EU Launches Hunt for 2027 Capitals of Smart and Sustainable Tourism

BRUSSELS, Belgium – April 07, 2026 – The European Commission has officially fired the starting gun for the 2027 European Capitals of Tourism competition, calling on cities across the continent to showcase their most forward-thinking strategies for creating a smarter, more sustainable visitor economy. This prestigious initiative, which merges the former "Smart Tourism" and "Green Pioneer" awards, aims to identify and celebrate destinations that are pioneering a new era of travel—one that is environmentally responsible, technologically advanced, accessible to all, and deeply connected to local culture.

Redefining the Modern European Getaway

What does it mean to be a "smart" or "sustainable" destination in 2026? The competition criteria offer a clear roadmap. The European Commission is looking beyond picturesque postcards to reward cities that demonstrate excellence across four key pillars: sustainability, accessibility, digitalisation, and the promotion of cultural heritage.

Sustainability involves far more than just recycling bins in hotel rooms. It demands a holistic approach to managing and protecting natural resources, reducing the environmental strains of tourism, and ensuring the industry benefits local communities. This aligns with the EU's broader European Green Deal, which aims to make the continent's economy more circular and climate-neutral. With tourism contributing significantly to emissions, particularly through transport, the pressure is on to innovate.

Accessibility is another cornerstone, pushing cities to create inclusive experiences for all travelers, regardless of age, physical ability, or cultural background. This translates to everything from multilingual digital services to physically accessible infrastructure. Digitalisation acts as the engine for many of these advancements, enabling cities to offer enhanced services, manage visitor flows to prevent overcrowding, and provide businesses with new tools for growth. Finally, the competition celebrates cities that creatively protect and leverage their cultural heritage, ensuring that tourism enriches local identity rather than eroding it.

The Economic Imperative of Innovation

The push for smarter tourism is not merely an ideological exercise; it is an economic necessity. The travel and tourism sector is a powerhouse for the European Union, contributing around 10% to the bloc's GDP and supporting nearly 23 million jobs in the years before the global pandemic. Recent forecasts from the World Travel & Tourism Council (WTTC) project the sector's contribution to the EU's GDP will climb to nearly €2.3 trillion by 2035, supporting over 30 million jobs.

In this highly competitive market, the "smart" label is becoming the new gold standard. Cities that invest in green infrastructure, digital tools, and accessible design are not just future-proofing their environments; they are building a powerful competitive advantage. They are responding to a growing demand from travelers, particularly younger generations, who increasingly seek authentic, ethical, and eco-friendly travel options. By rewarding these forward-thinking practices, the European Capitals of Tourism competition helps set benchmarks for the entire industry, demonstrating that profitability and responsibility can, and must, go hand in hand.

A Legacy of Excellence: What It Takes to Win

To understand the high bar for entry, one need only look at the legacy of past winners. The 2026 honorees, Tampere (Finland) and Dubrovnik (Croatia), exemplify the competition's ideals. Tampere was praised for its focus on sustainable growth and its climate work, while Dubrovnik was recognized for its strategic "Respect the City" project, a comprehensive plan launched in 2017 to combat the strains of overtourism through intelligent visitor management and digitalization.

The 2025 winners tell a similar story of innovation. Turin, Italy, impressed judges with its integration of AI and smart mobility solutions in its quest for carbon neutrality by 2030. Meanwhile, Benidorm, Spain, earned its title through a holistic sustainability strategy that includes advanced water management systems that have slashed consumption, extensive use of solar power, and a mobile app for real-time visitor management.

These examples reveal a common thread: winning cities don't just implement isolated projects. They weave sustainability and smart technology into the very fabric of their urban development and tourism strategies. From Malaga's fully adapted bus network to Seville's use of its 2023 title to foster international collaboration, the award recognizes a deep, long-term commitment to progress.

The Path to the Podium and Beyond

Cities wishing to join this esteemed group have until June 12, 2026, to submit their applications online. The competition is structured into two categories: one for larger metropolises with over 100,000 inhabitants, and another for smaller destinations with populations between 25,000 and 100,000, recognizing that innovation thrives at every scale. The eligibility is broad, extending beyond the 27 EU Member States to include non-EU countries participating in the Single Market Programme, such as Iceland, Norway, Ukraine, and Türkiye.

After the submission deadline, a panel of independent experts will evaluate the applications. The shortlisted cities will then present their cases to a European Jury, which will select the two winners. The announcement of the 'European Capitals of Tourism 2027' is slated for November 2026.

The prize is more than just a title. The two winning cities will receive a comprehensive promotional package at the EU level, including a professional promotional video, a signature hashtag sculpture for public display, and a significant boost in international visibility. Perhaps most importantly, they will join an exclusive network of leading tourism destinations, providing an invaluable platform for exchanging best practices and collaborating on future innovations. The application process itself is often cited as a catalyst, pushing municipal teams to think strategically about their long-term development and align their vision with the highest European standards. As cities across the continent grapple with challenges from funding gaps to labor shortages, this competition serves as both a beacon and a blueprint for building a resilient, responsible, and thriving tourism sector for the decades to come.