Shoulder seasonal travel and regional destinations are at the top of the Balkans' sustainable tourism strategy.
Nikolina Brnjak was elected Croatia's Minister of Tourism in the midst of the coronavirus pandemic, when international travel has been hit harder than ever.
Despite the challenges she faces, she has focused on making Croatia a touchstone for sustainable travel, as well as rebuilding the Balkans' devastated tourism industry.
Ahead of the summer season, she spoke to Euronews Travel about her plans for the future of Croatian tourism.
New law brings Croatia's regional destinations to the attention of tourists
“Tourism has been one of the most affected industries in the world during the COVID-19 pandemic, and these crises have highlighted the need for major changes in tourism development and management.” says Bourgnac.
“Strengthening the resilience of tourism by establishing measures to ensure its adaptability to different challenges is part of the overall picture of building sustainable tourism.”
What is her current vision for her team? They want to develop tourism that is both environmentally and socially sustainable.
Croatia The first ever tourism law was adopted and came into force this year.
In a country where tourism is unevenly developed regionally, it aims to decentralize the tourism industry and adapt it to local and regional needs.
“Previously, tourism developed solely on the basis of economic benefits,” explains Bourgnac. “We wanted to find ways to strengthen resilience, implement sustainable practices, and move away from the perception of success based solely on night stays and tourism receipts. It is the pillar of our environment and society.”
She hopes the Tourism Act will help local communities develop their destinations with government support. They will be provided with tools to improve the quality of life of local residents and reduce the negative environmental impacts of tourism.
This is also enshrined in the law, which provides a framework for encouraging investment in the tourism sector based on: sustainability standard.
Croatia welcomes Europe's first sustainable tourism center
Croatia became a member of the European Union in 2013 and a member of the Schengen Area in January 2023.
Mr. Bourgnac has been working hard with the EU to achieve sustainability goals. sightseeinghas secured grants both personally and from the bloc's Recovery and Resilience Program and the EU's Multiannual Financial Framework, as well as through the Croatian national budget.
“We have also secured over €180 million in grants for the greening and digital transition of private tourism infrastructure,” she told Euronews Travel.
“We are confident that this investment cycle will make a significant contribution to sustainability and to the greening and digitalization of tourism, which is essential for its future competitiveness and success.”
Croatia is recognized as a leader in sustainable tourism development, inter alia by the Organization for Economic Co-operation and Development (OECD) and the European Commission.
The United Nations is also taking note, and the World Tourism Organization recently announced an initiative to establish sustainable tourism centres. Croatia – First in Europe.
In cooperation with the University of Zagreb, experts will research, develop and promote sustainable tourism policies.
The center's team will be able to share knowledge and best practices on sustainable tourism, including the Croatian statistical framework and its application to broader policy development.
Why Nicolina Bourgnac led the decision to focus on sustainability sightseeing?
“Recent research shows that tourists' travel habits are changing and they are increasingly interested in sustainable destinations,” Bourgnac explains. “Travelers are becoming increasingly aware of climate change, and this is also shaping the way they view holiday travel.”
“They are aware of the potential impacts of extreme temperatures, seasonal changes and more unpredictable weather conditions,” she added. “In the future, we are confident that our sustainability efforts will have a positive impact on their overall Croatian experience.”
She hopes that not only tourists but other countries will be impressed by the country's commitment to sustainability.
According to Bourgnac, that's already happening.
“At the policy level, we have had many bilateral and multilateral contacts with colleagues in the tourism industry who have experienced similar challenges and are interested in learning from the Croatian example,” she said. says.
Prices have risen in Croatia since the introduction of the euro, but it's a win from a sustainability perspective
After the Balkan countries join the Schengen Area and adopt the euro as their currency in 2023, Croatia too high For many visitors.
But Ms. Bourgnac says her commitment to sustainability is reinforced by higher prices that provide a better overall experience for travelers.
Rising costs are also helping to increase sustainability in other ways, such as encouraging more tourists to visit Croatia outside of the peak summer season.
“Croatia had its best-ever shoulder season last year. For the year as a whole, the tourist performance was on par with the record-breaking year before the pandemic, and the economy was also the best ever,” Brugnac said. says Mr. .
In fact, in 2023, there were 20.6 million visitors and 108 million night stays. Croatiaan increase of 9% from the previous year.
For Bourgnac, none of the criticism seems to be distracting from her focus on sustainability.
“This is more than just a buzzword for us,” she says. “This is the basis for improving the quality of our products and services.”
“Tourism is primarily an experience-based industry, and sustainable tourism development is about preserving natural and cultural resources, tradition, hospitality and safety, as well as providing tourist attractions and infrastructure tailored to the needs of tourists. and provide a high-quality experience for our customers.”
So while prices may continue to rise, Bourgnac is determined to continue on his current path. “Sustainable tourism development ensures value for money spent,” she says.