On 10th of June 2016, distinguished professor William Gartner from the University of Minnesota has presented his work at the Institute for tourism. Prof. Gartner is an experienced expert in the field of tourism, while the subjects of his research are economic growth and development, regional economy and tourism, domestic and international tourism, the creation of destination image and branding of tourism destinations. He is a professor of applied economics at Minnesota University (Department of Applied economics) and a member of the International Academy for research in Tourism (International Academy for the Study of Tourism), and a visiting professor at numerous universities on all continents. Professor Gartner knows the opportunities of tourism in Croatia very well, since he has actively participated and monitored its development for more than 30 years.
In his presentation, prof. Gartner explained the importance of perceiving of the image of the destination as a key and decisive element of making a decision to stay at a destination. Considering that it is not possible to establish control over the branding of destinations, the image of the destination is crucial element that bears the distinctive component for each destination. Tourism contributes greatly to the destination and has a significant impact on its economic development, environmental changes, and its socio-cultural aspect. Therefore, it is important to continuously monitor these changes and implement certain activities in the function of eliminating the negative effects in the destination. It is not enough to say "We are working on sustainable development, it should be registered, and in some ways it is our obligation to the generations to come," said prof. Gartner. In the discussion led after the lecture, there was interesting conclusion that even the start of the measurement of sustainable development can be a great moment for communication that certain destination may point out compared to similar destinations.