At the recently held 71st meeting of the World Tourism Organization (UNWTO) Europe Commission, which took place this year in the capital of Azerbaijan, Baku, Croatia achieved exceptional success – it was re-elected as a member of the Executive Council of this prestigious international organization, thereby confirming its status as one of the leading countries in global tourism. The new mandate lasts four years, from 2025 to 2029, representing a strong signal of the international community's trust in Croatian tourism policy and diplomatic engagement.

Minister of Tourism and Sports Tonči Glavina personally participated in this important event in Baku, where he commented with great satisfaction on Croatia's re-election to this influential UNWTO body. “This mandate represents yet another great recognition for Croatian diplomacy and tourism. The member states have entrusted us to actively participate in shaping global tourism policies in the upcoming period,” emphasized Minister Glavina.

Croatia as an example of sustainable tourism development

Croatia has already been recognized as a leader in sustainable tourism development, and its reforms and innovations in this segment serve as an example to many countries worldwide. Minister Glavina is particularly proud that Croatia actively influences the direction of UNWTO activities through partnership projects and initiatives. He especially highlighted the role of the Center for Sustainable Tourism Development based in Zagreb, which was established in cooperation with UNWTO and the University of Zagreb.

“The Center for Sustainable Tourism Development is becoming a key platform for knowledge exchange and the development of innovative approaches in tourism, focusing on environmental protection, social responsibility, and economic resilience,” Glavina emphasized, adding that Croatia will continue to strongly support policies that contribute to the balance between economic growth and the preservation of natural and cultural resources through its mandate in the Executive Council.

The importance of membership in the UNWTO Executive Council

The Executive Council of the World Tourism Organization consists of 35 full member states, making it one of the most important bodies within this global institution. The council plays a key role in preparing and making decisions that guide the work of the UNWTO and thus the global tourism sector. Decisions made in this body significantly influence international tourism policies, sustainable development, and the encouragement of innovation in tourism.

At the meeting in Baku, new members from the Europe Commission, which has 41 members, were also elected. Along with Croatia, countries such as Greece, Slovenia, Azerbaijan, and France were elected to the Executive Council, confirming the high level of cooperation and influence these countries have in the tourism field at both the European and global levels.

Croatian tourism in the global context

In recent years, Croatia has established itself as a desirable destination successfully combining natural beauty, cultural heritage, and modern tourism facilities. However, this success did not happen by chance but as a result of a strategic approach and investments in sustainability, innovation, and international cooperation. Membership in the UNWTO Executive Council is precisely the confirmation that Croatian tourism is recognized as an example of excellence, innovation, and commitment to environmental protection.

The role Croatia has in UNWTO enables it to participate in creating global trends, exchanging best practices, and cooperating with other leading tourist destinations. This also includes encouraging the resilience of the tourism sector, which has become especially important after the global challenges caused by the COVID-19 pandemic and due to the increasing impact of climate changes on tourism.

Cooperation and partnerships as the foundation of development

Minister Glavina emphasized that through the mandate in the Executive Council, Croatia will further strive to strengthen partnerships between member states, educational institutions, and the private sector. Such cooperation is crucial for developing innovative solutions that will enable long-term sustainability of tourism and increase its economic value for local communities.

The establishment and strengthening of the Center for Sustainable Tourism Development in Zagreb represent one of the important steps in this direction, as it will enable knowledge exchange, education, research, and the application of the latest scientific findings in tourism practice.

Challenges and opportunities for the future of Croatian tourism

Although Croatian tourism has experienced significant growth and international recognition, challenges such as climate change, changes in tourist habits, and global economic conditions require continuous adaptation and innovation. Croatia is ready to respond to these challenges through consistent implementation of sustainability policies, promotion of lesser-known regions, and the development of new tourism products focused on quality rather than quantity of visits.

Minister Glavina stressed that membership in the Executive Council allows Croatia to actively participate in shaping European and global tourism policies, which is an additional incentive for further development and sector improvement. “With our engagement, we strive to ensure that Croatian tourism remains competitive but also responsible towards the environment and the communities supporting it,” he concluded.

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