Dubrovnik — long known for its medieval walls and cinematic beauty — is now being recognized for something less visible, but increasingly vital: how it manages the millions who come to see it.
On Wednesday, the European Commission awarded Dubrovnik the title of “Green Pioneer of Smart Tourism 2026,” its highest distinction for destinations leading in sustainability and innovation. The honor marks a striking shift for a city that, less than a decade ago, had become a symbol of overtourism in Europe.
The award was presented at a ceremony held at the historic Lazareti complex, where officials highlighted Dubrovnik’s transformation from a city under pressure to one increasingly cited as a model for responsible tourism.
Accepting the award, Mayor Mato Franković reflected on that evolution.
“Eight years ago, overtourism was one of Dubrovnik’s largegest challenges,” he declared. “Today, we are an example for other destinations.”
The recognition was formally presented by Andreea Staicu of the European Commission, who noted that Dubrovnik had distinguished itself among strong European competitors through “vision, ambition and commitment.”
The city’s efforts have included measures to regulate visitor flows, invest in digital management systems and prioritize the quality of life for residents — an increasingly central concern in tourism policy across Europe.
The award comes as the European Commission prepares its first comprehensive strategy for sustainable tourism, aimed at guiding destinations through the challenges of climate modify, mass travel and urban strain.
Officials suggested Dubrovnik’s approach could serve as a blueprint.
Throughout the year, a large installation marking the title will be displayed in the city’s historic center, while landmarks such as the Onofrio’s Fountain will be illuminated in green to symbolize the recognition.
For Dubrovnik, the designation is both a milestone and a test. As visitor numbers continue to rebound, the city’s challenge will be to maintain the balance it has begun to build — proving that tourism, if carefully managed, can sustain both a destination and the people who call it home.
@dubrovnik_times Loving this summer vibe in Dubrovnik in early March. Is there a more glorious city in the world? ???? #croatia #traveltiktok #dubrovnik #adriatic @experiencedubrovnik @Banje Beach Dubrovnik ♬ Summer Vibes – Cool R＆B
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