Benidorm and Turin are emerging as pioneers in redefining European tourism for 2025.
While Benidorm has been named the European Green Pioneer of Smart Tourism by the European Commission, Turin has been awarded the title of European Capital of Smart Tourism, showcasing their shared commitment to sustainability, innovation, and community enrichment.
These achievements have been supported by insights from The Data Appeal Company and Mabrian, both part of Almawave Group, whose advanced data intelligence platforms have played a critical role in analysing tourism trends, sentiment, and sustainability metrics.
Benidorm and Turin have been recognised for its accomplishments in accessibility, sustainability, digital innovation, and cultural heritage, as both continue to exemplify how forward-thinking policies and strategic transformations can redefine tourism.
Benidorm has harnessed data intelligence to pioneer a model of sustainable, year-round tourism while preserving its unique urban and cultural identity.
Meanwhile, Turin seamlessly blended tradition with innovation, transforming its industrial roots into a vibrant cultural destination.
Once a quaint fishing village, Benidorm has grown into a global tourism icon, thanks to its innovative vertical urban development model and strategic embrace of data intelligence.
The city became the world’s first Certified Smart Tourism Destination under the UN Standard 178501 in 2015, with Mabrian’s travel intelligence platform playing a pivotal role in guiding its strategic growth.
Through a combination of sustainable practices and a data-driven approach, Benidorm has achieved a Seasonality Balance Index of 84.6 and a Tourist Product Balance Index of 64.7. Diversification of its tourism offerings—such as active, gastronomy, 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, said: “Data intelligence is an essential part of this journey, as it is helping us to benchmark and monitor our advancements, as well as set new goals, while keeping the balance of both travellers’ satisfaction and loyalty and local community’s welfare, and honouring who we are, where we are coming from, and where are we heading to”.
Benidorm’s Climate Change Strategic Plan (PACC), launched in 2021, further demonstrates its leadership in climate resilience. Already 40% implemented, the plan addresses renewable energy, water, and waste management, making Benidorm a model destination in the EU SCORE program for coastal resilience.
Benidorm treats climate perception as a key factor to protect and enhance the destination’s reputation, aligning travellers’ expectations with actual climate conditions: this approach has resulted in a positive Climate Perception Index of 90.2, reflecting a +7% increase over five years.
Turin’s designation as the European Capital of Smart Tourism 2025 celebrates its evolution from an industrial hub into a vibrant cultural and tourism destination.
Its tranformation can be seen in the likes of Lingotto and OGR-Officine Grandi Riparazioni, repurposed into dynamic cultural venues.
Data from The Data Appeal Company – Almawave Group highlights Turin’s strong positioning as a leading travel destination, with an overall Sentiment Score of 89/100 and standout attractions like the Egyptian Museum and the Mole Antonelliana scoring 93/100 and 94/100, respectively, celebrated for accessibility and visitor experience.
In 2024, flagship events like the Turin International Book Fair and Artissima Art Fair attracted record-breaking attendance, contributing over €32 million to the local economy and reinforcing Turin’s cultural leadership.
Sustainability efforts are equally noteworthy, with a Destination Sustainability Index (DSI) score of 70/100 across environmental, socio-cultural, and destination management dimensions, and green spaces like Parco del Valentino achieving similar popularity to the city’s top museums.
Effective overtourism management, reflected in an Overtourism Pillar score of 81/100, ensures a balance between visitor satisfaction and quality of life for residents.
Mirko Lalli, CEO of The Data Appeal Company – Almawave Group, said: “Being named European Capital of Smart Tourism 2025 is a huge source of pride for Turin, and a real testament to the city’s dedication to innovation, sustainability, and inclusivity.
“Turin has worked hard to blend technology with its rich cultural heritage, and this recognition proves that it’s paying off. By prioritising accessibility, sustainability, and smart visitor management, Turin is setting a new standard for tourism that’s responsible and forward-thinking.”
He added: “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”.
