Smart tourism in Europe: European Commission report highlights best practices
31-03-25
The European Commission's Directorate-General for Mobility and Transport (DG MOVE) has published a report that compiles and highlights best practices in smart tourism implemented by several European cities. This document is based on the applications submitted for the European Capital of Smart Tourism 2025 competition and aims to facilitate knowledge exchange, foster mutual learning and promote the development of smart tourism across the continent.
The report focuses on four main categories: digitisation, sustainability, accessibility and cultural heritage and creativity. Each of these areas is critical to the evolution of tourism destinations towards more innovative and sustainable models.
Turin, Italy, has been recognised as the European Capital of Smart Tourism 2025 due to its outstanding initiatives in these categories. Among its most innovative projects is NETA (Navigation Exploring Tourist Assistance), which uses generative artificial intelligence to provide assistance in more than 50 languages and create personalised itineraries in real time through multimedia totems and a web application. In addition, the AI for MUSE project uses artificial intelligence and virtual reality to enrich museum visits, providing a more immersive cultural experience.
The Torino City Lab acts as a laboratory for innovative technologies, while the NextEdu initiative promotes digital education. The city has also incorporated extended reality and 5G technologies in the tourism sector, enhancing the experience for visitors and residents.
In terms of accessibility, Turin has implemented co-creation projects with communities of people with disabilities, developed accessible urban routes and created the Turismabile platform, which provides information on the accessibility of tourism services. In addition, the city has taken measures to reduce greenhouse gas emissions, promoting routes for exploring nature, encouraging citizen participation and carrying out urban regeneration projects.
Las Palmas de Gran Canaria was also highlighted in the report for its smart tourism initiatives. In the digitalisation category, the city has developed an online tourism platform and a smart beach management system, which optimises the use and maintenance of these key spaces for local tourism. In terms of accessibility, its universal accessibility management system at Las Canteras beach was recognised, ensuring that this emblematic spot is accessible to all. In addition, Las Palmas de Gran Canaria is recognised in the field of cultural heritage and creativity for the organisation of various festivals and cultural events that enrich the tourist offer and promote local identity.
The report underlines the importance of sharing these good practices among European cities to boost the development of smart tourism. By highlighting and disseminating these initiatives, it seeks to inspire other cities to adopt similar approaches, adapted to their specific contexts, in order to improve the tourism experience and promote more sustainable and accessible development.
The European Commission has already opened the call for the 2026 edition of the European Capital of Smart Tourism and European Green Pioneer of Smart Tourism competitions. These competitions provide a platform for cities to demonstrate their achievements in smart and sustainable tourism, fostering innovation and collaboration in the European tourism sector.
In summary, the European Commission's report highlights the commitment of several European cities to transform their tourism destinations towards smarter, more sustainable and accessible models. Through the implementation of innovative technologies, the promotion of sustainability and the enhancement of cultural heritage, these cities are laying the foundations for the future of tourism in Europe, offering enriching experiences for visitors and residents alike.
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