Finland And Croatia Set The Stage For A Smarter, More Sustainable Future Of Tourism At ITB Berlin 2026 With Innovative Smart Tourism Solutions

Finland and Croatia are taking a leading role in shaping the future of tourism by showcasing their innovative smart tourism solutions at ITB Berlin 2026. As the tourism industry faces growing challenges related to sustainability, digitalization, and visitor management, these two countries have emerged as pioneers in integrating technology with sustainable practices. Finland, with its focus on digital services and local wellbeing, and Croatia, with its commitment to sustainability and data-driven visitor management, are setting the stage for a smarter, more sustainable future in travel. At ITB Berlin 2026, both cities will present their cutting-edge initiatives, demonstrating how smart tourism solutions can help destinations manage growth, preserve their cultural heritage, and enhance the overall visitor experience. This forward-thinking approach is not only transforming tourism in these countries but also inspiring other destinations around the world to adopt smarter, more sustainable practices.

The EU Smart Tourism initiative brings together destinations focused on advancing digital services, sustainable mobility, and effective visitor management practices. This initiative aims to support the tourism sector’s transformation by ensuring that destinations are ready to embrace the challenges of the future.

One of the most highly anticipated events for the EU Smart Tourism initiative is ITB Berlin 2026, where Tampere and Dubrovnik will be the spotlight cities, showcasing their innovative approaches to smart and sustainable tourism. These cities were selected as the 2026 winners of the EU Smart Tourism competition, which recognizes the best European destinations for their efforts in digitalization, sustainability, innovation, and accessibility in the tourism sector. The EU Smart Tourism stand at ITB Berlin will feature representatives from both cities, offering attendees the chance to engage with them directly and learn about their strategies for transforming tourism.

Tampere, named the 2026 European Capital of Smart Tourism, is recognized for integrating smart tourism practices with local wellbeing and facilitating knowledge-sharing across Europe. The city has successfully developed an approach that promotes not only technological advancements but also community engagement and resilience. At ITB Berlin 2026, Tampere will present its smart tourism vision during the panel discussion titled “The Painful Transition from Destination to Living Space Management,” scheduled for March 4, from 11:40 am to 12:20 pm at Hall 7.1b, Blue Stage. This panel will delve into the complex issues that arise as cities transition from being traditional tourist destinations to more liveable spaces. The discussion will focus on balancing the needs of tourists with those of the local community, ensuring that urban development serves both residents and visitors in a sustainable manner.

Dubrovnik, awarded the title of 2026 European Green Pioneer of Smart Tourism, is celebrated for its forward-thinking approach to sustainable tourism management. The city has made great strides in leveraging data and managing visitor flow to ensure its long-term resilience while maintaining the charm and culture that attract tourists. Dubrovnik has embraced sustainability as a core principle, not just in terms of environmental protection but also in creating a welcoming, balanced experience for visitors. During ITB Berlin 2026, Dubrovnik will share its best practices and insights during the panel “The Industry Outlook: Maintaining the Balance” on March 3, from 4:40 pm to 5:20 pm at Hall 7.1a, Orange Stage. This discussion will focus on how destinations can respond to the pressures of mass tourism while maintaining the local quality of life. It will offer valuable lessons on how to preserve the integrity of destinations, even as they experience increasing visitor numbers.

Both cities, Tampere and Dubrovnik, will also be featured in the Cultural Experiences of Tomorrow Guided Tour at ITB Berlin 2026. This guided tour, which will take place on March 5 from 11:45 am to 12:10 pm at the EU Smart Tourism stand (Hall 1.1, Stand 207), will allow visitors to discover how these two cities are leading the charge in the future of tourism. The initiative will offer a unique opportunity to explore how smart tourism practices are being integrated into the everyday life of these cities, enhancing the visitor experience while safeguarding the cultural and natural resources of each destination.

In addition to the presentations and panels, ITB Berlin 2026 will mark the launch of the next round of applications for the EU Smart Tourism competitions, set to begin in 2027. Cities from both EU Member States and non-EU countries participating in the Single Market Programme will be eligible to apply. This competition aims to continue the momentum of smart tourism across Europe, providing recognition to cities that demonstrate leadership in sustainable tourism practices. Interested destinations are encouraged to stay tuned for more information on how to apply and what criteria will be evaluated.

The European Commission, which has been a strong supporter of the EU Smart Tourism initiative, will also be heavily involved at ITB Berlin 2026. A key figure from the Commission will attend the opening press conference on March 2, and will deliver a keynote address on the afternoon of March 3, at the Orange Stage. The Commission’s involvement in the event underscores its commitment to promoting sustainable transport and tourism practices across Europe. Through these efforts, the European Commission aims to shape the future of tourism in a way that benefits both tourists and the communities they visit.

Another exciting aspect of ITB Berlin 2026 is the focus on the Together for EU Tourism (T4T) platform. Visitors to the Smart Tourism stand will have the opportunity to learn more about this initiative, which supports the green and digital transition in the tourism sector. T4T brings together stakeholders from various sectors of the tourism industry, allowing them to collaborate on sustainable practices, innovative solutions, and strategies for resilience. The platform aligns with the EU’s Transition Pathway for Tourism, which aims to make the tourism sector more sustainable, competitive, and inclusive. At the EU Smart Tourism stand, representatives from the European Commission and the 2026 award-winning cities will be available to discuss the T4T platform and how it is helping to shape the future of tourism in Europe.

ITB Berlin 2026 promises to be a landmark event for the tourism industry, offering valuable insights into the future of smart and sustainable tourism. With cities like Tampere and Dubrovnik leading the way, the event will highlight how destinations can integrate digitalization, sustainability, and community wellbeing into their tourism strategies. The EU Smart Tourism initiative not only celebrates the achievements of these cities but also provides a platform for others to learn from their experiences and apply similar approaches to their own tourism sectors.

Finland and Croatia are leading the way in shaping the future of tourism with their innovative smart tourism solutions, focusing on sustainability and digitalization, which they will showcase at ITB Berlin 2026. Their pioneering approaches set the stage for a smarter, more sustainable tourism industry.

As we look ahead to the future of tourism, it is clear that cities must adapt to the changing landscape by embracing smart, sustainable, and inclusive practices. The EU Smart Tourism initiative is helping to pave the way for a new era of tourism, where destinations are more resilient, innovative, and focused on the well-being of both residents and visitors. ITB Berlin 2026 will serve as an important milestone in this ongoing journey, showcasing the best practices and initiatives that will define the future of tourism in Europe and beyond.

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