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Dubrovnik, Croatia. Credit: Instagram @Vincent Rivaud
UN Tourism has signed landmark agreements with Croatia to reshape how global tourism is built, governed, and sustained – starting with a new research hub at the University of Zagreb, launched on Monday, June 16, 2025.
The deal was signed during an official visit by the UN Tourism Secretary-General and includes the launch of the Research Centre for Sustainable Tourism, designed to act as a ‘knowledge hub for research, policy development and capacity building.’
According to the UNWTO, the new centre will deliver ‘high-impact outputs across six key areas,’ including:
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- ‘Tourism Governance’ using ‘data-driven policy frameworks’
- ‘Sustainability and Inclusivity’ with ‘rigorous research and impact monitoring’
- ‘Climate Action in Tourism’ promoting ‘low-carbon solutions, renewable energy and circular business models’
The Centre will follow the UN Statistical Framework on Measuring the Sustainability of Tourism, tracking tourism’s environmental, social, and economic impacts to ‘guide public and private sector action.’
Croatia: sustainable tourism and sport
The Croatian government is also tying sustainable tourism to sport, stating it is ‘making substantial investments to ensure that major events leave lasting benefits for host communities.’
Discussions included how to ‘attract and steer sustainable investment’ toward long-term infrastructure that benefits locals – not just tourists.
Dubrovnik and overtourism
Dubrovnik was once infamous for overtourism. Now, it’s held up as ‘one of the most sustainable destinations in the country’, part of Croatia’s broader national strategy to ‘prioritize local well-being, economic resilience and cultural heritage protection.’
Later this year, Croatia will also launch the Sustainable Tourism Awards, aimed at celebrating destinations that go beyond just greenwashing.
However, Croatia has also recently made headlines for its dwindling tourism.
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