Brussels - Europe
16 European cities entered a different race for the title of “European Capitals of Tourism 2027”, after the European Commission announced the short list of competitors. What is interesting is that cities do not compete over who receives the largest number of visitors, but rather over the quality of their management of tourism, its sustainability, ease of access, use of technologies, and protection of local heritage and creativity.

From Salzburg to Konya

In the category of cities with a population of more than 100 thousand, Aalborg, Braga, Genoa, Konya, Ljubljana, Lviv, Salzburg and Sofia qualified, after 43 cities from 18 countries advanced. The category of destinations between 25 and 100 thousand people includes Calais, Calvia, Gästeland, Ibiza, Nova Gorica, Sandanski, Selcuk and Zadar, out of 40 applications from 17 countries.

What makes the city a “tourism capital”?

The European idea redefines destination success. A strong tourist city is not necessarily the most crowded, but rather the one that can receive visitors without losing its identity or putting pressure on its residents and resources. The assessment includes transportation and accessibility, digital solutions, sustainable management, heritage, and support for local talent and culture.
Tourism that serves the population first

Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, summarized the philosophy of the initiative when talking about its previous version, stressing that tourism prosperity can go hand in hand with respect for local communities and preserving the unique identity of cities.

What does the winner gain?

The 16 cities will present their files before a European committee in Brussels on November 18 and 19, 2026, with two winners being chosen: a large city and a smaller city. The two winners will receive European promotional and marketing support for a year, a promotional video, and an international presence within the network of smart and sustainable tourism destinations.

An important message to Arab destinations

For Arab cities that aspire to raise their tourism competitiveness, the competition carries a clear lesson: visitors in the millions are not the only measure of success. A city that is easy to navigate, protects its heritage, uses technology intelligently, and leaves residents a share of the benefits of tourism may be more successful than a destination that breaks records in numbers of arrivals.