INOVAcija

On Thursday, 26 February 2026, the Institution INOVAcija, in cooperation with the project partner the Autonomous Region of Friuli Venezia Giulia (FVG AR) from Trieste, organised a hybrid IN2BIZ event entitled “Making Sustainability Visible – Enhancing the Sustainability and Visibility of Blue Economy Practices”, as part of the IN4BLUE project (Interreg Italy–Croatia 2021–2027).

The event brought together participants from Croatia and Italy – representatives of public authorities, small and medium-sized enterprises, organisations, and other relevant stakeholders from the blue economy sector, with a particular focus on cultural and creative industries and tourism. The programme was delivered according to the IN2BIZ model in two phases: the first part consisted of national thematic sessions held in Croatian and Italian, while the second part featured a joint cross-border session for the exchange of good practices in English.

The session in Croatian was dedicated to the fundamentals of communication and covered topics such as: how to build a brand, what audience targeting is and how to craft effective messages, and what communication plans are and how they are developed. Emphasis was placed on communication as a tool for achieving clarity, transparency, and trust-building. Participants were encouraged to reflect on the importance of aligning an organisation’s identity, values, and purpose with the way sustainable practices are presented to the public. Particular attention was given to the need for an authentic approach, understanding stakeholder expectations, and shaping messages that contribute to long-term, high-quality relationships. The session was designed as an open and inclusive learning environment, without providing individualised advice, but with a focus on transferable insights applicable across different blue economy sectors.

The second part, the joint cross-border session, was dedicated to the exchange of good practice examples under the title “Communication and Visibility of Sustainable Practices – Best Practice Exchange”. Within this session, examples from Croatia and Italy were presented:

• Communication of sustainable practices in tourism in Croatia – a presentation focusing on how clearly and coherently communicated sustainability can encourage behavioural change and support the long-term transformation of the tourism sector.
• Decarbonisation examples in the cultural and creative sectors in Italy – a presentation showcasing ways of integrating environmental aspects into creative practices and communicating them effectively.

The joint session concluded with an interactive discussion and exchange of experiences among participants, further strengthening cross-border cooperation and mutual learning.

All materials developed within the event will be publicly available on the project’s website IN4BLUE, ensuring transparency, equal access to knowledge, and the long-term availability of content to the wider community.

The IN4BLUE project is aimed at strengthening skills and capacities for the joint creation of innovative and more sustainable products and services in the blue economy sectors, with a strong emphasis on communication as a key element of visibility, positioning, and credibility within the innovation ecosystems of the Adriatic region.