About the Awards

Cultural tourism is the fastest growing sector of European tourism and can contribute both to the sustainability and competitiveness of tourism in the European Union and beyond, as well as to the sustainable future of cultural assets, heritage sites and local communities.

Cultural Tourism products and services are important factors in sustainable development, contributing to the protection and promotion of cultural heritage, the extension of the tourism period, as well as increasing culture and heritage awareness among tourists and host communities, regional GDP and its multiplier effects.

These Awards enhance the visibility of European cultural tourism destinations,create a platform for sharing experience and knowledge and promotes networking between destinations. The Awards Contest is open to tourist destinations across Europe, to showcase their results and outputs in sustainable cultural tourism under several selected categories each year.

The Awards have been organised since 2014 by ECTN around annual themes, for the benefit of destinations, communities, associations, businesses, citizens and visitors.

The 2026 edition of the Awards for ‘Destination of Sustainable Cultural Tourism’ is organised by ECTN in partnership with Europa Nostra, the European Travel Commission and NECSTouR, supported by Europeana and in the framework of the INSPIRES SMP project. It follows on from the 2018 edition of the Awards which was held as a contribution to the ‘European Year of Cultural Heritage’ (EYCH2018) and the 2019-2025 editions, by a similar partnership that aims to contribute to the legacy of EYCH2018 through relevant EU initiatives.
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Call for Entries

The 202 6overall theme is: ​

"Sustainable Tourism Strategy and Culture Compass for Europe: Synergies for Regenerative, Smart and Resilient Cultural Tourism"

The Awards will be given for achievements by cultural tourist destinations which have produced significant results relatedto enhancing visitor experience while respecting traditions and involving local host communities.

The 2026 Awards address the followingtangible and intangibleheritage-relatedaspects of resilient, smart and sustainable cultural tourismdevelopment and promotion:

Resilience in Sustainable Cultural Tourism (linked to the INSPIRES SMP-COSME project, including natural heritage, green transition, and climate action.

Awarding entries that demonstrate “Resilient Tourism”, viz:

• Honouring initiatives that have demonstrated exceptional resilience in safeguarding cultural heritage during times of crisis, including disasters, economic downturns, and global pandemics. Such projects may include adaptive responses like virtual heritage tours during lockdowns, innovative restoration efforts in the aftermath of disasters, or the rapid reimagining of tourism experiences to protect both visitors and heritage sites.
• Special recognition will be given to projects that focus on preparedness and climate adaptation strategies, ensuring that cultural and natural heritage remains protected from the increasingly severe impacts of climate change. Initiatives that implement green transition and sustainable tourism practices, such as the use of eco-friendly materials in site restoration or strategies to mitigate the environmental impacts of tourism, will be celebrated for their forward-thinking approach.
• Efforts to manage visitor flow and reduce the pressures of overtourism. Entries that focus on redistributing tourist activity to lesser-known, yet culturally significant, destinations are encouraged. By promoting these initiatives, not only alleviate overcrowding at major tourist sites but also support the economic development of smaller communities.
• Fostering collaboration among Tourism SMEs to develop digital and green transition solutions with resilience. 'Tourism resilience' refers to dealing with crises for maintaining stability while ensuring flexibility and diversity for innovation and further development.

Other categories are Digitalisation and Smart Tourism, Creative Tourism, Regenerative Tourism, Transnational Thematic Tourism and Active, Slow and Accessible Tourism