Tourism in Croatia faces unique challenges and opportunities that require careful planning and a strategic approach to sustain its growth and ensure long-term prosperity, writes Tomislav Brezinščak, director of the Adriatic office of McKinsey & Co., in a brief overview of tourism in Croatia.
McKinsey’s report highlights Dubrovnik, as one of the most visited cities, facing the problem of overtourism, especially during the summer season when the number of tourist arrivals can be up to twenty times higher than in winter. Thus, McKinsey states that by 2030, Dubrovnik will have 7,500 international and domestic overnight stays per square kilometer, which is a 70 percent increase in just seven years (counting from 2023). According to their projections, only Marrakech in Morocco and Amsterdam in the Netherlands will see a greater increase during the same period.
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Additionally, Dubrovnik falls into the highest quintile of risk in four out of six categories identified by McKinsey. It is most exposed to the risk of local economic dependence on tourism, overtourism, overloaded infrastructure, and environmental impact, while the risk to cultural and heritage preservation is somewhat lower.
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The Problem of the Entire Adriatic
Although Dubrovnik has already taken significant steps to combat overtourism, such as banning new permits for private rentals in the historic old town and reorganizing cruise schedules, Brezinščak notes that this is not just Dubrovnik’s problem.
– The entire Adriatic coast faces similar challenges, and there is an urgent need for national-level strategic planning for the development of sustainable tourism models that will preserve natural and cultural resources while ensuring a positive experience for tourists and local residents – believes Brezinščak, adding that new technologies can also enhance the tourism offering.
– Croatia has the opportunity to implement intelligent systems for managing tourist flows, using data collected through social media and other digital platforms to better understand tourist behavior patterns and identify stressed areas. There is also a significant opportunity for the development of year-round tourism by promoting lesser-known destinations and diversifying the tourism offering. Through partnerships with local communities, we can create unique and authentic experiences that will attract tourists year-round, reducing pressure on popular destinations during peak season. Croatia is indeed a world-renowned tourist destination with enormous potential for further growth and development. The key to success lies in sustainable management, innovation, and collaboration among all stakeholders in the tourism sector. I believe that only through joint efforts can we overcome challenges and seize all the opportunities that arise – concludes Brezinščak.
