In recent years mass tourism in Adriatic countries has been on the rise. While it has proven to bring many financial benefits, its implications have left a toll on the local population’s life quality. Even though the surge in tourism has undeniably boosted the economies of Adriatic countries, it has also had profound effects on the environment, local culture, and socio-economic conditions. These factors, in turn, shape the perspectives and lives of the youth residing in these areas. This article explores the multifaceted implications of mass tourism on the Adriatic coast and delves into how these effects resonate with the younger generation.

While mass tourism brings a livelihood for many people living on a coastline, high volume – low value tourism, characterized by the rampant construction of hotels, resorts, and other tourist infrastructures, leads to coastal erosion while posing significant threats to environmental sustainability. Its paradox lies in its very tendency to demolish the object of its affection due to natural sights becoming subjected to the whims of private interests. This trend has been met with harsh criticism along the Adriatic coast as well as shown in recent protests in Dalmatian bay Vruja due to illegal constructions and devastation of nature. Discontent with mass tourism developments has affected various European coastline countries as well, such as Spain which has recently witnessed mass protests.

Themes of moral decadence and cultural prostitution have existed even before the recent mass tourism phenomenon, and have often been portrayed in some of Croatian best literary works, as exemplified in J. Kozarac’s 19-th century literary work “Tena” or another  20-th century literary classic “Messrs. Glembay” (M. Krleža) where the main character – Leon Glembay embodies the downfall of old Croatian patrician families and the inner turmoil of modern man, caught in an endless struggle between good and evil. Another important character – baroness Castelli, ascends the social ladder through her “erotic intelligence”, and represents the complex interplay between morality and social status. Her marriage to a wealthy man provides material security and social respect, despite her questionable morals. By the end of Krleža’s masterpiece, both Leon and the baroness are stripped of what they value most – Leon loses his morals, and the baroness her life and body.

Tourism, while economically beneficial, often similarly leads to the erosion of local identity and the exploitation of cultural symbols for profit, mirroring the literary themes of moral conflict and societal decay. While it  provides significant economic benefits, including job generation and increased income, it also brings socio-economic challenges. The rise in property prices driven by demand from tourism for instance makes housing unaffordable for local residents, including young people who are just starting to build their lives.  Local residents are increasingly being driven away as they can no longer afford the essentials of everyday life. From basic groceries to housing, the cost of living is prohibitively high, and the lack of development in other industries only aggravates the situation.

Mass tourism implications can thus be observed through the lenses of brain drain – a phenomenon that has long been a significant concern for Balkan and ex-Yugoslav countries. Reliance on seasonal tourism jobs exacerbates this issue by limiting opportunities for the youth to pursue higher education and well-paying, stable careers outside the tourism industry. Consequently, this leads to an increased propensity for emigration as they search for better prospects elsewhere. Dependence on low-skilled, temporary employment can create a vicious cycle where young individuals are unable to develop the necessary skills and qualifications to compete in more diverse job markets.

Moreover, the economic disparity between those benefiting and not benefiting from tourism exacerbates social inequalities further, fostering a sense of frustration and marginalization among the youth. Apparently, a sense of disappointment can make the allure of emigration even stronger, thereby expanding the growing divide and, in turn, weakening social cohesion. Thus, mass tourism, while economically beneficial in the short term, can inadvertently perpetuate the cycle of brain drain, hindering long-term sustainable development and social stability in these regions.

The rapid growth of tourism has led to a proliferation of commercialized and homogenized content aimed at attracting tourists. Traditional cultural practices, local crafts, and authentic experiences are often overshadowed by standardized entertainment, and superficial attractions designed to attract international visitors’ attention. Young people may thus in a long term witness disconnect from their traditions as they see them being commodified or replaced by tourist-centric content. Furthermore, by relying exclusively on tourism as a source of income, communities tend to cease producing intellectual, social and physical values that could act as a catalyst for cohesive bonds within the community. Such dynamics largely result in the loss of development perspectives, the alienation of individuals, as well as the weariness of the sense of social responsibility. This may bear horrific consequences in post-conflict societies context as these communities may tend to compensate for the lack of internal cohesion by strengthening the us vs. them dichotomy and thereby impairing reconciliation efforts.

To address these challenges, governments and stakeholders should prioritize sustainable tourism practices that balance economic growth with environmental conservation, and reduce reliance on tourism by diversifying the local economy which can in turn provide more stable and varied career opportunities for the youth. Investments in technology, education, and other industries as well as encouraging local community participation in tourism planning and decision-making processes is essential to retain talent and foster long-term development.

The transformations wrought by mass tourism affect how local populations, particularly the youth, perceive their social worlds and navigate their identities. Through this lens, we can better understand the complex interplay between economic growth and social change in these vibrant yet vulnerable coastal communities. It is crucial, however, to acknowledge benefits tourism brings for local communities, which include infrastructure improvements, including development of better roads, airports, and public facilities, which further enhance the quality of life for local residents; job creation, particularly in the hospitality, service, and transportation sectors, which reduces unemployment rates during the tourist season. Meanwhile, it is as crucial to take into consideration many of its drawbacks. While some of them have rather direct consequences, others are on a more subtle note and are usually noticed only when observed long term.

In conclusion, while mass tourism has brought economic benefits to the Adriatic coast, its negative consequences profoundly affect the perspectives and lives of the youth. The cumulative effects of environmental degradation, cultural erosion, socio-economic challenges, and the complex legacy of conflict have profound implications for the youth along the Adriatic coast. These young individuals are at a crossroads, grappling with the need to preserve their heritage and environment while navigating the pressures and opportunities presented by a tourism-driven economy. Addressing these challenges requires a holistic approach that balances the economic benefits of tourism with the preservation of natural and cultural heritage, and the promotion of sustainable development that offers genuine opportunities for the youth. Only through such balanced and inclusive strategies can the Adriatic coast continue to thrive while safeguarding the well-being and future of its younger generations.