Dubrovnik – 2026 European Green Pioneer of Smart Tourism
31.03.2026SparksDubrovnik has long been more than just a historic city on the Adriatic; it is a UNESCO World Heritage Site that strives to preserve its rich cultural and natural heritage even in the face of intense tourism. In recent years, the city has been deliberately shaping a new approach—one based on data and the targeted management of tourist flows. Gradually, the way the city experiences tourism is changing, in close cooperation with the local community.
Across Europe, similar approaches are increasingly emerging within the shift toward smart and sustainable destination management, where data plays a growing role in decision-making and in balancing visitor flows with everyday urban life. This broader European development also includes initiatives such as the PHOENIX 4.0 project, which promotes the advancement of data-driven and sustainable approaches in tourism.
Within this context, a broader vision of sustainable tourism is taking shape, connecting UNESCO heritage, natural resources, and data-informed governance. This vision was highlighted in Dubrovnik at the ceremony marking the “2026 European Green Pioneer of Smart Tourism” title, where Urska Starc Peceny, one of the intiator of Tourism 4.0 partnerhsip, emphasized how data can serve as a tool for more thoughtful and long-term destination management, a topic she has been exploring through her ongoing collaboration with the city.
The event brought together representatives of the European Commission, the city, and academic partners, opening a discussion on the future of tourism—one in which data is no longer only an analytical tool, but a foundation for decisions that shape the balance between visitation, urban space, and life in the city. Dubrovnik remains a UNESCO cultural heritage site that combines heritage preservation with more sustainable and data-informed tourism management.