Scroll down for more On February 20th 2025., Dubrovnik Hotel in Zagreb hosted the conference “Croatia 2.0: ESG and sustainable tourism”. The conference brought together key stakeholders from the business and tourism sectors to discuss the integration of ESG factors into business operations and the tourism industry. The main focus of the conference was the essential role of sustainability within the framework of European standards, which are progressively setting the course for the future.
Panel Discussion: "Go Green or Go Home"
The panel discussion entitled “Go Green or Go Home: The Path to Sustainable Tourism” sparked an interesting discussion on the challenges of sustainable development in the tourism industry. Andreja Vukojević, Director of the Tourism Sector, pointed out that the key to the future of sustainable tourism is a year-round premium offer that meets the specific interests and desires of visitors provides an authentic experience, meets the needs of the local community and focuses on environmental protection, social responsibility and economic development. Mrs. Vukojević emphasized that tourism development needs to integrate an approach that not only takes all these factors into account but also ensures the long-term sustainability of the sector through a responsible approach. The panel discussion was also attended by Igor Radić, Advisor to the Minister of Tourism and Sports, Ante Žarković, Director of Information and Communication Technologies at the Croatian National Tourist Board, Josipa Jutt Ferlan, Cluster General Manager at Hilton Hotels in Zagreb, and Mira Zovko from the Institute of Tourism.
Practical Solutions for Sustainable Tourism
The conference also addressed practical solutions to address sustainability challenges, with a particular focus on specific EU directives for destinations. In this context, participants had the opportunity to hear examples of best practices and receive important information on basic ESG principles. The panel discussions also provided an opportunity to comprehend the potential of financial instruments to support companies in implementing sustainable business practices.
Avoiding the Pitfalls of Mass Tourism
The question of how Croatia can avoid a similar scenario to Spain, where mass tourism has led to dissatisfaction among the population due to overcrowding and negative environmental impacts, was also discussed in detail. The conference had the aim to highlight the importance of developing tourism actions without jeopardizing natural resources, but by promoting growth through responsible and sustainable business practices.
ESG Standards as a Business Opportunity
The conference also served as a platform to exchange ideas regarding compliance with the new ESG standards, which should be viewed as a business opportunity. The main partners of the event, the Croatian Chamber of Economy and the Croatian National Tourist Board, also emphasized the importance of cross-sector cooperation in shaping the future of sustainable tourism and business activities in Croatia.
