The National Recovery and Resilience Plan (NRRP) 2021–2026 has set a clear goal: to transform Croatian tourism into a sustainable, innovative, and resilient system that will generate greater added value, better wages, and higher quality jobs in the long term. Within component C1.6 dedicated to tourism, Investment R1-I3 – Improving the tourism ecosystem and strengthening capacities for resilient and sustainable tourism plays a key role. This investment, focused on human potential through lifelong learning, is designed to provide employees and the unemployed in tourism and hospitality with practical knowledge for the green and digital transition, raising service quality, and developing new, competitive products.
The Ministry of Tourism and Sport has developed ten modern non-formal adult education programs, with the support of the voucher system from the Croatian Employment Service (CES). The programs are attended without tuition fees for the participant, as the cost is covered by the voucher. Applications are submitted online via the Moj vaučer (My Voucher) application, and the list of verified education providers and details of each module can be viewed in the Skills Catalogue – Featured Programs in Tourism. Given today's date, October 19, 2025, the programs are current in the ongoing NRRP cycle, which lasts until 2026.
Why human capital is at the center of the tourism transition
Croatian tourism demand, following the pandemic shocks, is increasingly demanding and changing ever more rapidly. Guests are looking for personalized, authentic, and sustainable experiences, and the destinations that offer them command higher prices and have longer seasons. To make this possible, people with a combination of specialist and transferable skills are needed: from oenogastronomy and sustainable cooking to analytics, digital marketing, accessibility, and smart destination management. This is precisely why education vouchers aim to raise competencies throughout the entire value chain – from the kitchen and service to product management and destination organization systems.
Ten programs – one mission: sustainable and smart tourism
The programs are designed modularly, with clear learning outcomes and practical tasks that encourage the application of what has been learned to real business cases. The focus is on the green and digital transition, circular economy, efficient resource management, accessible and inclusive tourism, food safety, storytelling and heritage valorization, as well as the development of year-round experiences. Below is an overview of each program, with an emphasis on the real benefits for employers and participants.
1) Linking wine and gastronomic offer
The program develops the ability to design menus and wine lists that complement each other and to create "vineyard to table" experiences. Participants master the basics of oenology, pairing techniques, creating wine flights, developing pairings for local varieties and seasonal ingredients, and designing communication for different types of guests. Special emphasis is placed on sustainable practices: local suppliers, short supply chains, waste reduction, and smart logistics. The results are more profitable menus, higher average spending per guest, and a recognizable destination signature.
2) Digital transformation and sustainability in food and beverage service
Through this program, hospitality teams introduce digital tools into their daily work – from electronic orders and inventory to stock management and equipment energy efficiency. The module covers hygiene and food safety standards, measuring the CO2 footprint in operations, and using data from POS systems to optimize offers, work schedules, and margins. Digital transformation here is not an end in itself: the goal is faster, more accurate, and more sustainable service provision with less waste and more stable quality.
3) Ecological approaches to food utilization in cooking
This module introduces methods for reducing waste in the kitchen through "nose-to-tail" and "root-to-stem" approaches, creative processing of by-products, proper production planning, and smart storage. Participants learn how to create menus with full utilization of ingredients, how to compost or collaborate with suppliers on returnable packaging, and how to communicate sustainability to guests without compromising on taste and visual appeal. This simultaneously reduces costs and increases environmental responsibility, which guests increasingly recognize.
4) Creativity in making innovative desserts
The module combines pastry technology with experience design. Participants develop signature desserts inspired by local ingredients, heritage, and seasonality, use modern techniques (e.g., low temperatures, texturing, fermentation), and follow dietary trends like gluten-free or vegan desserts. The emphasis is on recipe standardization, portion calculation, food cost, and visual communication for digital channels – because a photo of the dessert is often the first purchase motivator.
5) Communication and cultural diversity in tourism
The program develops intercultural competencies, non-violent communication, complaint management, crisis situation protocols, and adapting services to guests of different languages, customs, and needs. Special attention is paid to accessibility and ethical communication with vulnerable groups. Participants also master tools for analyzing guest satisfaction, managing online reputation, and training teams through peer-to-peer learning.
6) Content creation for digital communication channels in tourism
Content is the driver of sales. Participants learn to plan and create multimedia stories for the web, social networks, and newsletters, using an SEO-approach and performance measurement. Topics covered include photo and video production in mobile conditions, storytelling through short formats, website speed optimization, text structure for "skimming" users, and campaign sending automation. The focus is on content that sells the experience, not just the accommodation.
7) Organization and implementation of events in tourism
The program covers the entire event management cycle – from conception and budgeting to safety protocols, sustainability, accessibility, and post-event analytics. Special attention is paid to green standards (waste, energy, and water management), involving the local community, and creating year-round events that make the destination relevant outside the peak season. The module develops competencies for working with partners, sponsors, and media, and for measuring economic impact.
8) Creative tourism and storytelling in the function of heritage valorization
Participants learn how to turn cultural and natural heritage into experiences that include visitors as co-creators: workshops, interpretive walks, gastro-events, thematic routes, and immersion-based experiences. Storytelling is built upon heritage interpretation methodology, with an emphasis on authenticity, resource protection, and the inclusion of local stakeholders. This creates a recognizable destination identity and increases visitor dispersion.
9) Implementation of the smart tourism concept in tourist destinations
The goal is to train participants to critically assess and apply smart solutions in destinations. The program covers data governance, open data, sensor infrastructure, tools for monitoring visitor flow, digital accessibility and universal design, as well as the use of technologies that provide access to content for people with different needs. They learn how to strategically connect mobility, the environment, cultural offers, and entrepreneurship into a unified system of destination intelligence.
10) Managing tourist product development in a destination
The program develops competencies for market analysis, tourist product design, itinerary development, partnership management, and quality management through standards and certificates. The emphasis is on diversifying the offer (outdoor, gastronomy, wellness, cultural, and business tourism), extending the season, and aligning with sustainability goals. Participants create concrete product development plans with a budget, KPIs, and a promotion plan.
Who are the programs intended for and who has priority
The programs are available to both the employed and the unemployed, and four programs – Organization and implementation of events in tourism, Creative tourism and storytelling in the function of heritage valorization, Implementation of the smart tourism concept, and Managing tourist product development – are also specially adapted for employees of tourist boards and officials in state and public administration. This strengthens the "muscle" of destination management at the local and regional level, which is crucial for stakeholder coordination and sustainable development.
How to get a voucher: application steps and useful notes
- Review the catalogue of tourism programs and choose the module that matches your experience and career development plan.
- Check which education providers conduct the selected program (higher education institutions, adult education institutions, vocational schools) and the schedule for the autumn and winter terms of 2025.
- Apply via the Moj vaučer (My Voucher) application. Prepare your personal data, a statement of motivation, and – if you are employed – your employer's consent where required.
- Wait for the application processing and decision. If approved, you will receive a voucher that covers the cost of tuition at the selected provider.
- Upon completion of the program, you will acquire a certificate of qualification/competence, which you can attach to your CV and internal evaluations.
Frequently asked questions about conditions, duration, and combining programs are available in the User Centre – FAQs. In general, vouchers are open to both employed and unemployed individuals over the age of 15; the programs are most often conducted in a duration adapted to the participants' work obligations, and classes can be a combination of in-person and online delivery, depending on the institution.
What the smart destination concept brings
Smart tourism is not just technology; it is a way of managing a destination that supports decisions with data and enables service accessibility for all groups of guests. In practice, this means introducing systems for measuring visitor load at attractions, digital accessibility maps, solutions for guiding visitors, and tools for managing stationary traffic. By using open data and standardized indicators, tourist boards and cities can more quickly identify bottlenecks, build resilience to extremes (e.g., traffic jams, heat waves), and increase the satisfaction of guests and residents.
Ecology and efficiency in hospitality
Ecological approaches in cooking and food and beverage service involve changes in procurement planning, preparation, and service: seasonal menus with local ingredients, reusable packaging, precise portioning, proper storage, and redistribution of food surpluses in accordance with regulations. In addition to waste reduction, hospitality establishments are also introducing more energy-efficient appliances, monitoring water and electricity consumption, and implementing systems for returnable bottles or kegs for beverages, thereby reducing costs and environmental footprint.
Digital marketing and SEO for tourism products
Visibility on search engines and social networks today directly affects occupancy and average price. Through the content creation program, participants learn how to choose keywords, structure titles and subtitles, write summaries that appear in the search engine snippet, optimize photo ALT descriptions, and build internal content linking. They also learn how to plan a content calendar, work with content creators, and properly label paid collaborations, as well as how to measure the return on investment (ROI) of campaigns.
Application examples and good practices
Higher education institutions and adult education institutions across Croatia are implementing these programs and adapting them to the specifics of local destinations. For example, the program Implementation of the smart tourism concept typically covers topics of accessible tourism and universal design with practical workshops on digital solutions that facilitate movement, information access, and reservations for people with different needs. In the gastronomy modules, the emphasis is on working with autochthonous varieties and seasonal menus, while in event management, the creation of operational plans, safety protocols, and sustainability measures is practiced.
How to choose the right program and provider
Before applying, it is worthwhile to define a professional goal for the 12 to 24-month period: advancement at work, moving into a new role, a seasonal project, or launching your own service. Then, compare the learning outcomes of each program with that goal, check the available schedules, the mode of delivery (in-person, online, or combined), the mentors, and the mandatory projects. Inquire about post-completion support – there are providers who offer career counseling, networking with employers, and access to a community of participants.
Financial and organizational aspects: what to expect
Since the voucher covers the cost of education, participants generally have no additional tuition costs. There may be minor logistical expenses (e.g., travel costs or accommodation for in-person workshops). Employers are advised to plan employee participation in line with operational needs, e.g., outside the peak season, and to enable internal knowledge sharing after the program is completed (mini-workshops, standard operating procedures, recipe audits, etc.).
The bigger picture: contribution to NRRP goals and destination competitiveness
Adult education in tourism directly supports the strategic goals of the NRRP: greater productivity and resilience of the economy, the green and digital transition, and the reduction of seasonality. Through these programs, teams are created that can design and deliver recognizable, sustainable, and inclusive experiences. This increases the quality of stay and guest satisfaction, while the local community feels less pressure and greater benefits from tourism.
Where to learn more and how to start
All relevant information – from program descriptions to the application procedure – is available on the official channels. Start with the CES vouchers for education, then review the featured tourism programs, and prepare your application in the Moj vaučer (My Voucher) application. For additional information on the role of education within the R1-I3 investment in the NRRP, follow the announcements of the competent ministry.
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