At the beginning of the 2000s, Croatia utilised the slogan “The Mediterranean As It Once Was” in its international promotion to highlight its Mediterranean way of life, preserved nature, attractive tourism amenities, and abundance of undiscovered tourist destinations. Croatia was a challenger and a returnee/newcomer to the Mediterranean market at the beginning of the century, having to reassert itself after the Homeland War. In those years, most of Croatia’s tourism was primarily coastal and highly seasonal, with limited destinations and high-end facilities. Croatia recorded over 9 million arrivals in 2003; however, by 2023, over 20.6 million arrivals and 108 million overnight stays were recorded.
Croatia has grown steadily over the past 20 years and has come a long way in terms of positioning itself on the international market. From a country that bases its USPs on the sun, sea, untouched nature and favourable prices, we are slowly becoming a year-round destination that preserves its natural, cultural, and historical legacy and works methodically to raise standards.
However, Croatia has also been negatively affected by contemporary tourism. All the issues plaguing our Mediterranean neighbours are also evident in Croatia. Numerous factors, including overcrowding at tourist destinations, the depletion of natural resources, pressure on local infrastructure and resident populations, and, more recently, the effects of climate change, prompted the Government of the Republic of Croatia to enact the Act on Tourism in collaboration with local communities. This move marked the beginning of the government’s active involvement in managing this vital economic sector, which accounts for nearly 20% of the country’s GDP. As a result, Croatia adopted the first umbrella and comprehensive Act on Tourism at the start of 2024, which regulates tourism-related activities with an emphasis on sustainability. The law allows local communities to decide on the intensity of tourist development and manage accommodation capacities and other parameters to reduce peak loads and adverse effects on local communities. With this, Croatia puts tourism in the context of sustainable business, boosting competitiveness and mitigating the harmful effects of mass tourism, which are increasingly plaguing Mediterranean destinations.
Croatia puts tourism in the context of sustainable business, boosting competitiveness and mitigating the harmful effects of mass tourism, which are increasingly plaguing Mediterranean destinations
The task is challenging since, like many Southern European nations, Croatia depends heavily on tourism, a significant GDP driver. Nonetheless, it is also a source of social inequalities and, more recently, the local population’s resistance to overtourism. Climate catastrophes and scientific projections that the Mediterranean will warm faster than the world average further necessitate defining the type of tourism we want, confirming that the path to sustainability and climate neutrality, no matter how challenging, has no alternative.
For the Croatian Chamber of Economy, sustainability is one of the main concerns and a top priority in the business assistance it provides to its members. Every year, the business community in Croatia is treated to several events featuring some of the most well-known authorities in the field of sustainability, including specialised education in ESG, the creation of the first ESG rating, and the “Support Sustainability” conference. “Stories – Experience Premium Croatia” is a new tourism platform HGK (CCE) introduced this year. The platform gathers leading service providers in a premium offer: hotels, marinas, charter and travel agencies, restaurants, holiday villas and camps.
Climate catastrophes and scientific projections that the Mediterranean will warm faster than the world average further necessitate defining the type of tourism we want, confirming that the path to sustainability and climate neutrality, no matter how challenging, has no alternative
The project was prompted by the necessity to bring together this rapidly expanding market segment as well as by Croatian tourism’s strategic documents, which identified presenting Croatia as a premium destination as one of the objectives on the road to sustainability. Through its activities, “Stories” will promote the growth of a high-quality tourism portfolio, facilitate the sharing of best practices, encourage ethical and sustainable business practices, and assist members in participating in national and international trade shows, B2B workshops, study trips, and media promotions.
With the strategy of developing sustainable tourism by 2030, Croatia has embarked on a new chapter in expanding its tourism portfolio. Our objective is to attract visitors interested in visiting Croatia all year round and eager to explore local culture, art, cuisine, high-quality accommodation, and an authentic experience that only sustainable tourism, working in harmony with the local community, can provide. We are fully aware that this journey will not be without its challenges. But like our colleagues from other Mediterranean destinations, we firmly believe sustainable tourism is the only viable option, and we are committed to changing our approach to this vital economic sector.
Opinion article written by PhD. Luka Burilović, President of the Croatian Chamber of Economy (HGK/CCE).