Tampere and Dubrovnik to Lead 2026 Smart Tourism as European Capital and Green Pioneer: What You Need To Know

Published on November 21, 2025

In a significant milestone for sustainable and innovative tourism, Tampere (Finland) and Dubrovnik (Croatia) have been officially selected as the 2026 European Capital and Green Pioneer of Smart Tourism. The European Commission’s decision, announced following a European Jury meeting in Brussels, highlights the growing importance of accessibility, sustainability, and digitalisation in shaping the future of travel across Europe.

A New Era for Smart and Sustainable Tourism

The European Capital and Green Pioneer of Smart Tourism awards are part of a broader effort by the European Commission to recognise and promote destinations that are leading the way in transforming the tourism industry. These awards focus on four core categories: sustainability, accessibility, digitalisation, and cultural heritage. Tampere and Dubrovnik were chosen for their innovative approaches in these areas, making them ideal representatives of the EU’s vision for smarter, greener, and more inclusive tourism.

Tampere impressed the jury with its holistic and balanced approach to tourism development. The Finnish city demonstrated how tourism can contribute to local wellbeing while prioritising sustainability and inclusivity. With a forward-thinking programme for 2026, Tampere’s emphasis on collaboration and knowledge-sharing will offer valuable lessons to other cities looking to adopt smarter tourism practices.

Dubrovnik, on the other hand, earned its place as the Green Pioneer of Smart Tourism due to its outstanding sustainability initiatives. The city’s data-driven approach to tourism management, alongside its efforts to maintain sustainable visitor flows, showcases its potential as a role model for other popular destinations. Dubrovnik’s focus on long-term planning ensures that it can manage the pressures of high tourism demand while preserving its rich cultural heritage.

The Growing Importance of Sustainable and Digital Travel

With the tourism sector continuously evolving, the European Commission has placed a strong emphasis on the importance of sustainability and digital innovation. By promoting destinations like Tampere and Dubrovnik, the EU aims to set a high standard for tourism that prioritises environmental responsibility, digital accessibility, and the preservation of cultural heritage. Both cities exemplify these qualities through their practical and actionable initiatives.

For example, Dubrovnik has invested in smart tourism technology that allows visitors to interact with the city through digital platforms, ensuring an efficient and sustainable travel experience. In addition, both cities are leading by example when it comes to fostering local community engagement and supporting the green transition.

Tampere’s role as the European Capital of Smart Tourism will centre on showcasing how cities can integrate sustainability into the broader travel experience. Its comprehensive plans for 2026, including promoting accessibility and creating a digital-first tourism experience, will set a blueprint for other cities to follow. The city’s ability to combine innovation with tradition offers a dynamic approach to the future of tourism.

Celebrating Smart Tourism Practices Across Europe

Both Tampere and Dubrovnik will receive a specially designed award sculpture to commemorate their status as the 2026 European Capital and Green Pioneer of Smart Tourism. This recognition will also come with promotional support, helping these cities attract more visitors while reinforcing their commitment to sustainable tourism practices. They will join a growing network of leading European destinations that share knowledge, foster collaboration, and inspire innovation in smart tourism.

This new network of smart tourism destinations plays an important role in driving forward the European Commission’s agenda for smarter, greener, and more inclusive travel. By joining this network, Tampere and Dubrovnik will be able to share best practices with other cities and continue their work in shaping the future of travel across Europe.

The Road Ahead: What This Means for Travellers

For travellers, the 2026 European Capital and Green Pioneer designations present a unique opportunity to explore destinations at the forefront of sustainable and digital tourism. Both Tampere and Dubrovnik will offer innovative travel experiences that reflect the EU’s commitment to responsible tourism.

Travellers can expect enhanced accessibility, digital services, and eco-friendly initiatives that will make their visits both seamless and sustainable. As more cities across Europe strive to adopt these smart tourism practices, the overall quality of the travel experience is set to improve, benefiting both local communities and visitors alike.

A Bright Future for Smart and Sustainable Travel

Tampere and Dubrovnik’s selection as the 2026 European Capital and Green Pioneer of Smart Tourism marks an exciting chapter in the evolution of European travel. These destinations are setting a high standard for sustainable tourism, with a focus on innovation, accessibility, and preserving cultural heritage. Their leadership in promoting responsible tourism will inspire cities across Europe to adopt similar strategies, shaping the future of travel for generations to come.