Ivana Alilović, Director of the Zagreb County Tourist Board, Signs the Rome Declaration Against Greenwashing

The Zagreb County Tourist Board Participates in the PR Roman Forum and Signs the Rome Declaration on Responsible Green Communication The Zagreb County Tourist Board took part in the international PR Roman Forum, held in Rome from 27 to 28 January 2026, which brought together leading European and global experts in public relations, communications, sustainability, and cultural heritage. As part of the Forum, the Zagreb County Tourist Board signed the Rome Declaration on Green Communication Responsibility, thereby joining institutions that actively advocate ethical, transparent, and credible communication on sustainability.

The Director of the Zagreb County Tourist Board, Ivana Alilović, participated in the Forum as a speaker in a thematic panel dedicated to sustainable heritage. On this occasion, she presented the strategic approach to sustainable tourism development in Zagreb County, based on the preservation of space, local identity, and the long-term balance between tourism development and the protection of natural and cultural resources.

The PR Roman Forum was held under the auspices of, and with the participation of, representatives of some of the most important international professional and institutional organisations, including Richard Linning, President of the World Innovation and Change Management Institute (United Kingdom), Filippo Nani, President of the Italian Public Relations Association FERPI, Antonella Melito, Councillor of the Rome City Assembly, Dan Gerrella, President-elect of the UK Chartered Institute of Public Relations (CIPR), as well as representatives of the Global Alliance, UNESCO, the British Museum, the Prado Museum, and other relevant international institutions.

The Zagreb County Tourist Board’s participation in the Forum was given particular significance by the ceremonial signing of the Rome Declaration on Responsible Green Communication—a document that commits its signatories to responsible, ethical, and transparent communication on sustainability, a clear distinction between facts and promotional messages, and the active prevention of greenwashing and misinformation in the public sphere.

“Participation in the PR Roman Forum, the exchange of knowledge with leading international experts, and the signing of the Rome Declaration represent an important step for us in further positioning Zagreb County as a destination that does not view sustainability merely as a declaration, but as a fundamental development direction. We believe it is extremely important that communication about sustainability is credible, responsible, and based on real practices—precisely the message strongly emphasised by the Rome Declaration,” stated Ivana Alilović, Director of the Zagreb County Tourist Board.

The PR Roman Forum brings together representatives of professional organisations such as FERPI, CIPR, ICCO, and the Global Alliance, alongside representatives of leading museums and cultural institutions and experts in sustainable development, communications, and ESG policies, to strengthen the role of responsible communication in the development of sustainable tourism and the preservation of cultural heritage.