The Croatian island of Pag, known for its vibrant nightlife, is considering a bold move: banning alcohol sales in public areas. This shift is significant for a place that has long positioned itself as a party hub, especially around its popular Zrće Beach, which attracts thousands of young partygoers from across Europe.
Local officials in Novalja, Pag’s main town, are feeling the pressure. Excessive drinking has led to public disturbances, noise complaints, and a healthcare system burdened by alcohol-related emergencies during summer peaks. As the alcohol-fueled tourism model shows signs of strain, a change is necessary.
Zrće Beach has been likened to Ibiza, famous for its mega-clubs like Aquarius and Papaya. The appeal of cheap flights, affordable hotels, and easy access to alcohol has drawn in visitors, but the negative impacts are becoming harder to ignore.
The proposed ban aims to limit alcohol sales in public spaces—like streets and beaches—without shutting down the clubs themselves. This distinction is critical; it focuses on curbing street drinking rather than wiping out nightlife altogether.
A notable generational shift is taking place. Younger Europeans are drinking less than their parents. According to a 2024 World Health Organization report, alcohol consumption among those aged 15 to 24 in Europe has dropped significantly since the early 2000s. A recent UK survey revealed that 26% of adults aged 16 to 24 do not drink alcohol, up from 18% over the past decade.
Health consciousness is driving this change. The rise of social media influences how young people view drinking, often seeing it as incompatible with healthy lifestyles. Movements encouraging moderate or non-alcoholic options have gained traction, with businesses offering more non-alcoholic beers and spirits.
For destinations like Pag, the decline in alcohol-centric tourism presents challenges and opportunities. While it threatens local revenue by appealing to a shrinking customer base, it also opens the door to alternative tourism that focuses on wellness, cultural experiences, and nature.
Communities that adapt—like the Algarve in Portugal and parts of Spain—are investing in eco-tourism and culinary experiences that often offer higher per-person spending. Pag’s proposed restrictions on public drinking can be viewed as a step toward embracing these alternatives, balancing tourism while preserving quality of life for residents.
This trend is not unique to Pag. Other party destinations across Europe are implementing similar restrictions. Barcelona has tightened regulations on tourist activities, and in Amsterdam, campaigns are discouraging certain types of partying. This shift reflects a growing awareness of the social and environmental costs associated with mass tourism.
Interestingly, there’s a connection between the decline in drinking and the rise of plant-based lifestyles. A recent study published in the journal Appetite indicated that those identifying as vegan are more likely to reduce or eliminate alcohol from their lives. This alignment between health and ethical considerations is prompting more people to rethink their consumption habits entirely.
The global market for non-alcoholic beverages is on the rise, valued at $1.47 billion in 2024 and expected to grow. This suggests potential for businesses to pivot towards wellness offerings, catering to a changing consumer base that values health and sustainability.
As the Novalja proposal faces discussion, it illustrates a broader question for tourist destinations: can they reinvent themselves in time? If they delay, they risk falling behind evolving consumer trends. The way forward could involve embracing the preferences of a new generation—valuing wellness over excess.
For guests seeking more than just nightlife, Pag’s transformation may come as a welcome change. While its nightlife remains a key draw, the potential to create a healthier, more balanced visitor experience aligns with current trends and could set a new standard for tourism in the region.
