The competition is heating up for the 2024 European Capital and Green Pioneer of Smart Tourism awards, with the European Commission recently unveiling the shortlisted cities that are leading the way in smart, sustainable tourism. These prestigious awards highlight destinations committed to shaping the future of tourism through innovation, sustainability, and a focus on enhancing visitor experiences. But beyond the accolades, what does this mean for the cities vying for the top spots—and for the future of tourism in Europe?
The Shortlists: A Showcase of Europe’s Smartest Tourism Cities
From a competitive field of 30 candidates across 17 countries, six cities have been named finalists for the 2024 European Capital of Smart Tourism: Bremerhaven (Germany), Cork (Ireland), Dublin (Ireland), Genoa (Italy), Helsingborg (Sweden), and San Sebastián (Spain). Interestingly, this year’s shortlist was extended from the usual four to six due to a tie, indicating just how close the competition has become. Runners-up include Essen (Germany), Gdynia (Poland), Odense (Denmark), Padua (Italy), and Parma (Italy)—cities that narrowly missed the cut but still showcased impressive commitments to smart tourism.
Meanwhile, the shortlist for the European Green Pioneer of Smart Tourism features Grevena (Greece), Grosseto (Italy), Karawanken-Karavanke UNESCO Global Geopark (Austria/Slovenia), and Valongo (Portugal). These cities caught the attention of sustainability experts for their innovative approaches to eco-friendly tourism, positioning themselves as emerging leaders in green travel.
Smart Tourism: More Than Just a Buzzword
The European Capital of Smart Tourism competition, launched in 2018, celebrates cities that excel in areas like digital transformation, cultural heritage preservation, and sustainability. Previous winners, including Seville, Pafos, València, and Gothenburg, have proven that smart tourism isn’t just a trend—it’s a strategic approach that can boost a city’s international profile, improve the quality of life for residents, and create a more enjoyable experience for visitors.
This year’s finalists are no different. Bremerhaven’s focus on innovative maritime tourism, Dublin’s integration of cutting-edge technology in urban exploration, and San Sebastián’s commitment to sustainable culinary tourism are just a few examples of how cities are redefining what it means to be “smart.” However, being smart isn’t just about flashy tech; it’s about thoughtful, strategic planning that addresses the needs of both tourists and the local community.
Green Tourism: Leading by Example or Simply Checking Boxes?
The European Green Pioneer of Smart Tourism award, a successor to the European Destination of Excellence (EDEN) initiative, specifically recognizes destinations making strides in sustainable tourism. But as we celebrate these achievements, it’s worth questioning how deep these commitments run. Are these cities truly embedding sustainability into their DNA, or are they simply meeting criteria to gain the coveted green badge?
The cities shortlisted this year, like Karawanken-Karavanke UNESCO Global Geopark, are certainly doing impressive work in promoting eco-friendly tourism models that protect local environments and communities. But there’s always a danger that the “green” label becomes a marketing tool rather than a genuine transformation. As tourists become savvier, cities need to ensure that their green promises are backed by real action—transparent reporting, measurable impact, and ongoing community involvement.
What’s at Stake for the Winning Cities?
Winning these awards isn’t just about bragging rights. The European Capital and Green Pioneer of Smart Tourism titles come with significant perks, including EU-wide and global promotional campaigns, tailored branding support, and increased visibility that can attract more visitors and investment. This recognition can be a game-changer for cities, boosting their profile as top travel destinations and helping to drive sustainable economic growth.
However, it’s not just about attracting more tourists; it’s about attracting the right kind of tourists. Smart and green tourism awards help cities appeal to conscientious travelers—those who value sustainability, cultural preservation, and quality over quantity. This shift towards more responsible travel can, in turn, encourage cities to continue investing in sustainable infrastructure, cleaner transport options, and innovative visitor experiences that minimize environmental impact.
A Friendly Rivalry for a Sustainable Future?
With so many Nordic and Western European cities consistently ranking high in these competitions, a friendly rivalry seems to be brewing. But this competition isn’t just about who can top the charts—it’s about setting new standards that push all cities to rethink their tourism strategies. As more destinations embrace smart and sustainable tourism, the real winners will be travelers who benefit from cleaner, greener, and more enriching travel experiences.
The 2024 finalists are set to present their cases before a European jury, and the winners will be announced soon. But regardless of who takes home the titles, it’s clear that the future of tourism in Europe is heading in an exciting direction—one where innovation and sustainability go hand in hand.
The Verdict: Smart and Green Tourism—Genuine Commitment or Competitive Necessity?
These competitions showcase some of the best practices in sustainable tourism, but the real challenge lies in turning these awards into long-term commitments. Cities must ensure that their smart and green initiatives aren’t just about winning titles but about making meaningful, lasting changes that benefit both residents and visitors alike.
As the tourism landscape evolves, the pressure is on for all cities to step up, innovate, and prove that smart and sustainable aren’t just catchphrases—they’re the future of travel.
About the initiative
The European Capital and Green Pioneer of Smart Tourism is an EU initiative that rewards cities for their innovative approaches in accessibility, digitalisation, sustainability, and cultural heritage and creativity. Built on the successful experience of a preparatory action proposed by the European Parliament, the initiative seeks to foster innovative, sustainable, and inclusive tourism development, as well as spread and facilitate the exchange of best practices.
The competition provides winners a platform to showcase their outstanding practices to the world. Smart tourism practices in Europe implemented by the applicants of the 2023 competition can be found in the 'Leading Examples of Smart Tourism Practices in Europe' report. Likewise, delegates from the European Capitals of Smart Tourism competition winners, shortlisted cities, and EU Commission's representatives discuss in the EU Smart Tourism Podcast series the role of the European Capital of Smart Tourism competition in driving the smart tourism innovation and examine smart tourism practices that are shaping the future in Europe.
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