Tourexpi
EU Smart Tourism at ITB Berlin 2025: Torino and Benidorm in Focus
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.
Hall
2.1 | Stand 103b
Image
Credit: © The European Commission
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