Croatia is experiencing a surge in large-scale tourism projects, particularly across southern Croatia, with thousands of new accommodations planned. Despite government claims of a shift towards sustainable tourism, concerns are rising about whether these developments align with that goal. The rapid expansion raises questions about the long-term environmental and social impact of increased visitor numbers. Details regarding the specific issues hindering sustainable practices are currently limited, but the scale of the projects suggests potential challenges. The situation highlights a tension between economic growth through tourism and the preservation of Croatia’s natural and cultural heritage. Further investigation is needed to assess the true sustainability of this tourism boom.