Croatia is taking a significant leap forward in responsible travel by partnering with UN Tourism and the University of Zagreb to spearhead global efforts in sustainable tourism development. This groundbreaking collaboration focuses on establishing a state-of-the-art Research Centre for Sustainable Tourism and launching the country’s first Sustainable Tourism Awards. Together, these initiatives are poised to position Croatia as a frontrunner in tourism innovation, policy-making, and environmental stewardship, while offering a powerful model for integrating academic research, international cooperation, and national strategy to foster a more inclusive and resilient global tourism industry.
Croatia and UN Tourism Forge Strategic Alliance to Advance Global Sustainable Tourism
In a bold and forward-thinking initiative, the Ministry of Tourism and Sport of the Republic of Croatia has joined forces with UN Tourism and the University of Zagreb to drive a new era of sustainable tourism development. The partnership, formalized during the official visit of UN Tourism Secretary-General Zurab Pololikashvili to Croatia, centers around two main pillars — the creation of a dedicated Research Centre for Sustainable Tourism at the University of Zagreb and the launch of a national Sustainable Tourism Awards program. Together, these efforts mark a transformative chapter not just for Croatia, but for the global tourism landscape.
A New Research Hub at the Heart of Europe
At the core of this collaboration is the establishment of the Research Centre for Sustainable Tourism within the University of Zagreb. This institution, one of the oldest and most respected academic bodies in Southeast Europe, is now positioned to become a regional and international leader in applied tourism research. The Centre is designed to address the growing demand from UN Tourism’s Member States for data-driven, action-oriented research that can inform policy decisions and practical applications across the tourism value chain.
The focus of the Centre will be comprehensive. It will explore how governments can better govern tourism through evidence-based policies, supporting robust multi-level governance structures. Researchers will evaluate and promote sustainable tourism models that respect the environment, foster economic resilience, and promote social inclusion. The Centre will also play a central role in encouraging knowledge exchange, acting as a bridge between academia, government, and private sector stakeholders to ensure that insights translate into real-world solutions.
In addition, it will work on climate action strategies, analyzing how low-carbon solutions, renewable energy integration, and circular economy business models can be adopted within the tourism industry. Tourism law will also feature prominently in the Centre’s agenda, with legal experts analyzing regulations in Croatia and abroad to determine how well current frameworks align with sustainability goals. This comprehensive approach is in full alignment with the United Nations Statistical Framework on Measuring the Sustainability of Tourism. Under this framework, the Centre will monitor the environmental, social, and economic impacts of tourism and provide insights that help guide sustainable development strategies at both national and international levels.
Launching the Sustainable Tourism Awards
Complementing the academic and policy objectives of the research initiative is the upcoming launch of Croatia’s Sustainable Tourism Awards. Slated to roll out later this year, the awards will celebrate destinations, organizations, and individuals who demonstrate leadership and innovation in creating responsible tourism practices. These awards are not only a recognition of excellence but also a strategic move to encourage broader participation in the country’s sustainable tourism transformation.
The new awards initiative comes at a time when Croatia is actively rethinking its tourism model. The country has already enacted significant legislative reforms designed to ensure that tourism benefits are equitably distributed while preserving the natural and cultural assets that make Croatia a world-class destination. With the awards program, the country now aims to publicly highlight those actors who are leading the way — whether through green infrastructure, community involvement, digital transformation, or creative business models that serve both visitors and residents.
A Broader Vision for Sustainable Travel
Croatia’s commitment to sustainable tourism is not new. Over the past few years, the country has steadily worked to pivot away from overtourism and seasonal over-dependence, instead investing in strategies that promote resilience, regional dispersal, and year-round tourism. This has included targeted development in lesser-known regions, efforts to digitize visitor services, and community-based initiatives that place locals at the heart of tourism planning. The recent collaboration with UN Tourism further strengthens this vision. It underscores Croatia’s role as a proactive leader in the European tourism sector and highlights the nation’s willingness to serve as a model for how other destinations can implement systemic change.
The integration of academic institutions, global agencies, and government structures into a unified sustainability strategy is a powerful example of how multi-stakeholder engagement can drive real transformation. UN Tourism has praised Croatia’s holistic and inclusive approach, stating that the newly established Research Centre and the forthcoming awards program together represent a milestone in global tourism development. The Secretary-General emphasized that the Croatian model reflects a best-practice framework that other countries can emulate — one that brings research, recognition, and reform together in a cohesive vision for the future of travel.
A Global Model for Sustainable Tourism
This trilateral partnership between UN Tourism, the Croatian government, and the University of Zagreb signifies more than just institutional collaboration. It represents a call to action for the international community. As climate change, geopolitical instability, and growing visitor demand continue to reshape the global tourism landscape, countries must reimagine tourism in ways that balance growth with responsibility. Through this initiative, Croatia is actively contributing to a global shift in tourism thinking — one that prioritizes community well-being, environmental stewardship, and inclusive economic development. By launching a center for innovative research and rewarding transformative efforts across the industry, the country is positioning itself as a global leader in sustainable tourism strategy.
Conclusion: Toward a More Inclusive and Resilient Travel Future
The partnership between UN Tourism, Croatia’s Ministry of Tourism and Sport, and the University of Zagreb sets a new benchmark in global tourism collaboration. With the establishment of the Research Centre for Sustainable Tourism and the introduction of the Sustainable Tourism Awards, Croatia is laying the groundwork for a more resilient, inclusive, and forward-looking tourism industry. As these efforts begin to take root, they will not only benefit Croatia’s domestic tourism development but will also offer valuable insights and replicable models for other countries seeking to chart a sustainable path forward. In a world where tourism must adapt to new challenges while preserving its power to enrich lives and communities, Croatia’s initiative stands as a timely and inspiring example of progress in motion.
