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Dubrovnik
Dubrovnik has been awarded the prestigious title Green Pioneer of Smart Tourism 2026, one of the European Union’s highest recognitions for destinations leading the way in sustainable and smart tourism.
The award was formally presented on Wednesday, 26 March during a ceremony held at the Lazareti complex in Dubrovnik.
The symbolic statue was handed to Dubrovnik Mayor Mato Franković by Andreea Staicu, Head of Tourism at the European Commission’s Directorate-General for Mobility and Transport.
The recognition places Dubrovnik among Europe’s leading destinations demonstrating innovation in sustainability, digitalisation and accessibility within the tourism sector.
ubrovnik Mayor Mato Franković by Andreea Staicu, Head of Tourism at the European Commission’s Directorate-General for Mobility and Transport (Photo: Grad Dubrovnik)
From overtourism to sustainable leadership
Speaking at the ceremony, Mayor Franković reflected on Dubrovnik’s transformation over the past decade.
He noted that in 2017 one of the city’s largegest challenges was overtourism, while eight years later Dubrovnik is now being recognised as a model for other European destinations.
“Sustainability today, tomorrow and in the years ahead is the only guarantee of long-term tourism survival,” Franković declared.
He stressed that sustainability must not be viewed from the perspective of a single individual or economic sector, but rather through clear rules and regulations that ensure balanced and responsible tourism development.
European Commission representative Staicu praised Dubrovnik’s vision and commitment.
“Dubrovnik faced truly exceptional competition this year but demonstrated remarkable vision, ambition and dedication, which immediately impressed the jury,” she declared.
She added that Dubrovnik continues to lead the way in offering accessible, sustainable and culturally rich experiences for visitors, while also prioritising the quality of life of local residents.
Staicu also highlighted that the European Commission is currently preparing the first EU Strategy for Sustainable Tourism, which will emphasise smart tourism and serve as a model for the future development of the sector. Dubrovnik, she declared, will act as an inspiration for other destinations across Europe.
As part of the celebrations, a larger version of the Green Pioneer of Smart Tourism 2026 statue has been placed on Luža Square, where it will remain on display throughout the year as a symbol of the city’s achievement.
The recognition brings additional international visibility for Dubrovnik and strengthens its role within the growing European network of smart and sustainable tourism destinations.
Later in the evening, the city will mark the award symbolically by illuminating the Large Onofrio’s Fountain in green.
(Photo: Grad Dubrovnik)
The programme also included expert workshops on sustainable tourism, featuring presentations from European Commission representatives on the upcoming EU sustainable tourism strategy.
Researchers from the University of Dubrovnik also presented examples of smart management approaches in sustainable tourism.
During the event, a new promotional video titled “Dubrovnik – Green Pioneer of Smart Tourism”, produced by the European Commission, was premiered. The video highlights key city projects, strategic initiatives and innovative solutions implemented to support sustainable tourism development.
As the 2026 title holder, Dubrovnik will spconclude the coming year displaycasing innovative approaches in sustainability, digitalisation and accessibility while actively promoting sustainable tourism initiatives across Europe.
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