Opatija, 2 October 2025 – The ninth international conference TOURISM 365, held from 29 September to 1 October in Opatija, gathered over 800 participants, both live and online, from around twenty countries, confirming its status as one of the most influential tourism platforms in the broader region.
Ministers, Members of the European Parliament, industry leaders, and innovators from around the world agreed on the conference’s key message: the future of tourism lies in a year-round offer focused on experience and the quality of life of local communities.
“For nine years, TOURISM 365 has fostered an open dialogue about key trends in contemporary tourism and inspired the sector toward a sustainable, competitive, and inclusive future. This year, we particularly emphasized the fact that tourism is growing relentlessly, with projections indicating it will double its contribution to the global economy in the next 10 years. This imposes a responsibility on us to manage and develop tourism in a way that safeguards the quality of life in tourist destinations. Because growth must not be measured solely in numbers and balance sheets, but also in the value it brings to tourists, local communities, and destinations. I am delighted that, year after year, we collectively raise the bar and affirm that Croatia is an example of how tourism can and must be different.” – stated Ivana Kolar, Founder and Organizer of the conference.
Tourism That Lasts All Year
Croatian Minister of Tourism and Sport, Tonči Glavina, highlighted that the results beyond the main summer season clearly demonstrate how the transformation of Croatian tourism is producing tangible results: “For the first time, we are achieving record numbers not only in July and August but also in the pre- and post-season. This truly means that Croatia is developing year-round tourism, which ensures our competitiveness and stability, making us a role model for sustainable tourism management across Europe and the world.” – Glavina stressed.
These trends were further confirmed by the numbers: a 6% increase in tourist traffic was recorded in September alone compared to the previous year, further substantiating the progress made outside the summer season. The last quarter of the year, with sporting, convention events, and Advent programs, is also expected to contribute to strengthening year-round tourism.
Experiential and Sustainable Tourism at the Heart of Discussions
Over three days, the conference placed strong emphasis on tourism that delivers authentic experiences, connects visitors with local communities and cultures, and maintains a balance between economic, social, and environmental goals.
Experiential tourism was recognized as a crucial tool for destination differentiation and season extension.
The conference was accompanied by several exceptional side events. A meeting was held between representatives of the largest hotel groups and delegates from the European Parliament and the European Commission to discuss how Croatian tourism contributes to sustainable business development, in preparation for drafting the European Strategy for Sustainable Tourism.
In partnership with New Deal Europe from London and Tine Murn, a B2B Marketplace was held, featuring 70 delegates from 15 countries across Europe, the USA, Canada, and GCC region. Representatives of Croatian tourism companies, agencies, and tourist boards held nearly 500 meetings with approximately 40 international tour operators and agents. They aimed to attract new tourists to Croatia, with an emphasis on arrivals outside the summer season.
A six-day study tour was organized for foreign agents to showcase the best destinations, hotels, and experiences of year-round tourism: Hrvatsko Zagorje, Zagreb, Opatija, and Crikvenica in Kvarner, and Zadar.
Student Hackathon – The Voice of Tourism’s Future
A special highlight of this year’s conference was the significance of new generations to tourism, given that younger generations constitute nearly 50% of the tourism market. It is crucial to understand their habits, expectations, and how they operate, and to adapt the offer accordingly. The first T365 International Student Tourist Hackathon was organized to bring together the best student teams from prestigious European universities. Through intensive work, these young participants developed innovative solutions for the future of tourism. The goal was to involve youth in shaping the future of tourism and to present their perspectives on the sector.
The winning team from the Faculty of Economics and Tourism in Budapest was awarded an exceptionally valuable prize: a six-week internship at the European Parliament, sponsored by Ms. Nikolina Brnjac, Member of the European Parliament. This allows the students to further develop and present their ideas at the highest European level. Teams from the prestigious Les Roches School of Hospitality Management in Switzerland and RIT Dubrovnik in Croatia won second and third places. These teams earned an opportunity to explore Valamar Riviera through a stay in Croatia and interaction with the company’s management. This format demonstrated how vital new generations are in shaping the future of tourism and confirmed that there can be no genuine transformation without their visions.
“As a member of the European Parliament’s Committee on Transport and Tourism (TRAN) and the Tourism Task Force, I am convinced that the innovation and fresh ideas of younger generations are crucial for the future of European tourism. It is a particular pleasure for me to congratulate the winning team of the first Student Tourist Hackathon at the Tourism 365 conference, who rightfully earned the opportunity for an internship at my office in Brussels. This unique experience will provide them with direct insight into the operations of European institutions, as well as the chance to connect their own ideas with concrete policies and strategic decisions. I sincerely look forward to welcoming them soon in Brussels. I am confident that their contribution will further enrich the discussions on sustainable and competitive tourism.” — Nikolina Brnjac, Member of the European Parliament and Member of the Committee on Transport and Tourism (TRAN) and the Tourism Task Force.
During the European Forum, the CEO of GBTA – the Global Business Travel Association, headquartered in Washington D.C., Ms. Suzanne Neufang, presented the prestigious GBTA Navigator Award to Ms. Nikolina Brnjac in recognition of her strong advocacy for issues crucial to the business travel industry and for promoting the needs of business travelers and the wider travel sector. With this recognition, GBTA emphasizes the importance of leaders who actively contribute to the development of a more sustainable and efficient travel ecosystem.
Star of the Conference– Rajan Datar
A special moment of the conference was the keynote address by the esteemed BBC journalist and presenter, Rajan Datar, titled “Why We Really Travel?”. In an inspiring presentation, Datar explored the psychology and deeper meaning of travel. He emphasized that travel makes us better people, broadens our horizons, teaches us to accept different cultures, and provides what travelers truly seek – new experiences. He highlighted that the most valuable travel experience is one where we fully immerse ourselves in the local culture and experience something authentic and unique. He also specifically addressed the growing trend of solo travelers, emphasizing that women, in particular, are increasingly traveling alone, which requires additional adaptation of safety rules and practices in tourism. His stories, based on a rich international career, left a strong impression and served as a reminder that tourism transcends numbers – it is a personal and collective transformation.
Key Conclusions of TOURISM 365
- Tourism must become a year-round activity, not exclusively seasonal, especially given the growing trends of year-round travel, the habits of new generations, and climate change.
- The key emphasis is on experiences and authentic moments that enrich journeys and serve as the primary motivation for contemporary tourists, while also considering tourism’s impact on local communities and destinations.
- Sustainability, digitalization, and innovation remain the foundation of destination competitiveness, as tourism is a sector of extremely high dynamics and rapid market changes; in just one year, as many as 30% of travelers adopted AI as their primary tool for travel planning.
- Younger generations and their solutions must be included in shaping tourism policies and practices, given that they make up nearly 50% of the market
The conference featured over 40 distinguished speakers from Croatia, the region, and around the world, including: Tonči Glavina, Minister of Tourism and Sport (Croatia); Nikolina Brnjac, MEP and Member of TRAN & Tourism Task Force; Teodora Marinska, COO, European Travel Commission; Dubravka Kalin, Director General for Tourism, Ministry of Economy and Tourism (Slovenia); Maja Bakran Marcich, Deputy Director-General, DG MOVE (European Commission); Julije Domac, President of FEDARENE; Suzanne Neufang, CEO of GBTA (USA); Rajan Datar, BBC journalist; Ged Brown, CEO, Low Season Traveller; Siyka Katsarowa, European Spas Association; Simone Zagrodnik, EHTTA; Thomas Boemkes, Diversity Tourism / ITB Berlin; Ivana Budin Arhanić, Valamar Riviera; Maja Pak Olaj, STO; Siniša Topalović, Horwath HTL; Frank Marr, Sports & Travel Media; Dario Marčac and Dijana Domonkoš, CREW Media; Tine Murn and Robert Dee, New Deal Europe, among many others.
The TOURISM 365 conference once again proved that tourism is not just an economic sector, but also a catalyst for social change, cooperation, and the creation of added value.