Makarska is growing, but it is already at the limit: the management plan as the first real test of tourism development

The Tourist Board of the City of Makarska today submitted for public consultation a proposal for the Destination Management Plan, a key strategic document prepared in accordance with the Tourism Act and the guidelines of the Ministry of Tourism and Sports.

This is a document that clearly sets the direction for further development, with an emphasis on the quality of life of residents, preservation of the area, and development of a sustainable tourism offer. Or, more simply, it is a key document for sustainable tourism development.

Makarska is among the first cities in Croatia to adopt such a plan, confirming the continuity of thoughtful and responsible tourism management. In recent years, the city has been systematically implementing a shift towards a model that focuses on quality, balance and long-term value of the destination, according to the city of Makarska.

The measures and activities defined in the Plan are based on an analysis of the actual situation and Studies of tourist carrying capacity ( dokument ), which showed that Makarska is within the upper limits of sustainability in the segments of transport, utility and tourism infrastructure, especially in the context of intensive tourist rental in residential areas.

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This is a challenge faced by numerous destinations in Croatia and the Mediterranean, and one that requires a thoughtful and balanced approach.

This is precisely why the plan provides a clear framework for further management of development, with the aim of establishing a balance between tourism and everyday life in the city and creating conditions for quality and responsible investments that contribute to the community in the long term.

"This document confirms the direction that the City of Makarska has been consistently building since 2021 - managing development instead of uncontrolled growth, with a clear vision and concrete tools for implementation." reports from the city of Makarska.

According to data from the eVisitor system, in March and the first three months of 2026, Makarska recorded an increase in arrivals and overnight stays. 

Overnight stays increased by 36%, arrivals by 52,17%, and the total number of tourists by 45,15%. This growth is primarily the result of the earlier opening of two higher-category hotels, Aminess Khalania and Meteora, as well as the fact that the Easter holidays are coming earlier this year, while a total of ten hotels are currently open in the city area.

The consultation is open until April 22, 2026, and you can read the entire document at: Makarska City destination management plan

Makarska hasn't made a breakthrough because it has a plan. It will only make one if it starts using it. Like all our other destinations. 

The carrying capacity study says that the destination is at the upper limit of sustainability. It is a clear moment for decisions. If concrete measures do not follow from this; growth restrictions, management of space, traffic and rent, management of tourism development in the true sense... the plan remains a form. Then the plan is not a management tool, but another document that will end up in a drawer.

And that's actually the whole problem.

Croatia has finally started making plans. But it still hasn't started managing.

Exactly what Ante Mandić's analysis warns about - the problem is not in the analysis. Analyses are often good. The problem is that they don't lead to decisions.

Because a decision sometimes unfortunately also means conflict. A decision means that someone may lose part of their potential income, that they can no longer build where they used to, that tourism is no longer "the more, the better".... but all of these are consequences of uncontrolled and unsustainable tourism development, and what is needed now is balance, correction (as much as possible), redirection and a new paradigm of development. 

Although being first is commendable, because it signals seriousness, that is less important in this story. It is more important to embark on a strategic management process, first or last, to clearly know where and why we are going as a city and as a destination. And let's not forget, there is no: one, quick or copy/paste solution, it is a complex and long-term process. 

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If destination management plans remain at the level of form, they will confirm what we already see - that plans in Croatia serve to satisfy the law, not to manage space. If, on the other hand, cities start using it, then this will be the first real evidence that we are moving from the promotion phase to the management phase.

And that's the only thing that counts here.