Dubrovnik has been named the 2026 European Green Pioneer of Smart Tourism, an EU title recognising destinations that are trying to balance tourism growth with environmental protection and everyday life for local residents.
The recognition comes after several years of efforts to reduce overcrowding in Dubrovnik’s historic centre and manage the growing pressure caused by mass tourism.
One of the city’s best-known projects is “Respect the City”, an initiative focused on reducing congestion inside the UNESCO-listed Old Town. Dubrovnik has also introduced systems for monitoring visitor numbers and managing tourist flows, particularly during the busy cruise season.
As part of those measures, the city limits cruise arrivals to a maximum of two ships or around 4,500 passengers at the same time in order to reduce pressure on the historic centre.
In recent years, Dubrovnik has also invested more heavily in public transport, green spaces and environmental projects. According to city data, 68 new buses have been introduced, including 14 electric buses.
The city has also started reducing single-use plastics at public events and institutions as part of the international Plastic Smart Cities initiative, which aims to reduce plastic pollution by 2030.
Other projects include tree planting, flood protection measures and renewable energy systems such as solar panels and seawater heat pumps at several heritage sites.
Dubrovnik’s approach to tourism has increasingly focused on moving away from the image of uncontrolled mass tourism while trying to preserve the city’s historic character and quality of life for residents.