Is Croatia on track to become Europe’s most sustainable travel destination? The tourism minister is optimistic.

Croatia’s Minister for Tourism, Nikolina Brnjac, is leading the charge in transforming the country’s tourism industry into a sustainable powerhouse. In the midst of the COVID-19 pandemic, Brnjac took on the challenge of rebuilding Croatia’s tourism sector and making it a beacon for sustainable travel.

One of the key strategies Brnjac has implemented is focusing on regional destinations and promoting shoulder season travel. By decentralizing the industry and adapting it to local and regional needs, Croatia aims to create a more sustainable and resilient tourism sector.

The recent adoption of Croatia’s first Tourism Law is a significant step towards achieving this goal. The law emphasizes the importance of balancing economic, environmental, and social sustainability in tourism development. It provides a framework for investment incentives based on sustainability criteria, encouraging the development of destinations that benefit both local communities and the environment.

Brnjac’s efforts have not gone unnoticed, as Croatia has been recognized as a leader in sustainable tourism development by organizations like the OECD and the European Commission. The United Nations has even announced plans to establish Europe’s first Centre for Sustainable Tourism in Croatia, in collaboration with the University of Zagreb.

Despite concerns about rising prices following Croatia’s adoption of the euro, Brnjac remains steadfast in her commitment to sustainability. She believes that higher costs can actually enhance the overall tourist experience and encourage visitors to explore Croatia outside of the peak summer season.

With a focus on sustainability, regional destinations, and shoulder season travel, Croatia is poised to become a model for sustainable tourism in Europe. Brnjac’s vision for a more environmentally and socially conscious tourism industry is paving the way for a brighter and more sustainable future for Croatia’s tourism sector.