UN Tourism and Croatia partner to lead global sustainable travel with a new research hub and awards program promoting innovation, equity, and climate action.

UN Tourism and Croatia have partnered to drive forward sustainability in the global travel sector through a series of pioneering initiatives centered on research, innovation, and the celebration of excellence. This strategic collaboration will see the creation of a specialized Research Centre for Sustainable Tourism, designed to generate valuable insights and support informed policy-making. In addition, a brand-new Sustainable Tourism Awards program will be introduced to honor outstanding practices that exemplify environmental responsibility and community-focused development within the tourism industry.

In a landmark development for sustainable tourism, UN Tourism and Croatia have solidified a powerful new partnership aimed at transforming the future of global travel. Formalized during the UN Tourism Secretary-General’s official visit to Croatia, this alliance signals a strong commitment to integrating academic research, government strategy, and industry action in the pursuit of more responsible, resilient tourism models. At the heart of this initiative are Croatia’s Ministry of Tourism and Sport and the University of Zagreb—both set to play pivotal roles in shaping new global tourism standards.

University of Zagreb Becomes Home to New Sustainability Think Tank

As the centerpiece of this forward-thinking collaboration, a brand-new Research Centre for Sustainable Tourism will be established at the University of Zagreb. This academic hub is poised to deliver applied research and actionable insights that support data-driven policies and real-world improvements in tourism systems worldwide. Its mission aligns closely with rising demand among UN Tourism Member States for research that directly informs policymaking.

The Centre’s core research themes reflect pressing global priorities:

• Tourism Governance: Designing effective, data-backed systems to guide government policy at all levels.
• Sustainability and Inclusivity: Promoting models that protect ecosystems, empower communities, and ensure economic viability.
• Knowledge Sharing: Encouraging a continuous exchange of findings and ideas across borders and disciplines.
• Collaborative Innovation: Building synergies among governments, academia, and industry leaders.
• Climate-Focused Tourism: Accelerating the adoption of renewable energy, carbon-reduction methods, and circular economy strategies.
• Legal Frameworks in Tourism: Analyzing national and international tourism laws to assess their long-term effectiveness and adaptability.

All activities at the Centre will adhere to the UN Statistical Framework for Measuring the Sustainability of Tourism, ensuring rigorous tracking of environmental, social, and economic impacts to guide smarter investments and decisions.

Croatia to Host Global Sustainable Tourism Awards

Further amplifying its leadership in responsible travel, Croatia will debut a brand-new Sustainable Tourism Awards program, co-developed with UN Tourism. These awards are designed to highlight destinations and organizations demonstrating exceptional commitment to eco-conscious and community-centered tourism. The inaugural event, scheduled for later this year, will elevate Croatian initiatives while inspiring global best practices.

The awards will not only honor innovation but also serve as an influential platform for recognizing those who balance tourism development with long-term local and environmental benefits. For Croatia, this move reflects a broader goal of enhancing national tourism by rewarding creativity, accountability, and foresight—qualities essential in today’s tourism landscape.

Croatia’s Commitment to Smart and Inclusive Tourism Planning

Croatia’s recent tourism reforms have laid a solid foundation for this international collaboration. By enacting comprehensive policies focused on sustainability, inclusivity, and cultural integrity, the country has demonstrated that tourism can serve as a force for good. National strategies now emphasize community well-being, heritage conservation, and ecological stewardship—shifting the tourism model from short-term gains to long-term prosperity.

This evolving framework underpins Croatia’s broader ambition: to make tourism a catalyst for social progress and environmental protection. The partnership with UN Tourism significantly advances this mission by bringing global expertise, visibility, and collaborative opportunities to Croatian initiatives.

A Global Model for Sustainable Travel Futures

The Croatia–UN Tourism alliance sends a powerful message to the global travel community. As destinations seek to rebound from the pandemic and embrace a more conscientious tourism model, this partnership offers a real-world blueprint for sustainable development. Croatia’s willingness to test, refine, and showcase best practices positions it as a leader in reshaping how tourism contributes to people and the planet.

The initiative also underscores the vital role that academic institutions and knowledge centers must play in crafting smarter, evidence-based tourism policies. Through innovation, research, and international collaboration, this new model has the potential to influence tourism policy far beyond Croatia’s borders—serving as a beacon for nations committed to building a more sustainable and equitable future for global travel.

Backed by UN Tourism, Croatia’s ambitious initiatives have the potential to serve as a catalyst for change in other regions facing mounting tourism-related pressures. From overcrowded destinations and climate vulnerability to widening social and economic disparities, many countries may look to Croatia’s model as a guiding framework for transformative action.

As these programs take shape, the global tourism community will closely watch Croatia’s progress—not just as an experiment in responsible travel, but as proof that sustainability can evolve from a visionary target into a standard practice embedded in everyday tourism operations.

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