Autumn is our time harvest, wine roads, Via Vino 2026 and new units of Naftalana

In late August 2026, the director of the Tourist Community of Zagreb County, Ivana Alilović, addressed three key questions regarding the region’s tourism strategy and its unique offerings. Located just minutes from the capital, Zagreb County presents a distinct tourist experience, one that emphasizes sustainability, authenticity, and local identity over mere proximity. The county has positioned itself as a model of responsible tourism, with a clear framework for managing its destination through initiatives such as the Green Destinations award, Glasgow Declaration on Climate Action in Tourism, Global Sustainable Tourism Council (GSTC) accreditation, and membership in the European Network for Cultural Tourism (NECSTouR). A comprehensive management plan was adopted in October 2025, setting goals until 2028. The region's appeal lies in its concentration of natural and cultural assets. The Naftalan spa in Ivanić-Grad stands out as a rare natural healing site in Europe, while the Žumberak and Samobor Nature Parks cover over 342 square kilometers. Three wine routes, Plesivica, Zelinska, and Samoborska, form a cohesive network that few other continental destinations can match. Rather than being an alternative to Zagreb, the county offers a different rhythm, one rooted in nature, tradition, and sustainable practices. Tourism in the area has evolved beyond weekend excursions and traditional dining experiences. Today, visitors seek transparency, quality, and meaningful engagement. They want to know where their food comes from, who prepares it, and whether they’re paying for authentic experiences rather than staged scenery. Weekend trips remain popular, but they are no longer the primary reason for visiting. Instead, the focus has shifted toward deeper, more immersive encounters. This shift is reflected in the growing number of “Local Host” operators, 41 in total, who act as ambassadors of the region. These hosts offer personalized recommendations, stories, and care, creating memorable stays that guests often recount and share. The tourism offering has also expanded significantly. Wine tourism has moved beyond tasting sessions into structured programs, while active leisure has transitioned from seasonal activities to year-round opportunities. The Naftalan spa completed a major investment of over two million euros in new accommodation units, enhanced wellness facilities, energy efficiency upgrades, and digital infrastructure. Meanwhile, Velika Gorica is constructing a national football training center for the Croatian Football Association, spanning over 92,000 square meters near an airfield. This project, costing 15 million euros, will bring continuous sporting and preparatory tourism to the region, reshaping both the town and the broader district. Accommodation and overnight stays have shown steady growth, particularly among domestic tourists. By mid-August, the region had already surpassed 180,000 nights booked, maintaining the level achieved in previous years despite challenges posed by geopolitical tensions, rising fuel costs, and reduced flight capacities. This resilience underscores the strength of the region’s appeal. Domestic visitors accounted for nearly a third of all activity, indicating a deliberate choice rather than a chance visit. Their return rates suggest satisfaction with the quality and consistency of the experience. International markets are also showing increasing interest. Markets such as the United States, Japan, the United Kingdom, Austria, Slovenia, Hungary, China, and Serbia are actively targeting the region. These travelers come not as pass-throughs, but as intentional visitors seeking specific content and experiences. The region’s reputation is built on its unique combination of natural beauty, cultural heritage, and forward-thinking sustainability efforts. However, not all areas within the region are experiencing equal success. Some locations report declining visitor numbers, prompting careful review and strategic adjustments to ensure balanced development across the entire territory.