling clubs.
