Today, the European Commission has officially launched the 2026 edition of the European Capital of Smart Tourism and the European Green Pioneer of Smart Tourism competitions. Tourism destinations throughout Europe are encouraged to submit their innovative approaches to smart and sustainable tourism, aiming to set benchmarks in the European tourism landscape.
Tourism, as one of the largest economic sectors within the EU, significantly contributes to economic growth and job creation. The Smart Tourism initiative acknowledges cities that are adopting advanced digital tools and practices, focusing on equitable access for visitors, sustainable development, and the promotion of creative industries and local talent. Through these competitions, the European Commission seeks to foster and recognize the future of smart and sustainable tourism across Europe.
To vie for the 2026 titles, cities must showcase their innovative tourism practices and submit their applications via an online platform. Initially, a panel of independent experts will evaluate the applications. Subsequently, shortlisted cities will be invited to present their proposals to the European Jury. This jury will ultimately select two winners: the ‘European Capital of Smart Tourism 2026’ and the ‘European Green Pioneer of Smart Tourism 2026’, with the announcement scheduled for November 2025.
Both competitions are accessible to cities within the EU as well as to non-EU nations participating in the Single Market Programme (SMP), previously known as the COSME Programme. Eligible nations encompass all 27 EU Member States along with non-EU countries involved in the SMP, which include Albania, Bosnia and Herzegovina, Iceland, Kosovo, Liechtenstein, Moldova, Montenegro, North Macedonia, Norway, Serbia, Türkiye, and Ukraine.
European Capital of Smart Tourism 2026 – Smart Innovation for Progress
The European Capital of Smart Tourism honors exceptional accomplishments by European cities as tourism destinations across four distinct categories: sustainability, accessibility, digitalization, and cultural heritage and creativity.
This initiative has demonstrated a successful history. The 2026 European Capital of Smart Tourism marks the seventh iteration of the competition. Torino has been designated as the Smart Capital for 2025. Previous recipients include Dublin as the 2024 Capital, Pafos and Seville as the 2023 Capitals, Bordeaux and València as the 2022 Capitals, and Gothenburg and Málaga as the 2020 Capitals. Helsinki and Lyon were the inaugural winners, sharing the title in 2019. Since 2024, the competition has been modified to recognize a single winner each year, in contrast to earlier editions that featured two winners annually.
The European Capital of Smart Tourism competition is open to cities with populations exceeding 100,000. For further details, please consult the European Capital of Smart Tourism Guide for Applicants.
European Green Pioneer of Smart Tourism 2026 – Leading the Charge
The European Green Pioneer of Smart Tourism competition highlights emerging sustainable tourism destinations throughout Europe. Its objective is to honor smaller locales that have effectively adopted strategies to foster sustainable tourism via green transition initiatives.
This competition is based on the principle of advancing sustainable tourism in smaller destinations, thereby contributing positively to the economy, the environment, and the community. The title of European Green Pioneer of Smart Tourism 2026 will enable the victorious city to inspire other tourism destinations across Europe, elevate its status as a premier travel destination, and attract visitors while promoting economic growth sustainably.
The Green Pioneer competition is open to cities with populations ranging from 25,000 to 100,000. For further details, please consult the European Green Pioneer of Smart Tourism Guide for Applicants.
Both the European Capital and the Green Pioneer of Smart Tourism 2026 will receive communication and branding support throughout the year, showcasing the exceptional smart, innovative, and sustainable practices that led to their recognition. This support will encompass the creation of a promotional video, the installation of a large hashtag sculpture in a prominent area, various promotional activities, and visibility at both EU and international levels. Additionally, the winners will have the opportunity to join a dynamic and engaged network of smart destinations that have been shortlisted in previous editions of both competitions, facilitating the exchange of best practices and mutual learning.