The European Commission has recognized Dubrovnik as Green Pioneer of Smart Tourism for 2026, honoring the city for its leadership in accessibility, sustainability, digital innovation and cultural heritage.
Dubrovnik stood out to the European jury for its pioneering approach to sustainability and its potential to serve as a model for other destinations. The city impressed the jury with its comprehensive data-driven tourism management, effective measures engaging the local community, and support for long-term planning and sustainable visitor flows.
Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, emphasized the European Commission’s ongoing commitment to promoting smart, innovative, and sustainable tourism across the continent:
"Tourism is one of the most dynamic sectors in Europe and a cornerstone of our cultural and economic identity. By investing in sustainability and digital innovation, we ensure that Europe remains not only a leading global destination but also a responsible one. This year’s winner embodies that ambition and sets high standards for smarter, greener, and more inclusive tourism across the European Union."
As Green Pioneer of Smart Tourism for 2026, Dubrovnik will lead the way in shaping the future of tourism in the EU. Throughout the year, the city will showcase innovative approaches to accessibility, digitalization, sustainability, and creativity, while promoting sustainable tourism initiatives and green transition practices. Dubrovnik’s achievements exemplify the European Commission’s vision for a smarter, greener, and more inclusive tourism sector, setting a benchmark for other destinations and encouraging innovation across the continent.
The city will receive a specially designed sculpture to be displayed during the year in recognition of its title and will also benefit from promotional support and participation in a growing network of leading European smart and sustainable tourism destinations.
"This recognition is the culmination of years of dedicated work and a clear strategic vision initiated in 2017. That year, we launched the Respect the City project, at a time when Dubrovnik faced significant challenges related to overtourism. Through systematic visitor management, the implementation of smart solutions, digitalization, and a strong commitment to sustainability, we have successfully transformed the management of the destination. This honor belongs to all our citizens. We will continue to act responsibly and strategically, with a clear objective: to preserve our city, its cultural heritage, and quality of life, while maintaining our position as a leader in sustainable and smart tourism at the European level." – stated Mayor Mato Franković.
About the Green Pioneer award
The European Green Pioneer of Smart Tourism is an EU competition, implemented by the European Commission, which will raise the profile of Europe as a sustainable tourism destination and will set up a network to share best practices among European destinations.
Its aim is to recognise and award smaller destinations that have implemented successful strategies to boost sustainable tourism through green transition practices.
The destination showing the most successful strategies or measures to boost sustainable tourism through green transition practices – and convincing the European Jury with an exciting programme for the year in which they hold the title – will be awarded the title of the "European Green Pioneer of Smart Tourism 2026".
More about the European Green Pioneer of Smart Tourism on:
https://smart-tourism-capital.ec.europa.eu/about/european-green-pioneer-smart-tourism_en
