Reinventing Mediterranean Tourism: Balancing Economic Development, Conservation Challenges, and Climate Change Adaptation
Why Rethink Tourism in the Mediterranean?
Tourism is one of the main economic drivers of the Mediterranean region. In some southern and eastern countries, such as Croatia, it can account for up to 25% of GDP. It is estimated to generate around 12.3 million jobs in coastal areas, or nearly 11.5% of total employment in the region. However, this dynamic sector is facing growing environmental pressures, dependence on fossil fuels, and acute vulnerability to climate, geopolitical, and health shocks. In the face of accelerating climate change impacts and the imperative ecological transition, rethinking and adapting the tourism sector has become a necessity.
The Covid-19 pandemic highlighted this fragility: sudden border closures, loss of income for territories dependent on international tourism, and direct impact on local professionals. While the crisis sparked a reflection on more sustainable and resilient models, the swift return to pre-crisis trends shows that structural change has yet to be realized. In several regions, visitor numbers have already returned to or even exceeded 2019 levels, without any real transformation of the dominant model.
Tourism in the Mediterranean: Between Multiple Pressures and Adaptation Challenges
Tourism development exerts increasing pressure on Mediterranean coastlines. The growing urbanization of coastal areas, often irreversible, is encroaching on fragile natural spaces and accelerating erosion. Tourism-related activities (accommodation, cruises, recreational boating, transportation) are also responsible for various forms of pollution: greenhouse gas emissions, wastewater discharges, plastic waste, underwater noise, road congestion, which directly affect ecosystem quality, marine and terrestrial biodiversity, as well as the health and well-being of local populations. These pressures are exacerbated by the high seasonality of flows, the geographical concentration of tourists, and the low diversification of offerings in some areas.
Faced with these challenges, Plan Bleu advocates for a systemic adaptation of Mediterranean tourism. This involves a thorough revision of spatial planning models, better management of natural resources, involvement of local stakeholders, and enhanced capacity to collectively plan for, anticipate, and adapt to future risks.
The Role of Plan Bleu: Indicators, Tools, and Pilot Projects
To support this transition, Plan Bleu develops monitoring and decision-support tools aligned with sustainable tourism public policies. It coordinates and participates in territorial projects, provides technical support to local authorities, and disseminates concrete solutions from regional collaborations. The report “State of Play of Tourism in the Mediterranean” (2022) provides an updated foundation to understand post-Covid dynamics and identify opportunities for action.
The best practices catalog produced within the Interreg-MED Sustainable Tourism Community brings together inspiring examples: eco-labeling systems (such as Blue Flag), sustainable management of marinas, environmental monitoring of coastal zones, limiting visitor flows, diversifying offers toward ecotourism or off-season cultural tourism. These approaches, still too often marginal, can form the basis for scaling up change.
Plan Bleu also promotes and leads numerous territorial initiatives that implement these principles. The Adapt’Pelagos project explores conditions for more cetacean-friendly boating in the namesake sanctuary. The NaTour4ClimateChange project strengthens tourism adaptation capacities in Marine Protected Areas. The CASadapt project helps southern coastal territories integrate adaptation into tourism planning. All these efforts are co-constructed with local stakeholders, researchers, and protected area managers.
Recommendations for More Resilient Tourism
To embed the sector’s transition in the long term, Plan Bleu proposes clear policy guidelines: better integrate tourism into climate adaptation plans, strengthen intersectoral governance, financially support local actors in their transitions, and promote participatory approaches. Training professionals, engaging citizens, improving sustainability indicators collection, and strengthening observation mechanisms are key levers identified in Plan Bleu’s publications.
