The strategy prioritises year-round tourism, environmental protection and a stronger emphasis on local identity, gastronomy and culture. Istrian officials stress that the goal is not to increase visitor numbers at all costs, but to create a balanced model that benefits local communities, preserves natural resources and improves the overall visitor experience.
A key pillar of the plan is the development of high-quality accommodation, authentic food and wine tourism, and outdoor activities such as cycling, hiking and wellness tourism.
By investing in infrastructure, digitalisation and education within the tourism sector, Istria aims to remain competitive while reducing pressure on the environment and avoiding overtourism during peak summer months.
Regional leaders describe the strategy as a roadmap for positioning Istria as a leading Mediterranean destination built on sustainability, innovation and authenticity, aligning tourism growth with the everyday life and long-term interests of its residents.
