The research sought to identify the challenges of data collection at the local level, assess the clarity and measurability of the proposed indicators, and formulate recommendations for improving the framework by incorporating local specificities.
Dubrovnik as a Tourist Destination
Dubrovnik, the southernmost city in Croatia, is one of the most iconic tourist destinations in the Mediterranean. Known as the “Pearl of the Adriatic,” its Old Town was designated a UNESCO World Heritage Site in 1979, attracting millions of visitors every year. The tourism industry forms the backbone of the local economy, employing the majority of the workforce. However, the rapid growth of tourist arrivals, particularly through cruise tourism, has created significant challenges, including infrastructure overload, pressure on the historic center, seasonal employment patterns, and social inequalities. In this context, the need for a systematic tool to monitor tourism sustainability became imperative. This study, conducted within the framework of the project “Observatory for Coastal and Maritime Tourism in the Mediterranean,” aimed to evaluate a methodological framework for measuring sustainability, with a particular focus on its pilot implementation in Dubrovnik.
Purpose and Methodological Approach
The research sought to identify the challenges of data collection at the local level, assess the clarity and measurability of the proposed indicators, and formulate recommendations for improving the framework by incorporating local specificities. To achieve these objectives, a combination of quantitative and qualitative research methods was employed, including individual interviews, focus groups, and online questionnaires. A total of 22 local stakeholders participated, representing the full spectrum of the tourism ecosystem.
Strategic Findings by Sustainability Dimension
1. Economic Dimension: The Backbone of the Observatory
The economic dimension emerged as the most mature and applicable, showing the smallest gap between importance and feasibility (-0.38). The indicator “Tourism Dependency” was rated as the most important of all indicators (6.63/7), highlighting the vulnerability of the local economy, where more than 80% of employment is directly or indirectly linked to tourism.
The sub-dimensions of local value added and employment were considered the “backbone” of the Observatory, as they rely on established public databases (FINA, HZMO, DZS), enabling direct and reliable data collection without significant additional costs.
However, measuring the share of tourism revenues in the destination’s GDP proved to be the most difficult indicator (-1.2), due to the absence of GDP calculations at the local level. Stakeholders emphasized the need for alternative approaches, such as utilizing banking transaction data or developing local economic accounts.
Furthermore, seasonality emerged as a central challenge, with 49.75% of all overnight stays occurring during July and August, creating extreme pressure on infrastructure while contributing to underemployment during the winter months.
2. Environmental Dimension: The Largest Gap
The environmental dimension exhibited the largest gap between importance and feasibility (-1.22), despite being recognized as highly important (6.33/7).
Indicators related to water and energy consumption were readily available through municipal utilities (Vodovod and HEP), with tourism-related excess consumption estimated by comparing peak-season consumption with a reference month (February).
However, indicators such as the percentage of businesses using Renewable Energy Sources (RES) showed a very large discrepancy (-1.97) due to the absence of a centralized registry. Similarly, monitoring pollution and waste management revealed significant shortcomings. Although Čistoća provided partial data, no distinction was made between tourism-generated and non-tourism-generated waste streams.
Recycling rates are underestimated due to poor waste separation at the source, while wastewater and air pollution generated by cruise ships remain difficult to measure because the relevant data are controlled by international shipping companies.
For biodiversity and ecosystem monitoring, the study recommended the use of satellite data (Copernicus) and advanced technologies, as field-based monitoring is costly and fragmented.
3. Social and Cultural Dimension: Residents at the Center
The sub-dimensions of social acceptance, cultural heritage, and safety received the highest importance ratings (6.52/7).
Residents and their quality of life were identified as top priorities, as tourism growth has contributed to rising living costs, housing pressures caused by short-term rentals, and the displacement of residents from the historic center.
Indicators measuring resident and visitor satisfaction are readily obtainable through surveys but require systematic annual implementation.
Particular emphasis was placed on calculating health and safety indicators based on the “actual peak population” (permanent residents + tourists + seasonal workers), since the permanent population significantly underestimates the real demand placed on public services.
Security and healthcare institutions do not currently maintain statistics based on tourist numbers, creating a substantial gap (-1.6). At the same time, cultural heritage assets—especially the Old Town—require carrying-capacity indicators to safeguard their authenticity and integrity.
4. Governance Dimension: The Most Significant Deficiency
Despite its high importance rating (6.05/7), governance emerged as the least mature dimension, with 0% of indicators being directly available.
All participation and communication indicators require dedicated processing through primary research. Participants highlighted the lack of systematic recording of stakeholder participation in consultation processes, with the corresponding indicator showing a gap of -1.4.
The establishment of a Destination Management Organization (DMO) to coordinate stakeholders was unanimously recognized as essential, particularly given the prevalence of non-compliance issues such as illegal construction and unlicensed operations.
Stakeholders also expressed the need for the Observatory not only to provide data but also to interpret results and facilitate benchmarking against other destinations.
Data Availability and Challenges
The analysis of data availability for the framework’s 164 indicators revealed that:
- 42.5% require secondary data processing,
- 27.6% require specialized processing or field research,
- Only 15.8% are directly or partially available.
The lack of systematic monitoring, dependence on field surveys, and substantial information gaps in maritime tourism (e.g., day excursions, fishing tourism, and diving activities) represent the primary challenges.
Insufficient digitalization and the fragmentation of data sources further complicate data collection efforts.
Implementation Roadmap and Recommendations
The study proposed a three-phase implementation roadmap.
Immediate Phase (within 6 months)
- Implement economic indicators.
- Monitor water and energy consumption indicators.
- Introduce core cruise tourism indicators.
- Establish cooperation agreements with all relevant stakeholders.
Medium-Term Phase (within 1 year)
- Design annual surveys targeting residents, visitors, and businesses.
- Institutionalize environmental reporting mechanisms.
- Pilot the implementation of the excess-consumption methodology.
Long-Term Phase (2–3 years)
- Develop a digital monitoring platform.
- Integrate new indicators, including:
- Cultural heritage carrying capacity,
- Housing affordability,
- Traffic congestion and mobility pressures,
- Average age of tourism employees.
Conclusion
The pilot implementation in Dubrovnik confirmed the suitability of the methodological framework as a solid foundation for sustainability monitoring while simultaneously highlighting significant implementation challenges.
The success of the Observatory depends critically on the commitment of local stakeholders, the allocation of resources for primary research and digitalization, and the enhancement of data interoperability.
The transition to a comprehensive monitoring system will enable evidence-based decision-making to address overtourism, protect the environment, and improve residents’ quality of life, thereby ensuring the long-term sustainability of the destination.