Torino and Benidorm present their innovative approaches at ITB Berlin – Torino explores the impact of mega events, while Benidorm discusses sustainability and digital transformation.

With ITB Berlin just around the corner, Torino and Benidorm, winners of the European Capital and Green Pioneer of Smart Tourism competitions, are set to present their smart and sustainable tourism approaches. Visitors can come and meet Torino’s and Benidorm’s representatives at the EU Smart Tourism stand (Hall 2.1, Stand 103b).

Torino, the 2025 European Capital of Smart Tourism, will showcase how innovation can transform a city’s tourism sector. Once an industrial hub, it has evolved into a destination focused on inclusion and quality of life. On 5 March (11:15–11:55 a.m., Hall 7.1b, Blue Stage), Torino will join the panel Destination Development through Mega Events to discuss the lasting impact of the 2006 Winter Olympics.

Benidorm, the 2025 European Green Pioneer of Smart Tourism, will focus on sustainable tourism by addressing seasonality and promoting responsible tourism management. Their panel, Is Tourism Coming to an End? will take place on 5 March (12:45–1:15p.m., Hall 7.1b, Blue Stage), and explore how sustainability and digital transformation influence tourism’s future.