Đana Lučić: Inclusive tourism is a sustainable and economically justified tourist offer

Croatia likes to promote itself as a 'tourism for all' destination, but how much does that really have to do with reality? Behind the beautifully designed brochures and the occasional beach ramp, lies a network of inaccessible sidewalks, restaurants, and apartments that make vacations a challenge for people with reduced mobility.

Namely, accessible tourism is based on the principle of universal design, which means that tourist services and spaces must be easily usable by everyone - from people with disabilities to families with members in wheelchairs.

The key is in creating an unbroken chain of accessibility which combines adapted transportation, barrier-free accommodation and accurate, advance-available information. The goal is to enable all guests to enjoy their vacation equally, independently and with dignity with educated and sensitized staff.

However, non-adjustment is not only an ethical problem, but also a huge loss of tourism revenue because it is a clientele that travels in the off-season.

We talked to the Lučić family from Bibinje in Zadar County about all this and the offer. By Đano Lučić, a proud wife, mother and entrepreneur, who revealed to us the details "firsthand, without embellishment - exactly as life on the ground looks like", as she herself points out.

"I lived with my family in Zadar, and then at one point we made a life decision and moved to the small town of Bibinje in search of peace and meaning. I realized that I wouldn't be happier if I had more money in my account, but if I had peace in my soul.", Đana begins movingly, noting that the decision very quickly proved to be the right one.

In Bibinje, they initially started building a large house intended exclusively for standard, commercial tourism. However, when they decided to move here permanently, their plans changed completely - they came up with the idea of ​​designing an apartment adapted for people with disabilities.

So today, her family and guests live in the same yard and house. The guests have a separate apartment on the ground floor, but the Lučićs are available to them every day and provide service.

"Instead of the classic 'copy-paste' apartment development, the terrain configuration gave us the vision and inspiration for something completely different, so for the last two years we have been renting accommodation that is adapted to people with disabilities. Our family slogan is: A place where people come as guests and leave as friends.", says Đana, who, upon seeing the flat yard, felt she had to offer something with a higher purpose.

"That's where my husband Mate came into the picture, who has construction knowledge and skilled hands, so he patiently set about realizing all my ideas and wishes. And believe me, I never lack ideas.", he laughs. He adds that his older daughter Tara is in charge of communicating with German-speaking guests, and his younger daughter Iskra passes on the charms of relaxed life in Bibinje to the younger guests. It's obvious that this is a real family project that they do with all their heart.

"The reactions are wonderful. One guest told us that they feel like they are in a villa because they have complete privacy and a pool just for them at an affordable price. That is our goal: small luxury for wise people who value hedonism and security", reveals Đana, noting that guests often say that they can finally "recharge their batteries" with them.

Everyone hangs out together, sharing homemade eggs laid by the neighborhood chickens – who regularly flock to them because “they know where the good food is.” Guests can also pick their own vegetables from their garden.

"A fairly large number of our guests are families with children on the autism spectrum. They especially enjoy the privacy and the knowledge that here they can be exactly as they feel at that moment. There is no pressure, no judgment from the environment and, most importantly, they absolutely do not bother anyone or have the need to hide from anyone. This is where they find their peace", he sums up with satisfaction.

We were interested in whether they encountered any challenges in finding information about what an "accessible" facility must have when designing the space, and what problems they encountered?

"At the very beginning, the first door I knocked on was the door of the Association of Persons with Disabilities in Zadar. The then secretary, and today's president, Filip Jadrijev, gave me the first, key information about passage widths, thresholds and ramp slopes. However, the real lesson comes only through practice", says Đana.

Disability is not a single diagnosis, she explains, some people have strong arms and can enter the pool "on their butts" over the stairs, while others need a hospital bed and an elevator. That's why they use every winter for new work and upgrades, listening to the needs of their guests. The advice she would give to others is: ask people in the field, not the offices.

We also asked her about the current supply, namely the lack of adapted accommodation in Croatia, to which she commented that "the supply is catastrophic because the system and key people suffer from a lack of vision."

"It's easier to launch ten new standard apartments than to get down to business and address the issue of accessibility. So, while other landlords are fighting for guests and lowering prices during the peak season, my calendar is already slowly filling up for 2027. The market and the need are there, but most are still choosing the path of least resistance.", he says without mincing words.

We were also interested in her opinion: are landlords perhaps avoiding adaptation due to financial costs or simply due to a lack of awareness of the needs of such guests?

"Both, but mostly for comfort. It's true, customization costs money - specialty equipment and pool lifts are treated on the market as luxuries and fads rather than a basic life necessity, which is a shame. The biggest problem is the lack of empathy and vision. People do not understand that inclusive tourism is not social assistance, but a sustainable and economically justified tourist offer", our interviewee points out.

We come to the conclusion that Croatian tourism is not yet ready for guests with disabilities, which Đana confirms with the comment that our tourism sector "mainly deals with 'cosmetics', while institutions are hibernating."

"I am always brutally honest with my guests, telling them what awaits them in our yard, but also what conditions will await them outside. As soon as they leave our property, they begin to struggle with uneven roads, illegally parked cars, high curbs and unsuitable beaches, as well as the lack of adapted public toilets.”, he describes.

She adds that she was recently contacted by Fernanda Küster from the global platform 'The World is Accessible' to include their apartment among the best accessible accommodations for free. It is sad, he says, that their efforts are recognized and appreciated more in the world than at home.

We were also interested in whether they offer accommodation in the off-season, to which they replied that the winter period is strictly reserved for works, adaptations and new investments with the aim of making them even better next summer.

However, demand also exists in the pre- and post-season, as these families often do not like the summer heat, and the peace and quiet it offers is invaluable. In addition, prices are more favorable during these periods, which makes the decision much easier.

How important is it that accessible accommodation is affordable, given that people with disabilities are often exposed to additional living costs, was the next question, and the most painful for our interlocutor.

"My overnight stay costs between 150 and 300 euros, depending on the date, length of the appointment and number of people. I am aware that this is too expensive for many people and that makes me feel extremely bad as a person. But I am a private person who has invested a huge amount of family money in expensive equipment, and every year I have new investments to supplement my offer", she replies, adding that she must operate on the principle of sustainability in order to survive.

She believes that the state has failed in this, so she asks where the subsidies are, where the vouchers for vacations for such families or incentives for those who invest in accessibility so that they can lower prices? The burden of social sensitivity has been shifted exclusively onto the backs of a handful of private individuals, and she rightly objects.

"For direct bookings to people with disabilities, I always give an additional discount, that's my maximum and what I can do from the bottom of my heart. In addition, at the beginning and end of the season, for the two years we have been working, we have been providing free accommodation to people with disabilities and their accompanying persons, or families, and last season we closed with mothers who are victims of domestic violence and their children.", says Đana.

She adds that the local government expresses pride and pats her on the back, but concrete action is still at the level of promises. She is eagerly awaiting the end of this season to see whether the promised work on adapting the local beach will finally begin. She is pleased with the announcements and sincerely hopes that the plans will come true.

She emphasizes that meeting guests like these taught her about life, strength, and gratitude.Every encounter with these people is a slap in the face of reality for me and a reminder of the true values ​​of life. They taught me to look and see with my heart, and reminded me that joy is truly in the small things.", he openly admits.

She used to get out of bed, thinking about her obligations, plans, and problems. Today, she gets up, aware that she has stood on her own two feet, thanks God for that first step, and only then does she start the day.

"My guests go through terrible, lion-like battles with bureaucracy and the system just to get caregiver status or basic aids, and their eyes radiate such strength, joy, and unstoppability. They are my greatest teachers.", said Đana honestly.

He tells landlords to work with their hearts because humanity and honesty are always recognized and rewarded, and success will not be lacking. He sends a different, harsher message to those in charge in ministries and tourist boards: Wake up from your winter sleep!

"Nothing will change until people stop being chosen for leading positions in tourism based solely on suitability and an adequate degree, and people with vision, empathy and real knowledge from the field begin to be chosen", says Đana Lučić.

Principles of accessible tourism

For those who are more interested in this topic, below we present the principles and standards of the European Network for Accessible Tourism (ENAT) which ensure that tourist destinations and services are equally functional for people with disabilities, the elderly, and families with small children.

The main principles of accessible tourism include:

1. Barrier-free accessibility

Physical access: Provision of ramps, elevators, wide doors and flat surfaces at entrances to hotels, restaurants, museums and beaches.

Adapted toilets: Construction and clear marking of public and private toilets that meet technical standards for wheelchair users.

2. Availability of verified information

Reliable information: Tourists need to have accurate information in advance about the level of accessibility of a facility to avoid unpleasant surprises.

Digital accessibility: Websites of tourist boards and hotels must be adapted (contrast, screen readers, plain language) to the blind, visually impaired and people with cognitive disabilities.

3. Continuity in the travel chain

Connectivity: Accessibility should not stop at the hotel door. The chain includes adapted transportation (e.g. low-floor buses, wheelchair taxis), accessible sidewalks, attractions and catering facilities.

4. Education and sensitization of staff

Communication without prejudice: Educating tourism workers about the specific needs of guests and the proper ways to provide assistance.

Good Host Marks: Developing standards that confirm that staff are prepared and educated to accommodate guests with various forms of disabilities.

5. Flexibility and ease of use

Equality of experience: All guests should use the same spaces and services whenever possible, rather than segregating people with disabilities into separate, isolated entrances or routes.

Hospitality and adaptation to accessibility laws

When talking about the hotel industry and adapting to accessibility laws, it should be said that hotels are undergoing a structural change in their digital operations.

Service providers across Europe and the UK are adapting their digital systems and customer-facing platforms to meet new accessibility and data rules that are changing the way online bookings are designed and managed.

European Accessibility Act (EAA), which came into force in June 2025, introduced binding requirements for digital services, including hotel websites, booking systems and mobile applications.

At the same time, the EU Digital Markets Act (DMA) is changing the way hotels interact with large online travel platforms, particularly in areas related to pricing, visibility and access to data.

The combined effect of these regulations is pushing accessibility and platform equity to the center of hotel digital strategies. Service providers are now required to treat compliance not as an optional upgrade, but as a core operating standard in distribution and guest experience systems.

Adventurism for everyone

One of the newer trends is accessible adventure travel. Accessible adventure is changing the way people with disabilities can experience the beautiful outdoors and the world at large.

From innovative adaptive sports equipment to more inclusive tourism providers, the trend focuses on making outdoor activities accessible by removing physical and other barriers.

Accessible adventure is becoming the foundation of the outdoor activity industry, fueled by societal demand for inclusiveness and growing purchasing power people with disabilities projected to be over $13 trillion globally.

The trend also coincides with a growing focus on equal access to recreation and wellness as research increasingly highlights the physical and mental health benefits of outdoor activities regardless of individuals' abilities.

Affordable adventure travel is one of leading trends in 2026, and travelers are increasingly looking for authentic experiences that combine adrenaline and nature, but with more rational budget management.

Key features of this trend in 2026 include: off-peak time-tripping, a focus on Eastern Europe and Asia, active tourism without luxury, rail travel (Rail Revival), and darecations (challenge-travel) for younger generations.