Nikolina Brnjac took on the role of Croatia’s Minister for Tourism amidst the challenges brought on by the COVID-19 pandemic. Despite this, she has focused on rebuilding the country’s tourism industry and making sustainability a key element of its future. The country recently implemented its first Tourism Law, aimed at decentralizing the industry and adapting it to local and regional needs. The law emphasizes the balance between economic, environmental, and social sustainability, with the goal of improving the quality of life for local communities and reducing the negative impact of tourism on the environment.
Croatia has secured grants from the European Union and the Croatian state budget to support sustainable tourism initiatives. The country will soon welcome Europe’s first Centre for Sustainable Tourism, in collaboration with the University of Zagreb. This centre will focus on researching, developing, and promoting sustainable tourism policies, with the goal of sharing knowledge and best practices with the wider tourism industry. By emphasizing sustainability, Croatia has been recognized as a leader in sustainable tourism development by organizations such as the OECD, the European Commission, and the United Nations.
Brnjac’s decision to focus on sustainability in tourism was driven by changing travel habits and a growing interest in sustainable destinations among travelers. The impact of climate change, including extreme temperatures and unpredictable weather conditions, has influenced travelers’ perspectives on holiday travel. Brnjac believes that sustainability efforts will not only benefit tourists but also attract interest from other nations looking to learn from Croatia’s example. The country’s efforts on sustainability have already led to positive bilateral and multilateral contacts with colleagues dealing with tourism challenges.
Since adopting the euro as its currency and joining the Schengen zone, some critics have argued that Croatia has become too expensive for visitors. However, Brnjac sees this as an opportunity to focus on sustainability and offer a better all-round experience for tourists. Higher prices have also encouraged travelers to visit Croatia outside of the peak summer season, leading to record-breaking results in terms of tourist arrivals and overnight stays. Brnjac believes that sustainable tourism development is essential for providing quality experiences for guests, preserving natural and cultural resources, and ensuring hospitality, safety, and infrastructure tailored to the needs of tourists.
Despite the criticism of rising prices, Brnjac remains committed to sustaining sustainable tourism development. She views sustainability as a key factor in enhancing the quality of tourism products and services. By prioritizing sustainability, Brnjac believes that visitors to Croatia will receive value for their money, ensuring that the country’s tourism industry continues to thrive. Through her dedication to sustainability, Nikolina Brnjac aims to lead Croatia’s tourism industry into a more resilient and environmentally conscious future.
