Dubrovnik crowned Green Pioneer of Smart Tourism 2026
- The editorial team
- 5 minutes ago
- 2 min read
The European Commission has named Dubrovnik the winner of the European Green Pioneer of Smart Tourism 2026, recognising the city’s leadership in sustainable, data-driven, and community-oriented tourism management.
Read more about Croatia
The European Green Pioneer of Smart Tourism is part of a broader initiative by the European Commission that recognises outstanding tourism destinations across Europe which lead in sustainability, accessibility, digital innovation, and protection of cultural and natural heritage.
The award targets smaller or medium-sized destinations explicitly, rather than only large cities.
Dubrovnik impressed the jury with several key strengths. The city has developed a pioneering, data-driven tourism management strategy aimed at long-term planning and sustainable visitor flows.
Since 2017, Dubrovnik has implemented the “Respect the City” programme, a strategic project aimed at addressing challenges such as overtourism. This involves systematic visitor management and the use of innovative, digital solutions.
The initiative included active engagement with the local community, ensuring that tourism development supports residents’ quality of life, along with visitor experience.
–This recognition is the result of long-term work and a clear vision that we began shaping in 2017. That was when we launched the Respect the City project, as Dubrovnik faced major challenges from overtourism. Through systematic visitor management, smart solutions, digitalisation, and a strong focus on sustainability, we transformed the way the destination is managed, the mayor of Dubrovnik, Mato Frankovic, told The Dubrovnik Times.
–Tourism is one of Europe’s most dynamic sectors and a cornerstone of our cultural and economic identity. By investing in sustainability and digital innovation, we are ensuring that Europe remains not only the world’s leading destination, but also the most responsible. This year’s winners embody this ambition, setting a high standard for smarter, more sustainable and more inclusive tourism across our Union, Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, stated in a press releasae.
Shortlisted Cities
Dubrovnik was chosen as the winner from a strong shortlist of eight finalist destinations. These cities had been selected following a rigorous evaluation of applications submitted across Europe.
Shortlisted destinations for the 2026 European Green Pioneer of Smart Tourism:
Dubrovnik, Croatia
Geestland, Germany
Ibiza, Spain
Laois, Ireland
Mariagerfjord, Denmark
Marmaris, Turkey
Rebild, Denmark
Tartu, Estonia
