Sustainable tourism: are we polishing the image or are we serious?

The share of income from tourism in Croatian GDP is arguably the largest in the European Union, which makes tourism one of the key economic branches in Croatia. However, mass arrivals of tourists, especially during the summer months, can have a negative impact on the environment, natural resources and cultural heritage with which we have positioned ourselves on the world map of top destionations. If there are too few tourists – a problem. If there are too many – same problem. The border is exactly where the interest in sustainable tourism begins! This is precisely the focus of the Green Plan of the Eurpean Union and the new strategy for the development of sustainable tourism until 2030. In addition, when choosing travel destinations, tourists around the world increasingly take into account the sustainability of the area, even 69 % of them, according to data from te European Commission. How can sustainable tourism practices benefit both local communities and the environment, and at the same time stimulate economic growth in the tourism industry? What exactly does sustainable tourism mean for us and how do we brand ourselves?