Istria’s Vision for the Future: How Sustainable Tourism Will Shape the Region’s Growth

The future of tourism in Istria was the central topic at a forum held in Rovinj on February 2, where mayors, municipal leaders, tourism officials, and experts gathered to discuss the region’s sustainable tourism goals. The overarching message was clear: Istria needs better tourism, not more tourism.

With a strong reputation as one of Croatia’s tourism powerhouses, Istria has long attracted millions of visitors each year. However, the current landscape has shifted, and local leaders believe it’s time for a transformation. This means improving the quality of tourism to benefit local communities, the environment, and the economy, without simply focusing on increasing visitor numbers.

Istria’s Tourism Success: A Double-Edged Sword

Boris Miletić, the Istrian County Prefect, highlighted the significant role tourism plays in the region’s economy. “Istria is rightly considered a champion of Croatian tourism,” Miletić said, noting the region’s recognition across the Mediterranean and Europe. “Each year, we record around five million visitors and nearly 30 million overnight stays, accounting for about one-third of Croatia’s total tourism traffic.”

Tourism represents a large part of the regional economy, contributing significantly to both Istria’s GDP and Croatia’s national GDP. However, Miletić also emphasized that the region’s tourism model needs a shift. “We know where we have been and where we are now, but the responsibility lies with all of us to think about the future,” he explained, urging local leaders and tourism professionals to focus on sustainable growth, rather than just increasing visitor numbers.

Miletić stressed the importance of sustainable development for the future of Istria. He pointed out that while national policies may influence some challenges, the region should continue to advocate for change and proactively push for the necessary legislative shifts to foster better tourism practices.

Local Leaders Support Sustainable Tourism Vision

At the forum, it was evident that local leaders are eager to transition to a model of tourism that benefits residents, the environment, and local businesses. Denis Ivošević, Director of the Istrian County Tourist Board, emphasized the need for a fundamental shift in how tourism is conceptualized. “A critical mass has formed in Istria that wants a fundamental shift in how tourism is conceived,” Ivošević said. He pointed out that key documents to shape future tourism development are already in progress, including destination management plans, tourism carrying capacity assessments, and a comprehensive tourism development master plan.

These documents are designed to ensure that tourism in Istria remains sustainable, focusing on maximizing the value of each visitor rather than merely increasing the number of tourists. Experts also highlighted the importance of a strategic marketing plan that targets high-value visitors who contribute more to the local economy, rather than relying on mass tourism that often doesn’t provide significant benefits to local communities.

International Insights on Sustainable Growth

Eulogio Bordas, an international tourism expert and President of Bordas Associates, spoke at the forum, providing global context for Istria’s tourism development strategy. Bordas, known for his work with global destinations, underlined that growth alone is no longer a sufficient measure of success. “When growth by itself is no longer sufficient, it is time to change course,” Bordas said. He emphasized that local satisfaction and the preservation of family heritage should be central to any future tourism strategy.

Drawing from global examples, Bordas warned that tourism destinations around the world have faced challenges similar to those Istria is now encountering. He called for a focus on quality tourism that protects the local identity while shifting from a focus on quantity to one that prioritizes value. According to Bordas, tourism should aim to benefit the local community and environment, ensuring that the sector remains viable for the long term.

Key Priorities for Istria’s Tourism Future

The forum concluded with a shared commitment to transforming Istria’s tourism model. There was a consensus that the future of Istrian tourism lies in balancing economic benefits with environmental sustainability and community well-being. The following priorities were identified as essential for Istria’s tourism success:

1. Reducing Over-Tourism: By focusing on higher-value tourists and limiting overcrowding, Istria aims to preserve its natural and cultural heritage.
2. Sustainable Development: Future growth should be based on sustainable practices that minimize environmental impact and promote long-term prosperity for local communities.
3. Enhancing Local Engagement: Local communities should be at the heart of tourism development, ensuring that they benefit from the sector’s growth without sacrificing their quality of life.

The key takeaway was clear: quality over quantity. Istria aims to be a global leader in sustainable tourism, offering experiences that are beneficial to both visitors and residents while preserving the region’s unique culture and environment.

A Vision for the Future of Istrian Tourism

As Istria charts its course for the future, local leaders remain committed to creating a tourism industry that provides lasting benefits to the region. The focus will shift away from the traditional “growth-at-all-costs” mindset towards smarter, more responsible tourism practices. This transformation will involve all sectors — from architecture and spatial planning to tourism and economic development — working in tandem to create a blueprint for the region’s future.

The success of this strategy will depend on the collective effort of all stakeholders, from government officials to residents, who must work together to ensure that Istria continues to thrive as a sustainable tourism destination in the Mediterranean.

As the region prepares for the changes ahead, Istria’s tourism leaders remain optimistic about the future. With better tourism on the horizon, Istria is poised to strengthen its position as one of the most respected tourism destinations in Europe, where residents, visitors, and the environment all benefit from the region’s success.

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