Zagreb County, through the Zagreb County Tourist Board, has successfully earned international recognition for its sustainable development policy and achievements in destination management through the Green Destinations Awards programme.
Following an extensive preparation period, systematic collection of documentation and reporting on more than 75 sustainability criteria, as well as an independent on-site audit, Zagreb County has been awarded the Silver Green Destinations Award. This recognition confirms excellence in key areas of sustainable destination management, including the preservation of natural and cultural heritage, social well-being, strategic planning, and responsible tourism development.
The award represents a clear and measurable improvement compared to 2024, when Zagreb County first achieved the Bronze level. Over the past two years, the destination has strengthened its management mechanisms, enhanced coordination among stakeholders, and established a more structured monitoring and reporting system through its Destination Management Plan. The overall score of 7.0 confirms the transition to the higher Silver level of recognition.
The highest score was achieved in the category Culture & Tradition (8.3), where the strong role of cultural and artistic associations in safeguarding intangible heritage was particularly recognised – including traditional music, dance, crafts, and local building skills. High scores were also recorded in the categories of Social Well-being (7.8) and Nature & Scenery (7.5), confirming a clear commitment to the local community's quality of life and to the responsible management of natural resources.
The Green Destinations Award represents an important step towards full, independently verified sustainability certification in accordance with the international standards of the Global Sustainable Tourism Council (GSTC), further positioning Zagreb County as a destination that builds sustainability on evidence, transparency, and continuous improvement.
The auditor’s report confirms visible progress compared to the previous evaluation and highlights that the destination approaches sustainability as a long-term development process. At the same time, clear recommendations have been provided for further improvement, particularly in environmental and climate policies, which will be among the priorities in the coming period.
Statement by Ivana Alilović, Director of the Zagreb County Tourist Board:
“Progressing from the Bronze to the Silver level in a relatively short period confirms that sustainability has been embedded in the strategic management of our destination. We are systematically strengthening cooperation at all levels – from local tourist boards and cultural associations to county institutions and the business sector. This recognition confirms our joint efforts and provides clear direction for future development.
For us, the Green Destinations recognition is not the end of the process, but a strong incentive for further improvement. The recommendations from the audit will serve as the foundation for a new development cycle, particularly in the field of environmental and climate policies.”
About the Green Destinations programme
Green Destinations is an international foundation that supports destinations worldwide in establishing credible and independently verified sustainability management systems. Its awards and certification programmes are accredited by the Global Sustainable Tourism Council (GSTC) and promote continuous improvement, transparency, and evidence-based reporting.
More information is available at: www.greendestinations.org
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