Published on
November 9, 2025
The World Travel Market (WTM) 2025 in London has been a great source of encouragement for Croatia’s tourism sector, as it won six awards, which are all prestigious. The awards, which formed part of the 24th Wanderlust Reader Travel Awards, show the increasing popularity and acknowledgement of the country on the global travel stage. Over four million readers of Wanderlust Travel Magazine voted, and Croatia was one of the top European destinations, featuring its outstanding natural beauty, rich history, and dedication to eco-friendly tourism.
Croatia Takes the Spotlight in Multiple Categories
The recognition comes as no surprise given Croatia’s increasing appeal among British travellers. The country was honoured as the second most desirable European destination, underscoring its widespread popularity. Its islands, often celebrated for their pristine beauty, secured fourth place in the ranking of the most desirable islands across Europe, further cementing Croatia’s position as a sought-after destination in the Mediterranean.
One of the most significant recognitions of the evening was reserved for Dubrovnik, the southern Croatian city that continues to captivate visitors with its historical charm and stunning coastal views. Dubrovnik was named the second most desirable European city, solidifying its status as a must-visit destination. The city also earned a special Wanderlust award for its ongoing efforts in promoting sustainable tourism, a reflection of its commitment to preserving both its cultural heritage and the environment.
In addition to the accolades for Dubrovnik, Istria and Dubrovnik-Neretva County also gained recognition, placing sixth and seventh, respectively, in the category of the most desirable European regions. This recognition highlights the diverse attractions found across Croatia, from its coastlines and islands to its inland regions rich with history and culture.
The Impact of These Awards on Croatia’s Tourism
The significance of these awards cannot be understated. For Croatian tourism, they serve as a clear signal of the country’s strong reputation among international travellers, particularly British tourists. Croatia’s tourism strategy, which focuses on sustainable development, cultural preservation, and authentic experiences, has resonated with Wanderlust readers, positioning the country as a top destination for responsible travel.
As a popular destination for both luxury travellers and those seeking a more authentic experience, Croatia has continued to grow in popularity year after year. The nation’s tourism strategy emphasises the importance of maintaining balance, ensuring the preservation of its natural and cultural wonders while offering world-class experiences. These awards reflect Croatia’s growing reputation not just for its beautiful coastlines, but also for its dedication to providing high-quality and sustainable tourism.
Dubrovnik’s Role in Sustainable Tourism
Dubrovnik’s recognition for its sustainable tourism initiatives is especially noteworthy. The city has implemented a series of measures to combat overtourism and ensure that it remains a desirable destination for future generations. Policies such as limiting the number of cruise ships that dock at the port and efforts to reduce carbon emissions are just a few examples of Dubrovnik’s commitment to sustainability.
Dubrovnik’s approach to tourism is a model for other European cities looking to balance the needs of the tourism industry with the preservation of their historical and natural resources. By receiving the Wanderlust award for sustainable tourism, Dubrovnik highlights the increasing importance of responsible travel in today’s tourism landscape.
A Bright Future for Croatian Tourism
These six awards underscore Croatia’s status as one of Europe’s most dynamic and desirable destinations. For travellers seeking a mix of stunning landscapes, rich history, and sustainable tourism practices, Croatia offers an unparalleled experience. The awards not only celebrate the country’s past achievements but also point towards an exciting future in tourism.
As Croatia continues to develop its tourism sector with a focus on sustainability and authenticity, it is clear that the country’s efforts are paying off. From its spectacular coastline to its vibrant cities and picturesque regions, Croatia is poised to remain a top destination for international visitors in the years to come.
Croatia’s Tourism Reputation Soars
The six awards that Croatia earned at the World Travel Market 2025 highlight the country’s rising prominence in the European tourism sector. With the spotlight on Dubrovnik, Istria, and Croatia’s islands, these accolades are a testament to the country’s dedication to sustainable tourism and the authenticity it offers travellers. The recognition of sustainable practices, cultural preservation, and quality tourism is set to propel Croatia to even greater heights as a top European destination for years to come.
