Tourism in the Municipality of Radovljica has always played an important economic role in the development of the area. The diverse tourist offer, which has been formed over the years and is still developing today, is a reflection of the diverse natural and social conditions that attract many visitors. Before the COVID-19 pandemic, the municipality recorded a steady increase in tourist arrivals, which could lead to mass tourism. Uncontrolled tourism, absence of action and the non-cooperation of all the stakeholders (local community, tourism industry and tourist visitors) may lead to the collapse of the tourist destination. It is important that the stakeholders recognize the importance of promoting the concept of sustainable tourism in their development. In this thesis, we gained the view of the stakeholders on sustainable tourism and their expectations and plans related to tourism in the Municipality of Radovljica. The stakeholders have recognized the importance of developing sustainable tourism and they are investing in it. This approach is confirmed by the obtaining of the Slovenia Green Destinations Gold label and by the outlined strategic guidelines of the Municipal Development Program 2030. The program takes into account the responses of the local community, that strives towards a balanced and sustainable development. Furthermore, we conducted interviews with people involved in tourism activities and in this way we learnt about their views and expectations regarding tourism. As part of the work, we also made an overview of the tourist offer from the point of view of sustainable tourism and explored the issue of tourist activities impacting upon areas intended for agriculture.
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