Heritage does not need to be loud to be powerful. It does not need to be monumental to be valuable. Inspired by this idea, the Zagreb County Tourist Board presented the project “History We Carry in Our Hearts” in Velika Gorica. At its core, the project is not about years, dates or historical facts, but about people, emotions, and values passed down through generations.
“This is a project that speaks quietly, yet leaves a deep impression,” said Ivana Alilović, Director of the Zagreb County Tourist Board. She explained that her goal was to tell the story of heritage in a contemporary, refined and emotionally engaging way. Instead of traditional tourist products, the project introduces symbolic pendants that carry universal messages of hope, light, courage, and faith.
The presentation was also attended by Damir Tomljenović ,deputy Prefect of Zagreb County, who emphasised that while the county is pleased with the continuous growth in tourism, success should not be measured solely through financial indicators.
“Important historical figures of our country, such as Ban Josip Jelačić or Petar Zrinski, provide an excellent foundation for developing new forms of tourism. Projects like History We Carry in Our Hearts offer a deeper, more meaningful approach to heritage through contemporary design and symbolism. This is how we build destination quality and shape a new direction for tourism development in Zagreb County,” Tomljenović stated.
The project connects four locations in Zagreb County: Krašić, Kloštar Ivanić, Velika Gorica, and Vukovina, a village within the City of Velika Gorica.
“Heritage is not something confined within walls. It lives in people, in their stories and emotions. In an age of accelerated consumerism, History We Carry in Our Hearts offers a conscious pause – a small yet powerful reminder of what truly matters. These pendants are not conceived as conventional souvenirs. Still, as personal symbols we carry with us, expressing belonging and values that transcend the boundaries of a destination,” Alilović emphasised, adding that emotion and personal experience are key drivers of contemporary tourism.
Zagreb County is a large and diverse destination, and it is essential to present it as a unified whole while preserving the identities of its smaller communities. For this reason, the focus is not placed on the most famous sites, but on so-called “secret gems” – micro-destinations that deserve greater visibility.
“Today more than ever, we need to pause and reflect on what truly matters,” Alilović noted, adding that emotional response and human feedback are the most critical indicators of success for projects like this, as well as for tourism development in the county overall. Zagreb County is increasingly positioning itself as a destination for short breaks, year-round travel, and authentic experiences – from wine routes and outstanding gastronomy to rural and spiritual sites and contemporary interpretations of heritage.
“Visitors from Scandinavia, for example, can in a single day explore Turopolje Forest, visit distilleries and wineries, sample local cuisine and experience our ‘farm-to-table’ gastro story firsthand. Tourism in our county truly lasts all year,” Alilović said, recalling that Advent events in Velika Gorica, Samobor, Sveti Ivan Zelina and other towns attract guests seeking authentic experiences without the crowds that burden major European destinations such as Vienna or Prague.
Looking ahead to 2026, Alilović highlighted plans further to strengthen Zagreb County’s positioning as a unified destination while safeguarding the identity of its smaller communities.
“Special attention will be given to so-called secret gem locations such as Kloštar Ivanić and Krašić, which hold great potential not only for religious tourism but also for rural tourism. The development focus will also include eno-gastronomy and projects such as apitourism in Turopolje, Velika Gorica. Our goal is to connect wine, gastronomy, local producers and experiences, as this is where added value for visitors is created,” Alilović concluded.
Speaking about promotion, she noted that the county is increasingly turning to international markets, including the United States, which represents a significant step forward for Zagreb County and confirms that continental destinations have much to offer.
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