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The European Commission announced the 2026 European Capital and Green Pioneer of Smart Tourism, celebrating destinations leading in accessibility, sustainability, digitalization, and cultural heritage.
Dubrovnik (Croatia) and Tampere (Finland) were selected as the winners of the EU’s 2026 European Capital and Green Pioneer of Smart Tourism competitions, following a European Jury meeting held in Brussels on 18-19 November 2025.
Apostolos Tzitzikostas, the European Commissioner for Sustainable Transport and Tourism, emphasised the European Commission’s ongoing commitment to promoting smart, innovative, and sustainable tourism across the continent: ”Tourism is one of Europe’s most dynamic sectors and a cornerstone of our cultural and economic identity. By investing in sustainability and digital innovation, we are ensuring that Europe remains not only the world’s leading destination, but also the most responsible. This year’s winners embody this ambition, setting a high standard for smarter, more sustainable, and more inclusive tourism across our Union.”
Dubrovnik’s Smart Tourism Management Practices
Dubrovnik is introducing technology-driven measures to ensure sustainable tourism. Their ‘Respect the City’ project aims to reduce the negative effects of overtourism by working closely with local partners to implement practical solutions. Also, it’s ‘Dubrovnik Pass’ and visitor monitoring systems help manage crowds and regulate the number of day trips to the city.
As a popular cruise destination, Dubrovnik limits daily cruise visitor numbers to 4,500 (two ships at a time), ensuring sustainable tourism growth while protecting the historic centre. These practices demonstrate Dubrovnik’s commitment to reducing the impact of mass tourism and generating funds to support cultural life and restore historic sites. Read more about Dubrovnik’s Smart Tourism Management Practices here.
GSTC Destination Assessment of Dubrovnik, Croatia
The Global Sustainable Tourism Council (GSTC) conducted a Destination Re-Assessment of Dubrovnik, Croatia, from February to April 2023. The Destination Re-Assessment was led by Dr. Ioannis Pappas, GSTC Regional Director for Europe, and commissioned by the Dubrovnik Municipality, with the support of its Tourism Board. Read more here. The full report of the 2023 Re-Assessment of Croatia is available here.
GSTC conducted Dubrovnik’s first Destination Assessment in 2019. See here for the key findings and video presentation.
“Dubrovnik’s achievement demonstrates how essential it is for destinations to ground their tourism strategies in objective assessments and internationally recognized standards. Through the GSTC Destination Standard, Dubrovnik has been able to evaluate its policies, performance, and long-term actions with clarity and credibility. The city has consistently used these assessments—not only to validate its progress, but to guide evidence-based decisions that make its tourism management smarter, more resilient, and truly sustainable. This award confirms in practice what the assessments have shown: Dubrovnik is investing in the right direction, integrating sustainability at the core of its identity, and setting an inspiring example for destinations across Europe.”, Dr Pappas said.
More information about the GSTC Destination Assessment is available here.
Read the official press release about Tampere and Dubrovnik being selected as the 2026 European Capital and Green Pioneer of Smart Tourism on transport.ec.europa.eu website here and here.
Statements expressed in this announcement are presented for informational purposes only and should not be taken as an endorsement or recommendation by GSTC, unless clearly stated.
[Photo credit: https://smart-tourism-capital.ec.europa.eu/press/news/tampere-and-dubrovnik-selected-2026-european-capital-and-green-pioneer-smart-tourism-2025-11-20_en ]
