Dubrovnik Tourist Board promotes sustainable approach at ITB Asia 2022

Dubrovnik Tourist Board is back at ITB Asia presenting one of the top destinations in Croatia. In order to preserve its cultural authenticity and traditional character, the city has launched its “Respect the City” initiative to ensure a sustainable approach.

A UNESCO designated world heritage site, Dubrovnik is one of the most spectacular urban destinations along the Adriatic Sea. It attracts millions of foreign visitors each year. The city’s rich history, geographic location, mild climate and traditional hospitality, turn it into a recognised high-quality destination for international travellers.

Dubrovnik is Croatia’s undisputed convention centre with more conventions, congresses and corporate incentive programmes, and more attendance in the MICE segment than any other location in the country. But it is also a destination of culture with many festivals, prestigious art happenings, major open-air events and, last but not least, its architectural treasures.

“Respect the City” (RTC) is a multidisciplinary strategic destination management project with an action plan. It is comprised of a set of short-term, medium-term and long-term measures and activities focused on Dubrovnik as the leader in sustainable and responsible tourism in the Mediterranean.

Having recognised the need for urgent and systematic action based on sustainable development models, the City of Dubrovnik, where tourism is the primary source of economic activity, launched the initiative Respect the City. Its aim is to reduce negative effects of over-tourism through continued cooperation of stakeholders and a combination of measures and solutions.

The conservation of cultural heritage, the quality of citizens’ daily lives and ensuring the best possible experience of Dubrovnik as a destination for its visitors – all of these are motivational factors for this shift in destination management. Since the launch of the Respect the City project has attracted the attention of the international media and the global tourist sector, where Dubrovnik is increasingly becoming perceived as a city which manages its tourism in a sustainable way.

(©: Dubrovnik historical town)
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