Dubrovnik’s ‘Respect the City’ initiative is a pioneering model for managing overtourism while preserving cultural heritage and enhancing residents’ quality of life. Launched in 2017, the strategic, multidisciplinary project positions Dubrovnik as a sustainability leader in the Mediterranean by balancing economic growth with the protection of its UNESCO-listed Old Town. Through innovative technology and coordinated governance, the city has introduced Croatia’s first electric car-sharing scheme, implemented an AI-powered visitor forecasting system, and launched the Dubrovnik Pass – integrating attraction access and visitor flow management.
The prize was revealed in front of hundreds of global leaders of sustainable tourism at the World Sustainable Travel & Hospitality Awards 2025, held at Terra, Expo City Dubai. The VIP ceremony recognised the individuals and organisations that are accelerating change in net positive tourism.
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