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Sustainable Tourism is the fourth thematic priority (pillar 4) of the EUSAIR. It focuses on shaping a resilient, innovative, and future-ready tourism sector in the Adriatic-Ionian Region. It supports a balanced approach that connects economic growth with environmental protection, cultural heritage, and social well-being. By advancing the green and digital transition, the pillar encourages diversification of the tourism offer, helping destinations move beyond seasonal and mass tourism models. A strong emphasis is placed on building skills, knowledge sharing, and collaboration among tourism stakeholders, including destination management organizations, business networks, and SMEs. Environmental sustainability is embedded across tourism planning and operations, promoting responsible resource use, biodiversity protection, and climate resilience. Through this integrated approach, Pillar 4 strengthens the region’s capacity to respond to global challenges such as climate change and geopolitical uncertainty, while enhancing the long-term competitiveness and sustainability of Adriatic-Ionian tourism.

Pillar 4 focuses on three thematic areas:

Facilitating digital and green transition of the tourism and cultural heritage offer
Preparing for the future: knowledge, skills and management
Greening of tourism products and services

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3. May, 2025

EUSAIR Pillar 4 Session Highlights Cultural Tourism and the Mediterranean Diet for Sustainable Development

Greening and a Holistic Approach: The Future of European Sustainable Tourism

ACTIVITIES BY TOPIC

To achieve the abovementioned objectives, Pillar 4 will focus on three topics:

TOPIC 1: Facilitating digital and green transition of the tourism and cultural heritage offer

The main objective of this topic is to develop favourable framework conditions and facilitate digital and green transition with the aim to diversify and strengthen the tourism offer in the Adriatic-Ionian Region. This will be achieved through:

setting up macro-regional networks and routes, to promote collaboration of tourism destinations and with other innovative stakeholders at local, regional and national level, and lead to tourism services and products based on cross-border collaboration;
supporting countries in progressing towards improved tourism data systems, that are in line with European data systems and include sustainability indicators;
helping tourism stakeholders to develop new capacities to integrate green and digital transition in tourism strategies.

TOPIC 2: Preparing for the future: knowledge, skills and management

The main objective of this topic is to raise awareness on the opportunities of the twin transition and to develop, support and promote effective dissemination, sharing and learning on green and digital skills among all tourism stakeholders, especially destination management organizations, tourism business associations/cluster and SMEs. This will be achieved through:

increasing the level of knowledge and capacities about sustainable and smart destination management among tourism SMEs and tourism stakeholders;
a wide adaptation of education models and skills in tourism to the new tourism trends and tourists needs including people with access needs, in particular to the digital and green transition, e.g. through corresponding courses at universities/training centers and the development/updating of national guidelines on training/education in the tourism sector.

TOPIC 3: Greening of tourism products and services

The main objective of this topic is to integrate environmental sustainability throughout all tourism operations and development processes in the Adriatic-Ionian Region. This will be achieved through:

Promoting Ecotourism, Agritourism and Fishing Tourism.
Promoting Rural Tourism.
Promoting the Mediterranean Diet and local Origin Products.
Supporting cultural preservation and enhancement, recognizing and capitalizing on the Mediterranean diet and local, organic and origin products as essential components of the region’s cultural heritage and identity. This recognition serves not only as a celebration of the region’s rich historical fabric but also as a crucial element in attracting culturally minded tourists.
Fostering sustainable economic growth, the initiative aims to stimulate economic development and diversification in rural areas. This is achieved by promoting products of origin and organic production, which are intrinsically linked to sustainable tourism practices. These efforts are designed to enhance the economic viability of rural communities and reduce the economic disparities between rural and urban areas.
Fostering practices that enhance soil health, biodiversity, and ecosystem services, ensuring that tourism and agricultural activities contribute positively to the environmental health of the region. In terms of environmental sustainability, the focus must be on supporting the sustainable management of natural and agricultural resources.

Achievements

Bari Workshop: Launch of the Cross-Pillar Flagship on Mediterranean Diet and Sustainable Tourism

The two-day workshop held in Bari, Italy, in September 2025 launched a cross-pillar EUSAIR flagship initiative focused on the Mediterranean Diet as a driver of sustainable tourism and local development in the Adriatic-Ionian region. The workshop also marked the launch of the new EUSAIR Action Plan adopted in May 2025.

The event was organised by the European Commission in cooperation with North Macedonia, which currently holds the presidency of the EU Strategy for the Adriatic and Ionian Region (EUSAIR), and representatives of three thematic pillars – Blue Economy, Sustainable Tourism and Enhancing Social Cohesion.

Croatian representatives participating in the Thematic Steering Group for Sustainable Tourism have taken a leading role in establishing the Working Group and developing the project that focuses on promoting the Mediterranean Diet, local and organic production, and strengthening green tourism models. Handbook on Gastronomic Tourism Development in the Adriatic-Ionian Region was also presented as part of the initiative.

In the coming months, the Coordinators of the Thematic Steering Group for Sustainable Tourism will lead the Working Group responsible for project development and coordinate cooperation among regional partners.

Establishment of the Cross-Pillar Working Group on Mediterranean Diet & Sustainable Tourism

The Cross-Pillar Working Group on Mediterranean Diet & Sustainable Tourism was established in December 2025 as a key step in implementing the EUSAIR cross-pillar flagship initiative “The Mediterranean Diet as a Tool for Tourism and Local Development in the EUSAIR Communities”. The first online meeting of the Working Group was held on 1 December 2025. The Group is planned to operate during the 2025-2027 period.

The Working Group operates as a technical coordination mechanism under the EUSAIR governance framework, supporting cooperation between EUSAIR Pillars 1 (Blue Economy), 4 (Sustainable Tourism), and 5 (Enhancing Social Cohesion). It was established following the conclusions of the Bari workshop and in line with the new EUSAIR Action Plan.

Coordinated by Pillar 4, in cooperation with Pillars 1 and 5 and with the support of the European Commission and EUSAIR governance projects (Facility Point, StEP and SP4EUSAIR), the Working Group brings together EUSAIR governance and thematic structures as well as national, regional and local authorities, international organisations (such as CIHEAM and IFOAM), academia, Chambers of Commerce, SMEs associations, NGOs and other relevant stakeholders.

Its activities focus on promoting the Mediterranean Diet as a strategic asset for sustainable tourism and local development, through guidance materials, capacity building, skills development, youth engagement and support for sustainable and green tourism models across the Adriatic-Ionian region.

EUSAIR Cooperation with the Council of Europe - Cultural Routes Programme

Cultural tourism is a key component of EUSAIR Pillar 4 - Sustainable Tourism, and cooperation with the Cultural Routes programme of the Council of Europe represents an important strategic partnership linking heritage, tourism, and innovation in the Adriatic-Ionian region. A major milestone of this cooperation was achieved in 2022, when EUSAIR Pillar 4 hosted a thematic panel at the 11th Annual Advisory Forum on Cultural Routes of the Council of Europe, held in Crete, Greece.

The session showcased EUSAIR experiences and success stories in cultural tourism and strengthened dialogue between tourism and culture authorities at macro-regional level. It highlighted cultural routes as powerful tools for sustainable, innovative, and cross-border tourism development.

The initiative strengthened cooperation between EUSAIR and the Cultural Routes programme, increased the visibility of the Adriatic-Ionian region within the Cultural Routes network, and reinforced the role of cultural tourism as a strategic priority of EUSAIR Pillar 4, involving ministries responsible for tourism and culture, the European Institute of Cultural Routes, and a wide range of regional stakeholders.