ZAGREB, 27 Jan (Hina) - Dubrovnik was highlighted as a model of smart and sustainable tourism on Monday at the European Tourism Day, held in Brussels alongside a conference on EU tourism policies and the upcoming first EU Strategy for Sustainable Tourism.
The event, organised by the European Commission and its Directorate-General for Mobility and Transport, offered a platform to review current EU tourism policies and discuss priorities in light of the forthcoming strategy.
EU Strategy for Sustainable Tourism to be soon presented
Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas said the strategy would be presented in the spring, aiming to strengthen Europe's global leadership in tourism while balancing economic growth with environmental protection and the well-being of local communities.
Tourism accounts for nearly 10% of Europe's GDP, and in some countries over 20%. Its impact extends beyond growth to social development and employment, generating millions of jobs when linked with related industries. But tourism is much more than economics – it reflects lifestyles, values, and Europe's identity, making it a strategic sector and a pillar of European competitiveness, cohesion, and global influence, Tzitzikostas said.
The strategy will aim to deliver a globally competitive, sustainable and inclusive European tourism model for the next decade.
It will focus on four key areas: competitiveness and sustainability, workforce development and skills, data and technology including artificial intelligence (AI) and promoting Europe as a destination.
Dubrovnik is being hailed as a model for sustainable tourism, thanks to digital innovations, new measures and regulatory efforts.
Shaikha Nasser Al Nuwais, Secretary-General of the UN World Tourism Organization, announced closer cooperation with the European Commission on sustainable tourism policies and cited Dubrovnik as a leading example.
Dubrovnik has introduced digital innovations to provide the best experience for visitors and actively manages tourist flows, which I witnessed myself during my visit last year. The city is also a green pioneer in smart tourism, tackling over-tourism and improving the distribution of visitor flows, she said.
Participating in panels at European Tourism Day, Dubrovnik Mayor Mato Franković highlighted the city authorities' sustainability initiatives and stressed that tourism should serve the city and its citizens, not the other way around.
He recalled that Dubrovnik was declared a city of over-tourism in 2017, prompting new measures and regulations, which required strong political will to achieve sustainable outcomes.
He added that Dubrovnik has implemented numerous measures, including a visitor counter to monitor tourist flows.
This made it possible for us in 2024 to record 35% more overnight tourists than in 2017, while cruise ship arrivals remained the same and day visitors increased by around 50%, because we redistributed visit opportunities, extended the season, and improved both service quality and residents' quality of life. Cruise ships are now limited to no more than two per day, and day visitors and buses can book their visit slots in advance, Franković explained.
