- by croatiaweek
- February 3, 2026
-
in
News
Rovinj
ROVINJ, 2 February 2026 (Hina) – What kind of tourist destination should Istria become in the future? This was the central question addressed at a forum on urban planning and sustainable tourism development held on Monday in Rovinj, where the emphasis was firmly placed on improving residents’ quality of life and securing long-term prosperity for the local community.
Mayors, municipal leaders, tourism officials and experts gathered to discuss the future direction of Istrian tourism, agreeing that the time has come for a decisive shift in approach.
The shared message was clear: Istria does not need less tourism, but better tourism, with fewer visitors, greater added value, and stronger benefits for local people.
Istrian County Prefect Boris Miletić highlighted the region’s current position as one of Croatia’s tourism powerhouses and a recognised Mediterranean destination.
“Istria is rightly considered a champion of Croatian tourism and is well recognised across the Mediterranean, Europe and beyond,” Miletić said. “Each year we record around five million visitors and nearly 30 million overnight stays, accounting for approximately one-third of Croatia’s total tourism traffic.”
Tourism also represents a significant share of both the regional economy and Croatia’s overall GDP. However, Miletić stressed that the key issue is not where Istria stands today, but where it is heading tomorrow.
“We know where we have been and where we are now, but the responsibility lies with all of us to think about the future,” he said. “Tourism is not just an economic activity; it is a responsibility towards the region we live and work in, towards our citizens, and indirectly towards the entire economy. We have achieved a great deal, but we want to be even better. That requires changes in mindset and decision-making.”
While some challenges fall under national legislation and are beyond direct regional control, Miletić emphasised that Istria can and should continue to advocate, propose solutions and lobby for necessary changes.
Denis Ivošević, Director of the Istrian County Tourist Board, noted that there is a strong willingness for change among professionals in architecture, spatial planning, economics and tourism.
“A critical mass has formed in Istria that wants a fundamental shift in how tourism is conceived,” Ivošević said. “Several key documents shaping future tourism development are currently being prepared.”
These include destination management plans, assessments of tourism carrying capacity at both local and regional levels, a new vision for Istrian tourism, a comprehensive tourism development master plan, as well as strategic and operational marketing plans.
Poreč
International tourism expert Eulogio Bordas, President of Bordas Associates, delivered a clear message to participants: growth alone is no longer enough.
“When growth by itself is no longer sufficient, it is time to change course,” Bordas said. He underlined that the satisfaction of the local population is a fundamental prerequisite for quality tourism.
Drawing on experiences from other global destinations, Bordas warned that Istria is facing challenges similar to those encountered elsewhere and must act decisively. Among the key priorities he identified were the protection of family heritage, safeguarding local identity, and a strategic shift from quantity to value.
The forum concluded with a shared understanding that Istria’s future success will depend not on increasing numbers, but on intelligent, sustainable tourism that balances economic benefits with community wellbeing and environmental responsibility.
