F
or those who like to live on the cusp of innovation,
smart tourism is the phrase of the moment. It’s about
how a destination connects visitors to its attractions,
how it promotes liveability and how it makes cities more
resilient and better able to respond to challenges. It goes a
lot further than free wi-i and bike-sharing schemes. Savvy
travellers want more info, more insight, more experiences.
How are European cities responding to this? Leaps in
technology and visionary thinking are closing the gap
between expectations and how a destination copes with
swelling visitor numbers. It’s all about ensuring visitors get
the best out of a city, without having adverse efects.
The European Capital of Smart Tourism campaign
is an EU initiative recognising outstanding achievement in
smart tourism in European cities. It aims to promote smart
tourism in the EU, network and strengthen destinations, and
facilitate the exchange of best practices. Participating cities
are provided with opportunities for cooperation and new
partnerships. But what does this really mean for visitors?
Take accessibility: we’re talking about smart city cards
— giving access to attractions and public transport, which
will be converted digitally so travellers can be sent real time
info and updates. Brighton’s free, all-terrain wheelchairs
on the seafront, giving disabled people greater access
to the beach, have been lauded. In Nice, visitors can ind
‘Nice greeters’ — locals willing to impart on-the-ground
intelligence about sights of the tourist trail.
For sustainability, examples include kayaking tours in
Copenhagen — free, if those taking part collect rubbish as
they go. In the sunny city of Palma de Mallorca, greenery
has been planted in urban corners, lowering the summer
temperature by up to four degrees.
Digitalisation is fundamental to smart city living. In
Ljubljana, it’s easy to download the Nexto app, which
combines storytelling with virtual reality, creating an
innovative guide to the city. In Málalga, the free SMASSA app
lets travellers know how full car parks are in key destinations.
In the Italian city of Ravenna, tourists can interact online with
locals and get their insights.
Finally, there’s cultural heritage and creativity, focusing on
anything from reinvention projects to festivals encouraging
local artists to brighten areas of their city with bold street art.
Helsinki and Lyon are the irst European Capitals of Smart
Tourism. Turn the page to reveal what makes them the
smartest of the bunch.Innovations in travel make it easier
for everyone to access and enjoy
destinations. We look at European cities
embracing the concept of smart tourism
— and what that means for visitorsIMAGE: AWL IMAGES
Kiasma, Helsinki’s museum
of modern artPARTNER CONTENT FOR EUROPEAN CAPITAL OF SMART TOURISM