Dubrovnik Wins Prestigious Sun&Blue Award, Highlighting Its Commitment to Sustainable Tourism, Here’s All You Need to Know

Published on November 21, 2025

Croatia, Dubrovnik, an ancient and lovely place, has received yet another international award. At the Sun&Blue international conference that took place at Almería, Spain, on November 20, 2025, the city won the Sun&Blue award for Blue Destination. This award is handed to tourist locations that show exceptional dedication to the responsible management and/or protection of the marine ecosystems, and for the development of creative tourist offers. Dubrovnik’s selection symbolizes the city’s efforts to strike a balance between the growth of tourism and its positive impacts on sustainability. It is a city that nurtures its cultural heritage, and protects the quality of life for its residents and visitors.

The Sun&Blue Award: Recognizing Excellence in Sustainable Tourism

The Sun&Blue Awards are designed to acknowledge destinations that are committed to responsible tourism practices, particularly in relation to the protection of marine environments and the development of sustainable tourism policies. This recognition comes at a time when many popular tourist destinations around the world are struggling to balance the influx of visitors with the preservation of their natural and cultural assets.

Dubrovnik stood out among strong global competition for its long-term, well-structured approach to tourism management. The jury particularly praised the city’s holistic strategy, which focuses on reducing tourism pressure, safeguarding natural and cultural heritage, and improving the overall experience for both residents and tourists. These factors played a pivotal role in Dubrovnik’s success in securing the prestigious award.

Key Sustainability Initiatives: The “Respect the City” Programme

One of the standout initiatives that contributed to Dubrovnik’s victory was its flagship “Respect the City” (Poštujmo Grad) programme. Launched as part of the city’s ongoing efforts to create a smarter, more sustainable destination, this program is a cornerstone of Dubrovnik’s transformation into a model of responsible tourism. The initiative focuses on visitor flow management, emphasizing the need to balance tourist numbers with the capacity of the city’s infrastructure and cultural heritage sites.

The program integrates several key elements, including the regulation of cruise traffic, which has been a significant challenge for Dubrovnik’s medieval Old Town. In recent years, the city has faced pressure from an increasing number of cruise ships docking daily, leading to overcrowding and strain on local resources. Through the Respect the City initiative, Dubrovnik has introduced measures to control cruise traffic, ensuring that visitor numbers remain manageable while preserving the integrity of the city’s historic landmarks.

In addition to visitor flow management, the city has embraced smart city tools and digital innovations to improve the overall tourist experience. This includes the development of mobile applications that provide real-time information to visitors, helping them navigate the city more efficiently while promoting sustainable practices such as waste reduction and eco-friendly transportation.

A Commitment to Residents’ Quality of Life

Dubrovnik’s sustainability efforts extend beyond tourism. The city has also focused on improving the quality of life for its residents, investing in infrastructure, public services, and green spaces. As tourism grows, it’s essential that local communities benefit from the economic opportunities it brings while minimizing its negative impacts. Dubrovnik has worked to ensure that its residents have access to affordable housing, employment opportunities in the tourism sector, and better access to services like healthcare and education.

The Respect the City programme incorporates feedback from residents to ensure that tourism doesn’t overwhelm local communities. Initiatives like noise reduction, traffic management, and the development of pedestrian-only zones contribute to a higher standard of living for Dubrovnik’s inhabitants, ensuring that tourism enhances, rather than detracts from, their daily lives.

Impact on Tourism: Dubrovnik as a Sustainable Travel Destination

Dubrovnik’s recognition as the Sun&Blue Blue Destination is a reflection of the growing trend towards sustainable travel. Travelers are increasingly seeking destinations that prioritize environmental conservation and responsible tourism practices. Dubrovnik, with its strong focus on preserving both its natural beauty and cultural heritage, is positioned as a leader in this new era of travel.

The city’s emphasis on sustainability resonates with a growing segment of eco-conscious tourists who are looking for destinations that offer authentic experiences without contributing to environmental degradation. By introducing smart tourism tools, Dubrovnik is making it easier for tourists to enjoy the city responsibly. For example, real-time data on visitor numbers and crowd density can help tourists plan their visit at less busy times, ensuring a more relaxed and enjoyable experience for everyone.

Previous International Recognition: Strengthening Dubrovnik’s Global Reputation

Dubrovnik’s Sun&Blue Award follows a series of international recognitions that have further solidified its position as a global leader in sustainable tourism. Earlier this year, the city was named World’s Leading Sustainable Destination 2025 at the World Travel Awards, and it also earned the title of Green Pioneer of Smart Tourism 2026. These accolades reflect Dubrovnik’s ongoing commitment to adopting innovative practices in tourism management and environmental conservation.

The city’s approach to tourism is a model for other destinations around the world. By prioritizing sustainability, Dubrovnik has proven that heritage preservation, modern governance, and responsible tourism can coexist harmoniously. The city’s success serves as a benchmark for other destinations striving to balance tourism growth with the need to protect their natural and cultural resources.

The Economic Benefits of Sustainable Tourism for Dubrovnik

The impact of these sustainability efforts is not only felt in terms of environmental preservation but also in the economic growth of the region. Sustainable tourism practices have been shown to bring long-term economic benefits, ensuring that Dubrovnik remains a top travel destination without compromising its unique cultural and natural assets.

By attracting a new generation of eco-conscious travelers, Dubrovnik is able to boost its economy through increased visitor spending while ensuring that the local community benefits from a sustainable tourism model. This approach has led to job creation in various sectors, from hospitality and transport to local artisans and cultural heritage preservation.

Looking Ahead: Future Challenges and Opportunities for Dubrovnik

While Dubrovnik has made significant strides in sustainable tourism, challenges remain. As the city continues to grow as a top international destination, it must continue to innovate and adapt to new trends in the tourism industry. The city’s success in managing visitor numbers, regulating cruise traffic, and investing in smart city solutions will be key in maintaining its status as a sustainable destination.

Looking forward, Dubrovnik’s tourism sector will need to continue collaborating with local communities, the tourism industry, and government stakeholders to ensure that the benefits of tourism are widely shared and that its growth remains sustainable. As the city prepares to host more major international events and attract an increasing number of visitors, its commitment to sustainability will continue to be a driving force in shaping its future.

Dubrovnik Sets the Standard for Sustainable Tourism

Dubrovnik is the first destination in the world to be awarded the Sun&Blue Blue Destination title in recognition of the work done in the fields of sustainable tourism, innovative management and heritage preservation. As the city in the world that is most sustainable touristically, Dubrovnik is demonstrating to the world other cities that allign with tourism to manage the conflicting priorities of travelers, residents, and nature and provie evidence that sustainable tourism is not an option, but a must if we are to sustain the travel and tourism industry. Through smart tourism initiatives, preservation of the environment, and community support, Dubrovnik demonstrates best practices in sustainable travel.