In the end, Ivandić concludes that for a brighter future of our tourism, we must begin to deal with the collaborative process of harmonizing the determinants of spatial planning and strategic and operational tourism management. It is a process that, by questioning the balance between long-term preservation of natural and cultural heritage, quality of life of local population and market pressures, establishes a kind of destination ‘guide’ for unwavering design, implementation and monitoring of appropriate mechanisms and measures – real – sustainable tourism development. If we want to strategically and sustainably develop our new tourism paradigm, we must certainly provide answers to all questions that are open in professional work. We should have thought about these topics a long time ago, but now is the right time to reset, reposition and create new healthy and sustainable foundations of our tourism. The song speaks directly and simply about the ‘gravity’ of the law of capital and the ‘impressive / enormous’ growth potential of international arrivals, which tourism in its quest for the ‘original’ often pulls towards the ‘fake’. The results of this campaign, which has been going on for decades, are quite clear in overtourism, scenery and musealization, tourist gentrification, excessive consumption of natural and cultural assets, and especially the consumption of space. And then the wonder of the crown lockdown. ‘It wears him out – It wears me out’ – he devoted a lot of thought and wrote words about the meaning of the verses of Fake Plastic Trees, says dr.sc. Neven Ivandić from the Institute of Tourism in his professional work and adds that for someone trying to think about the transformative power of tourism, especially in the face of health pandemic threats, it is intuitively clear. In addition to the positive and negative sides of tourism in Croatia, Ivandić wonders whether we are ready to try to compare them more seriously, in order to really establish a framework for building long-term sustainable tourism development. Why we should not take tourism for granted is explained by a new paper on the impact of the current pandemic on tourism, written by dr.sc. Neven Ivandić. Side dish: Fake Plastic Treesi – Ph.D. Neven Ivandić The current situation around the coronavirus will start the process of establishing new factors for the success of tourism in the future. Isn’t that the basis for building the future competitive abilities of the Croatian tourist market competition? Numerous opportunities are opening up, Ivandić emphasizes. So much to adapt, change, innovate. And a lot to communicate with the market. Where are we? “Let’s not take tourism and what it brings us for granted”Concludes Ivandić in his work. Read the entire professional paper in the attachment. Due to these current viral preoccupations, we must not lose sight of, intentionally or unintentionally, numerous other, fundamental, issues that determine the development position of Croatian tourism. Especially the one aimed at seeking a common strategic orientation towards long-term raising the quality of the tourist product as a key tool with which we can and should enter a developmentally competitive competition, says Ivandić, adding that this is probably a key precondition for establishing a framework for future sustainable development imposes the need to establish a coordinated, vertical and horizontal, management mechanism that should enable us to finally manage tourism, and not for tourism to manage us by giving us only, ‘for granted’, the illusion of success. Imbalances that are most clearly manifested in excessive pressure on the use of local resources due to the relationship between product market and factor market, as well as imbalances arising from the destination as a meeting place of different forces and relations of interest and identity of tourists, entrepreneurs and locals. Photo: Institute for Tourism / Pexels.com / Illustration: HrTurizam Does the globally, perhaps only declaratively, accepted concept of sustainability have the power to really overcome the almost immanent imbalances that characterize tourist destinations? – Ivandić asks. This is certainly necessary, and now we have been given an unwanted opportunity to reflect on all the challenges. Are we ready to change at all and do we recognize the need to change? In any case, I definitely recommend that you read the entire professional paper of dr.sc. Neven Ivandić, who opened and elaborated the real questions and topics, and set interesting hypotheses.