This year, the Republic of Croatia has set a more ambitious standard for the development of responsible, innovative, and resilient tourism by launching the first national award for sustainable tourism. The initiative stems from the country's strategic commitment to align tourism growth with the carrying capacities of the space, the quality of life of its residents, and the preservation of natural and cultural values by 2030. The award is designed as a milestone that encourages destinations and entrepreneurs to direct their plans, investments, and daily operations towards measurable sustainability results – from reducing resource consumption to enhancing the well-being of local communities and the long-term preservation of heritage.
Why this award now and why specifically in Croatia
In recent years, Croatia has significantly improved the strategic and legal framework for tourism management. The state's Strategy for the Development of Sustainable Tourism until 2030 defines clear goals and priorities, while the new Tourism Act establishes the obligation of planned destination management through a system of sustainability indicators and periodic reporting. In such an environment, the award becomes a natural tool: it recognizes those who are already leading, accelerates the adoption of good practices, and serves as a guide for all those who are just changing their business and management models. The support of international bodies further raises the bar – cooperation with UN Tourism ensures the international credibility of the criteria and the visibility of the best Croatian projects on the global stage.
Categories: who can compete and with what
The competition includes three separate categories to evaluate the specifics of individual areas and actors: the best sustainable tourism destination in the continental part of the country, the best destination on an island or coastal area, and the best business entity in sustainable tourism. The structure of the categories is intentionally designed to encourage healthy rivalry and knowledge sharing among participants. Continental areas compete based on year-round offerings, heritage revitalization, and visitor dispersion, while island and coastal destinations are under special scrutiny in the segments of resource management, protection of the sea and coastal zone, and smart mobility. In the business category, the evaluation focuses on how deeply environmental, social, and governance (ESG) principles are woven into the business model – from procurement and energy to accessibility and risk management.
What exactly is being looked at: measurable criteria instead of declarations
The evaluation relies on verifiable, quantified indicators and qualitative evidence that can be checked. The focus is on environmental and natural resource protection (water and waste management, reduction of greenhouse gas emissions, biodiversity conservation), the well-being of the local community (resident satisfaction, fair participation in the benefits of tourism, availability of public services and infrastructure), preservation and interpretation of cultural heritage, innovation and digital solutions, and alignment with the destination's strategic documents. Applications that present continuous progress – for example, a five-year trend of reducing energy consumption per overnight stay or an increase in the share of local procurement – will have a clear advantage over one-off, isolated actions.
Deadlines and important dates
Applications are open until October 14, 2025, which leaves applicants two weeks from today's date (October 1, 2025) for the final preparation of documentation, verification of metrics, and signing of necessary consents. The winners will be announced during the Days of Croatian Tourism event, which will be held in Dubrovnik from November 19 to 21, 2025. This schedule allows the jury enough time for a comprehensive review of the applications and possible on-site checks, and brings the winners maximum visibility in front of thousands of tourism professionals, media, and partners from the public and private sectors.
How to apply: steps, documents, and tips
Eligible participants include local and regional self-government units, tourist boards, public institutions managing cultural and natural assets, entrepreneurs in tourism and hospitality, as well as innovative companies whose products or services help destinations and hoteliers become more efficient and greener. The application is submitted via a specially prepared online form – application form. It is recommended that the documentation be structured into three sections: (1) strategic framework (destination management plans, sustainability strategies, ESG policies), (2) measurable results (baseline values, targets, achieved results, methodology), (3) evidence and attachments (audits, certificates, photographs, analytical reports). Transparency is particularly valued – clearly stating data sources, measurement frequency, and the responsible person or department.
Connection with the national Strategy until 2030
The Strategy until 2030 promotes tourism of higher value, with smaller seasonal fluctuations and greater territorial dispersion. The award is directly aligned with these goals: it favors projects that encourage longer stays, the development of special forms of tourism (active, cultural, health, MICE, eno-gastro), the valorization of cultural and natural heritage, and low-carbon mobility. Additional points are awarded for solutions that reduce pressure on the most burdened micro-locations, develop content in the interior, and support local value chains, for example, through short supply chains and the promotion of local products and crafts.
What the new Tourism Act brings
The new legal framework introduces the obligation to create destination management plans, along with a list of mandatory and specific sustainability indicators that each destination must monitor. The provisions set deadlines for adopting the plans, mechanisms for the coordination of all stakeholders, and the establishment of systematic monitoring of tourism's effects on resources, space, infrastructure, and the community. This already provides applicants with a basis for a quality application: available databases, defined methodologies, and clear outcomes. In addition, the law directs public and private investments towards projects with added value in the areas of green transition, resilience, and digitalization, which in the medium term increases competitiveness and reduces risks.
The role of international partners and the global context
The initiative is being developed in close cooperation with UN Tourism, the leading global organization that promotes responsible and inclusive tourism. This collaboration provides methodological support, international visibility, and connection with best practices worldwide. This year, World Tourism Day, celebrated on September 27, 2025, highlighted sustainable transformation as its main theme, emphasizing the importance of shifting from quantity to quality and managing the impacts of tourism, not just arrival numbers. The Croatian award is a logical response to such global trends: the criteria demand real, verifiable progress in environmental, social, and governance aspects, and the best examples become a model for other destinations in the region and beyond.
Examples of practices that pass the strictest filter
Successful candidates typically combine multiple levers: reducing energy and water consumption through energy-efficient equipment, solar panels, and smart management; transitioning to a circular economy through local supply chains, reducing single-use plastics, and increasing recycling; decarbonizing mobility by promoting walking, cycling, public transport, and micromobility; digital solutions for real-time monitoring of visitor flows and directing visitors; programs for interpreting culture and nature that involve the local community; and training for employees and partners. It is particularly appreciated when the impact is shown to be multi-dimensional: for example, introducing electric shuttle vehicles with a "park and experience" system simultaneously lowers emissions, reduces congestion, and increases pedestrian safety in old town centers.
Measurement that creates trust: indicators and reporting
Without measurement, there is no responsible management. Mature destinations apply a set of mandatory indicators (air and sea quality, resource consumption, communal facilities, infrastructure load, resident and guest satisfaction) and supplement them with specific metrics appropriate to local challenges – from protecting marine flora and fauna, through landscape preservation to cultural heritage management. It is crucial to clearly present the methodology, the frequency of measurement, and comparable time series. Transparent annual reporting, public disclosure of results, and data openness build trust among residents, partners, and investors, and are an important asset before the jury.
For continental destinations: special opportunities and tasks
The country's interior has a natural advantage in developing year-round products that relieve the coast during the peak season. Thermal and health tourism, active holidays, cultural routes, eno-gastro stories, and rural households form a mosaic of offerings with high potential. Successful projects in the continent demonstrably improve the quality of life for the local population through new jobs, the restoration of abandoned heritage, and better transport connectivity with minimal environmental impact. Investments in higher quality accommodation, thematic infrastructure for outdoor activities, accessibility for people with disabilities, and digital tools for interpreting natural and cultural heritage are particularly valued.
For islands and the coast: a balance between popularity and preservation
Coastal destinations attract the largest number of visitors and simultaneously bear the greatest pressure on resources. A sustainable approach requires precise capacity management (in space, traffic, services), protection of marine ecosystems, and responsible use of the coastal zone. The successful candidates for this award will be precisely those who have managed to link revenue growth with a decrease in negative external costs, thereby increasing both resident and guest satisfaction. Smart mobility plays a major role in this: seasonal traffic regimes, low-emission shuttle lines, bicycle paths, calm traffic zones, and integrated real-time information systems.
The business sector as a driver of change
Hoteliers, campsites, private accommodation providers, travel agencies, transport operators, and technology start-ups have a key role in the transformation. Decarbonization plans, purchasing local food, employee training, facility accessibility, energy certification, process digitalization, and strong risk management (from fires to extreme weather events) are just some of the benchmarks being evaluated. Applications that convincingly show how investments in sustainability have simultaneously reduced operating costs, improved service quality, and increased guest loyalty have a strong case for a high ranking.
Digital solutions and innovations that provide an advantage
The use of sensor networks, smart lighting systems, digital "twins" of destinations, big data analytics, and guest information applications contributes to more precise management and a higher quality experience. Innovations that connect mobility, energy, visitor flows, and spatial protection are particularly valued because they solve multiple challenges at once – they reduce emissions, relieve infrastructure, and increase safety. It is important to emphasize that technology is not an end in itself: it is crucial to define clear success indicators (e.g., reduced waiting times, lower energy consumption per user, more even spatial distribution of visitors) and to monitor them regularly.
Financing and incentives: how to close the financial structure
Successful applications most often combine their own investments, local and national grants, and European instruments where applicable. The key is in phased planning – quick, low-budget measures (e.g., lighting optimization, training, waste management) are followed by larger projects (such as energy renovation, introduction of renewable energy sources, and low-emission public transport) that are realized over several budget cycles. Well-prepared destination management plans and entrepreneurs' ESG strategies facilitate access to financing and show creditors that risks are recognized and controlled.
Communication with stakeholders and community involvement
No sustainability strategy succeeds without the community's trust. Regular public discussions, the inclusion of associations, schools, and local business associations, volunteer programs, and transparent reporting on the effects of tourism on the daily lives of residents create a sense of co-ownership over development. Applications that prove that decisions were reached with citizen participation and that have mechanisms for considering complaints and suggestions receive additional points. This is how a social contract is built in which tourism becomes an ally of quality of life, not a competitor for resources.
Frequently asked questions: what else applicants need to know
Who can apply? Any destination or business entity operating in the Republic of Croatia that can demonstrate measurable results in sustainability. Is the application free? Participation is free of charge, but the cost of preparing the documentation is borne by the applicant. What about data auditing? The organizer reserves the right to request additional evidence and conduct on-site checks. Will the results be made public? Yes, the laureates will be presented at the Days of Croatian Tourism in Dubrovnik, with detailed explanations of the criteria and achievements.
Why it pays to apply this particular year
This year's competition cycle comes immediately after World Tourism Day, which was dedicated to sustainable transformation, and just before the Days of Croatian Tourism, which bring together key industry players. This context ensures maximum visibility for quality projects, and brings winners a reputational advantage, easier access to partnerships and investors, and a strong incentive for the further dissemination of good practices at the national level. For all those planning to participate, now is the time to summarize results, update data, and show with an application that sustainability in Croatia is no longer an isolated project – but a standard.