The collaboration between the Croatian National Tourist Board and Expedia Group has gained a new chapter through the Destination Giveback initiative, a program that combines the promotion of Croatian destinations with concrete support for local communities and the preservation of the Adriatic. At its core is the idea of transforming travel into a force that brings benefits to both residents and nature: targeted campaigns highlight lesser-known landscapes, while donations and education are invested in protecting marine ecosystems and nurturing the cultural heritage that makes Croatia recognizable. This approach establishes sustainability as a standard, not an add-on – tourism that inspires, but also gives back to the community.

What exactly does the new phase of the joint campaign bring

The campaign developed in partnership with the CNTB and Expedia Group is focused on presenting authentic experiences in smaller, often overlooked places, and on balancing tourist demand between the coast and the interior. The emphasis is on hidden gems – from the quiet coves of the South Dalmatian islands, the wine-growing hills of Istria and the green trails of Kvarner, to the charming towns of continental Croatia where local gastronomy, crafts, and customs are passed down through generations. A special value of the campaign is that it does not stop at inspiration: through messages, visuals, and the choice of locations, it systematically encourages reasonable planning, travel outside the peak season, and activities that respect the natural rhythms of the destinations.

Content is prepared for different markets and travel habits, with messages that emphasize Croatia's diversity: from UNESCO-protected historic cores and dry-stone wall architecture to a gastro scene that relies on local ingredients and small producers. Digital campaigns, especially those on platforms for travel inspiration and planning, guide the user through clear itineraries and thematic routes – for example, "from fortress to fortress" journeys, "on the trail of olives and wine," or "secret beaches accessible on foot." At the same time, educational messages serve as a reminder of the rules of conduct in sensitive coastal areas and the need to respect marked routes, communal order, and local traditions.

Destination Giveback: a model that gives back to the community

Destination Giveback is conceived as a bridge between global visibility and local impact. Each promotional wave strives to leave a mark that goes beyond increasing the number of overnight stays: it is about investing in education projects, nature protection, scientific research actions, and involving residents in the creation of the tourist offer. In this way, a circular flow of benefits is created – travelers get authentic experiences, and communities get direct support in resources and knowledge.

The new campaign carefully selects its motifs and filming locations, avoiding stereotypical vistas that often suffocate the real diversity of Croatia. Instead, it highlights lively fishing villages, smaller island archipelagos, and inland villages where the visitor encounters the stories of local people: masters of shipbuilding traditions, winemakers experimenting with autochthonous varieties, guardians of dry-stone walls, lacemakers, and mountaineers who maintain old trails. With such an approach, the campaign encourages the dispersion of traffic and more balanced development, but also restores self-confidence to small communities that have often remained in the shadow of larger tourist centers.

Concrete changes through donations: the example of the Sunce Association from Split

The material component of the initiative is also visible in the recent one-time donation of 10,000 euros intended for the Sunce Association – an organization that has been systematically engaged in nature and environmental protection for years, with an emphasis on marine biodiversity and sustainable management of coastal areas. Although the amount is symbolic in relation to the challenges, it represents an important signal by which the tourism industry gets involved in preserving the resources on which its long-term sustainability rests. The donation is directed towards educational and communication activities that change behaviors – from informing visitors about anchoring rules to encouraging volunteer actions for mapping sensitive habitats.

The Sunce Association particularly emphasizes the importance of Posidonia meadows – a marine flowering plant that creates dense underwater grasslands, thus providing shelter for fish fry, stabilizing the seabed, and sequestering significant amounts of carbon. Scientific data show that these meadows are a kind of "lungs of the sea," but they are also fragile: they are damaged by improper anchoring, turbidity due to reckless coastal works, climate pressures, and the pressure of increasingly intensive activities in shallow coves. That is why education, clear marking of zones, and the development of sustainable anchorages are becoming a priority – and not just in the summer, but throughout the year.

Korčula under the lights: art in the service of the sea

That the message of preservation can also be told through an artistic experience is shown by the audiovisual event held on September 26, 2025, at the Great Revelin in Korčula (Korčula Tourist Board). This is the second in a series of special screenings that combine visual projections, music, and educational content, which started after the premiere on Hvar. The installations are designed to "immerse" the audience in the underwater world – shots of Posidonia meadows, microorganisms, and sea currents are transformed into light compositions on the historic walls, while accompanying messages guide the viewer through simple but important steps to protect these meadows in everyday life.

The program on Korčula included short educational segments on proper anchoring, marking sensitive meadow zones, and opportunities for volunteering in actions to monitor the condition of marine flowering plants. Visitors could also learn how to apply simple rules of conduct during swimming and recreation in the shallows: do not pull out plants, avoid throwing cigarette butts and plastic, report improper anchoring, and respect local signs that warn of protected areas. This combination of art and science creates an emotional "click" – visitors leave with a sense of personal responsibility, which is most effectively transmitted through the community and social networks.

How the "hidden Croatias" to be presented are chosen

In practice, the selection of locations in the campaign is guided by a matrix of sustainability and authenticity. It is considered whether the destination can accept additional demand without overloading the infrastructure, whether it has a clear story that stems from the way of life and tradition, and whether there are local partners ready to participate in creating the offer: from family farms that introduce visitors to old recipes and varieties, to guides who know less-visited hiking routes, caves, or handicrafts characteristic of a particular region.

On the coast, priority is given to places with regulated anchorages and interpretation of natural heritage, in order to direct guests towards sustainable activities – diving with guides, observing marine life without disturbance, hiking on marked trails above coves, and participating in local events outside the peak summer season. In the interior, the focus is on traditional manifestations, renovated museums, and cultural routes that connect several towns and themes (for example, ancient fortifications, sacral architecture, old crafts, and contemporary art). Thus, the campaign broadens the perspective – Croatia is not just a summer vacation on the beach, but a series of year-round experiences that respect the rhythm of the place.

Digital tools for responsible travel

Collaboration with a major travel platform also brings technological support: recommendation systems that offer the user alternative dates and locations when the most popular places are overloaded, filtering of accommodation with sustainable practices (from waste management to water and energy savings), and informational modules that, already in the travel planning phase, point to the rules of conduct at sea and on the coast. Such "soft" mechanisms, although invisible at first glance, make the difference between mass and responsible tourism – they reduce seasonal peaks, spread demand throughout the year, and encourage the choice of suppliers who invest in sustainability standards.

In promotional materials, the emphasis is on high-production photography and video, but avoiding idealized scenes without people. Instead, the real rhythms of local communities are woven through the shots: morning fish auctions, olive and grape harvests, work in the vineyards, workshops for making model ships and repairing nets, gastronomic tastings at small markets. Such an aesthetic encourages visitors to participate, not just observe.

Examples of itineraries created with the campaign

For the area of southern Dalmatia, routes are proposed that connect historic cores with natural coves accessible on foot or by kayak, with an emphasis on using local transport and boat lines instead of individual vessels. In Istria, itineraries follow the stories of dry-stone walls, Istrian frescoes, and inland wine-growing villages, with recommendations for visiting taverns that work with short supply chains. Kvarner routes are directed towards island hiking trails, centers for the interpretation of maritime heritage, and coves that are accessible on foot but are sensitive due to their geomorphology – there, the emphasis is on rules of conduct, preserving underwater meadows, and avoiding improper anchoring.

Common to all these routes is that they include "stops" dedicated to education: learning about the rules of responsible anchoring, recognizing Posidonia meadows and the basics of preparing for diving without disturbing habitats, but also the ethical code of photography and posting on social media – without revealing sensitive locations that could suffer from excessive pressure due to virality.

Why Posidonia is a key theme of sustainable tourism

Posidonia (Posidonia oceanica) is widespread along the eastern coast of the Adriatic and forms ecosystems that are measurably beneficial to humans: mitigating coastal erosion, resilience of fish stocks, water purification, and carbon storage. It is also an indicator of change – the retreat of meadows can signal negative trends such as rising sea temperatures, eutrophication, or excessive physical damage. Therefore, any campaign that combines tourism and the protection of Posidonia is important not only for nature but also for the quality of the tourist product in the Adriatic.

The Sunce Association and partners in the BIOPRESSADRIA project are developing the practice of public events where scientific knowledge is conveyed in an understandable way and responsible habits are encouraged. In Korčula, this was done through light installations and interactive projections, while accompanying programs included discussions with marine biologists, representatives of local institutions, and tourist boards. Such formats create an atmosphere in which visitors feel part of the solution, and not just an audience.

The voice of local communities and the role of partnerships

Parallel to the promotion of destinations, work with local stakeholders is important – schools, clubs, associations, family farms, and tourism entrepreneurs. Education on sustainability, accessibility, and inclusivity standards helps small service providers adapt to the expectations of new generations of travelers. Special attention is given to visitor management rules in sensitive areas: limiting capacity, reservation systems during peak times, mandatory use of registered anchorages, as well as the development of "quiet" activities that do not disturb habitats.

Partnerships are precisely the trump card of this campaign: tourist boards, travel platforms, local authorities, and civil society complement each other with resources. While platforms bring reach and technology, local actors ensure authenticity, knowledge of the terrain, and the ability to actually implement changes. Donations like the one directed to the Sunce Association serve as a catalyst – they initiate small but measurable shifts, from mapping Posidonia meadows and installing educational panels to organizing volunteer underwater cleaning days and creating manuals for visitors.

Promotion that has a measurable impact

The success of the campaign is measured on several levels: visibility and reach, traveler reactions during the planning process, but also indicators on the ground. For example, interest in excursions that include the interpretation of natural heritage, the number of participants in education on proper anchoring, inquiries for guided tours in protected areas, or the redirection of demand from overcrowded to less-visited locations. At the same time, signals that speak of relieving the infrastructure in the "peak" season are monitored, as well as the satisfaction of the local population, whose opinion is increasingly included in development planning.

When the results of the campaign are linked with local initiatives, a clear picture of a triple effect is obtained: strengthening the recognition of Croatia as a destination with high sustainability standards, developing products that are less sensitive to seasonality, and growing awareness of the fragility of Adriatic habitats. It is precisely this combination that creates the foundation for travel that is truly in the service of people and the sea.

A look ahead: how to involve travelers

The next step is to bring the content even closer to travelers through interactive guides, simple checklists for responsible behavior, and clear information on where and how to participate in conservation. For example, recommendations for diving centers that respect ethical standards, maps of marked anchorages and zones with Posidonia meadows, and volunteering programs available throughout the year. Travelers are encouraged to choose accommodation that demonstrates sustainable practices, to rearrange their travel plans to avoid the busiest dates, and to give preference to public transport, cycling, or walking on site. For coastal activities, it is recommended to use marked anchorages, respect the "no-touch" rule underwater, and inform oneself about zones where anchoring is prohibited due to Posidonia meadows.

In the Destination Giveback initiative, the message is clear: when marketing and environmental care meet in the same sentence, the result is not just more beautiful shots on screens, but also measurable gains for the community. In this sense, cultural events like the Korčula light spectacle are an important link – they attract attention, stir emotions, and, most importantly, create the habit of thinking about the Adriatic as a common good worth preserving in every season.