Ivana Alilović

Ivana Alilović, the director of Zagreb County Tourist Board since 2019, had a professional journey that reflects a continuous commitment to leadership, innovation, and the strategic development of sustainable tourism. Her past is marked by a steady progression through roles that strengthened her expertise in destination management, strategic communication, and regional development – from high-level positions in the Ministry of Foreign and European Affairs of the Republic of Croatia, Ministry of Tourism and Sport of the Republic of Croatia, Ministry of Regional Development and European Union Funds of the Republic of Croatia, to much more. Through these experiences, she built a reputation for strategic planning, bringing together stakeholders, fostering collaboration, and creating long-term value for communities and the tourism sector. In her current role, Ivana is recognised as a driving force behind transformative initiatives that position her region as a forward-thinking, sustainable, and globally connected destination, especially based on her global strategic engagements such as Membership of the Board of Director of the NECSTouR, the Network of European Regions for Competitive and Sustainable Tourism, as well as the initiator of the certification of Zagreb County as the Green Destination, signatory of the Glasgow Declaration, and many other prominent certifications and associations in the EU and globally, among the firsts in Croatia. She leads with a clear vision that integrates sustainable development, environmental responsibility, climate protection, cultural authenticity, and economic resilience. Under her guidance, numerous local, regional, national, EU and international strategic projects have advanced, including efforts to strengthen sustainability standards, enhance destination competitiveness, and support innovative tourism products, particularly in areas such as sustainable, green and responsible tourism, including wine tourism. Her work is characterised by a blend of strategic thinking, partnership building, and a strong focus on practical implementation.

Looking to the future, Ivana continues to champion a progressive agenda that anticipates emerging challenges and opportunities in tourism. She is dedicated to expanding international cooperation, knowledge transfer, accelerating the transition toward sustainability, and fostering new models of destination governance that empower local communities and stakeholders. Her forward vision centres on strengthening resilience, enhancing quality of life for residents, and positioning her region as a benchmark destination for sustainable tourism excellence. With her ongoing commitment to innovation and collaboration, Ivana aims to shape a tourism landscape that is more responsible, competitive, and globally relevant.