As a region defined by a strong identity and rich cultural and natural heritage, Istria has been successfully developing tourism for decades. Looking ahead, the focus will increasingly be on balancing tourism growth with the quality of life of the local community. Through the implementation of two Tourism Master Plans (2004–2012 and 2015–2025), and with a new plan currently being prepared for the 2026–2035 period, Istria has systematically shaped its development around quality, sustainability, and long-term resilience.

A particularly important step forward has been the revitalization of central Istria, where initiatives have encouraged young people to remain in the region, revitalized agricultural production, and fostered the growth of agritourism. Today, Istria successfully integrates tourism with local production and tradition, strengthening its wine and gastronomy scene, supporting family-run accommodation, and offering visitors authentic, locally rooted experiences.

With around 5 million arrivals and 30 million overnight stays each year - accounting for approximately one third of Croatia’s total tourism traffic - Istria shows that success is measured not only in numbers, but also in the satisfaction of local residents and the quality of the visitor experience.

President of the Region of Istria, Boris Miletić pointed out that membership in the Global Sustainable Tourism Council reflects a clear commitment to future development guided by responsibility, the preservation of identity, and a long-term vision, one in which tourism protects the environment, values cultural heritage, and ensures a high quality of life for its citizens.

“We warmly welcome Region of Istria as a member of the Global Sustainable Tourism Council. We look forward to working together to further advance sustainable tourism practices across the picturesque and historic Istrian Peninsula,” said Randy Durband, CEO of GSTC.

The Global Sustainable Tourism Council (GSTC) is an international non-profit organization registered in the United States and headquartered in Washington, D.C. It develops and oversees global sustainability standards in tourism. The GSTC Criteria provide guidelines and minimum requirements for destinations, hotels, tour operators, event organizers, and tourist attractions, with the aim of protecting natural and cultural resources while promoting responsible tourism management.

The GSTC does not conduct certifications directly. Instead, it accredits independent certification bodies that verify compliance with international sustainability standards. The organization brings together governments, tourism companies, hotels, non-governmental organizations, and experts from around the world, fostering collaboration and promoting best practices in sustainable tourism development.

»» Learn more about Istria’s membership on the official GSTC website:
www.gstc.org/region-of-istria-croatia-joins-gstc

[February 2026]