Dr. Marlena Ćukteraš

"A key challenge in tourism is adapting to rapid changes such as climate change, digital transformation, and evolving societal expectations. Many businesses face difficulties in implementing sustainable and innovative practices that are essential for long-term resilience. One of the biggest challenges we encounter in tourism is managing the impact of mass tourism alongside climate change on our coastal communities. Overcrowding, pressure on local infrastructure, and environmental degradation affect both residents and visitors. At the same time, climate change brings unpredictable weather and rising temperatures that disrupt tourism patterns. Through PHOENIX 4.0, we hope to foster stronger collaboration among stakeholders to develop sustainable, inclusive solutions that protect our environment and support local communities for the long term.By fostering cross-sector cooperation and promoting digital and sustainable solutions, we will strength the entire tourism ecosystem, ensuring it remains competitive, resilient, and aligned with Europe’s broader economic and environmental goals. (Note: it is not possible to answer the Trainer's contribution question, the application does not allow text input. My contribution is visible for each of the items through the list of projects (in the CV I sent) that I have led in the last 10 years in the region. If necessary, I will send answers to this separately, or let me know what the possibilities are for answering.) "