Vanessa Kleva about Vibrez Festival: We are increasingly talking about cultural tourism, but it does not happen by chance

Vanesa Kleva, director of the public cultural institution Hrvatski dom Split, has spoken about the upcoming Split-based Vibrez festival, highlighting its role in promoting cultural tourism and fostering a unique local identity. The festival, which began in September 2024 under the name Peristil Vibrez festival, will take place this year as part of its ongoing evolution. It was initiated by Hrvatski dom Split with the goal of offering high-quality cultural programming in historic and protected locations within the city. The festival emerged from the belief that Split possesses all the necessary conditions to host an international festival that would be deeply rooted in the city’s identity. “We have exceptional cultural heritage, unique spaces, and an audience open to quality artistic content,” Kleva explained. “What was missing was a festival with a clear artistic concept that would connect these values into a cohesive whole.” Over the past few years, Hrvatski dom Split has systematically developed cycles dedicated to classical music, jazz, and world music, each finding its own audience. Parallel to this, the OFF cycle introduced contemporary musical expressions such as pop, rock, and soul. The Vibrez festival was conceived as a logical step that connected these existing programmatic directions into a unified festival format. From the outset, the aim was not simply to organize several top-tier concerts, but to develop a festival with its own distinct identity and long-term vision. Kleva believes that such projects gradually change the cultural image of the city. The story behind the creation of Vibrez begins with a concert featuring Ivan Pogorelić and Zagreb-based musicians held at Peristil as part of an international conference focused on performing arts in UNESCO-protected sites. This project confirmed that Split has the potential to bring together world-class artists with its most valuable historical spaces. Following this, the program evolved gradually. A jazz program was introduced as a counterpoint to classical music, followed by an evening devoted to world music. These elements formed the foundation of the current Vibrez festival concept. This year's edition naturally continues that development. The festival has become a significant addition to Split’s cultural offerings, attracting both tourists and locals who enjoy artistically valuable programs. Kleva reflects on the importance of positioning Split as a modern cultural hub. “I believe this festival can be an important step in establishing Split as a city of contemporary culture,” she says. “Split has a rich history, but cultural identity isn’t preserved solely through heritage. It develops through the creation of new artistic content that resonates with our time.” She emphasizes that Croatia already has festivals that have gained international recognition, and while the goal is not to compare itself to them, the focus is on developing a festival that authentically reflects the character of Split. “The greatest value of any festival lies in what it leaves behind after the final concert,” she adds. “We want residents to have the opportunity to listen to world-renowned artists in their own city, but we also want to develop the audience, create new cultural habits, and foster a sense that Split is a place where important artistic events take place.” Culture makes sense only when it becomes part of the life of the community. While more attention is being given to cultural tourism, Kleva notes that it does not emerge by chance. It is the result of quality programming, continuity, and a clear vision. She hopes that over time, Vibrez will become one of the reasons people plan visits to Split at the end of summer, not just for a single performer, but for the festival as a whole. “I believe such content gives the city additional value and contributes to its international recognizability,” she concludes.