European Destinations Meet to Discuss the EU Sustainable Tourism Strategy
Torino (Italy), the 2025 European Capital of Smart Tourism, held a smart tourism workshop focusing on the real-life challenges and opportunities faced by destinations across Europe. From implementing the latest digital tools to ensuring accessibility and inclusivity, the smart tourism network discussed the EU’s role in progressing the future of smart and sustainable tourism across the continent.
Defining Smart Tourism
As part of the workshop, representatives from cities in Spain, Belgium, Denmark, Ireland, Greece, Germany, Slovenia, Finland, Austria, France, Italy and Croatia were tasked with creating a coherent vision of smart tourism in Europe. Discussions between cities resulted in clear tourism priorities for the future. Key elements of this included a digital and data-driven transformation of Europe, sustainability and cultural preservation, as well as inclusive and accessible destination governance. Based on these points, destinations focused their efforts on ensuring the implementation of smart tourism practices throughout Europe.
At the workshop, participants offered insights from the perspective of destination management and discussed the role of the EU in bringing cities together with a concrete vision for smart tourism. The workshop’s outcomes will inform the EU Sustainable Tourism Strategy, which the European Commission is currently developing. The strategy, planned to be finalised early next year, will aim to strengthen Europe’s brand as a top sustainable destination and help destinations in their green and digital transitions.
Workshop participants in Torino
Torino – European Smart Tourism and Innovation Capital
The workshop was organised as part of the city’s celebrations for receiving two awards – the 2025 European Capital of Smart Tourism and the 2024-2025 European Capital of Innovation. The first part of the workshop programme focused on the city’s transformation from an industrial hub to a cultural tourism destination. In the spirit of collaboration, Torino invited the smart tourism network to explore its latest initiatives, such as the multifunctional Lingotto cultural centre, which was transformed from a former FIAT factory, visit the Intesa Sanpaolo Innovation Centre, and experience the ‘Luci D’Artista’ light installations, which inspire city locals and visitors alike during the winter.
In celebration of its innovation, Torino will also host the 2026 iCapital Awards ceremony, taking place together with Eurocities Economic Development Forum. The event invites cities and professionals from across Europe to explore how urban innovation, economic development and sustainability can shape the future of cities.
European Capital & Green Pioneer of Smart Tourism
The European Commission has launched the European Capital & Green Pioneer of Smart Tourism competitions to promote smart and sustainable tourism in the EU, network and strengthen destinations, and facilitate the exchange of best practices. To find out more about Smart Tourism, listen to the ‘Smart gets you further’ podcast here. For the latest updates on the European Smart Tourism, follow us on our website, Facebook, or X.
