Dubrovnik today is much more than one of the most beautiful historic and meeting destinations in the world. It is an example of how a world heritage destination can responsibly manage tourism, improve the quality of life of its residents, and at the same time offer a top-tier, predictable and high-quality environment for organising congresses, business events and incentive programmes. This is confirmed by numerous international and domestic awards the city has received thanks to its long-term, systematic and measurable approach to sustainability.
International and national awards confirming Dubrovnik’s strategic direction
In 2025, Dubrovnik was declared a pioneer of green tourism and awarded the title European Green Pioneer of Smart Tourism 2026, granted by the Sustainable EU Tourism initiative and the European Commission to destinations that successfully implement green transition measures, smart solutions and sustainable tourism management. In this context, Dubrovnik was highlighted as a city that successfully balances the preservation of UNESCO heritage, the needs of the local community and the high expectations of modern visitors.
In addition, Dubrovnik was this year named World’s Leading Sustainable Destination at the World Travel Awards, confirming its global position among the world’s most sustainable tourism destinations. Furthermore, Dubrovnik was recognised by Global Traveler Magazine for its long-term, year-round sustainability strategy, and at the Days of Croatian Tourism it was declared the Best Island/Coastal Destination of Sustainable Tourism in Croatia.
Why is Dubrovnik recognised as an example of good practice?
The foundation of Dubrovnik’s transformation is the multidisciplinary strategic programme Respect the City, launched in 2017. Visitor monitoring systems, digital tools and the Dubrovnik Pass enable crowd control and regulation of day visits, while as a cruise destination Dubrovnik self-regulates by limiting arrivals to a maximum of 4,500 passengers per day or two ships at the same time. This ensures sustainable tourism growth and protection of the historic core, while simultaneously generating revenue for cultural life and heritage restoration.
In June 2025, a Special Traffic Regulation Zone was introduced in the contact area of the historic core, in line with UNESCO guidelines. This measure significantly reduced congestion, prioritised residents and encouraged the use of public transport. A system of digital notifications and traffic signage further contributes to better information flow and traffic efficiency.
Additionally, the Bus Web Shop obliges organisers of day trips to book predefined arrival and departure times, while the Dubrovnik Visitors application uses counters and predictive models to direct guests to less congested locations.
A key role is also played by the carrying capacity study, conducted in cooperation with the University of Dubrovnik, which analyses infrastructure loads, visitor movement patterns and the long-term sustainability of tourism.
Digital solutions and smart planning – new value for the event industry
Dubrovnik is now a three-time national champion in Smart City solutions and a regional leader in the digital transformation of tourism. The city uses artificial intelligence to analyse data on cruise ships, weather conditions and tourist flows, enabling more precise planning and optimal allocation of resources – a key advantage for event organisers.
One of the most successful tools is the Dubrovnik Pass, a digital card connecting eleven cultural attractions, including the City Walls. The system enables real-time occupancy monitoring, crowd prediction and visit reservations. With almost half a million users annually, the Dubrovnik Pass is one of the best-selling cultural cards in Europe and an example of how technology can simultaneously protect heritage and enhance the visitor experience.
Residents are also at the centre of attention: through the Dubrovačko Oko (Dubrovnik Eye) application, more than 7,000 reports have been resolved, while the Vox Populi (the voice of the people) platform enables citizens to directly participate in decision-making on projects from the city budget – one of the first examples of participatory governance in Croatia.
Green infrastructure, climate resilience and smart mobility
Dubrovnik systematically invests in green spaces and climate resilience. Projects to restore public parks, green traffic corridors and plant 150 mature trees contribute to reducing urban overheating and protecting the cultural landscape. On the island of Lokrum, where forest vegetation covers as much as 90 percent of the area, careful spatial management preserves biodiversity, improves air quality and strengthens climate change adaptation.
The city is also the first member of the Plastic Smart Cities initiative, aiming to reduce plastic use and plastic leakage into the environment by 2030. Single-use plastics are banned at city events and in public institutions, further confirming Dubrovnik’s commitment to sustainable practices.
In the field of mobility and infrastructure, 68 new buses have been introduced, including 14 electric buses, and a large proportion of public transport users travel free of charge. Projects in water management improve water quality, flood protection and network accessibility, while solar panels and seawater heat pumps on heritage buildings reduce emissions and operational costs.
What does this mean for meetings and event organisers?
For international organisers of meetings, incentive travel and business events, sustainability is no longer an added value but a key criterion when choosing a destination. Dubrovnik offers what the event industry values most today: predictability, control, authenticity and a responsible environment.
Smart visitor management means:
- fewer crowds and logistical uncertainties
- better planning of arrivals, transfers and programmes
- a higher-quality experience for event participants.
Digital tools and AI systems enable organisers to operate in a destination that plans ahead rather than reacts after the fact. In addition, a strong focus on heritage preservation and the quality of life of the local community is increasingly important for corporations and associations seeking to align their events with ESG policies and sustainability goals.
For the meeting and event industry, this means Dubrovnik is not just a spectacular backdrop, but a partner that understands the needs of modern events – a destination that plans intelligently, uses technology, respects the local community and provides a safe, high-quality and responsible platform for the business gatherings of the future.
