Benchmarking the performance and potential of Adriatic destinations.
DOWNLOAD FULL REPORT (PDF)The Adriatic continues to strengthen its position as one of Europe's most desirable travel regions. Our 2026 Destination Competitiveness Index evaluates key performance indicators across 25 leading destinations in the Adriatic, measuring their current competitiveness and future potential.
The index assesses six pillars critical to long-term destination success.
The overall quality and diversity of visitor experiences.
Connectivity, ease of access and transport infrastructure.
Hotel performance, accommodation offering and service standards.
Environmental management and commitment to sustainable tourism.
Governance, strategy, marketing effectiveness and stakeholder collaboration.
Investment potential, innovation and ability to grow year-round.
See full ranking of 25 destinations in the report.
Destinations that invest in experiences, sustainability and year-round offerings consistently outperform the regional average.
Accessibility improvements continue to be a major driver of competitiveness across coastal and island destinations.
Sustainability has become a key differentiator, influencing traveller choice more than ever.
Year-round tourism strategy is essential for building long-term resilience and economic impact.
Rising demand for authentic, experience-led travel
Growth of wellness, outdoor and cultural tourism
Digital visibility and AI-driven discovery
Investment in infrastructure and connectivity
Focus on sustainability and responsible tourism
"Competitiveness is no longer about having the most visitors. It's about creating the most valuable experiences for the right visitors."
The Destination Competitiveness Index 2026 includes the full ranking, detailed analysis, benchmarks and strategic recommendations.