The European Commission has announced seven cities nominated for the “European Green Pioneer of Smart Tourism 2025” award. Among cities like Aveiro in Portugal, Benidorm in Spain, Sliven in Bulgaria, and Nea Propontida in Greece, the shortlist also includes Jūrmala. From the Baltic region, the city of Liepāja on Latvia's western coast and Panevėžys in Lithuania are also contenders for the award.

In its application submitted to the competition in May 2024, Jūrmala highlighted sustainable tourism initiatives, focusing on sustainable mobility, community involvement, and eco-friendly solutions. These objectives are being implemented in Jūrmala through an entrance fee, provision of electric public transport, and free mobility options for local residents, effectively reducing traffic flow and promoting environmentally friendly modes of transportation. Community involvement in city development planning enables residents to actively participate in improving Jūrmala. Opportunities in tourism are provided for young people, and support is extended to entrepreneurs to foster business development. Additionally, to strengthen sustainability, Jūrmala is implementing various eco-friendly projects aimed at thoughtful energy management and reducing carbon emissions.

Following this competition stage, on November 26 and 27, 2024, finalists will be invited to present their proposals to a European jury, which will then select the ultimate “European Green Pioneer of Smart Tourism 2025.” The chosen destination will have the opportunity to be recognized as a leader in tourism sustainability, committed to achieving the objectives of the European Green Deal, and will receive expert support in communication and branding at the EU level throughout 2025.

The “European Green Pioneer of Smart Tourism” competition continues the European Commission's tradition that began with the “European Destination of Excellence (EDEN)” competition launched in 2007, aimed at identifying and promoting Europe’s unique and emerging sustainable tourism destinations.

The city awarded the “European Green Pioneer of Smart Tourism 2025” title will not only gain visibility and attract visitors but also promote sustainable economic growth, reinforcing its position among Europe’s leaders in tourism sustainability.

More information on the “European Green Pioneer of Smart Tourism” initiative and the competition process can be found in the European Commission’s smart-tourism-capital.ec.europa.eu website section.