Spain Advances Smart Destination Model with Focus on Sustainability and Innovation

International

More than 180 tourism managers gathered in Vitoria-Gasteiz to discuss the future of smart destination development

Spain is preparing a new phase of its Smart Tourist Destination (STD) model, placing greater emphasis on sustainability and innovation to improve both residents’ quality of life and visitor experiences. The announcement was made by Secretary of State for Tourism Rosario Sánchez during the closing session of the 8th Meeting of Managers of the Smart Tourist Destinations Network in Vitoria-Gasteiz.

Held under the theme “People Who Create Destinations: The Intelligence That Transforms Tourism”, the event brought together more than 180 managers representing 130 destinations from across Spain to discuss the future development of smart tourism management.

A Decade of Smart Tourism Development

The Smart Tourist Destination model, promoted by the State Secretariat for Tourism and managed by SEGITTUR, has become one of Spain’s key tourism management tools over the past decade. The framework is based on five core pillars: governance, innovation, technology, sustainability and accessibility.

During her address, Sánchez stressed that tourism intelligence should not be limited to the adoption of technology. Instead, it should help destinations improve territorial management, strengthen cooperation between public authorities and private stakeholders, and use innovation strategically to enhance both visitor satisfaction and residents’ well-being.

Supporting Destinations Through Continuous Improvement

According to Sánchez, one of the model’s greatest strengths lies in its ability to guide destinations through ongoing improvement processes.

The framework provides participating destinations with tailored diagnostics, strategic roadmaps and management tools designed to address the specific challenges and opportunities of each territory. This personalised approach has helped establish the STD model as a reference point for tourism planning and destination management throughout Spain.

New Phase to Reflect Emerging Challenges

The Secretary of State announced that the model is now entering a new stage of development, with an updated methodology that will better reflect current realities and future challenges facing the tourism sector.

The revised framework will place greater emphasis on environmental and social sustainability while updating indicators to respond to changing market conditions and evolving visitor expectations. It will also recognise the diversity of destinations and provide more tailored support based on the characteristics of individual territories.

“The Smart Tourist Destination model is entering a new phase that will allow us to continue supporting destinations in an effective way while adapting to today’s realities,” Sánchez said.

Sharing Best Practices Across the Network

The meeting also served as a platform for destinations to exchange experiences and showcase successful projects developed within the Smart Tourist Destination framework.

Participants presented examples of best practices in tourism management, while several destinations shared their experiences working with the Smart Destinations Platform, a digital tool designed to support data-driven decision-making and destination development.

The gathering highlighted the growing role of collaboration, innovation and sustainability in shaping the future of tourism management across Spain.