Could Croatia be the most sustainable travel destination in Europe? Its tourism minister hopes so

Nikolina Brnjac was elected as Croatia’s Minister for Tourism in the midst of the COVID pandemic, when international travel was hit harder than ever before.

Despite the challenge she had ahead of her, she has put a focus on not only rebuilding the Balkan

Wish you were here? Tourists enjoy the waterfront in Split, Croatia country’s battered tourism industry but on making Croatia a touchstone for sustainable travel. Ahead of the summer season, she spoke to Euronews Travel about her plans for the future of tourism in Croatia.

A new law is helping put regional Croatian destinations on tourists’ radars

“During COVID, tourism was one of the most affected industries globally, but these crises also highlighted the need for a profound change in tourism development and management,” Brnjac says.

“Strengthening the resilience of tourism by setting up instruments to ensure its adaptability to different challenges is part of a bigger picture of building sustainable tourism.”

Her team’s vision now? They hope to develop tourism that is environmentally and socially sustainable.

Croatia has adopted its first ever Tourism Law which came into force this year.

In a country where tourism is unevenly regionally developed, it aims to decentralise the industry and adapt it to local and regional needs.

“Before, tourism was developed solely based on economic interests,” Brnjac explains. “We wanted to find a way to strengthen the resilience, implement sustainable practices and move away from the perception of success based solely on the number of overnight stays and revenue from tourism - that is, we wanted to find the right balance between the economic, environmental and social pillars of sustainability.”

She hopes the Tourism Law will help local communities to develop destinations, with the help of the national government. They’ll be given tools to both improve the quality of life of the local population and to mitigate the negative impact of tourism on the environment.

That’s something the law has written in stone, too, offering a framework for investment incentives in tourism, based on sustainability criteria.

Croatia will welcome Europe’s first Centre for Sustainable Tourism

Croatia became a member of the European Union in 2013 and of the Schengen Area in January 2023. Brnjac has worked hard in conjunction with the EU to reach her goals for sustainable tourism, securing grants both privately and from the bloc’s Recovery and Resilience Programme and EU Multiannual Financial Framework, as well as through the Croatian state budget.

“We also secured grants for green and digital transition of private tourism infrastructure amounting to over €180 million,” she tells Euronews Travel.

“I am confident that this investment cycle will strongly contribute to sustainability, to the green and digital transition of our tourism, which is essential for future competitiveness and success.”

Croatia has been recognised as a leader in the development of sustainable tourism, not least by the Organisation for Economic Cooperation and Development (OECD) and the European Commission.

The United Nations has taken notice too and the World Tourism Organisation recently announced its initiative for establishing a Centre for Sustainable Tourism in

Croatia - the first in Europe. In collaboration with the University of Zagreb, experts will research, develop and promote sustainable tourism policies.

The teams at the centre will be able to share knowledge and best practices for sustainable tourism, including Croatia’s statistical framework and its application to wider policy development.

Why did Nikolina Brnjac lead with the decision to focus on sustainability in tourism? “According to recent surveys, the tourists have changed their travel habits, and interest in sustainable destinations is growing,” Brnjac explains. “Travellers are increasingly aware of climate change and this is also shaping their perspectives on holiday travel.”

“They recognise the potential impacts, such as extreme temperatures, altered seasons, and more unpredictable weather conditions,” she adds. “I am sure that, in the future, our work on sustainability will have a positive impact on their overall experience of Croatia.”

She’s hopeful that it won’t be just tourists who will be impressed with the country’s efforts on sustainability, but other nations, too.

According to Brnjac, that’s already happening.

“On a policy level, we have had many bilateral and multilateral contacts with colleagues dealing with tourism, who experience similar challenges and are interested in learning from Croatia’s example,” she says.

Croatia is more expensive since adopting the euro - but it’s a win for sustainability

Following the Balkan nation’s accession into the Schengen zone and its adoption of the euro as currency in 2023, some say Croatia has become too expensive for many visitors.

Brnjac, though, says her efforts towards sustainability are bolstered by the higher prices which offer a better all round experience for tourists.

Higher costs are helping boost sustainability in other ways too, including by encouraging travellers to visit Croatia outside of its peak summer season.

“Croatia had the best shoulderseason results ever last year, and when we talk about the entire year, tourist results were on par with the record-breaking pre-pandemic years, and financially, it was the best in history,” says Brnjac.

In fact, in 2023, there were 20.6 million travellers who made 108 million overnight stays in Croatia, which was nine per cent up on the previous year.

For Brnjac, any criticism doesn’t seem to be distracting her from her focus on sustainability.

“It is not just a buzzword for us,” she says. “It is the basis for the enhanced quality of our products and services.”

“Tourism is primarily an industry that provides experiences, and sustainable tourism development equals a quality experience for our guests - with preserved natural and cultural resources, tradition, hospitality and security, along with tourist attractions and infrastructure adapted to the needs of our tourists.”

Higher prices, then, may continue but Brnjac is determined to stay on her current path: “Sustainable tourism development guarantees value for money spent,” she says.

landmarks. But what it lacks in grandeur, it makes up for with its understated, bucolic charm. As attested by French author George Sand, “There’s nothing grand in Lake Iseo’s appearance, [but] its surroundings are as sweet and fresh as one of Virgil’s pastoral poems.”

When in Iseo, visit the village of Lovere, with its pastel-coloured houses and cobblestone streets. Then, take a ferry and head to the Monte Isola - a mountain protruding from the middle of the lake, on top of which lies an 18thcentury church, the Sanctuary of the Madonna of Ceriola.

Iseo makes for a perfect getaway when needing a breather from the headier pleasures of Milan or Venice, offering a rural vision of lake life that contrasts with its more touristy, overcrowded peers.

3. Lake Albano: The summer re‐ treat of emperors and Popes

Few places can lay claim to having the Pope’s own blessing, but central Italy's Lake Albano just happens to be one of them. Located inside a former volcanic crater in the outskirts of Rome, the lake has been a summer getaway for Pontiffs for over 400 years.

But its status as a haunt of the Roman elite dates back to antiquity, when emperor Domitian built his own villa in the 1st century AD.

The lake's scenic main village, Castel Gandolfo, hosts the Papal Apostolic Palace, whose Renaissance gardens are open to the public and boast spectacular lakeside views.

Besides its natural and architectural delights, Lake Albano is a glutton's dream. One of the local specialties is ‘porchetta’ (roasted pork belly), which can be eaten in a sandwich, as a main dish, or as part of an aperitivo ‘tagliere’ (charcuterie board) in restaurants in the lakeside town of Ariccia.

Lake Albano is a 40-minute train ride from Rome, one that will set you back a mere €2.10. As a long line of Popes can attest, it's the perfect day trip away from The

Eternal City when its chaos gets a little too maddening.

2. Lake Trasimeno: A rustic getaway for fishing aficionados

Tucked away in the land of rolling hills and mediaeval fortresses known as Umbria, Lake Trasimeno rarely makes it onto tourist’s itineraries.

It’s rustic and remote, lacking the glitz of the northern lakes or the Vatican seal of approval afforded to Albano.

Yet, it’s a joy to behold, and not a small one either: clocking in at a surface area of 128 square kilometres, it’s almost the same size as Lake Como.

In spite of its significant size, Trasimeno feels cosy and intimate. It’s surrounded by hayfields, castle ruins, and small villages that have remained largely untouched since the Middle Ages - notable examples include Passignano sul Lago and the fortified Castiglione del Lago. Its waters often appear murky, but they remain highly clean, swimmable and home to countless fish, making it the perfect spot to catch pike and carp. And given Umbria’s status as a gourmet’s paradise, you can enjoy its many specialties, from black truffle to the lake’s own catch of the day.

1. Phlegraean Fields: Volcanic wa‐ ters and ancient ruins

The southern region of Campania, home to Naples and beloved resorts such as Amalfi, Positano, Capri and Ischia, is more typically renowned for its craggy coastline and crystalline seawater than any of its inland geography.

But tourists should not eschew its set of rather unique lakes, part of the volcanic caldera known as the Phlegraean Fields, 20 to 30 kilometres west of Naples. An important site since ancient Greek and Roman times, the

Phlegraean Fields’ lakes boast a plethora of archaeological sites and natural parks. Lake Avernus, its biggest, has the ruins of the Temple of Apollo, the Roman god with the power to shapeshift. The lake itself seems to shapeshift too: back in 2022, it left locals and geologists baffled after its waters turned pink, a result of its algae.

Venice entry fee launches: Daytrippers now have to pay to visit the Italian city at peak times

The nearby Lake Fusaro is also distinct for its rather mysteriously located floating villa - the Casina Vanvitelliana. It makes for a unique sunset photo op for anyone wanting to steer clear of the region’s more clichéd landscapes. As an active volcanic site, quakes and eruptions can happen here at any time. The last was almost 500 years ago, although scientists warn that things are rumbling underneath the surface. That may be enough to deter those prone to doomsaying, but the mayor of the local town of Bacoli wants to reassure tourists that the region is safe.

Whether his words prove to be true or not, what’s the joy in travelling without the slightest tinge of fear? And as the Fields are known for their excellent grape production, any anxieties can be quelled with a fine selection of local wines.