PARTNER CONTENT FOR THE EUROPEAN CAPITAL OF SMART TOURISM


The way forward By rewarding destinations at the forefront of innovation, the European Capital of Smart Tourism initiative helps cities attract more visitors — but that’s not all. Smart tourism can also play a role in combatting the negative social, environmental and economic impacts of travelling and help the industry respond to challenges. Representatives of the 2020 capitals recently shared insight on how smart tourism can support post-pandemic recovery. Gothenburg shared lessons from Sweden’s no-lockdown approach, highlighting the importance of sharing information, attracting regional visitors and investing in virtual attractions and events. Meanwhile, Málaga stressed the need to support smaller businesses and involve local companies in brainstorming new ideas and solutions. In addition to the 2020 capitals, four cities


received European Smart Tourism Awards in select categories: Breda, in the Netherlands, for accessibility; Ljubljana, the capital of Slovenia, for digitalisation; Karlsruhe, in Germany, for cultural heritage and creativity; and Gothenburg for sustainability.


Improved travel for all Anyone visiting Málaga can now experience its urban and natural charms more easily. Travellers can download apps to guide themselves through museums and attractions or scan QR codes at places of interest for information on the go. The city has also revitalised many of its natural spaces, including making eight beaches fully accessible for those with reduced mobility and fitting two with supportive devices for the blind. Málaga has also created an app to display information such as beach crowding, wave height and presence of jellyfish. Gothenburg’s strong approach to


technolog also benefits visitors. Take Liseberg amusement park, for instance, one of Sweden’s most popular attractions, which recently introduced a virtual queuing system. Travellers can also take advantage of the ‘Meet the locals’ initiative, which connects visitors with locals and offers an insight into day-to-day life in Sweden. Have a question about the city? Turn to the capital’s comprehensive digital channels or enjoy an online chat with a local expert.


More info


This EU initiative recognises outstanding achievements in smart tourism. Gothenburg and Málaga proposed attractive programmes to celebrate their titles as 2020 European Capitals of Smart Tourism. They now act as role models and are sharing best practices on a number of platforms. Visit goteborg.com and malagaturismo.com/en


To find out more, visit smarttourismcapital.eu and smarttourismcapital.eu/best-practices


IMAGES: STUDIOGRAFEN; PER PIXEL PETERSSON; GETTY


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