The European Commission chose Tampere as the winner of the European Capital of Smart Tourism competition from seven finalists. Joining Tampere in the final round were Braga (Portugal), Bruges (Belgium), Brussels (Belgium), Genoa (Italy), Leipzig (Germany), and Regensburg (Germany). The winner was selected by a European jury.
Tampere was recognised for its innovative practices and strong plans for sustainable growth. The jury highlighted the city’s compelling programme for 2026 as the European Capital of Smart Tourism. Tampere’s ability to ensure that local wellbeing benefits from tourism – as well as its commitment to sharing knowledge and solutions with others – also stood out as strengths in the competition.
The jury presentation in Brussels was delivered by Teppo Rantanen, Executive Director of Innovation and Competitiveness for the City of Tampere, and Heli Jokela, Marketing and Communications Director at Visit Tampere.
“Tampere has a strong foundation in sustainable development, smart city solutions that support both residents and visitors, and a vibrant cultural scene. We collaborate extensively across Europe, and co-developing innovations is in our DNA. This award is a wonderful recognition of our work – and an exciting opportunity to strengthen future collaborations,” says Rantanen.
Tampere’s application highlighted actions advancing climate goals, including sustainability tools for businesses and the city’s recent rise from 23rd to 6th place in the Global Destination Sustainability Index. It also showcased accessible nature destinations through Outdoor Express, the Tampere.Finland mobile app, and smart city solutions that connect digital and physical experiences. Tampere’s unique strengths, such as the Moomins and its status as the Sauna Capital of the World, were also prominently featured.
Strong international visibility and branding support for the winning city
As the European Capital of Smart Tourism 2026, Tampere will receive significant communication and branding support. This includes a dedicated promotional video, a hashtag sculpture to be installed in the city, and tailored marketing campaigns to enhance visibility across the EU and globally.
“This title allows us to elevate Tampere’s recognition among both existing and new audiences. It also strengthens our credibility and expands our connections in European-wide projects and networks where we are already active. We don’t yet even know all the opportunities this year will bring – but we look forward to taking our work to the next level,” says Heli Jokela, Marketing and Communications Director at Visit Tampere.
The award also aims to foster networking among leading smart tourism destinations and encourage the exchange of best practices, supporting innovation within European tourism.
Previous winners of the competition include Dublin (2024), Seville and Pafos (2023), Valencia and Bordeaux (2022), Málaga and Gothenburg (2020), as well as Helsinki and Lyon (2019).
Photo: Morfo Savva (for European Comission)
