Leading the way — why these European cities are shaping the future of tourism

At first glance, Turin, the capital of Italy’s Piedmont region, with its grand boulevards, industrial heritage and Alpine backdrop, might seem worlds apart from Benidorm, Spain’s Costa Blanca resort town renowned for its golden beaches, glittering nightlife and high-rise skyline. Yet, despite these stark differences, both cities are grappling with the same challenge: how to make tourism benefit both people and the planet.

To achieve this goal, Turin and Benidorm have embraced a variety of sustainable tourism practices that reimagine the urban experience, striking a balance between urban development, environmental conservation, cultural preservation and sustainability.

In 2025, the commitment from both cities received recognition from the European Commission under the European Capital and Green Pioneer of Smart Tourism initiative, with Turin named the European Capital of Smart Tourism, and Benidorm crowned the European Green Pioneer of Smart Tourism. Now in its sixth year, this initiative celebrates European cities that are redefining the urban experience by embracing innovative and sustainable tourism strategies. Beyond this recognition, both cities have also contributed to the Sustainable EU Tourism project — an initiative dedicated to sharing real-world solutions for low-impact, resilient travel. So, how are these cities transforming the future of travel? Read on to find out.

Tech-driven tourism

In both Turin and Benidorm, digital innovation is enhancing the visitor experience in transformative ways. In Turin, the TorinoMercati app helps visitors navigate the city’s markets by highlighting open stalls, in-season produce and nearby lunch spots. Meanwhile, Turin's museums are piloting extended reality (XR) experiences through the EU-funded TrialsNet project, enabling visitors to relive the 1706 Siege of Turin at Museo Pietro Micca and meet lifelike avatars of historical figures, such as Filippo Juvarra, at Palazzo Madama.

Additionally, transport hubs in both cities are optimising urban movement via smart infrastructure and interactive guides. In Turin, AI-powered interactive kiosks named NETA (Navigation Exploring Tourist Assistance) offer personalised recommendations on exhibitions, performances and events. In Benidorm, smart bike racks and digital maps displaying electric vehicle charging points promote sustainable mobility across the city, while the NaviLens wayfinding app offers real-time audio guidance on accessible routes through the old town, helping visually impaired visitors navigate the city with greater ease.

By leveraging real-time data and smart infrastructure, both cities show how innovative technology can create a more accessible and seamless urban environment, helping both locals and visitors navigate the city with ease.

New cultural identities

With the aim of enhancing visitor experience, both Turin and Benidorm have embraced culture as a key pillar of their transformation.

Once a powerhouse of Italian car manufacturing, Turin’s industrial legacy has been repurposed in several strikingly innovative ways. The former Fiat factory in Lingotto now houses the sleek DoubleTree hotel and Pinacoteca Agnelli art gallery, with the rooftop’s historic test track transformed into a flourishing sky garden — the largest of its kind in Europe. Across town, the grand OGR railway workshops serve as a hub for contemporary art and music. Further afield, the Residences of the Royal House of Savoy — a UNESCO-listed network of palaces, castles and gardens — is modernising the visitor experience with XR technology and inclusive design elements such as sensory aids, wheelchair hire and accompanied guided tours.

Benidorm has expanded its cultural offering through a dynamic programme of events. Once known for its high-rise hotels and beach resorts, the city now hosts a vibrant calendar of festivals — from the Spanish song contest, Benidorm Fest, to the culinary delights of Benidorm Tapas Fest — enriching the visitor experience year-round.

Accessibility and inclusivity

For travellers with reduced mobility or additional access requirements, navigating historic cities — often characterised by cobbled streets and steep hills — can feel like a logistical feat. However, in both Turin and Benidorm, well-designed infrastructure and inclusive public transport systems are setting a new standard — not only making it easier for everyone to explore, but driving a belief that urban areas should be welcoming to all, regardless of ability.

In recent years, Turin has made significant strides in integrating accessibility into the city’s design — from smoother pavements to fully accessible bus and metro stations. Turismabile, the Piedmont region’s accessibility website, provides relevant information on accessible hotels, restaurants, cultural venues and public transport, helping locals and visitors navigate the city with ease. Several museums now offer tailored experiences, including the Museo Egizio, where 3D-printed artefacts and specialist tours bring the ancient Egyptian exhibits to life for visually impaired visitors.

Taking a different approach, Benidorm blends hands-on care with high-tech solutions. The Spanish city’s shoreline has accessible boardwalks, sunbeds, changing facilities and amphibious wheelchairs, with trained staff on hand at key access points (one at Levante and two along Poniente Beach). At Parque de Elche, just west of the old town, those with reduced mobility or sensory impairments can enjoy a supportive environment designed for their needs. Beyond the beach, accessible viewing platforms, adapted paths and senior-friendly urban design ensure that accessibility is embedded into the everyday.

Outdoor experiences

Seamlessly integrating nature into their urban landscapes, Turin and Benidorm both offer ample opportunity to explore the great outdoors. Hiking paths and cycle trails thread through Turin’s Po River Park, Corona Verde and Colline di Torino, leading to hilltop villages, restored parklands and UNESCO World Heritage Sites. Similarly, Benidorm’s Sierra Helada Natural Park is embedded with coastal trails that wind through pine forests and hidden coves, located just a 30-minute walk from the city centre. Here, nature and city life coexist effortlessly, with improved pedestrian infrastructure, protected wetlands and smart water systems helping to rebalance tourism with ecology. From hiking Turin’s mountains to cycling Benidorm’s coastal paths, both cities offer a vibrant urban experience and tranquil nature, all within easy reach.