The collaboration between the Croatian National Tourist Board and Expedia Group brings together destination marketing and social impact priorities. Through the Destination Giveback initiative, the joint campaign focuses on lesser-visited Croatian locations—from the islands of the Adriatic to rural inland towns—and aims to diversify visitor flows, increase awareness of culture and nature, and bolster sustainable travel practices. 

One signature component of the campaign is the funding of local projects. In this case, Expedia donated 10,000 €, in cooperation with CNTB, to the Sunce Association—a Split-based NGO dedicated to protecting marine habitats, particularly the Posidonia seagrass meadows, which are vital for the Adriatic ecosystem. The donation supports education, public awareness and volunteer activities aimed at preserving delicate underwater environments.

On the promotional side, the campaign emphasises authenticity and sustainable travel behaviour. It highlights small-scale experiences, such as coastal villages, wine-growing inland areas, the dry-stone walls of Istria, and lesser-known island trails. Visual content promotes respectful travel, shoulder-season visits, alternative itineraries and local supply chains. This approach aligns with Croatia’s broader tourism objectives of year-round growth, balanced regional development and higher-value experiences. 

For tourism professionals and destination managers, this initiative shows how marketing and destination development can become integrated with social and environmental objectives. By combining global platform reach with local project investment, the campaign offers a model for sustainable destination branding in Europe.
Read the full announcement: https://www.htz.hr/en-GB/press/press-releases/cntb-and-expedia-group-present-new-campaign-through-destination-giveback-initiative

#Destination management #Sustainable tourism #Tourism strategies