UN Tourism and Croatia are joining forces to boost sustainability in the travel industry through new initiatives that emphasize research, innovation, and recognition of best practices. The collaboration includes launching a dedicated Research Centre for Sustainable Tourism and a new Sustainable Tourism Awards program.
Signed during an official visit by the UN Tourism Secretary-General to Croatia, the agreements mark a significant step in aligning academic research, public policy, and industry goals toward a more responsible and resilient tourism future. The University of Zagreb and Croatia’s Ministry of Tourism and Sport are at the center of this new alliance, serving as key partners in the global effort to create meaningful change in how tourism impacts people and the planet.
New Research Centre to Drive Global Knowledge
The newly established Research Centre for Sustainable Tourism at the University of Zagreb will act as a knowledge hub focused on practical, actionable solutions. It responds directly to the rising demand from UN Tourism Member States for applied research that supports informed decision-making.
The Centre’s research agenda is structured around six critical areas:
Tourism Governance: Developing robust, data-driven frameworks to support decision-makers at multiple levels of government.Sustainability and Inclusivity: Advancing social equity, environmental protection, and economic sustainability through scientific research and monitoring.Knowledge Exchange: Creating a collaborative space to generate and share policy-relevant findings.Multi-Stakeholder Collaboration: Encouraging partnerships among government bodies, academic institutions, and the tourism industry.Climate Action in Tourism: Promoting solutions that include low-carbon operations, renewable energy use, and circular economy practices.Tourism Law: Studying the legal frameworks that regulate tourism in Croatia and internationally, with an eye on effectiveness and long-term impact.
These efforts will align with the UN Statistical Framework on Measuring the Sustainability of Tourism, ensuring that the environmental, economic, and social effects of tourism are accurately measured and used to guide future policies and investments.
Sustainable Tourism Awards: A New Benchmark
As part of this ambitious agenda, Croatia will host the inaugural Sustainable Tourism Awards later this year. These awards aim to spotlight destinations and stakeholders that exemplify responsible tourism practices. Organized in partnership with UN Tourism, the awards will offer global visibility to Croatian efforts that balance visitor experiences with long-term community benefits.
By celebrating innovation and integrity, the awards will serve both as motivation for local tourism stakeholders and as a model for other nations exploring similar paths. It’s a strategic move that fits into Croatia’s long-term vision of developing tourism that contributes to economic resilience, protects natural and cultural assets, and improves residents’ quality of life.
Croatia’s Tourism Strategy: Smart, Inclusive, and Long-Term
Over recent years, Croatia has rolled out comprehensive reforms to align its tourism strategy with sustainability goals. New legislation and forward-thinking policies have helped embed principles of inclusivity, cultural preservation, and environmental responsibility into national planning efforts.
The country’s vision is rooted in the idea that tourism should not only generate income but also enhance the social fabric of communities and safeguard the environments that attract travelers in the first place. The new partnership with UN Tourism enhances this mission by offering international collaboration and recognition on a larger scale.
Why This Matters Globally
The significance of this collaboration extends well beyond Croatian borders. As tourism continues to recover and evolve post-pandemic, sustainability has moved from a buzzword to a necessity. Countries are increasingly seeking frameworks that allow them to grow their tourism sectors without compromising social or environmental integrity.
By positioning itself as both a testing ground and a showcase for sustainable tourism, Croatia is helping shape global standards for the future of travel. This move reinforces the growing role of universities and research centers in leading tourism policy and offering the data-driven insights needed for effective governance.
With support from UN Tourism, Croatia’s new initiatives stand to inspire similar models across other destinations—especially those grappling with the challenges of over-tourism, climate change, and socio-economic inequality.
As these programs roll out, eyes will be on Croatia to see how sustainable tourism can become more than a goal—it can become the norm.