Sustainable tourism is not a slogan, but a responsibility towards the space and the local community

Tourism is one of the most important economic sectors, but also a sector that, if not managed carefully, can have a significant negative impact on nature and communities.

In Zagreb County, sustainability has become key to shaping the future of destinations. Sustainable tourism is not just a matter of reducing negative impacts, it is an opportunity to develop tourism that respects the environment, strengthens local communities and contributes to long-term development.

These questions were at the heart of the panel "Environment as Capital: How Conservation Becomes a Driver of Sustainable Tourism", held on May 4, 2026, organized by the Zagreb County Tourist Board, which brought together representatives of local authorities, tourism and environmental protection experts.

The panel began with the question: "What kind of tourism do we want?", which posed the basic dilemma of how to harmonize tourism development and environmental preservation, because with the increase in the number of tourists comes pressure on nature and resources.

Ivana Alilović, Director of the Zagreb County Tourist Board, immediately laid the groundwork for the conversation, emphasizing that sustainability is not just a goal, but a system of responsibility that shapes the entire tourism sector:

"A destination is not a showcase, a destination is above all a system of responsibility. At the Zagreb County Tourist Board, we have been building sustainability for the past six years as a destination management organization through the adopted Management Plan until 2028, the Green Destinations silver medal and the Glasgow Declaration, which we signed as the first in Croatia. Our task is not only to bring guests, but also to manage the effects that tourism leaves on the area, the community and the quality of life. This is the difference between a destination that is sold and a destination that is managed and has an obligation to the local area and population.. "

Mayor of Dugo Selo, Nenad Panian, emphasized the importance of the active role of local authorities in shaping tourism development, which must be harmonized with the needs of local communities, environmental protection and identity preservation. "Local government is not just a host for tourism, we are co-designers of the space in which tourism lives and develops. Our responsibility is to ensure that tourism development goes hand in hand with the needs of citizens, environmental protection and preservation of the identity of our region. Without sincere cooperation between local government, the profession and the community itself, sustainability remains just a word on paper, and Dugo Selo and Zagreb County deserve much more than that.", Panian emphasized.

Josip Pavlovic, an expert in sustainable tourism, warned that tourism can only be a development opportunity if it simultaneously protects the space and contributes to the community. He pointed out that tourism in Zagreb County can only be a development opportunity if it simultaneously protects the space, strengthens the local community and restores the value of the destination, instead of just consuming it.

"Nature is not a cost of development, but a capital that we must preserve, restore and manage wisely. That is why the success of tourism should not be measured only by the number of arrivals and overnight stays, but by the quality of life of residents, the state of the environment and the real pressure on infrastructure. If tourism brings waste, noise, crowds and concrete construction, and the local community does not benefit from it, then this is not sustainable development but short-term depletion of space.” Pavlović stated.

Petra Boić Petrač from WWF Adria added a key thought about environmental responsibility, emphasizing that a destination must clearly know and respect the ecological boundaries of the space: "The destination must clearly know and respect the ecological boundaries of the space, with a clear link between tourism and investment in nature conservation. The local community must not only be a "stakeholder", but also a guardian of the space, because without people who have an interest in protecting nature, there is no long-term protection. In short, tourism can be a strong ally in nature conservation, but only if we accept that nature has boundaries and that success is not measured only by arrivals, but by the state of the space we leave behind."

During the panel, the importance of cooperation between local communities and tourism stakeholders was also mentioned.

Gordana Mikulčić, representative of the City of Velika Gorica, emphasized that the key to sustainable tourism lies in the active involvement of local authorities, professionals and the community in development, while Ana Gašparović, director of the Ivanić-Grad Tourist Board, shared her experience in connecting resources such as Naftalan with the tourist offer, emphasizing the importance of preserving the specificities of smaller destinations.

The discussion clearly showed that sustainable tourism is not only about reducing negative impact, but also about creating long-term benefits for the community, the economy and the environment. All panelists agreed that it is necessary to develop tourism that respects natural resources, contributes to the quality of life and helps preserve cultural identity.

"The Zagreb County Tourist Board will continue to work on harmonizing tourism development with ecological and social needs and in the future focus on sustainability as a fundamental criterion for further tourism growth" the organizers concluded.  

Photo: Zagreb County Tourist Board