Benidorm and Turin, leaders of Europe's smart tourism revolution in 2025

Benidorm has been recognized as a European Green Pioneer for Smart Tourism 2025 by the European Commission, and Turin has been designated as the European Capital of Smart Tourism 2025, both cities setting new standards in sustainable, innovative, and inclusive tourism.

Benidorm and Turin have established themselves as leaders in the redefinition of European tourism by 2025.

While Benidorm has been named a European Green Pioneer for Smart Tourism, Turin has received the title of European Capital of Smart Tourism, demonstrating both cities' shared commitment to sustainability, innovation, and enriching their communities.

These achievements have been made possible thanks to the analysis of The Data Appeal Company and Mabrian, both Almawave Group companies, whose advanced data intelligence platforms have played a key role in the study of tourism trends, tourism perceptions, and sustainability metrics.

What has made these two cities stand out?

Benidorm and Turin have been recognized for their outstanding progress in accessibility, sustainability, digital innovation, and cultural heritage, serving as examples of how visionary policies and strategic transformations can redefine tourism.

Benidorm has used data intelligence to develop a year-round sustainable tourism model, preserving its unique urban and cultural identity.

Turin, for its part, has combined tradition and innovation, transforming its industrial roots into a vibrant cultural destination. Iconic spaces such as the former Lingotto factory and the OGR (Officine Grandi Riparazioni) have been transformed into dynamic cultural centers, symbolizing the city's evolution and commitment to inclusion and innovation.

Benidorm: data-driven sustainability

Benidorm's recognition highlights its leadership in sustainable tourism. From its origins as a small town linked to the merchant navy, the city has transformed into a global tourism icon thanks to its iconic vertical development model and commitment to data intelligence.

In 2015, Benidorm became the world's first Certified Smart Tourism Destination under UN Standard 178501, with Mabrian 's tourism intelligence platform as its strategic backbone. Through sustainable practices and a data-driven approach, Benidorm has achieved a Seasonality Balance Index of 84.6 and a Tourism Product Balance Index of 64.7.

The diversification of its tourism offering, including active, gastronomic, and wellness tourism, has driven a 59% increase in demand for active tourism and extended the average stay to 6.2 days.

Leire Bilbao, General Manager of Visit Benidorm, explains that "data intelligence is an essential part of this process, as it helps us establish benchmarks, monitor our progress, and set new goals, balancing traveler satisfaction and loyalty with the well-being of the local community, while honoring our identity and our direction."

Benidorm's Strategic Climate Change Plan (PACC), launched in 2021 and already 40% implemented, reinforces its leadership in climate resilience. This plan addresses topics such as renewable energy, water, and waste management, positioning Benidorm as a model in the EU SCORE program for coastal resilience.

The city also measures climate perception as a key factor in protecting its reputation as a destination, achieving a Climate Perception Index of 90.2 (+7% in five years).

Turin: a cultural and sustainable renaissance

Turin's designation as the European Capital of Smart Tourism 2025 celebrates its transformation from an industrial city to a vibrant cultural destination. Iconic venues such as Lingotto and the OGRs have become dynamic cultural centers.

According to data from The Data Appeal Company – Almawave Group, Turin stands out as a leading destination with an overall Sentiment Index of 89/100. Attractions such as the Egyptian Museum and the Mole Antonelliana earned scores of 93/100 and 94/100, respectively, thanks to their accessibility and visitor experience.

In 2024, events such as the Turin International Book Fair and the Artissima Art Fair broke attendance records, generating over €32 million for the local economy and reinforcing the city's cultural leadership.

Sustainability efforts are also notable, with a Destination Sustainability Index (DSI) of 70/100 and parks like Parco del Valentino achieving popularity similar to that of major museums. Effective management of overtourism, reflected in an index of 81/100, ensures a balance between visitor satisfaction and residents' quality of life.

A shared vision for smart tourism

Benidorm and Turin demonstrate that tourism innovation can be combined with sustainability and community well-being. These awards set global standards, proving that smart tourism is an achievable goal thanks to data intelligence, inclusion, and visionary policies.

Mirko Lalli, CEO of The Data Appeal Company - Almawave Group, comments: “Being named the European Capital of Smart Tourism 2025 is a huge source of pride for Turin and a true testament to the city’s dedication to innovation, sustainability, and inclusivity. Turin has worked hard to combine technology with its rich cultural heritage, and this recognition shows that those efforts are paying off. By prioritizing accessibility, sustainability, and smart visitor management, Turin is setting a new standard for responsible, forward-thinking tourism. I’m excited to see how this inspires other cities to create tourism experiences that are not only engaging but also sustainable for the future.”

Express. Editorial. AF