The Croatian tourism capital City of Dubrovnik has been recognised with the title of ‘World’s Leading Sustainable Destination 2025’ by voters at the World Sustainable Travel & Hospitality Awards.

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 in sustainable tourism gathered in Dubai for the World Sustainable Travel & Hospitality Awards 2025. The VIP ceremony was held at Terra, Expo City Dubai and recognised the individuals and organisations that are accelerating change towards net positive tourism.

“We are deeply proud of this global recognition. Dubrovnik is a city of remarkable beauty and heritage, but our responsibility is to ensure that it remains a living, thriving home for our citizens. Over the past years, we have taken determined steps to balance tourism with everyday life, guided by data, collaboration, and respect for our UNESCO-listed Old Town. This award confirms that our approach is working and encourages us to continue. I thank our residents, partners and international colleagues who support our vision. Dubrovnik will continue to lead by example, showing that sustainability and cultural vibrancy can advance together,” said the Mayor of Dubrovnik Mato Franković.

Respect the City also includes a bus reservation system and cruise traffic coordination with CLIA. Elsewhere, port authorities have reduced peak congestion, proving that managing flow, not numbers, is key to sustainable tourism. These efforts have led to a 16% improvement in the city’s GSTC score – from 70% in 2019 to 86.04% in 2023 – demonstrating measurable progress across all sustainability indicators. Dubrovnik is setting the standard for how historic cities can thrive through data-led, community-focused tourism management.

The awards programme is run in partnership with the World Sustainable Hospitality Alliance, whose partners and members represent over 66,000 hotels, eight million rooms globally, 300 brands, and over 100 supply chain and strategic partners.

Glenn Mandziuk, President & Chief Executive Officer, World Sustainable Hospitality Alliance, said: “We extend our congratulations to the city of Dubrovnik on being honoured. This achievement reflects an outstanding commitment to innovation, collaboration, and leadership in sustainable hospitality. At the World Sustainable Hospitality Alliance, we are proud to recognise organisations that are not only redefining excellence in guest experience but also demonstrating that responsible business practices and sustainability are essential to the future of our industry - a Net Positive Hospitality future.”

Justin Cooke, Executive Vice-President of the World Sustainable Travel & Hospitality Awards, said: “Our organisation is dedicated to celebrating the individuals and companies setting new standards in protecting our planet for future generations – and Dubrovnik is a truly deserving winner. It’s a privilege to recognise the city’s achievements at our second annual Gala Ceremony, and I wish the team continued success in the years ahead.”