Dubrovnik Named Europe’s ‘Green Pioneer’ for Sustainable Tourism Dubrovnik
Dubrovnik — famed for its medieval walls and cinematic beauty — is now being recognised for something less visible but increasingly important: how it manages tourism.
The European Commission has awarded the city the title of "Green Pioneer of Smart Tourism 2026,” its highest honour for sustainability and innovation. The recognition marks a notable turnaround for a destination once synonymous with overtourism.
The award was presented at the historic Lazareti complex, where Mayor Mato Franković reflected on the city’s transformation.
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"Eight years ago, overtourism was one of our biggest challenges. Today, we are an example for others,” he said.
Officials highlighted Dubrovnik’s efforts to regulate visitor flows, invest in digital systems and prioritise residents’ quality of life — key pillars of modern tourism policy.
As the EU develops its first strategy for sustainable tourism, Dubrovnik is increasingly seen as a model for other destinations. The title will be marked throughout the year with installations in the Old City and green illumination of landmarks such as Onofrio’s Fountain.
For Dubrovnik, the award is both recognition and responsibility — a sign that the balance between tourism and daily life is possible, but must be carefully maintained.
