26th meeting of the Thematic Steering Group of Pillar 4

EUSAIR Opens a New Chapter: The Mediterranean Diet at the Heart of the Regional Tourism Strategy

The 26th meeting of the Thematic Steering Group of Pillar 4 – Sustainable Tourism (TSG4) under the EU Strategy for the Adriatic and Ionian Region (EUSAIR) was held in Zagreb in a hybrid format.

The meeting was opened by the new Pillar 4 Coordinator, Iva Čaleta Pleša from the Ministry of Tourism and Sport of the Republic of Croatia. She was joined by the newly appointed thematic expert, Adriana Relja. Both emphasised the importance of continuity and the strengthening of cross-sector cooperation throughout the region.
TSG4 members reviewed the progress of strategic projects and confirmed that three existing flagship initiatives have been officially submitted to the second call of the Interreg IPA ADRION programme: GREENMAPPING, AIRPRODEST, and Living the Sea 4.0. These projects focus on developing sustainable tourism models, improving destination management, and introducing innovative solutions for the valorisation of natural and cultural heritage.

Activities planned for the coming period stem from the new EUSAIR Action Plan, adopted in May this year.
Within the Action Plan, the new strategic project of Pillar 4 explores the phenomenon of the Mediterranean Diet as a cultural, health-related and tourism resource. Members supported the launch of a study on the Mediterranean Diet and sustainable tourism, which continues work initiated during this year’s EUSAIR Forum in Crete and the two-day workshop held in September in Bari, Italy. The new strategic project represents pioneering work 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 expert, operational and content-related support from the European Commission and all three EUSAIR projects - EUSAIR Facility Point, STeP, and SP4EUSAIR - a Working Group on the Mediterranean Diet and Sustainable Tourism has been established, opening a new platform for cooperation among countries in the region. The first online meeting of the working group will take place on 1 December 2025.

Representatives of North Macedonia, which currently holds the EUSAIR Presidency, announced the EUSAIR Annual Forum 2026, to be held in May next year. TSG4 will prepare a thematic session dedicated to cultural and tourism cooperation, while the next meeting of the thematic group is expected in spring 2026 in North Macedonia.

The meeting also featured presentations of good practices from Zagreb County, as well as an overview of the work of the Ministry of Culture and Media on the Cultural Routes of the Council of Europe and UNESCO initiatives linked to the Mediterranean Diet.
“Our shared objective is to develop sustainable, high-quality and regenerative tourism that protects local communities, traditions and the environment, while offering visitors an authentic experience,” said Coordinator Iva Čaleta Pleša in her closing remarks.

Cooperation among countries, the development of projects in collaboration with other EUSAIR pillars and the integration of cultural and natural heritage into tourism products remain the main priorities of Pillar 4 moving forward.

The following day, TSG4 members had the opportunity to visit a destination in Zagreb County and to experience sustainable tourism on the ground in the town of Samobor, a small gem of rich natural and cultural heritage, gastronomy and traditional craftsmanship, located just outside the Croatian capital.