EU Smart Tourism at ITB Berlin 2025: Torino and Benidorm in Focus

Germany

Torino and Benidorm present their innovative approaches at ITB Berlin from 4 to 6 March – Torino explores the impact of mega events, while Benidorm discusses sustainability and digital transformation.

With ITB Berlin just around the corner, Torino and Benidorm, winners of the European Capital and Green Pioneer of Smart Tourism competitions, are set to present their smart and sustainable tourism approaches. Visitors can come and meet Torino’s and Benidorm’s representatives at the EU Smart Tourism stand (Hall 2.1, Stand 103b).

Torino, the 2025 European Capital of Smart Tourism, will showcase how innovation can transform a city’s tourism sector. Once an industrial hub, it has evolved into a destination focused on inclusion and quality of life. On 5 March (11:15–11:55 a.m., Hall 7.1b, Blue Stage), Torino will join the panel Destination Development through Mega Events to discuss the lasting impact of the 2006 Winter Olympics.

Benidorm, the 2025 European Green Pioneer of Smart Tourism, will focus on sustainable tourism by addressing seasonality and promoting responsible tourism management. Their panel, Is Tourism Coming to an End? will take place on 5 March (12:45–1:15p.m., Hall 7.1b, Blue Stage), and explore how sustainability and digital transformation influence tourism’s future.

Launch of the 2026 Competition

The next application round for both Smart Tourism competitions will be announced during ITB Berlin 2025. Both competitions are open to cities in EU Member States and non-EU countries participating in the Single Market Programme. Stay tuned for more information.

Sustainable EU Tourism – Shaping the Future Together

Visitors to the Smart Tourism stand can learn more about Sustainable EU Tourism – Shaping the Tourism of Tomorrow, an initiative fostering collaboration to strengthen tourism resilience across Europe. The European Commission, co-hosting the stand, will be available to answer questions on EU tourism policies and initiatives.

The European Commission at ITB Berlin

On 6 March (11:10a.m.–12:00p.m., Hall 7.1a, Orange Stage), the European Commission will take part in From Promise to Progress, a discussion with industry leaders on sustainable tourism strategies.