Winds of Change: Krushevo’s Ascent to a Sustainable Adventure Tourism Destination

Krushevo, the highest city in North Macedonia and one of the highest in the Balkans (1,350 m), now stands proudly on the global tourism map as a model for successfully integrating sustainable practices into tourism. At the Green Destinations 2025 Conference in Montpellier, France, the city earned a well-deserved place among the 2025 Green Destinations Top 100 Stories, recognizing its commitment to responsible tourism and its unique, authentic charm.

Towards 2025 Green Destinations Top 100 Stories

This recognition is no coincidence, it is the result of years of dedicated effort, coordination, and a shared vision. The Municipality of Krushevo, together with local businesses, associations, institutions, and citizens, has collectively shaped the city’s tourism identity, placing a strong emphasis on sustainability, authentic experiences, and the preservation of natural and cultural heritage. As highlighted in Krushevo’s Good Practice Story, through inclusive planning and strong public-private cooperation, the city has transformed from a seasonal mountain town into a vibrant, year-round adventure destination. The development of a certified paragliding center, new biking and hiking trails, and responsible tourism initiatives has not only enhanced the visitor experience but also inspired local entrepreneurship and community revitalization, making Krushevo a model of sustainable tourism in the Balkans.

Green Destinations, together with Balkan Green and its co-founding partner supporting sustainable travel and responsible outdoor activities Mustseedonia, has played a key role in supporting Krushevo’s journey toward global recognition. Through close collaboration with local stakeholders, this partnership has helped the city take important steps toward becoming a certified green destination. Being listed among the 2025 Green Destinations Top 100 Stories marks a major milestone – acknowledging Krushevo’s commitment to sustainability, responsible tourism, and community-driven progress. While this achievement is a proud moment for all involved, it also represents an important step and commitment in the journey toward achieving full Green Destination certification.

In parallel, local businesses engaged in a process of learning, exposure and implementation  of tourism sustainable practices, gaining insights into the certification process and the benefits of the Good Travel Seal – an internationally recognized sustainability program that helps tourism businesses assess, improve, and showcase their responsible practices.

“We continue to implement best practices and elevate tourism standards to a higher level. For example, we’ve introduced clear guidelines in guest rooms encouraging responsible water use, signed an agreement with Pakomak,  a recycling management organization,  for sorted waste collection, and improved accessibility by marking parking spaces for persons with disabilities,” said Domnika Stojcheska, owner of hotel Panorama, Krushevo.

The next phase of this comprehensive process focuses on completing the Good Travel Seal certification for ten local businesses – a process already underway and expected to be successfully finalized by the end of the year.

International Recognition and Learning Opportunities 

The Green Destinations Top 100 Stories recognition, awarded in competition with destinations from 33 countries, serves as a powerful tool for international promotion, marketing, and attracting environmentally conscious travelers. At the recent ceremony in Montpellier, the award was received by Green Coordinator Sotir Gabeloski and Tatjana Hasanu, Head of the Department for Local Economic Development in the Municipality of Krushevo.

“This year’s Green Destinations Conference placed a strong emphasis on the future of sustainable tourism,” said Sotir Gabeloski, who was responsible for the preparation of Krushevo’s Good Practice Story. “What stood out most were the transformative trends shaping the industry – regenerative travel, community-led storytelling, and the rise of eco-friendly destinations. Data-driven strategies are becoming vital for responsible destination management, while the growing awareness of tourism’s regenerative potential is helping to strengthen environmental protection. I was particularly inspired by the discussions on decarbonizing tourism and the expanding role of local entrepreneurs in creating authentic and sustainable experiences.”

The conference also highlighted global tourism trends, with key themes including sustainability, climate resilience, green certification, authenticity, and alignment with new EU environmental regulations.

Krushevo as a Hub for Sustainable Adventure Tourism

For more than 10 years, Switzerland, through the Increasing Market Employability -IME Program, has supported Krushevo’s efforts in becoming an active tourism destination. Krushevo’s recognition on a global scale reflects the long-term dedication of all partners to sustainable tourism. Swiss-supported interventions included transforming the paragliding take-off area, developing shoulder season products like When in Krushevo festival, and building capacity among small accommodation providers, with a focus on women-owned businesses. Over the years, the process was supported by a continuous close collaboration and learning by all stakeholders involved, through various workshops and trainings on tourism sustainability and green practices, as well as a study trip to Slovenia, where representatives from Krushevo and national institutions were introduced to the Green Scheme of Slovenian Tourism.

Krushevo, with its unique natural conditions, high altitude, and favorable thermal currents, is ranked among the world’s top paragliding destinations. In recent years, mountain biking has gained popularity, driven by the development of trails built to international standards in collaboration with Swiss experts. These developments have enabled local tourism businesses to expand services, increase income, and generate employment. 

The city regularly hosts international competitions and training camps, attracting professionals and enthusiasts from around the globe, further strengthening its reputation as a sustainable and active tourism destination.

Krushevo also offers a well-developed selection of accommodation and local cuisine, essential for a successful tourism experience. Many accommodation facilities are tailored for cyclists, providing services such as bicycle rental, repair, and transport, as well as safe storage and washing stations to meet bike-friendly standards.

In 2025 alone, the town hosted the Paragliding World Championship, seven additional international competitions, and over 50 cultural and sporting events. Tourism has grown significantly: from approximately 14,000 visits in 2017, overnight stays surged to 40,000 by 2025 – a nearly threefold increase. Tourism tax revenue for the first seven months of 2025 increased by 152% compared to the same period in 2019, while overall tourist arrivals grew by 12%.

With a clear vision, strategic support, and an engaged community, Krushevo is well on its way to becoming a leading destination for sustainable tourism in the region. Local stakeholders, in collaboration with international partners, continue to cultivate a tourism environment that balances natural beauty, adventure, authenticity, and responsible development. Other destinations seeking sustainable growth are encouraged to explore this inspiring model and the steps toward achieving Green Destinations Top 100 Stories recognition.