The 26th meeting of the Thematic Steering Group for Pillar 4 – Sustainable Tourism (TSG4) under the EU Strategy for the Adriatic and Ionian Region (EUSAIR) took place in Zagreb in a hybrid format.
The session was inaugurated by the newly appointed Pillar 4 Coordinator, Iva Čaleta Pleša, from the Croatian Ministry of Tourism and Sport, alongside Adriana Relja, the recently designated thematic expert. Both highlighted the importance of ensuring continuity and strengthening cross-sector collaboration across the region.
During the meeting, TSG4 members reviewed the progress of strategic projects and confirmed that three flagship initiatives—GREENMAPPING, AIRPRODEST, and Living the Sea 4.0—have officially been submitted under the second call of the Interreg IPA ADRION programme. These projects aim to promote sustainable tourism, enhance destination management, and introduce innovative approaches for valorizing the region’s natural and cultural heritage.
Looking ahead, planned activities are guided by the updated EUSAIR Action Plan, which was adopted in May this year. A key strategic project under Pillar 4 now focuses on the Mediterranean Diet, exploring its cultural, health, and tourism potential. The group endorsed the launch of a study on the Mediterranean Diet and sustainable tourism, building on discussions from this year’s EUSAIR Forum in Crete and a two-day workshop held in Bari, Italy, in September. This initiative marks a pioneering effort within the Strategy, as it involves not only Pillar 4 – Sustainable Tourism but also Pillar 1 – Blue Growth and Pillar 5 – Stronger Social Cohesion.
With support from the European Commission and the three EUSAIR projects—EUSAIR Facility Point, STeP, and SP4EUSAIR—a Working Group on the Mediterranean Diet and Sustainable Tourism has been created, providing a new platform for regional cooperation. Its first online meeting is scheduled for 1 December 2025.
Representatives from North Macedonia, the current holder of the EUSAIR Presidency, announced that the EUSAIR Annual Forum 2026 will take place in May. TSG4 will organize a thematic session focused on cultural and tourism collaboration, with the next TSG4 meeting expected in spring 2026 in North Macedonia.
The meeting also included presentations showcasing best practices from Zagreb County, along with an overview of the Ministry of Culture and Media’s initiatives, including the Cultural Routes of the Council of Europe and UNESCO projects linked to the Mediterranean Diet.
“Our common goal is to promote sustainable, high-quality, and regenerative tourism that safeguards local communities, traditions, and the environment, while providing visitors with authentic experiences,” Coordinator Iva Čaleta Pleša said in her closing remarks.
Moving forward, Pillar 4 will continue to prioritize cross-country cooperation, collaborative projects with other EUSAIR pillars, and the integration of cultural and natural heritage into tourism offerings.
The following day, TSG4 members visited a destination in Zagreb County to experience sustainable tourism firsthand in Samobor—a picturesque town near the Croatian capital, known for its rich natural and cultural heritage, gastronomy, and traditional crafts.
